A brand is a name. When you say a brand, you are actually referring to the collection of all the things that the word can bring to mind, and the resulting condensed message. For example, when the word "Alibaba" is mentioned now, for many people, it represents the Internet company founded by Jack Ma, followed by the male protagonist in the Arab folk tale "Alibaba and the Forty Thieves". In other words, a brand is created by customer experience. To truly build a strong brand, you must realize that your name is critical to your business results. The word is a starting point and the basis of marketing; the name is an inseparable part of the product and a bridge between the product and the consumer; the name is the hook that hangs the brand on the ladder of customers' minds. Therefore, Messrs. Rees and Trout emphasize: In marketing, the most important decision you make is what to name your product. Mr. Trout even said: "The brand name is as important as its positioning, perhaps more important than the positioning." Of course, in some cases, positioning is more valuable than the name. People often remember the positioning concept but forget the name, such as brain injuries. A person might recognize his "eldest daughter" but not be able to recall her name.

For brands, it is most beneficial to connect your name with a positioning. The essence of the brand war is a conceptual battle for consumer recognition, and the brand name is a bait to attract people's attention. A good name generates sales on its own, a good name unleashes the power of a product, and a good name represents a huge asset to its owner. If a brand is a story, then the name is its title. For example, Procter & Gamble's "Crest", "Safeguard", "Rejoice", "Pampers", "Shufu", "Tide", etc. can allow consumers to feel the benefits and effects of the products through their names. More charming. In modern society, fast-food reading has become a survival necessity: you can finish reading a report by glancing at the title, and you can know its content by glancing at the advertisement. If a name is chosen appropriately, the public will quickly understand what the name represents. For example, the fact that "Ele.me" has become the leader in the online takeout market is closely related to its popular, easy-to-understand, and easy-to-remember name. On the other hand, an inappropriate or mediocre name will only work in a category with little or no competition. In a highly competitive market, it will just become another unknown product produced by a certain company. For example, Taobao’s online takeout platform “Taodiandian” relied on Alibaba’s inherent traffic advantage, but its name doomed it to failure. In the long run, the name is more important to the brand. Because in the short term, a brand may also rely on a unique idea or concept to be the first to enter the minds of consumers in a new field. But in the long run, this uniqueness will slowly fade away. With the growth of consumption experience and accumulation of product knowledge, customers will no longer care about the small differences in product quality, functions, etc. when choosing. Instead, your brand name and Differences in competitors' brand names.