1. Respect culture and transcend geographical restrictions
Consumers in different countries and regions have certain differences in their history, culture, customs, and values. Therefore, They may also view the same brand differently.
Most of the brands in our country are named with Chinese characters only. But when they go abroad, local consumers sometimes feel confused. Although some brands use Hanyu Pinyin as a workaround, it often doesn't work because foreigners don't understand the meaning of Pinyin.
2. Legal and protected by law
Legality is the first prerequisite for brand naming. No matter how good the name of the product is, if it cannot be registered, it will not be protected by law. It is not A brand that is truly your own.
For example, Miller Company once launched a light wine, whose real name was Late, which meant business was booming. Seeing the good sales of this kind of beer, many breweries followed suit and launched light beers named Lite. Miller Company took these manufacturers to court, but because Lite is a common word that directly describes a specific product , the court ruled not to protect it. In this way, Miller Company lost the exclusive right to the Lite trademark.
It can be seen that whether a brand is legal and whether it can be protected by law is very important!
3. It can bring positive associations to people
When naming a brand, the name of the brand should bring positive associations to people. If there are negative and bad associations, consumers will not recognize it.
4. Suitable for brand extension
When naming a brand, we must consider the issue that even if the brand develops to a certain stage, it must be able to adapt. For a diversified brand, if the name is too closely related to a certain type of product, it will not be conducive to the brand's expansion into other product types.
Generally speaking, a brand name that has no meaning and does not carry any negative effects is suitable for future brand extension.
5. Simple and easy to remember
When choosing a brand name, follow the principle of simplicity. If you count the brands you are familiar with, most of them are like this. For example: Qingdao, 999, Yanjing, Baisha, Little Swan, Fangtai, etc., are all very simple and easy to remember.
6. Catchy and easy to spread
When naming your brand, you should pay attention to it being easy to spread and easy to read. A typical example is Jeep.
The body of a Jeep car usually bears the GP logo and is marked as a general-purpose off-road vehicle. "Jeep" is actually the pronunciation of the acronym GP for "general purpose" in English. Some people say that the name comes from a monster in a comic book, which always makes the sound of "Ji Yi Pu, Ji Yi Pu".
7. Can imply the attributes of the product
When naming a brand, the brand name should be able to imply the attributes of the product. There are some brands around us, and people can tell at a glance what type of product it is from its name.
For example: Melatonin, Wuliangye, Sprite, Colgate, Band-Aid, etc. Some of these brands have even become synonymous with similar products.