Methods of giving brand names the same name:
Name (registered trademark) is an important part of a brand and an intangible asset of an enterprise. PhilipJones, an American brand expert, believes that the added value of a brand exists in its name in some form. Good names are easy for consumers to remember, make people associate, arouse goodwill and promote purchase; At the same time, the communication cost is saved. On the other hand, an inappropriate name can't express the idea of the enterprise well, which wastes a lot of communication costs and greatly affects the purchase of consumers. As the saying goes, "the name is right, but the name is not right." How to name the brand?
First of all, the ideal brand name should follow the following principles:
1, in line with the core positioning of the brand.
Every brand has its own positioning and value orientation. Trout's positioning theory, one of the greatest marketing theories in the 20th century, requires enterprises to have a correct positioning. The brand name must conform to the enterprise attributes, express the brand positioning and value, and facilitate the integration and dissemination.
2. Distinguish from competitors.
Porter, the world master of strategic management, believes that the competition of enterprises must be differentiated. Namely ratio
Competitors provide unique ideas (USP). At present, China's main commodities have entered a relatively surplus economic era. The result of large-scale production of enterprises is that the products are single and the differences are not obvious. With the acceleration of global economic integration, enterprises are experiencing a comprehensive "homogenization". With the improvement of quality of life and the strengthening of people-oriented consciousness, consumers require products to reflect their own personality. If there is no differentiation, the brand will be submerged in the "People's Wang Yang Sea" and become a "comrade".
3, in line with the aesthetic personality value of the target customers.
According to Porter's centralized competitive strategy theory, enterprises must focus on a certain "specific customer group" and "market segment" if they want to stand out from the competition.
Today, China is in a period of profound social transformation, and the social strata are gradually subdivided: Bobo, middle class ... and many subclasses have been drawn. The author asserts that the future society will enter the era of club economy, and each small group will focus on its own organization, consume its own brand and engage in its own activities.
A very obvious trend in world marketing is that consumption is changing from sexual consumption to personalized consumption. It can be said that in the face of class segmentation, the consumption pattern has entered the era of multi-variety and small batch. Even people in the same community have different motivations and feelings when consuming similar products. If enterprises can't take new measures to segment the market, adopt two-dimensional and three-dimensional strategies to create segmentation, meet the differences of target customers, and still follow the "integration" strategy without segmentation in the plane era, then they will die. The brand name must conform to the aesthetics of the target customers.
4. Match visual patterns and symbols.
Set the saddle on the right horse. After you have a good name, you need a matching pattern and symbol. Brand expert DavidaAker believes that "a successful symbol or logo can integrate and strengthen the identity of a brand and deepen consumers' unique impression of the brand". For example, the hook-shaped trademark of "Nike" is full of movement and complements the name. For more information about trademarks and various services, please visit www.shewentm.com or call 0 10-82685045.