Legal means that it can be legally protected, which is the first prerequisite for brand naming. No matter how good the name is, if it cannot be registered and cannot be protected by law, it is not truly your own brand. In the thermal underwear war in 2000, the "Nanjiren" brand was shared by dozens of manufacturers due to lack of protection. The advertising fees placed by one manufacturer were public expenses for everyone, which is a pity. A large number of manufacturers have begun predatory development and use of the same brand, making it difficult for consumers to distinguish between each other. Faced with the same brand, they have completely different prices and completely different quality. In the end, consumers have to settle the account. When it came to the brand "Antarctic Man", I gradually lost trust in it.

Miller Company (Miller) launched a light beer named Lite, which is a variation of the English word "light". Business was booming, and other breweries followed suit and also launched light beers named after Lite. , because Lite is a common word that directly describes a specific type of product, the court ruled that it should not be protected. Therefore, Miller lost the exclusive right to trademark Lite. This shows how important it is whether a brand is legal or protected. Because consumers from various countries and regions around the world have certain differences in their history, culture, customs, and values, their views on the same brand will also be different. It has a very beautiful meaning in this country, but in another country its meaning may be completely opposite. For example, bats in our country are considered to have a beautiful association because bat has the same pronunciation as blessing, so there are "bat" electric fans in our country. However, in English, the word "bat" translated into English means "vampire".

The vast majority of brands in our country are only named after Chinese characters, which makes the local people confused when they go abroad. Therefore, some brands use Chinese pinyin as a workaround, which has proven to be unworkable because Foreigners do not understand the meaning of pinyin. For example, Changhong uses the Chinese pinyin CHANGHONG as an additional trademark, but CHANGHONG has no meaning in the eyes of foreigners. Hisense, on the other hand, has a global strategic vision and has registered the English trademark "HiSense". It comes from high sense and means "high sensitivity and high definition", which is very consistent with its product characteristics. At the same time, high sense can also be translated as "high vision", which reflects the brand's lofty ideals.

It can be said that brand names have become a threshold for the globalization of domestic brands. In the international naming of Chinese brands, some brands have made a fool of themselves due to their lack of understanding of foreign cultures. The trademark of "Fangfang" brand cosmetics abroad is translated as "FangFang", and fang means "poisonous snake teeth" in English. In this case, who else dares to touch poisonous things on the body? Fangfang Cosmetics The frustration is understandable. Of course, in addition to domestic brands, international brands also make mistakes when entering different countries and regions. Whiskey is a world-renowned alcohol brand. When it entered Hong Kong and the Mainland, it was translated as "whiskey" and was considered "a dignified gentleman taboo to drink it", so gentlemen naturally have some scruples about it. Brandy is translated as "brandy" and is considered to be "orchids as white as snow blooming on the earth". The artistic conception is so beautiful that naturally gentlemen are more willing to drink it. There are some brands, people can tell what type of product it is from its name at a glance, such as Melatonin, Wuliangye, Sprite, Colgate, Band-Aid, etc. Energizer is used in batteries, which appropriately expresses the long-lasting and strong characteristics of the product; Goodyear is used in tires, which accurately represents the strong (and) durable attributes of the product. Some of their brands have even become synonymous with similar products, making it difficult for newcomers to buy them. The naming of Business Pass has made it almost synonymous with handheld computers. When consumers buy handheld computers, most people will directly name Business Pass and even think that Business Pass is a handheld computer and a handheld computer is Business Pass.

It should be pointed out that most of these brand names that are closely related to product attributes implement a professional strategy.

If a brand needs to implement a diversification strategy, the closer its brand name is to product attributes, the more detrimental it will be to its future development. When naming a brand, we must consider that even if the brand develops to a certain stage, it must be able to adapt. For a diversified brand, if the brand name is too closely related to a certain type of product, it will be unfavorable for the brand to expand to other product types in the future. Usually, a brand name that has no specific meaning and does not carry any negative effects is more suitable for future brand extension.

For example, Sony (SONY), whether it is a Chinese name or an English name, has no specific connotation. Just from the name, it will not be associated with any type of product. In this way, the brand can be extended to any product field. Instead of being trapped in a cocoon.