Brands bear a lot of "identity" in the competitive marketing process of enterprises, but no matter what, when naming brands, enterprises need to understand that the ultimate purpose of brand naming is to reduce the cost of consumer choice and guide consumption. Readers can choose their favorite from a wide range of products. So for photography enthusiasts, there are many photographic equipment products, and brands play a guiding role among them. So, how to name a brand of photographic equipment?
Principles of naming photographic equipment brands
1. Rooted - follow the principle of category differentiation and poach the needs and customers of old categories
For example, cameras and Lenses use the association of the category of photographic equipment to differentiate users’ needs for photographic equipment.
2. Favorability - a more valuable expression angle
We can extract the naming method of photographic equipment brands from our common edible oil brands, which are also derived from plants. If you call the extracted butter margarine, no one will be interested in eating it. If you call it vegetable butter, vegetarians may prefer it. And you can also redefine it, plant butter is cholesterol-free, rich in isoflavones, etc., to better express this category.
3. Straightforward - point directly to the characteristics of the brand, or visualize it
What was the earlier name of the balancing car? It's called a somatosensory car, a car controlled by body sensors. Most people think it has the same "feel" as a trolley suitcase. We think a better translation should be called Lixingche, which is more vivid and straightforward.
4. Short - easy to remember and spread
Because customers can say two words, not three words. For example, there is a word difference between computer and computer, but now computers are used significantly more frequently than computers.
The core of photographic equipment brand naming
1. Recognize it, don’t use uncommon words
Literary people occasionally use a few uncommon words to show that they are literate , but if the brand uses uncommon words, it exposes its inexperience. The purpose of brand naming is to make consumers think of your brand. Although modern people generally have very high academic qualifications, high education does not mean they know a lot of words. When naming a brand of photographic equipment, it must be recognized by people who have graduated from primary school, otherwise it is just for yourself. Digging holes, no matter how good the product is, no matter how big the channel is, it will be difficult to establish a brand.
2. Read it well, don’t use foreign languages ??
More than ten years ago, a divorce company was registered in Hong Kong or a small island, and a domineering English, French or other Literal names can deceive people. On the other hand, a truly international brand should honestly have a Chinese name. Prophet Name Network reminds you that if the brand name cannot be pronounced, how can it get word-of-mouth communication?
3. Remember and have universal awareness.
We can remember apples. Whenever we go to the supermarket or pass the fruit stall, we will think of apples, because apples are in our lives.
4. Try to be related to the product.
In addition to these three points, another point is that the brand naming of photographic equipment should be related to the product. Brand equity is the association in the minds of consumers, which triggers desires through specific situations. For example, the name of a car is Mercedes-Benz, which is a driving experience; the shampoo is called Rejoice, which is a feeling of life; the jeans are called Replay, which is an attitude towards life; the diamond ring is called IDO, which is a kind of commitment.
Notes on Naming Photographic Equipment Brands
1. Advocate for foreigners
Originally a Chinese company with a well-established reputation, a strange, difficult to remember and no Any foreign name with any meaning is pretentious and mysterious. Do you really think that the foreign moon will be rounder?
2. Weird
Use some rare words and uncommon words to name the brand of photographic equipment, thinking that it will appear more cultural and connotative if others don't know it. As everyone knows, people simply don’t bother to remember using uncommon and weird words.
3. Rough imitation
When I see another company’s name is good, I just copy it and change a word or two to make it my own brand. Let’s not say whether this is a good name or not. Infringement, this approach will only make people think that your company is inferior to others, otherwise how could you imitate other people's names?
4. Too casual
Some people think that the name is just a code name, and they can just pick it up casually, without studying it carefully and simplifying the meaning of the brand.