Legal

Legal means that it can be protected by law. This 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 a good name. A brand that is truly your own. In the thermal underwear war of the past few years, the "Nanjiren" brand was used by dozens of manufacturers due to lack of protection. As a result, the advertising fees placed by one manufacturer were used as public expenses for everyone. Not only that, because consumers are unclear and difficult to tell each other apart, they face the same brand, but they have completely different prices and completely different quality. In the end, all the accounts are settled on the brand "Nanjiren", and they gradually lose their trust in it. gained trust.

Respect culture

Consumers from various countries and regions around the world have certain differences in history, culture, customs, values, etc., so their views on the same brand will also be different. different. It has a very beautiful meaning in this country, but in another country its meaning may be completely opposite. For example, bat, in China, because bat has the same pronunciation as blessing, it has been given a beautiful association, and therefore the word "bat" electric fan appeared. However, in English, the word "bat" translated into English means "vampire". Many existing brands are only named after Chinese characters, making it difficult for locals to understand their meaning when going abroad. Some brands use Chinese pinyin as a workaround, which has proven to be unworkable because foreigners do not understand the pinyin. The meaning represented. 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 highsense, which means "high sensitivity and high definition", which is very consistent with its product characteristics. At the same time, highsense can be translated as "high vision", which reflects the brand's lofty ideals.

Simple and easy to remember

Today, some of the brands we are familiar with, such as Qingdao, 999, Yanjing, Baisha, Little Swan, Fotile, Shengxiang, etc., are all very simple and easy to remember. . IBM is one of the top ten brands in the world. As the world's largest computer manufacturer, it is known as the "Blue Giant". Its full name is "International Business Machines" (International Business Machines). Such a name is not only difficult to remember, but also difficult to read and write. It first creates obstacles for itself in communication. Therefore, International Business Machines designed a simple IBM The font shape and external communication finally created its image in the high-tech field.

It’s catchy and easy to spread

The body of Jeep vehicles all carry the GP logo and are marked as general-purpose off-road vehicles. Jeep is the abbreviation of general purpose in English. Pronunciation of GP. But there is another source, saying that it comes from a monster in a comic book. This monster always makes the sound of "Jeep, Jeep". Very easy to pronounce and easy to spread.

Suggesting product attributes

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 powerful characteristics of the product; Goodyear is used in tires, accurately demonstrating 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. The World Brand Laboratory (brand.icxo.com) needs to point out that most of these brand names that are closely related to product attributes implement professional strategies. 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.