In this era of brand management, trademarks and brands are particularly important. So how to name a trademark brand, what are some methods of naming a trademark, and what kind of precautions and taboos are there? The following article introduces in detail the essential knowledge of brand name naming.
Comprehensive methods of naming brand trademarks
1. The company name method
is to name the company name as the product brand. Such as: Philips Electric, Sony Electric, Sanyo Electric, and many famous car brands, food brands, KODAK film, IBM, 3M, Haier, Hisense, Chunlan, Midea, Marlboro, Royalstar, etc. Famous foreign brands generally use abbreviations, such as IBM, 3M, and NEC, which use abbreviations, that is, one letter of each word of the company (enterprise) name is organized to form a new word. It is characterized by conciseness, but cannot Describe the characteristics of the business. Using the corporate name method to name product brands is conducive to the formation of product brands and corporate brands that promote each other and effectively enhance the corporate image.
2. Regional law brand trademark naming
It refers to the association of corporate product brands with place names, so that consumers can trust the region and then generate trust in the product. The famous Tsingtao brand beer is a product named after the place. When people see the word Qingdao, they will think of the city's magnificent scenery of red tiles, yellow walls, green trees, blue sea and blue sky, making consumers think of Qingdao. The recognition of Tsingtao Beer is generated on the basis of recognition. Similarly, the rapidly growing Mengniu brand of dairy products uses the abbreviation of Inner Mongolia, "Meng", as an element of the corporate brand. As long as consumers see the word "Meng", they will think of the spectacular scene of cows and sheep in the wind and grass. , and then develop trust in Mengniu products. For another example, a wine called "Ningxia Red" in TV commercials is a tonic wine brewed from Ningxia's specialty wolfberry. Its brand highlights the place of origin to prove the authenticity of the wine. It can be seen that it is necessary to connect distinctive regional names with corporate products. The method of determining the brand can help promote consumers' recognition of the brand by leveraging regional accumulation. But sometimes many companies name their companies or products after regions, which can also cause confusion.
3. Naming Chinese and foreign brand trademarks
It is to use Chinese characters and letters or a combination of both to name the brand, so that consumers can have a more foreign feeling about the product, thereby promoting product sales. . For example, "TCL" uses English letters alone: ??"Youngor" brand uses the English "YOUNGER" transliteration as the brand, adding a "foreign style": "Hisense" in English "HiSense" is "HighSense" in the eyes of foreigners, that is? Highly sensitive and high-definition means a good way to pave the way for the product to be introduced to the world. Similarly, when foreign famous brands are translated into Chinese, they skillfully use the Chinese pronunciation and meaning, and achieve good results, such as PENTIUM, BMW, PANTEN shampoo, SAFEGUARD, Apple (APPLE) computers, Carrefour (CARREFOUR) supermarket. There are also brand names that combine transliteration and free translation, such as: Coca-Cola (COCA-COLA), Pepsi-Cola (PEPSI), CLEANamp; CLEAR, etc. When using Chinese and foreign methods, we must skillfully combine them, and avoid trying to be foreign for the sake of foreignness, or to be Chinese for the sake of Chineseness. In particular, we must prevent the indiscriminate use of "foreign names", which may tire consumers or even have counterproductive effects.
4. Name method for brand trademarks
It is to use the name of a celebrity, star or company founder as a product brand, making full use of the value contained in the name to promote consumer recognition of the product. For example, Li Ning, the prince of gymnastics, used his sports star effect to create a famous brand of sporting goods. The world-famous Dell computer is a brand named after its founder, Dell. There are also "Wang Zhihe fermented bean curd", "Zhang Xiaoquan scissors", "Ford Motors", "Deng Yaping brand sporting goods", "HP", "Jordan sports shoes", "Panasonic", "Honda Motors" and so on. Naming a brand with a person's name can increase awareness.
5. Naming a brand trademark using the target method
is to connect the brand with the target customers, thereby creating a sense of identity among the target customers. ?Taitai Oral Liquid? is a blood-tonifying oral liquid for women produced by Taitai Pharmaceutical. This brand allows consumers to know that it is a nutritional supplement specially designed for married women as soon as they see the product; similarly, the ?Taizi Milk? brand People immediately think that this is a dairy product for children, as well as "Goodbaby" stroller, "Wahaha" children's oral liquid, "Guaiguai" children's food, which are also excellent brands for children's products; the famous brand "Business Communication" ?, targeting the target customers directly at those bosses who have made great achievements in the shopping mall, creating a miracle of electronic products. Using the target method to name your brand has a powerful effect on gaining consumer recognition.
6. Naming brand trademarks using the image method
It refers to using animals, plants and natural landscapes to name the brand. For example, the "Seven Wolves" costumes give people a wild and brave feeling, reminding people of the classic plot of "Dance with Wolves": the "Holy Elephant" floor gives people the image of a floor that is difficult for elephants to trample; There are also "big red eagle", "panda", "jaguar", "peony", "emerald bamboo" and so on. Using the image method to name the brand, with the help of images of animals and plants, can make people associate and feel friendly, and improve the speed of cognition.
7. Naming brand trademarks using the value method
It is to name the brand using the concise language pursued by the enterprise, so that consumers can feel the value of the enterprise when they see the product brand. . For example, Shanghai Shanda Network Development Co., Ltd. and Hunan Yuanda Enterprise highlight the company's lofty pursuit of value. Fujian Industrial Bank embodies the value pursuit of "prosperous career". Wuhan Jianmin brand highlights the corporate pursuit of serving people's health. The brands of "Tong Ren Tang" in Beijing and "De Ren Tang" in Sichuan highlight the pharmacist's pursuit of "cultivating benevolence and benefiting the world and maintaining health". Therefore, using the value method to name a brand is of great significance for consumers to quickly feel the corporate values.
8. Time-space method for naming brand trademarks
It refers to using the historical origins related to the product as an element of product brand naming, so that consumers can have an authentic sense of identification with the product. The well-known "Daoguang 25" wine was discovered in June 1996 when the old Lingchuan winery was relocating. Four wooden bottles dating from the Yisi year of Daoguang in the Qing Dynasty (1845 AD) were accidentally unearthed that had been hidden underground for 152 years. Wine sea (ancient wine container). The State Administration of Cultural Heritage and the Jinzhou Municipal People's Government organized archaeological and winemaking experts to identify these tribute wines that have been stored in caves for a century and a half and are truly "rare in the world and rare national treasures". The company then seized the cultural wealth given by history and named the new product wine blended with this wine "Daoguang 25". Wine is the fragrance of old people. As long as consumers see "Daoguang 25", they will have the feeling of drinking ancestral wine. Therefore, using the time and space method to determine the brand can quickly gain the favor of consumers with the help of the profound connotation given by history to the brand.
9. Digital naming of brand trademarks
It is to use numbers to name the brand, borrowing people’s association effect of numbers to promote the characteristics of the brand. For example, the brand meaning of "Sanjiu Pharmaceutical" is: "999", long-lasting health, long-lasting career, and eternal friendship. ?7-11? is the world's largest retailer and convenience store franchisor, with 21,000 convenience stores in North America and the Far East. The company named the company after ?7-11? which means it launched in 1946. Named after the service feature of store opening hours from 7 a.m. to 11 p.m. that is very popular among consumers, it has become a world-famous brand. There are also "001 Antenna", "555 Cigarette", "505 Shengong Yuanqi Bag", "Samsung Electronics", "Sany Heavy Industry" and so on. The use of digital nomenclature can enable consumers to enhance differentiated recognition of brands.
10. Naming brand trademarks using the efficacy method
It is to name the brand after the efficacy of the product, so that consumers can identify with the efficacy of the product through the brand.
For example, "Brain Relaxation" is a brand of "brain-building and intelligence-enhancing" nutritional oral liquid: "Rejoice" shampoo, named after the product is dedicated to allowing users to have elegant and smooth hair: "Kangchiling", ?Liubizhi? toothpaste is named after the toothpaste's preventive and therapeutic effects on teeth. Using the efficacy method to name brands can make consumers think of the functions and effects of the product when they see the brand name. There are also "Quick Translation", "Quick e-click", "Happy Stars", "Dieure and Diarrhea Stop" and so on.
Key points and precautions when naming a trademark
1. Try to keep it as short as possible, for example, if the trademark name is "Jiameili Finka" (or longer), others will not be able to remember it. Better is a two- to three-character name, such as "Edford", which is shorter and sounds smoother.
2. Don’t use names that are too popular, such as “Andy Lau”, ??“Jackie Chan”, etc. These names are usually already registered or cannot pass.
3. Don’t violate national laws. Beauty, etc., will definitely not pass. During this time, we have a company selling nails here, and the trademark name "Nail House" was rejected. , so try not to put these sensitive words in trademarks.
4. This is a very important point. It should give people a sense of familiarity. For example, "Edford", this name seems to have been heard somewhere. By the way, it is a very famous aerosol. The manufacturer of the insecticide "Scud" is "Jiangsu Edful Co., Ltd.", which makes our brand more memorable. Customers often ask what the company has to do with "Scud Edful". This is Borrow strength.
5. Try not to use foreign names, because they have to conform to our reading habits. For example, the name "Jameli Finka" is difficult to remember, stiff, and hard to understand what it means.
6. Trademark names must have a meaning. When the company develops corporate culture, the meaning of the trademark must be clear: "Love" refers to boundless love. We want to be a responsible and caring company. Morality ? Refers to having both ability and political integrity. Our employees have both ability and political integrity, and the overall quality is very high. ? Fu ? refers to happiness all over the world. We are doing orders all over the world, and ultimately our reputation is global. A company with "big love without boundaries" has ? Employees who have both talents will eventually be able to bring happiness to the world. A good trademark will make people remember it in one second and will never be forgotten. A bad trademark will make you unable to remember it despite all your efforts. Therefore, every company that wants to become bigger must put more effort into its trademark name.