In the process of building brand awareness, the most important strategy is to name the brand or product. Some enterprises eventually withdrew from the market because of careless naming. In the long run, a brand is just a name, because the unique selling point or concept of the product is gone, only the difference between the brand name and the competitor's brand is left. A good name is a bet guarantee for that long-term success of an enterprise. Brand naming is a university question. You can use a paragraph to describe the benefits of products, and you can also use a very creative sentence to concentrate the essence of products. However, in just a few words, there are also some subtle personality traits and mysteries. In naming, I think we should pay attention to the following 13 principles.
1. According to the individual characteristics of the product
Shakespeare said:? Roses would not be so fragrant if they were called by other names. ? It can be seen that the name will change people's views on product personality characteristics. Brand naming must tell potential consumers a brand positioning according to product differentiation characteristics, such as Head & Shoulders? Dandruff removal? Shampoo, beauty? Antibacterial? Water dispenser, cherry blossom snow? Moisturize? Bath lotion However, according to the characteristics of the product, the characteristics of the product should not be the * * * of all products. Such as? Pure life? Does beer have Qingdao? Pure life? Beer, Pearl River? Pure life? Beer, Budweiser? Pure life? Beer? Pure life? It has become a common name. The uniqueness of products can't make your brand appear, and sometimes they become a burden. At the same time, the name should also have its own personality characteristics so as not to be overwhelmed by the market. According to the product personality characteristics, the name can be considered from two aspects: efficacy (such as Shufujia soap) and emotion (such as Midea electric appliances and Volvo cars).
2. Seize the Opportunity
Naming is like driving a racing car. If you want to win, you have to seize the opportunity. At each stage, as the market changes, people's appreciation habits will also change. Naming should also keep up with the trend of cultural trends, because names will also be outdated. In the era of planned economy, many enterprise names are related to revolutionary slogans, such as? Liberation? 、? Nation? There are also local industries named, such as Harbin No.6 Pharmaceutical Factory and No.1 Automobile Group Company. The image will fall behind at any time, and enterprises should take measures to change their image and make themselves more spiritual. Rumei Group was called years ago? Pearl? Brand, year changed to? Beautiful? Medeke, and in 1999, English was changed to? Midea? .
3. Short, eye-catching and easy to remember
In order to show the difference with other brands, many enterprises often take some long names, which backfire. This naming method is very easy to confuse consumers and bring troubles to the enterprises themselves. For example, if the name has seven or eight words, the receptionist will be very cumbersome when answering the phone to register, which will undoubtedly cause inconvenience in communicating with people. Therefore, short naming can achieve short and pithy results, which has become the pursuit of many enterprises and the trend of the times. Today, we are familiar with some brands, such as 999, Baisha, Midea, Gree, Chunlan and so on.
people should also pay attention to how to find it easily in the phone book when naming. It is easy to find in the phone book, so it is easy to spread.
4. Easy to speak, catchy and spread
When you were young, you learned to speak first, and then you learned to read. It is slow and laborious to recognize words, because it is necessary to pronounce them to connect them with the pronunciation in the brain, which is operated by the ears. If brand naming is difficult to say, read or speak, it will be difficult for consumers to remember. On the contrary, pleasant and catchy names are easy to remember. Be concise and clear at a glance? Such as? Beautiful? 、? Lenovo? 、? Flower world? Are typical examples. These trendy and catchy names can save a lot of advertising expenses for enterprises. During the Spring Festival, I received a short message from Zeng Jing, a teacher of Xiamen University. I wish you the Year of the Horse [Pepsi], everything [7-up], mood [Sprite], work [Red Bull], love [lots of fresh oranges], everyday [Wahaha], every day [Happy Lang], every month [Robust], every year [step by step], every year [mirinda] and always [beauty]. ? A message has 11 brand names.
5. Use fewer numerical codes and abbreviations
Engineers and scientists who prefer their own inventions do have many lovely things that they are afraid of? The world is not chaotic? . Some product names are identified by letters and numbers. The professional codes in these industries make consumers fall into a fog. For example, many people couldn't tell the specific model of the microwave oven in the early promotion, so the author changed it to? Nutrition star? Microwave ovens quickly opened up the market and successfully squeezed Midea's microwave ovens into the top two in the industry. So far I don't know? Colgate 1? What do you mean?
For the naming method of English abbreviations, enterprises should try not to use English abbreviations, because there are only 26 letters, and there are tens of thousands of English names all over the world. Nowadays, enterprises should avoid it as much as possible, and never try to imitate the naming methods of IBM, RCA, GE and TCL. They have become a fixed image in the minds of consumers. Even with English abbreviations, they have to prepare a lot of advertising expenses to tell consumers patiently? A? What does it stand for? B? What does it stand for? This kind of communication is complicated and confusing. Familiar English abbreviations have focused on creating new fonts in naming, and they are rarely used to distinguish them from other brands, such as IBM. People are always familiar with the full name before they know the abbreviation. Usually, the five most used letters are S, C, P, A and T, and the five least used letters are X, Y, Z, Q and K. One out of eight English words begins with S, while one out of 3 words begins with X.. Respondents use it? Abbreviation? The average popularity of the company is 49%, while using? Full name? The average popularity of the company is 68%, which is 19% higher.
6. Don't imitate, and don't base yourself on what worked in the past.
It may not work now or in the future. Other people's good names may not work for you. In the current chaotic market situation, name cloning has become a common practice. ? Floppy? Become? Gone with the wind 、? Beautiful? Become? Beautiful? Okay? "New? Dragon's , even appear? Beautiful? The text in the middle is so small that it is almost invisible, and everything else is exactly the same. Science and technology constantly innovate new products and improve old products. However, these products are often flawed because they have second-rate names that imitate others when they come out.
We don't mean that the company will never change its name. On the contrary, there is nothing that will never change. Times are changing, products will be outdated, the market will rise and fall, and enterprise merger is also common. At that time, enterprises must rename themselves. So? Based on the past? The old way, the name of the enterprise may be neither fish nor fowl. Forget the past and reposition, and there will be a brand-new company image.
7. Don't flatter yourself
Often our enterprises like to pursue in naming? Tall, big and strong? , for example? Dragon? 、? Giant? 、? Overlord? And so on, so that consumers are very disgusted with this. When naming an enterprise, we should move him from the heart of the latent consumer and think from the perspective of the consumer. Don't flaunt yourself, otherwise, the final result will not be worth the loss. Consumers won't be tempted by your boasting? Identity? Now mass consumption is rational, right? Name? , no? Italy? Of course consumers will leave you. You have to? Name? No? Lee? .
8. Preparing for brand extension
One thing to consider when naming a company is to make more preparations for brand extension in the future. If the enterprise grows bigger in the future and wants to extend outward, will this current name adapt? Brand extension is an important way for enterprises to expand. Many domestic enterprises have not done enough on this rule? In place? Once an enterprise expands into a new field, consumers don't? Buy it? , for example? Wahaha? 、? 999? 、? Sun God? And so on have suffered a great loss in this respect. When naming a brand, we should consider the extension of the brand in the future, so as not to bind ourselves. If SONY is neutral, it is suitable for any electrical appliance.
9. Global Vision
Because consumers in different countries and regions have great differences in history, culture, customs and values, they also have different views on brands. If a brand wants to go abroad eventually, it must consider internationality in naming, and it can't focus on regionalization, so that enterprises can reduce restrictions and unfavorable factors. For example, bats are in our country, because? Bat? With? Fu? Homophony means good association, but in English? BAT? It means vampire. It is difficult for bat fans to enter the international market. Today, major multinational companies all over the world are trying their best to get rid of the regional color. When brands develop in one place, they will be integrated into the lives of local people, instead of blindly customizing their brands with the base areas where enterprises are based. Otherwise, they can only be confined to painting. Of course, international naming should also put an end to sensitive international and ethnic issues to avoid? Can't do as the Romans do? The disadvantages.
1. Reflect the spirit of the company
The highest level of enterprise marketing is social marketing, the core of enterprise management is to manage people's ideas, and the brand name of the enterprise must also reflect the cultural spirit of the enterprise.
a brand name with high cultural content can be achieved? Take advantage? 、? Create momentum? The purpose of the brand is to improve itself with the help of cultural content; It brings huge ideological space to consumers and creates preconditions for the later development of enterprises. Of course, it is very difficult to do this. A square inch? See the big from the small, but this power is enormous. We should see this advantage and try to use it.
11. Make people have a positive association
Brand association is a very important link in determining whether a product sells well. Like mention? Laoganma? 、? A Qing Sao? , people seem to see a kind face, and the brand has great affinity. So named, mostly give people a positive association, it can make consumers quickly reach the stage of impulse or goodwill in the purchase decision, until the decision to buy and the rapid emergence of recognition. Golden signboard Goldlion, originally named? Golden lion? In Hong Kong, that is? Lose everything? Hong Kong people are very particular about auspiciousness, so it is natural that no one will patronize them in the face of such taboo names. Later, Mr. Ceng Xianzi divided Goldlion into two parts. The first part of Gold was translated into gold, and the second part of Lion was transliterated as Lilai, named? Goldlion? After that, the situation changed greatly, and the auspicious name immediately brought good luck to Goldlion. Goldlion? Its beautiful name has contributed to today's achievements.
12. Registration and protection of relevant laws
Legal protection should also be considered in naming, which is the primary premise of brand naming. This depends on whether your name meets the necessary conditions for registration mentioned in the Trademark Law, such as not allowing the use of geographical location, place names, and so on; Secondly, other people have registered the same name, and the industrial and commercial bureau will not accept it. Therefore, when naming, don't always use some common thinking modes to be creative. Generally speaking, you may wish to be more creative before registering. 4 names, to be prepared. In order to protect your registered brand, you can also register similar design names to protect your brand. Midea group registered all the same English.
13. Ten methods of brand naming are named after surnames and personal names. Such as (Ford, Budweiser); Named after place names, such as Tsingtao Brewery and Great Wall Computer; Named after things. Such as peony TV and panda cigarettes; Product function naming. Such as Head & Shoulders shampoo; Named after emotion. Rumei's electrical appliances; Named after transliteration. Such as Olympic Olympus; Named after pinyin. Such as haier Haier; Named after numbers. Such as 555 cigarettes, 999 pharmaceutical industry; Named after a foreign language. Such as Kelon, Infinite Beauty Shampoo REAME; Naming of self-created nouns. Such as a tiedashi watch.