Facing the modern market economy, competition is becoming increasingly fierce. People are becoming more and more aware of brands. A good brand name can not only open up sales for a company and win the market, but also promote longer-term development of the company. Brand is as important to today's enterprises as the soul is to people. As an intangible asset of the enterprise, brand not only needs to have a good image from the beginning, but also needs to be continuously maintained in the later period. In view of this, then, how to name the brand? Are there any good methods or strategies?
1. The communication power of the brand must be strong
In terms of brand management, one of the important reasons why a successful brand is different from ordinary brands is: a successful brand With a household name that is well-known to women and children, consumers can recall the name of the brand immediately when making purchases. Therefore, for brand naming, the first thing to do is to solve the problem of the communication power of a brand name. In other words: No matter what name you give your product, the most important thing is to spread the brand to the maximum extent! It must be able to make consumers, especially target consumers, remember and think of the brand! Only in this way can brand naming be considered a success; otherwise, even if you give the product a nice name, it will not have strong communication power and cannot occupy a place in the minds of target consumers. Consumers will not be able to remember or think about it. Come on, this can only be regarded as a waste of effort.
The communication power of a brand depends on two factors: the composition and meaning of the brand name, both of which complement each other and are indispensable. Among health care products, Melatonin is a brand name with very strong communication power. The three words Melatonin are catchy and easy to remember, and these three words convey the product information to consumers while spreading, so that when people hear or see the brand name Melatonin, they will naturally Think of two attributes of the brand: one is the function of the product, and the other is the value of the product. Because of this, with the wide spread of this powerful brand name, it is not surprising that melatonin can sell 200 million yuan in one month. Of course, there are many factors for the success of Melatonin, but what if Melatonin was named: ×× brand compound melatonin, or Nao×jian, ××× Youth Oral Liquid, etc., what would happen? The result is of course self-evident. Therefore, when naming a brand, communication power is a core element. Only a brand name with strong communication power can lay a solid foundation for the success of the brand.
2. The affinity of the brand name should be strong
So as long as the brand name has good communication power, the brand can be spread well? It is also an internationally renowned soap brand, and it also has a brand name with strong communication power. The brand awareness and market share of Safeguard are completely different from Lux. It is also a treatment for menopausal syndrome, but Taitai Jingxin Oral Liquid has suddenly emerged. Latecomers caught up and won more market share. Why is this?
In fact, in addition to the communication factor of the brand name, there is also the issue of brand name affinity. The affinity of a brand name depends on the style, characteristics, tendencies and other factors of the wording of the brand name. Although the brand name Lux has strong communication power, its affinity is far less direct than that of Safeguard. Lux gives people a stiff and masculine feeling, but we know that generally, most of the people who purchase soap at home are housewives, so the name Lux is obviously incompatible with the preferences of target consumers. But Safeguard is different. This term first gives people the impression that it tends to be a neutral term. It not only fits the preferences of target consumers more broadly, but also emphasizes the two focus points of "shu" and "good". , giving people the impression that the whole body will feel refreshed after using it, so its affinity is stronger. Therefore, when naming a brand, we should not only pay attention to the communication factor of the brand name, but also pay attention to the affinity factor of the brand name. Only in this way can the brand communication achieve the best effect.
3. The protection of brand names is better
Before talking about the protection of brand names, let us first look at an example. This is an incident that happened in Guangzhou in 2001. Little-known marketing events. What happened is this: In early 2001, Jilin Jiuxin Group decided to enter the Guangzhou market after acting as an agent for Jinan Dongfeng Pharmaceutical Factory's Yangfan brand New Skin Cream. So millions of dollars were invested in market operations.
Since Yangfan New Skin Cream was the first product in China to propose the concept of "killing mites and benefiting skin", and its advertising was in place, Yangfan New Skin Cream quickly became popular in Guangzhou after it entered the market, and even for a time There have been stock outs.
However, the good times did not last long. After seeing the market phenomenon of Yangfan New Skin Cream, some cosmetics factories in Guangzhou became wary of paying attention. They have successively introduced to the market Xinfu Mianling Cream with a similar packaging to the Yangfan brand Xinfu Mianling Cream, but with a much cheaper price, and carried out terminal interception. Under the dual influence of low prices for consumers and high discount rates for pharmacies, consumers and terminal pharmacies have abandoned Yangfan brand New Skin Cream. For a time, Yangfan brand New Skin Mite Cream received a huge impact, and sales continued to decline.
Due to long-term slow sales, some terminal pharmacies have requested returns. Since Jinan Dongfeng Pharmaceutical Factory uses the method of registered trademark + common name when naming its products, from a legal sense, only the registered trademark Yangfan brand is protected, while the common name Xinfu Mianling Cream is not protected . Therefore, seeing Zhangsan brand Xinfu Mite Cream and Li Si brand Xinfu Mite Cream raging in the market, Jilin Jiuxin Group and Jinan Dongfeng Pharmaceutical Factory could only eat Coptis chinensis in silence - the pain was unspeakable, and in the end Yangfan brand new skin cream had to suffer the bitter consequences of shrinking market.
From the above example, we can see that companies lack awareness of brand name protection when naming their brands, which has led to serious consequences for the company itself. It seems that the core of brand naming is to capture the hearts and attention of customers. It is necessary to make customers feel that it is new and innovative, and only after stimulating their interest can it attract their attention. Therefore, in the process of naming your brand in the future, if you think more from the customer's perspective, maybe the effect will be better!