(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, easy to read, easy to understand, and easy to remember. , 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 the strokes should not be complicated, difficult to identify or have been eliminated. The pronunciation of the name should be loud and smooth, with a sense of music and beauty, avoid twisting and twisting the teeth, and make no distinction between straight and oblique characters; in addition, the characters of 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 displaying 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 focus on displaying functions, such as "Bai Li Brand Soap"; or outline the image, such as "Little White Rabbit Toothpaste"; or express interest, such as "Xiyingmen Towel Quilt"; or show style, such as "Princess Brand Piano"; or express the product category, such as "Kendji Organic Rice"; etc. 3. Integrate name and reality to avoid self-contradiction. The name should reflect a certain feature of the product from a certain aspect. This feature should have a certain connection with the product, and should not appear to be inconsistent with the name of the product or have trademark damage. The phenomenon of product image. For example, the "Black Panther" brand agricultural vehicle, "Black Panther" shows the power of the vehicle, and the "Chrysanthemum" of the "Chrysanthemum" fan gives people a sense of coolness. The combination of name and reality is reasonable. 4. The psychology of the consumer must be considered. Commodities have a certain consumer target, and the psychology of the consumer must be considered when naming in order to win the market. 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 Western-style: Aoqi, Yaqian, Head and Shoulders, Lihua Sibao, and Golden Ballet. High-end consumer goods are aimed at the characteristics that buyers should choose carefully, using trademark names to show that the goods are valuable, sophisticated, durable and advanced, such as Strauss pianos, Sapphire watches, etc. 5. The name should be aesthetic and meaningful. The so-called aesthetic means that the name has a vivid image and can make people have beautiful associations. Such as: Tulip brand wallpaper, Penguin brand sweaters, Lotus brand MSG. Meaningful means that the name can contain more information. For example, "Zhongyi" not only indicates that the product has introduced Italian technology, but also tells people that the product is satisfactory. "Lao Lai Fu" not only means "Lao Lai Fu" in Chinese, but also has the same pronunciation with the English word "LONGLIFE" (longevity). (2) Methods for formulating trademark names 1. Introduce descriptive formula This is the most commonly used method. The terms used in this method are plain and popular. Some introduce the place of origin, such as Shanghai, Qingdao, and Tianjin; some introduce the effects, such as: Shenli, Yishili, Forever, Yongfang, Jianmin, and Ruyi. 2. The characteristic of this method of metaphor is that the name is a metaphor, which refers to a certain aspect of the product, such as the name of a TV, "Changhong" means bright, "peony" means bright, and "peacock" means colorful. 3. The characteristic of this 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 blanket implies the materials used in the blanket. 4. The characteristic of this symbolic 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. These are relatively concrete symbols. Some are more abstract, such as "double ring" and "triangle", which can only be left to consumers to freely associate and have different opinions. 5. Authoritative style The characteristic of authoritative style is that it is named with authority. Or borrow celebrities, such as "Li Ning Brand", "Xinghai Brand" or self-proclaimed authority, such as "Tianwang Brand", "Bawang Brand". 6. Blessing style The characteristic of wishing style is that the name has an auspicious and festive color. Such as "beautiful", "dafa", "xiyingmen", "double happiness" and so on. There are many naming methods. Here is a rough list of the most commonly used ones. The specific application must be handled flexibly according to the actual situation.