1. Like reading.
Keep the name as simple as possible, and use fewer uncommon words and words. For example, Wahaha, Beibei Jia, Lok Koufu, Arctic Ocean, Colgate, He Luxue, Blue Sky and Six Commandments are all clear when listening, and will be remembered when listening.
Pronunciation of brand names is particularly important. Because auditory memory is more powerful and lasting than visual memory, this is why some people can write down hundreds of lyrics but it is difficult to recite the next one. Simple pronunciation makes the name catchy and easy to write and read. From the perspective of commercial communication, it can save a lot of money for enterprises and eliminate consumers' strangeness to products.
Similar strangeness often appears in the names of some drugs. Imagine a scene in which a person walks into a pharmacy and asks the salesman for a box of "micronized loratadine tablets". He is likely to hesitate. In the process of hesitation, he is likely to choose another readable brand. As a result, the well-planned advertiser changed the name that only medical experts can pronounce smoothly to "Kairuitan", thus becoming a brand of antiallergic drugs that is both pleasant to hear and easy to remember. Similarly, if you ask for a box of "aluminum magnesium carbonate chewable tablets" or "Mipo pseudoephedrine tablets", you may not know what it is, but if you say "Daxi" or "Contek", you will soon remember that the former is a stomach medicine and the latter is a cold medicine.
Of course, for some fashionable imported goods or luxury brands, such as perfume, cosmetics and high fashion, their names don't have to be catchy. For example, Yves Saint Laurent and Estee Lauder, foreign words, technical words or other difficult words will have a special sense of language and a special atmosphere, which can strengthen the memory of the audience.
When naming foreign brands in Chinese, it should be noted that phonological translation is more common than ideographic translation. So the best way is to find a name with the closest pronunciation and positive association in meaning. For example, when Volkswagen's Touran sedan just entered the China market, I renamed it "Tuolang", which contained the fatigue of opening up a bright future, and customers also agreed with it. Later, it was abandoned because the name "Touran" was deeply rooted in the hearts of the people on the Internet.
2. Easy to remember
Brand names should be easy to remember. If the brand name is not easy to remember, it will take longer and more money to build a wide popularity.
George miller, a psychologist at Harvard University, believes that in short-term memory, only seven pieces of information are easy to remember, such as seven similar brands and seven telephone numbers. Therefore, it is very important to get your own brand into the top seven. If people have to try to remember your product name, they will choose a competitive brand that automatically comes to mind.
There is a stomach medicine called Starshu, which looks ordinary, but it has a very good communication effect by using homophones in advertisements to strengthen its name. The creative idea of the advertisement is this: the mother has stomach trouble and calls her son, "Get Stachu quickly!" " "After a while, the child came home with a man:" Mom, the fourth uncle is here! ""My mother couldn't help laughing when she saw it. "Well, it's stomach medicine, Stashu, not a four-year-old uncle!"
After seeing this advertisement, when you walk into a drugstore again, I believe this brand will definitely pop up in your mind first, not other brands listed earlier.
Be special.
The personality of the name is necessary, which can directly distinguish you from your competitors. Your name should avoid being the same as a well-known brand in the market, or stand on the opposite side of it and give it a more meaningful name. For example, a car owned by Buick, "Sail", is a car with a price of 654.38+ 10,000 yuan, and its name means "better than Opel".
At the same time, we should know more about whether our candidate name has been registered as a trademark by others. Many trademark service agencies or brand consulting agencies can do this.
Case 1: Bundaka
Panasonic electrician vs Ding Song electrician: white rabbit vs Taibai rabbit; Sun god vs sun god
Some people like to imitate some famous brand products and take a similar name. Its purpose is to make use of the reputation of well-known brands and let consumers choose their products through confusion. This seemingly clever behavior is actually quite dangerous. At the initial stage of brand listing, you may save a lot of advertising fees: but you should always follow the big brands, and their word-of-mouth has a great influence on you. And this kind of thing is likely to pay a heavy price because of infringement.
Case 2: Next to the stars
Apply correction fluid; Stop sealing antidiarrheal drugs; Kurosawa made water all his life; Zhao Benshan clothes Zhuang
Many enterprises like to take a "star" name. Naming a brand is usually effective. Because the popularity of stars is quite high, the language sense of names is usually smooth, and the characteristics of Chinese characters and the products themselves form a harmonious interest, which can really leave a deep impression on consumers, thus speeding up the spread. However, when playing this homophonic game, we should beware of legal disputes caused by infringement of celebrity spelling rights, but also beware of vulgarization.
4. Positive and positive association
Since it is a name, it always contains a certain meaning, which makes people have various associations. We should try our best to avoid bad associations. Read the name several times to see if it will produce negative homophones. A lame name will become the weakness of a brand or the laughing stock of the public, which is equivalent to building a wall to hinder sales. Especially in the food industry, if the abbreviation of a food brand name is DDT, people will associate it with pesticides. Who will buy it again? Similarly, after the "Sanlu" incident, there are probably few brands of milk powder, so I will use Chinese characters like "three" and "Lu" again.
5. Conform to the attributes of the product
Time-honored brand or outdated goods? Fresh or too avant-garde? If you want to build an old Shanghai-style, nostalgic coffee shop, it would be more appropriate to call it "193 1"; The name "New Element" is more suitable for fast food restaurants with distinctive style and convenience.
For an air-conditioning enterprise, Chunlan is an ideal and elegant name. But Chunlan enterprises once wanted to open up the motorcycle market, and this name is very exquisite. Men don't want to drive Chunlan motorcycles. Later, Chunlan's motorcycle was renamed Chunlan Tiger and Chunlan Leopard.
"Chunlan" is a feminine name, and its image is even worse when it is associated with tiger and leopard.