The global strategic layout of brand naming. With the acceleration of the global economic integration process, the previous division of labor based on traditional natural resources and human resources has been broken, and a global large-scale production network has been formed. The role of multinational corporations in the world economy has become increasingly prominent, and a new competitive landscape of "internationalization of the domestic market and domesticization of international competition" has been formed. The trend of economic integration requires enterprises to think about problems from a higher strategic perspective and change business strategies that are not suitable for the globalized economy.
If you want to gain a foothold in the international market, companies and enterprises must think from a global perspective when doing every work. Business naming, as the first step in brand establishment, should be Attract the attention of companies and enterprises. Looking at the world's well-known multinational companies, they attach great importance to the naming of the company and the naming of its subsidiaries and brands, and the emphasis on names is fully reflected.
To this end, we recommend that Chinese companies that want to go abroad must have a global strategic vision and lay out a good layout for the global development of brand naming. Several forms of foreign brand naming are as follows.
1. Consistent naming of corporate brand names
Throughout the business world, a large number of companies adopt a naming strategy in which the company name and brand name are consistent. Its biggest advantage is that you can both promote the company's image and establish a brand image by spending an advertising fee. This kind of naming is suitable for companies with large-scale brand names, and the names are highly inclusive.
2. Character naming
International companies named after characters can be seen everywhere today, and some are even famous. The advantage of naming a company is to use the reputation of the character to influence the product. Among today's international brands, brands named after characters account for a large proportion, and almost most industries have brands named after characters. For example: Dunlop, Carlsberg, Mizuno, Prada, Starbucks, Hennessy, etc.
3. Place name or space naming
In the brand world, place names are often used as local characteristic brand names. For example, French Cognac is the name of a place, and now it is the name of many famous brandies in France. generic brand. Champagne is a place in France that is famous for producing delicious wine. Therefore, Champagne is a famous brand and has become synonymous with a certain category. The famous trademark Marlboro is the name of a town, while Santana is a famous place. For example, China's Ordos Group also uses place names as corporate brand names.
4. Creative naming methods
Many international corporate names do not have much practical meaning. They are just a combination of letters, and some are a sound effect, effect, etc. Some are just a few numbers, but they are all very creative. There are many examples of companies named this way: like KODAK, Kodak originally refers to the sound made by the camera itself when the shutter is pressed. Due to the special sound effect, it soon became the trademark of Kodak.
With the development of China's market economy and the development of brand theory, the Chinese business community is extremely concerned about brand-related issues. Due to the influence of China's history, economy, and culture, China's brand naming methods are different from Western standards. How to choose a suitable Chinese name has received widespread attention abroad. However, the issue of how to choose an English brand name suitable for the international market for Chinese export brands has not received enough attention.
Due to the huge differences between Chinese and Western cultures, when planning international brands for domestic companies, choosing a name that is suitable for the international market can help the brand successfully enter and establish itself in the international market. , for current domestic brands, it is an urgent problem that needs to be solved.
To sum up, based on the research on Eastern and Western cultures and referring to Western academic research on brand names, we summarized and summarized the linguistic characteristics of successful brands in terms of pronunciation, semantics and fonts, and Then, combined with the models of Western scholars on the steps of brand naming, specific suggestions for the international naming strategy of Chinese brands are put forward.