1. Memorability Principle A necessary condition for creating a brand is to make consumers have a higher awareness of the brand. In order to achieve this purpose, the trademark should be easy to remember in nature, so that It can promote consumers' recall of the trademark. People often pay attention to the following points when naming:

(1) Short and concise. The shorter the name, the easier it is to remember. Brands such as Haier, Changhong, SONY, and IBM are instantly memorable to people.

(2) Catchy, that is, a strong sense of language. The trademark must be easy to pronounce, catchy, have a good sense of language, and have a loud pronunciation. Avoid using words that are difficult to pronounce or have poor phonology.

(3) Novel, that is, unique and creative. The trademark should have a sense of the times and reflect the spirit of innovation. It will emphasize the brand personality and expand the sense of difference, thereby achieving a photographic effect.

2. The principle of significance means that the trademark itself has meaning, and this meaning can directly or indirectly convey certain information about the product, such as its advantages, performance and the benefits of using it. This kind of trademark can either remind the product or attract customers. For example, Tide laundry detergent conveys the effectiveness of this product in removing stains.

3. The principle of association gives a trademark some kind of allegory, express or metaphorical, for the function of the product it represents, inspiring people's rich imagination and making the trademark and product functions conceptually connected. , inspiring Lenovo, which is of great help to brand marketing and market occupation. For example, the drink "Wahaha" means children laugh and laugh after drinking it; Nestlé milk powder means "comfort" and "snuggle", like a bird that is well cared for in its nest.