Is it necessary to give a good name to your trademark? First, let’s look at the first essential issue of naming: easy to remember. ?What is the purpose of giving your product a name? Obviously, you want the name to be memorable and differentiate it from other products of the same type. What kind of name is easy to remember? ?First, it should be short. A name that is too long will naturally have more elements and will be more difficult to remember. ?Examples of short names are the "Jin" wine of Jinpai Company. The brand name "Jin" is simple and clear, and it well explains the product characteristics. There are also two words, such as "color meter". Don't you think it is very appropriate to use it as a sex toy? That is short, yet rich in meaning. There are also those foreign brands that are easy to remember. Foreign brands such as "BMW" and "Mercedes-Benz" pay great attention to the choice of brand names when entering the Chinese market. ?Of course, there are also trademarks with long names that are easier to remember, such as the duck food brand "Call a Duck" and so on. Therefore, general trademark names should not be too long. For example, the trademark "Jinpincheng Enterprise Wins Trust and Promotes Business" registered by Alibaba. Almost no one can remember this trademark at a glance. Alibaba also has such a trademark that "it is better to meet in person" "Love is love when you are close" and so on. ?The second is to speak smoothly, not to make up or use mechanical vocabulary. ?Whether a brand name is easy to pronounce is the first factor that determines whether it can be remembered. The car brands mentioned earlier, such as Mercedes-Benz and BMW, are easy to remember because they are easy to pronounce and have good meanings. Let’s take another look at the well-known “Uber”. This U comes from German and sounds like “dirty”, so in fact its correct pronunciation is “dirty step”. After entering China, it was named “Uber”. The difference between the word "dirty step" and "dirty step" makes it clear that one is superior to another. ?You must still remember Lei Jun's classic statement: "Pigs can fly on the wind!" But what you never expected is that Xiaomi actually registered a trademark called "Wind Pig" , the registered categories are still beverages, beer, etc. When I saw this name, I felt instantly stunned... This is a living example of a failed trademark name. Popular words have unfamiliar meanings and become worthless as soon as they become popular. There are also words such as "Cheng Huan", "Unknown Jue Li", "Xi Da Pu Ben" and so on. ?The most common fictitious words often come from the Chinese translations of foreign brands, as well as the so-called trademark names created by some domestic companies blindly pursuing the so-called "European, American, Japanese and Korean style". The brand names adopted by some domestic enterprises are randomly pieced together from a few random names, such as Blue Osha, Siddique, Polika, Onado, Jordan Jones, etc. They are meaningless and are simply worthless. Let alone consumers, I doubt whether employees of the company can remember such a brand name. ?Good examples include the home furnishing brand IKEA, which is translated into Chinese as IKEA, and the hotel brand Sheraton, which is translated into Chinese as Sheraton. There are many more, which are easy to translate and are natural words that are very consistent with the brand attributes. So it's very easy to remember. Typical examples of failure are: Costa is translated into Costa, and a famous brand like Zippo is translated into Zippo. Is it such a waste of money? ?The third is to be simple, try not to use complex graphic combinations and uncommon words? I don’t think I need to say more about this. This is the most basic principle. Complex combinations cannot be recognized and cannot produce clear memories. Needless to say, there are rare characters. There is a brand name called "羴Ben". I would like to ask how many people can read these two characters completely? If this is not unfamiliar, then do you recognize the brand name "龑"? Is it really a good idea to have a brand name that only you recognize? Do you still want to sell your products properly? It’s not easy for your product to be bought by someone else. When someone asks ×× what brand did you buy? This consumer was confused when asked. He didn't recognize the brand name. This picture was so touching that he didn't dare to think about it. ?If you want to show that you are literate, you can choose from a lot of words, such as "ancient and modern laughter", which is used for liquor and tea. Does it perfectly combine classical literature and industry culture? Let’s take a look at a foreign cosmetics brand called Revlon, which is called “Revlon” in Chinese. The name comes from Li Bai's "Qing Ping Diao" describing Concubine Yang: The clouds think of the clothes and the flowers think of the face, and the spring breeze blows the threshold and reveals the rich dew. Do you suddenly feel literate? Be taller. ?The second essential issue in naming: easy to understand? The first aspect of being easy to understand is that it has a beautiful meaning. ?A name, on the basis of being easy to remember, if given a beautiful meaning and consistent with the characteristics of the industry, then the name is basically perfect. ? Such a name is like "Wu Hao Childhood", a brand that makes schoolbags for children. The name is not short, it has four characters, but you can remember it as soon as you hear the name. Moreover, it is a schoolbag maker, and childhood can be well integrated with it. Combining industry attributes, "Five Goods" conveys a beautiful meaning, which is a model of a good name? There is also "Fresh Orange", which is simple, straightforward and perfectly reflects the characteristics of the product. It's a classic. If "Jiaduobao" wasn't so bombarded, who would know what the hell it is? Comparing the names of Assam and Xiangpiaopiao, such a brand is simply terrible. The name requires a huge amount of advertising support to form a memory in the minds of consumers. The worst thing is that this memory is still mechanical and extremely easy to forget. Consumers have no way to understand and make associations. The name of this brand is half the failure, advertising. Half of the money was wasted. I started thinking about Assam when I was writing it in the morning and didn’t even remember what it was called in the afternoon. Finally, I couldn’t help but search for “Unified Milk Tea” and found out that the name of this milk tea is “Assam”. What if it’s you? Is Xiang Piaopiao more visual and easier to remember? On the basis of good meaning, it must meet the second aspect to be truly easy to understand, that is, there should be no confusion and ambiguity. ?For example, the name of Smartisan mobile phone is neither good nor bad. It is easy to create memories and spread, but it is ambiguous. I think no one in Sichuan will buy Smartisan mobile phone. The market is just lost in this province. Because it is a trademark name, this name can be considered arbitrary. It is also a car brand. I will not talk about the case of a good name. To give a negative example, that is DS. DS comes from the French word Deesse, which means. "Goddess" was originally considered high-end, but the water in the sky was so deep that these two letters were ridiculed because they were the same as the first letters of the new Internet word "diaosi". They were far from the high-end image they were trying to create. I don't know DS. Will car dealers faint in the toilet? Also affected by this is the domestically produced sacred car "BYD". Its original meaning is "Build Your Dream-Build Your Dream". This meaning is quite profound. The car dream of the Chinese people has been ruined by the three letters "BYD". I guess BYD planners have been crying for a long time. I think you understand the reason...? The third essential problem with naming: Easy to spread? Easy to remember and understand. It solves the identification problem. Consumers can easily recognize and remember. This is the first step. Good communication is the key to the growth of a brand. If a name is easy to spread, it can save huge advertising costs. , because you only need to advertise once, and consumers will remember it, and it can also form a topic of communication. It is easy to create associations and form natural communication. The typical example is the "call a duck" mentioned before. Isn't it possible? With a little bit of dirt, in an environment where everyone is a self-media, with a little planning, a huge topic can be spread, and the advertising fee can be saved at least tens of millions. This is quintessentially the power of a good name. ?In addition to creating associations and forming natural communication, good communication also requires special attention to avoid confusion. ?For example, there is a brand name for food called "Zhishizole". It feels very clever, right? However, the only drawback is that it is easy to be confused with "intellectuals" during the word-of-mouth communication process. However, this name is also reasonable. That's a good name too. ?Another typical example is the public account "Luo Ji Siwei", which is already a big V and is relatively NB's public account. Luo Pang's surname is Luo, so he originally named it "Luo Ji Thinking", but later someone applied for another public account called "Logical Thinking". Now, Luo Pang's "Luo Ji Thinking" is promoted hard, "Logic Thinking" Thinking” just sit back and enjoy the results. Therefore, when choosing a name, be careful not to choose words that can easily cause confusion, otherwise you will really be spending your own money to make wedding clothes for others. ?Some people will say that it is not easy to choose a name that is easy to remember, easy to understand, and easy to spread. Just because it is not easy does not mean that it is impossible. Putting some effort into choosing a good name is much better than spending tens of millions more on later promotion. . If you really don’t know a good name for your trademark, you can go to Baidu, or directly purchase a trademark based on this standard. "