Product naming rules
A good name is a permanent spiritual wealth owned by a company or a product. Once an enterprise's name and trademark are registered, it has the exclusive right to use the name. A good name can always evoke people's associations with good things and inspire and encourage its owner. The "Li-Ning" sporting goods series named after my country's gymnastics prince Li Ning embodies the enterprise's entrepreneurial spirit of using Li Ning's fighting spirit to change the backward situation of my country's sports series products and pursue world-class products. For them, "Li Ning Brand" is not so much a trademark as it is an abbreviation of corporate spirit.
A well-known enterprise or famous brand trademark is a recognized intangible asset of an enterprise. Taking advantage of the cornucopia of "fame", the world-famous Sony Corporation only bought radio cassette recorders produced by Shanghai Radio No. 3 Factory at a price of 37 US dollars each, and sold them for more than 80 US dollars each after putting its own trademark on them. The trademark value of "Coca-Cola", the leader of the world's beverage industry, reaches more than 3 billion US dollars, accounting for three-quarters of the company's total assets. my country's "Wahaha" trademark generated profits and taxes of 26.5 million yuan in the first year alone.
It can be seen from this that in order to give your company and products a good name, you must carefully consider and plan its name. There are several rules to pay attention to when naming products:
1. Don’t be ambiguous
Coconut juice is the trump card in the fruit and vegetable juice market, so it has become an object of imitation. There was a manufacturer in the south that also produced fruit and vegetable juice, but named it "Coconut Juice". This unintentional mistake also caused trademark controversy. It was too similar to others, and trouble immediately followed.
First, the name must be true to its name
Pay attention to the product name at a glance. Let people know what you are selling in one second. This is more likable and can save a lot of advertising. fee. There is a brand like "White Castle" in the United States. What do you think it sells? It is a household name ***! It is difficult for ordinary people to associate it with clothes. A name like this may have some effect in the short term, but it is detrimental in the long run and gives people a sense of sensationalism.
3. Be clear at a glance
If the product name wants to be short and concise, easy to read and remember, it is often hard to find. "Master Kong" is a typical example of simplicity. In addition to being easy to remember, it also has psychological added value (not only a brand product, but also a symbol of health). The release of "Coconut Juice" is really exciting. It is bold, trendy, easy to think of and easy to remember, especially the product has a strong connotation, just like the pure fragrance of coconut milk.
4. It should be easy to design
Usually the corporate world that pays more attention to advertising will ask a design company to design standard words for product names. In the past, copywriters never cared about whether the characters were easy to write or shape, so the newly named standard characters were often either very bloated or weird.
It is best to consider beforehand whether the printed product name will look good or not, so as not to ruin a century-old plan.
5. Exclusive use of proper names
Names are the exclusive symbols of things. Only when the name and reality match can it accurately reflect the characteristics of the thing and make it easy to pronounce and listen to. . This is what the ancients meant by "justifiable words". Therefore, "according to the name" is an important principle of naming.
There is an inventor in Taiwan named Wang Xingqin who invented a dual-purpose brush. One side is a brush and the other side is soap. It can also be connected to the faucet, which is very convenient to use. He painstakingly named it "Yuanyang Brush", which was very romantic. After being luxuriously packaged, he put it on the market, but its sales were extremely poor. It was later revealed by others that people mistakenly thought this brush was the brush for the back. It turns out that the problem lies in the name. People associate it with "mandarin ducks playing in water". The back brush is too hard, so the sales are naturally not good. It can be seen how important it is to match the name with reality.
6. Be different
The purpose of naming is to differentiate. Names that are identical or too similar will lose their meaning and sometimes even cause trouble.
In our country, it is quite common for different products to use the same name, or for companies to have the same or similar names. The naming of trademarks is mainly reflected in the selection of the names of scenic spots, historical sites, animals and plants. For example, products with the trademark "Great Wall" include at least Great Wall computers, Great Wall fans, Great Wall wine, Great Wall raincoats, etc. Products with the trademark "Panda" There are panda radios, panda TVs, panda children's clothing, etc. Although this phenomenon of duplication of names is allowed, it is not easy to attract people's attention due to the lack of freshness in publicity. When people come into contact with this trademark name, they cannot figure out what it represents, which will of course affect the establishment of the trademark image. In addition, there may not be any problem in China using such a widely used term as a trademark, but When registering abroad, you are often rejected because of collision with others.
7. The pronunciation must be good
The pronunciation is the material shell of the name. The quality of the pronunciation of the name is not only related to the auditory image of the name, but also related to whether it can be read. Come on catchy. For many world-famous trademarks and trade names, the people who named them tried their best to find the best pronunciation for their trademarks and trade names. For example, "SONY" created by Akio Morita has a concise and powerful pronunciation, and the pronunciation is the same in the universal phonetic alphabet; George Yinshiman, the founder of Kodak, deliberately chose
I used the strong "K" (King, King) and came up with "KODAK", a sonorous and powerful name with "K" before and after.
8. Be eclectic
Namers must dare to break through the general pattern of naming similar businesses or products and name products in a unique way. Many companies follow a relatively fixed pattern when naming their trademarks. Although the names are different, the pattern is the same, which will also affect the publicity effect of the trademark. Take cosmetics and nutritional solutions as an example. Many manufacturers are accustomed to naming their trademarks after "treasure" and "cream". There are many types of these products, but the differences are not big, and the names are the same.
It is difficult for a specific product to leave a unique impression on people. In this case, it becomes very important to break out of the conventional naming pattern. Hangzhou's Wahaha Children's Nutritional Solution has been very successful in this regard. They broke through people's general habits and used "Wahaha", which is a slightly modified version of "Wahaha" in children's songs, as their trademark. It is not only very novel, but also contains the meaning of children laughing happily after drinking it. The meaning is very relevant to the function of the product. The fact that this product can become a famous brand
can be said to be inseparable from this unique trademark name. Similar to this, "Mrs." takes liquid orally
.
9. Try to have homophones that are auspicious
There are many homonymous words (words) and near-syllable words (words) in Chinese. Although they have the same or similar pronunciation, their meanings are very different. . Such as stamps - oil stamps, look forward - look towards money. When choosing a name, in addition to paying attention to the harmony between the syllables of the name, you should also pay attention to whether the name you choose has homophones (words). If so, see if their meaning is good. For example, if there is a kind of telephone service, the brand name is "Botong", and "Bo" has a homophonic word "pu", which means "dial", then the homophony of "pull and it will be connected (radio wave)" is very auspicious. . Another example is the "Bee" brand safe. "Bee" is homophonic to "sealing", which tactfully reveals the product performance. "Jiake" brand clothing not only makes customers feel courteous, but also sounds homophonic to "jacket". Such homophones, puns, and beautiful meanings are very good. Another example is that the owner of "Golden Lion" Ties gave away ties everywhere in order to promote his products, but for some reason his friends politely thanked him and refused to accept them. Later, the boss realized that Hong Kong people read "golden lion" as "net loss", so of course people would not want it. After changing the trademark to the auspicious name "Goldlion", the tie became very popular. It seems that the homophony of names
Sometimes not only the Chinese language must be considered, but also dialects and even some related foreign languages.
10. The meaning should be beautiful
For example, the name "Changhong" of China Changhong Co., Ltd. means that the sky will clear after the rain. It has a magnificent and spectacular meaning. "The sun is the reddest." , Changhong Update”. Similarly, Konka, a company famous for its color TV production, takes its name from the meaning of "a happy life with many excellent products". Shenzhen Sanjiu Pharmaceutical Group Co., Ltd., its name "Sanjiu" has numerous unforgettable meanings in ancient Chinese and implies unremitting pursuit. Others include Jiannanchun Winery, whose name is Jiannanchun, which means full of spring and unlimited opportunities for spring.
11. Get familiar with each other after meeting
A good corporate name should not give people a too serious feeling, let alone a feeling of rejecting people thousands of miles away, but should There is a kind of affinity, that is, having a feeling of being approachable and trustworthy towards people, or at least giving people a feeling of being approachable.
For example, Shanxi Xinghua Village Fen Distillery. The name Xinghua Village is taken from "Qingming" by Du Mu, a poet of the Tang Dynasty. "Ask where the restaurant is, the shepherd boy points to Xinghua Village in the distance." This name is full of country charm and gives people a sense of intimacy. Another example is Sichuan Tiange Group Co., Ltd.
The name Tiange is taken from the Tang poem "Goose, goose, goose, bending its neck to sing to the sky", which is interesting and natural.
Another example is Shanghai Xinyi Pharmaceutical Factory. The name Xinyi seems to be making a promise to customers and is easily accepted by customers. Another example is Shanshan Clothing Company, which can easily make people feel close and familiar. Dabao Cosmetics Company in Beijing, the name Dabao seems to be taken from the name of an ordinary child. It gives people a friendly and easy-going feeling, shortens the distance between people and products, and is easily recognized by customers.