1. commodity names and consumer psychology
(1) psychological functions of commodity names
1. cognitive functions
2. memory functions
3. emotional functions
4. associative functions
(2) psychological requirements for commodity names
are more important. When naming goods, we should also pay attention to the following requirements:
1, be worthy of the name
2, be concise and clear
3, be easy to understand
4, have profound meanings
5, be original
6, avoid taboos
(3) Psychological strategies for naming goods
Naming goods should be aimed at consumers' psychology. There are eight specific strategies.
1. Name the goods according to their main utility. Such as washing machines, electric fans, etc. This strategy is applicable to all kinds of daily industrial products and Chinese and western medicines?
2, named according to the main components of the goods. This strategy is suitable for food, medicine, nutrition and other commodities with complex ingredients, such as Babao rice, Niuhuang Shangqing pill, royal jelly, pure cashmere sweater, silk shirt, etc.
3. Such as bat shirts, dresses, high heels, heel-less socks, etc., all goods with unique shapes can adopt this strategy.
4, named according to the production process of goods. This strategy is suitable for goods with unique manufacturing technology or method. Erguotou wine, cloisonne handicrafts, 11 hair tonic, etc.
5. naming products according to their place of origin means adding the place of origin name before the common name of commodities, such as Longjing Tea, Maotai Sprinkler, Tsingtao Brewery, Northeast Soybean, Yunnan Baiyao, etc. This strategy is suitable for producing local products with a long history and distinctive features.
6, named after people. Such as Zhongshan suit, Dongpo chicken, Zhang Xiaoquan scissors, Mapo tofu, etc.
7. Named with commendatory words. Such as using "earthworm" instead of earthworm, using "dragon" instead of bat, etc.
8. Naming by transliteration. Such as vitamins, chocolates, sandwiches, sofas, guitars, etc.
II. Trademarks and consumer psychology
Trademarks are all or part of the contents of commodity brands registered by relevant government departments according to law, and usually consist of words, numbers, marks, symbols, patterns or a combination of these items.
(1) Psychological function of trademarks
1. Identification function.
2. Memory function.
3. Promotion function.
4. protection function.
(II) Psychological Strategies of Trademark Design
When designing trademarks, it is necessary to effectively induce consumers' attention, interest, preference and memory of trademarks. Therefore, trademark design should pay attention to the following psychological strategies.
1. Simplicity of trademark design. The basic requirements should be: easy to recognize, easy to read, easy to write, easy to understand and easy to remember, which can give people concise and effective stimulation. For example; EXXON's current trademark Exxon, the trademark of China's "Blue Sky" toothpaste, the trademark of "Dongyang" wool, and the trademark of "Shuangqian" tire
2. Its personality is distinct and unique.
3, full of artistic charm.
4, intriguing, inspiring association. For example, the trademark of Xuehua refrigerator, Changhong color TV, Xuelian cashmere sweater and BBK learning machine.
5. Respect customs and avoid taboos.
6. Abide by laws and policies.
(3) Psychological strategy of trademark application
A successfully designed trademark should be skillfully applied to give full play to its functions. There are many kinds of trademark application strategies, and there are six kinds of trademark strategies from the psychological point of view.
1. Use a unified trademark strategy. This strategy refers to the practice that all products produced by enterprises use the same trademark to realize the serialization of products with the same brand. The significance of adopting this strategy is threefold. (1) enterprises can concentrate on the design and publicity of a single trademark, improve the design quality and expand the publicity effect, which is conducive to accelerating the development process of well-known trademarks. This strategy is intended to concentrate superior forces to fight annihilation. (2) Compared with other strategies, this strategy can greatly reduce the expenses of trademark design, publicity, use and protection, and correspondingly improve economic benefits. (3) The adoption of this strategy will also help consumers to create the psychology of patronizing new products with the same trademark, thus contributing to the market diffusion of new products of enterprises.
2. Single trademark strategy for similar products. The advantage of this strategy lies in the effective combination of unification and decentralization, which is conducive to the effectiveness of trademarks.
3. Use individual trademark strategy. The advantage is that the trademark design can fully display the characteristics of each product, so it can attract different consumer groups and expand the total sales volume of enterprise products. The disadvantage is that the design, promotion and use of trademarks are expensive, which makes the cost too high, thus restricting the competitiveness of product prices.
4. Use multiple trademark strategies. The main purpose is to expand the contact surface between products and consumers and attract more consumers' attention.
5. Different product grades use different trademark strategies.
6. Trademark strategy of enterprise name. For well-known enterprises, this strategy can make full use of consumers' trust in the enterprise and expand product sales.