As a corporate asset that enjoys exclusive rights, a trademark can be passed down. Therefore, when a trademark develops into a well-known brand, the added value of the brand will exist in the name in some form. In a fierce market, a good brand name is worth tens of millions of advertising fees. However, with the rapid increase in the number of registered trademarks in our country, it is becoming increasingly difficult to give a trademark a good-sounding and legal name!
1. The company name method
is to name the company name as the product brand. Such as Philips Electric, Sony Electric, Sanyo Electric, as well as many famous car brands, food brands, Kodak film, IBM, 3M, Haier, Hisense, Chunlan, Midea, Marlboro, Royalstar, etc. Well-known foreign brands generally use abbreviations, such as IBM, 3M, NEC, etc. They use abbreviations, that is, organizing the first letters of each word in the company name into a new word, which is characterized by simplicity, but cannot explain the characteristics of the enterprise. Naming product brands using the corporate name method is conducive to the formation of product brands and the mutual promotion of corporate brands, thereby achieving the purpose of effectively enhancing the corporate image.
2. Naming of brand trademarks under regional law
The rapid development of Mengniu dairy products is the use of the abbreviation "Meng" for Inner Mongolia as an element of the corporate brand. As long as consumers see the word "Meng", they will think of the spectacular sight of herds of cattle and sheep, and thus trust Mengniu products. For another example, a wine called "Ningxia Red" in TV commercials is a tonic wine brewed from Ningxia's specialty wolfberry. Its brand proves the wine’s authenticity by highlighting its origin. Therefore, the method of associating a distinctive regional name with a company's products and determining the brand will help promote consumers' recognition of the brand with the help of regional accumulation. However, sometimes many companies name their companies or products after regions, which can lead to confusion. Nowadays, place names above the municipal level cannot be used as brand names.
3. Chinese and foreign brand trademark naming
It is to use Chinese characters and letters or a combination of the two to name the brand, so that consumers can have a "foreign" feeling about the product, thereby promoting product sales. For example, "TCL" only uses English letters; a "younger" brand refers to using the transliteration of the English "YOUNGER" as its brand name, plus "foreign style"; Hisense's English "Sense" means "high-end" in the eyes of foreigners It means that we have made good preparations for the product to be launched into the world. When applying Chinese and foreign laws, it is necessary to combine them skillfully, and avoid making foreign countries serve foreign interests, or making China serve intermediate interests. In particular, we must prevent the misuse of "foreign names", which may tire consumers or even have adverse effects.
4. Naming method of brand trademark naming.
It is to use the name of a celebrity, star or company founder as a product brand, make full use of the value contained in the name, and promote consumers' recognition of the product. For example, the "Li Ning" brand is a famous Chinese sports goods brand created by Li Ning in Gymnastics Prince using his sports star effect. The world-famous "Dell" computer is a brand named after its founder, Dell. There are Wang Zhihe fermented bean curd, Zhang Xiaoquan scissors, Ford cars, Deng Yaping brand sporting goods, HP, Jordan sports shoes, Panasonic, Honda cars and so on. Naming a brand after a person can increase awareness.
5. Target method of brand name.
It is to connect the brand with the target customers so that the target customers have a sense of identification. "Tai Tai Oral Liquid" is a blood-tonifying oral liquid for women produced by Tai Tai Pharmaceutical. This brand allows consumers to know as soon as they see this product that it is a nutritional supplement designed for married women. Similarly, the brand "Prince Milk" reminds people that it is a dairy product for children, as well as "Goodbaby" strollers, "Wahaha" children's oral liquid, and "Darling" children's food, which are also excellent brands of children's products; famous brands "BusinessConnect" has created a miracle in electronic products by locking customers in the "successful" owners of shopping malls. Naming your brand using the target approach plays a big role in gaining consumer recognition.
6. Image-based brand naming.
It refers to naming brands after animals, plants, and natural landscapes.
For example, the costumes of "Seven Wolves" give people a wild and brave feeling, which is reminiscent of the classic plot of "Dance with Wolves": the floor of "Icon" gives people the image of a floor that is almost impossible for elephants to step on; There are big red eagles, pandas, jaguars, peonies, green bamboos and so on. Naming the brand using the image method, with the help of images of animals and plants, can create association and intimacy in people, and improve the speed of cognition.
7. Use the value method to name brand trademarks.
It is the concise language pursued by corporate naming brands, so that consumers can feel the corporate values ????when they see the product brand. Such as Shanghai "Shengda" Network Development Co., Ltd., Hunan "Yuanda" Enterprise, etc., highlighting the value pursuit of aspiring enterprises. Fujian Industrial Bank embodies the value pursuit of "prosperity". Wuhan's "Jianmin" brand demonstrates the company's pursuit of serving people's health. The brands of Beijing Tongrentang and Sichuan Derentang demonstrate the pursuit of pharmaceutical companies to "practice benevolence and save the world's health." Therefore, naming a brand using the value method is of great significance for consumers to quickly feel the corporate values.
8. Space-time brand trademark naming
That is, using the historical origins related to the product as an element of the product brand naming, so that consumers have an authentic sense of identification with the product. The well-known "Daoguang Twenty-Five" wine was discovered in June 1996 when the old Lingchuan winery was relocating, and four wooden wine seas hidden underground for 152 years were accidentally discovered. So the company seized the cultural wealth given by history and named the new wine blended with this wine "Daoguang 25". "Wine has the aroma of aging." As long as consumers see "Daoguang 25", they will feel that they are drinking ancestral wine. Therefore, using the time and space method to determine the brand can quickly gain the favor of consumers with the help of the profound connotation given by history.
9. Digital brand name.
It is to name the brand with numbers and use people’s association effect on numbers to promote the characteristics of the brand. For example, the brand meaning of "Sanjiu Pharmaceutical" is: "999" long-term health, long-term career, and eternal friendship. "7-Eleven" is the world's largest retailer and convenience store franchisee, with 21,000 convenience stores in North America and the Far East. The company named its business after "7-Eleven," which means it was named after its service function from 7:00 a.m. to 11:00 p.m., which was introduced to consumers in 1946. To date, it has become a world-famous brand. By using digital naming methods, consumers can enhance the differentiated recognition effect of the brand.
10. The brand name of the efficacy method.
The brand is named after the efficacy of the product, allowing consumers to recognize the efficacy of the product through the brand. For example, "Brain Relaxation" is a nutritional oral liquid brand that "strengthens the brain and improves intelligence": "Rejoice" shampoo is named after its product is dedicated to allowing users to have elegant and smooth hair; "Kangzhiling" and "Kangzhiling" "Liu Bi Zhi" toothpaste is named after toothpaste's preventive and therapeutic effects on teeth. Naming a brand using the efficacy method allows consumers to associate the functions and effects of the product when they see the brand name.