(1) Principles for formulating trademark names. When naming a trademark, in addition to complying with the legal requirements for trademark naming, the following principles should also be followed: 1

Easy to recognize and read. , easy to understand, easy to remember, and easy to write. The name of the trademark must first be clear and concise; the words should be easy to understand, and do not use obscure, obscure words; the strokes should be simple, easy to write and print, and do not use complicated strokes. Ancient and obsolete characters that are difficult to identify or have been eliminated; the pronunciation should be loud and smooth, with a sense of musical beauty, and avoid crooked teeth, flat and oblique characters; in addition, the name should not be too long

2

Grasp the characteristics and highlight the key points. The trademark name is very short and can only show the characteristics of a certain aspect of the product. This requires grasping the characteristics and highlighting the key points.

This kind of prominence may focus on showing identity. Such as "Kweichow Moutai"; or focusing on displaying technology, such as "Ancient Han Health Essence"; or focusing on displaying materials, such as "Liangmianzhen Toothpaste"; or focusing on displaying value, such as "Diamond Electric Fan"; or focusing on displaying value. Show function, such as "Bai Li Brand Soap"; or outline an image, such as "Little White Rabbit Toothpaste"; or express taste, such as "Xiyingmen Towel Quilt"; or show style, such as "Princess Brand Piano"; or express product category , such as "Kendji Organic Rice"; etc.

3

The name and reality should be integrated to avoid self-contradiction. The name should reflect certain characteristics of the product from a certain aspect. This This feature should have a certain relationship with the product, and should not appear to be inconsistent with the name of the product or have a trademark that damages the image of the product

For example, "Black Panther agricultural vehicle", "Black Panther" display In addition to the power of the car, the "chrysanthemum" of the "chrysanthemum" fan gives people a sense of coolness. The combination of name and reality is reasonable

4

It is necessary to consider the psychological goods of the consumer. To win the market, the consumer target must be named with the consumer’s psychology in mind.

For example, children’s products must consider children’s psychology: so there are Little Angel shoes, White Rabbit toffee, and Wahaha fruit milk

Health care products for the elderly should consider the psychology of the elderly: so there are Baile Chinese patent medicines, Laolaifu oral liquid, and Ruyi brand crutches

Cosmetics are mainly consumed by young women, so the brand names are fashionable and foreign-style: Aoqi , Yaqian, Head and Shoulders, Lihua Sibao, Golden Ballet

High-end consumer products are based on the characteristics that buyers should choose carefully. They use trademark names to show that the products are valuable, sophisticated, durable and advanced, so they are unique. Rolls pianos, Sapphire watches, etc.

5

The name must be aesthetic and meaningful. The so-called aesthetic means that the name has a vivid image and can make people have good associations.

For example: Tulip brand wallpaper, Penguin brand wool sweater, Lotus brand MSG

Meaning means that the name can contain more information

For example, "Zhongyi" means that The product introduces Italian technology and tells people that the product is satisfactory

"Lao Lai Fu" both means Lao Lai Fu in Chinese and is homophonic with the English word LONGLIFE (longevity)

( 2) How to formulate a trademark name 1

Introduction to descriptive formula This is the most commonly used method

This method uses plain and popular language, and some introduce the place of origin, such as: Shanghai , Qingdao, Tianjin; some introduce the effects, such as: divine power, a spoonful of beauty, forever, Yongfang, Jianmin, Ruyi

2

The characteristics of this method of metaphor are, The name is a metaphor, which refers to the characteristics of a certain aspect of the product, such as the name of a TV set. "Changhong" means bright, "peony" means bright, and "peacock" means colorful

3

The characteristic of the suggestive method is that although the name is not a metaphor, it can vaguely reveal more other information

For example, "Huari" implies the Japanese technology of the product, " "Aerospace" implies cutting-edge technology, "manly" cigarettes imply a certain style standard and value orientation, and Yuyang brand blankets imply the materials used in the blankets

4

Symbolic type The characteristic of the method is that the name can give people rich associations

For example, the "Great Wall" symbolizes a creative spirit, and the "Yellow River" symbolizes the antiquity of the Chinese nation. This is a relatively concrete image.

Symbols

Some are more abstract, such as "double rings" and "triangles", which can only be left to consumers to freely associate, and it is a matter of opinion

5

The authoritative style is characterized by using authoritative names

or borrowing celebrities, such as "Li Ning Brand", "Xinghai Brand" or self-proclaimed authority, such as "Tianwang Brand" and "Bawang Brand"

6

The characteristic of wishing style is that the name has auspicious and festive colors

such as "beautiful", "dafa", "xiyingmen", "double happiness", etc.

There are many naming methods. Here is a rough list of the most commonly used ones. The specific application must be flexibly handled according to the actual situation