Recently, some car enthusiasts often see a billboard with the words "Scary" written on it at highway intersections, airports, communities, bustling downtowns and other places across the country; some netizens have also seen "Scary". Jiuna's commercial film, "To be successful in life, you must have all the fun, and the world is broad with your sincerity; a thousand cups of wine are too few to meet a close friend, and a thousand cups will not make you drunk to scare Jiuna... These catchy lyrics, this artistic conception? Why should you "scare Jiuna" when drinking? ", no, it should be "dish with wine". If it is "dish with wine", is it because of a typo? Everyone thinks it is a "dish with wine", but this product cannot be found anywhere in the market. Later, I heard from others that it is often seen on the wine tables in restaurants and banquets. Is it a new dish? When they found this "dish", they found that it was a bag of water, which was a hydrogen-based hangover and liver protection product. Water, how can a hangover solution be called a "dish"? It feels awkward. Some consumers have opinions. What is this brand doing?
In fact, the naming of every brand shows this. Because of the good intentions of the namer, it may not be recognized at first. Jack Ma was also the one who wanted to change the name of Taobao Mall. His colleagues came up with many names, but he felt they were too orthodox, too direct, and lacked imagination. The mall was named "Tmall", which immediately attracted opposition and ridicule from many colleagues and friends. Everyone said that it must not be given this weird name. Ma Yun felt that since everyone hates it, it shows the uniqueness of the name, and the more people scold it. , the spread is faster. Sure enough, after Tmall was launched, it was quickly known by the majority of consumers.
The good name gave the brand a "golden key".
Confucius said in "The Analects of Confucius·Zilu": "If the name is incorrect, the words will not be smooth, and if the words are not smooth, the things will not be accomplished. Sun Tzu once said: "Any fighter must use the right combination to win by surprise." "A catchy name, a standard color, a loud slogan, an appropriate and distinctive selling point, a unique packaging structure, etc., these are the characteristics of branded products. Nowadays, as soon as a brand is launched, it has A good name can be said to be born with a "golden key", which can quickly ignite the market and get twice the result with half the effort.
The brand creative person of "Xijiucai" is Mr. Yao Yancheng. As a brand planning master, he has great experience in brand planning. There have been many classic cases in naming, such as the Hongsui tea brand. Hongsui is the brand name of black tea. Red, festive, symbolizes smoothness and success, and also represents black tea; Sui, the unit for calculating age, also means year. The combination of red and sui symbolizes good luck and success every year. The name "hongsui" has grown rapidly since its inception, and it can even be said to be a priceless treasure. Many economists say: "Hongsui is simply amazing." It has a lot to do with the good name you chose at the beginning.
A good name must contain the brand philosophy
A good product will give consumers an impactful auditory and visual sense. It is the first visual, taste and psychological feeling of consumers. Its quality directly affects the sales market of the product. It is also the first bridge between the product and the consumer. It can vividly convey the external and internal characteristics of the product to the consumer. Consumers, stand out among the dazzling array of shelves
Mr. Yao Yancheng said that the name "Xingjiucai" is to make people remember it at first sight, so as to quickly establish the brand. Now choose a good one. It is easy to name a case, but it is difficult to register with the industrial and commercial department. There are often good names that have been registered by people long ago. "Scare Jiucai" is a new way to successfully register.
From the name of the case itself, it is easy to remember. In China, which has a wine culture for thousands of years, who doesn’t know about “dishes with wine”? From a functional point of view, vegetables also have the effect of relieving hangover and protecting the liver. If you drink alcohol and do not eat vegetables, you will easily get burnt. The Chinese people never advocate drinking on an empty stomach, so the "scaring dish" is equivalent to the function of "drinking dish"; in addition, the name of the case can stimulate people's association, drinking dish, for those who are addicted to alcohol. For friends, when hearing these three words, they will think of the pleasant scene of drinking with friends at dusk and eating food at the same time; suitable for creating advertising slogans, a good name must be suitable for creating catchy advertising slogans, " "Drink good wine with good food, you can't drink without good food", "To be happy in life, you need to have all the fun, and you can't drink without good food" etc.; from the perspective of brand vision, the brand name also includes what the founder put into the brand. The ideal given to him made "Fear for a Long Time" finally become a dish on the wine table. Facts have proved that "Shenjiucai" has only been on the market for a few months, and it is already spreading all over China, becoming a "healthy dish" in the hearts of wine drinkers. A drinkable "scare dish" was born.
The good name is by no means a deserved one
At the tables of some hotels across the country and in the homes of some drinking friends, many curious consumers experienced the product after trying it after drinking. The results gave a thumbs up. In addition to replenishing the water needed by the human body, the hydrogen in the water can also eliminate alcohol in the body. The composition of hydrogen-containing water is close to human body fluids and is easily absorbed by the human body. The hydrogen in the water can eliminate the body's production of alcohol after drinking alcohol. A large amount of malignant oxygen free radicals can relieve hangover and protect the liver, so it can effectively relieve headaches, dizziness, vomiting, restlessness, nausea and other feelings after drinking. "Fear for a long time" lives up to its name and is a good "dish" for drinking friends.
It is reported that this is the only hydrogen-containing hangover solution currently on the market. What distinguishes it from other hangover products is that it not only has no toxic or side effects on the human body, but also beautifies, promotes health, and delays the onset of alcoholism. Aging and other effects. This hydrogen-containing high-tech product is rapidly sweeping through the catering terminal consumption in various cities, such as hotels, restaurants, KTVs, hot pot restaurants, etc., becoming a new landscape on the wine table. Having such a "healthy dish" on the wine table has gradually become a new trend in Chinese banquets. Good products change people's lives and will surely become a noble and healthy lifestyle. ?
A good name is productivity
In today's fierce market competition, a good name is also productivity. Only by making it easy for consumers to remember your brand and products can your product stand out in the fierce competition and become a good product that is loved by consumers.
Everyone is familiar with crayfish. Today, crayfish has become a phenomenon-level delicacy. The total economic output value of crayfish in China is as high as 150 billion, which is equivalent to more than three times the annual box office of Chinese movies. The profit of crayfish from retail to wholesale is 700, which is higher than the profit of drug trafficking. Crayfish is a grass-roots delicacy that was born very humble. Its original name is Procambarus clarkii. It is a typical exotic species. It is unattractive and even a bit ugly when it is alive, but it can strengthen the body and has good ribs. The survivability is particularly strong and it is a model of "carp jumping over the dragon's gate". Especially with a good name, it suddenly captured the hearts of the vast number of foodies in China. "Procambarus clarkii" makes everyone sound unappetizing. The name crayfish must be because of a wealthy man. It is a lobster, and it is suddenly free.
The original name of the sewage shrimp, crayfish is both Sugar daddy is compared to lobster, and a small word is added. "Small" means "cute". It is cute and pampering, and all of a sudden it covers up all its ugly appearance and humble origin. Therefore, when many exotic species come to China, you must choose one. Good name. There is also an African fruit that has been unknown in the past. Young netizens named it "Dragon Fruit", and it suddenly became very expensive in China.
On May 17, 2017, ofo, the most popular bicycle brand, announced that its brand name would be changed from "ofo bicycle" to "ofo yellow car". The words "**** bicycle" actually mean " The concept of "enterprise model" is not personalized. Obviously, the "little yellow car" is more recognizable, making ofo closer to users than its competitors, further deepening the brand perception and brand imprint in users' minds.
Of course, if you choose a good name, you must register a trademark in time. We must learn this from Mr. Trump. I heard that he started registering trademarks in China as early as 2005 and has registered more than 80 trademarks so far. There are many registered categories, including real estate, insurance, finance, education and other industries. Mr. Trump is running for president at the age of 70. He will not be lonely when he retires and is almost 80 years old, and is ready to compete with the Chinese for business. Do it, haha.