1, mainly involving psychological phenomena:

(1) label effect. When a person is labeled with a word name, he will manage his self-image to make himself consistent with the content of the label, that is to say, he unconsciously thinks he is such a person. Trademark is the most typical kind of label, so everyone is willing to choose a good label, and will not choose labels such as "unable to walk" and "AIDS" to stick on themselves, fearing that they will really suffer misfortune;

(2) pygmalion effect. In addition to the label effect, due to the influence of psychological suggestion, individuals will unconsciously move in this direction when accepting a certain identity, which is the "pygmalion effect" proposed by psychologist Rosenthal. For example, if you believe that you are a whirlwind, you will get faster and faster; If you believe that you are "sick", you will unconsciously show various characteristics of illness. Therefore, everyone is eager to have a good psychological suggestion and will not choose those negative people to stick to themselves.

2. Specific analysis and suggestions. When determining the brand name, you should be as clear as possible about your main customer types, understand their cultural background, usual preferences and so on. At the same time, it is more important to make a positive interpretation of your own trademark. For example, Speakling Drinking Water Company in Shanghai, California, once labeled its own water delivery telephone number "589 14 195" as "Oh, if you need water soon, call me", which is actually a good positive orientation, prompting customers to have positive psychological hints.