When a life is still conceived in the mother’s womb, parents are already racking their brains for their child’s name. In order to take care of the "brand" of their children's lives, many people mobilize their relatives and friends to look up dictionaries and search for the best name, which is both meaningful and catchy. It is really well-intentioned. Similarly, in the shopping mall, when manufacturers determine brand names for their products, they also need to put a lot of effort into the names of the products in order to improve the communication power of the products.
One of the very important reasons why a successful brand is different from ordinary brands is that a successful brand is well-known to every household, women and children, and consumers can recall it immediately when making purchases. The name of the brand. 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 successful. Otherwise, even if you give your product a nice name, but the communication power is not strong and it cannot occupy a place in the minds of target consumers, and consumers cannot remember or recall it, it can only be regarded as a waste of effort. Whether a brand's communication power is strong or not 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 if melatonin is named "×× brand compound melatonin", or called "Brain×jian", "×××Youth Oral Liquid" or other names, then What will 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.
However, "brand naming" is a difficult thinking process and the beginning of an in-depth process of brand positioning. The reason why we say "brand naming" instead of "product naming" is because the "naming process" is a process of transforming market, positioning, image, emotion, value, etc. into marketing power and initiating market positioning and competition. A brand name is not a simple mark. It can strengthen its positioning and participate in competition. It can also "enable a certain brand to gain a lasting market advantage" with its possible implicit image value. When naming a brand, we first need to consider the following two factors:
1. The affinity of the brand name must 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 is 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. 2． The brand name is more protective.
Our market has always been filled with well-thought-out market followers. "The mantis stalks the cicada while the oriole follows" is the so-called follower's competitive strategy. They have a keen sense of business and are always looking for business opportunities, and companies that do not pay attention to protecting their brand names provide them with just such opportunities. Therefore, when naming a brand, companies must consider the protective nature of the brand name, and it is best to use a registered trade name to name the product. Successful brands such as Melatonin, Tylenol, and Qumei all name their products after registered trade names. However, the anti-inflammatory drug Rijunsa not only uses registered trade names to name its products, but also conducts anti-inflammatory drugs to prevent the emergence of similar brands. Similar registration to the registered trade name to fully protect the brand from infringement. Therefore, naming a brand cannot only focus on communication and affinity. Whether it can avoid being imitated and violated is also the most important issue in brand naming.
The purpose of brand naming is to make the brand name serve marketing as directly as possible. There are the following basic strategies to consider: target market strategy, product positioning strategy, descriptive and casual naming strategies, etc.
1. Target market strategy
When a brand enters the market and participates in competition, it must first figure out who its target consumers are, take this target consumer as the target, and visualize this target audience through the brand name, and Transform its image connotation into an image value, so that the brand name can clearly tell the market: who is the target consumer of the product. At the same time, it has a special marketing power due to the image value transformed by the brand name. For example, we are all very familiar with the "Tai Tai Oral Liquid". The name "Tai Tai" directly indicates that the consumers of this oral liquid are "wives", which makes the "Tai Tai" brand implicitly possess a cultural weight. , and therefore can create affinity with target consumers. Taking "Mrs." as the target consumer and "Mrs." as the brand name, this brand name starts the communication process of the brand, and at the same time has the power of positioning and marketing. This is a direct naming. More successful methods. However, when Taitai Enterprise reaches a certain stage of development, the too narrow target positioning forces the enterprise to change its name. For example, Taitai changed its name to "Healthy Yuan" Company, so that the corporate brand can carry more missions for different target consumer groups. This is the strategic significance of brand naming. If only women were considered at that time, other markets would be difficult to enter. Similarly, the corporate naming of Yangshengtang can allow her to enter any health career field. This is the profound strategic value of corporate naming! 2． Product consumption experience positioning and brand naming
Each product has its special functional characteristics. A consumer can always have and expect to have some kind of personal psychological and physiological feelings when consuming this product. Many products are positioned for market competition based on the consumption feeling that this product can bring to consumers. Brand naming can also be based on this goal. For example, "Coca-Cola", as a beverage, regards a delicious and pleasant physiological and psychological experience that consumers can or expect to obtain when consuming it as an appeal positioning point. Therefore, when the drink entered the Chinese market, it was named "Coca-Cola", which can directly express and seduce consumers' psychological and physiological feelings. This naming, on the one hand, shows people its brand attributes and starts a positioning process; at the same time, it can also give consumers a kind of temptation, expectation or promise, so it has great marketing power.
As a compromise, the associative strategy lies somewhere in between, being distinctive, protective (identification and salience), and suggesting appropriate information to consumers. Therefore, this strategy is less risky and therefore used by the vast majority of marketers. Some well-known brands in my country, such as Baimao, Wangwang, Golden Throat, Jieyin, Jianlibao, Yangshengtang, and Baili, all use this strategy.
Naming is the first step in creating a brand. A good name can make a brand or product "amazing" and leave a deep impression on consumers through word of mouth. An unsatisfactory name can make a brand or product "amazing". A name may need to be disseminated through a large number of media combinations, but it is difficult for it to be deeply rooted in people's hearts. When naming a brand or product series, companies must conduct in-depth research and think twice before taking action, so as not to slow down others at the start of the 100-meter race. The feeling of catching up with others is very painful. Therefore, to establish a brand, please take the first step of naming it well.
In 1958, a small Japanese company called Tokyo Communications Industry Co., Ltd. decided to abandon its company name at all costs. Banks that had close dealings with the company at that time strongly opposed this idea. They believed that doing so would be too risky and might make the company's 10 years of efforts in vain. They even questioned the company's decision-makers at the time: "You are planning to do such a useless thing." What does the change of meaning mean?"
The founder of the company answered them so calmly: "This will enable the company to expand to all parts of the world, because the old name Tortsuko (Tokyo Communications), foreign countries It is hard to pronounce and remember. We hope to change the image of Japanese products (all over the world) as being of low quality." This person was Akio Morita, and the company's brand was later changed to the loud "Sony". "Sony" evolved from the Latin "Sonvs (sound)" and the English "Sonny (cute child)". Sony has become one of the most influential brands in the world today.
Another company also did something unbelievable in 1924. The company’s name at the time was Calculation, Tabulation and Recording Company. It was an extremely ordinary company, and in the industry Completely unknown. Three years ago, they faced bankruptcy and relied on borrowing to survive the 1921 recession. The company eked out a living mainly by selling time clock machines and scales used at meat stalls in the streets.
However, the company's leader does not want to see the company continue to be mediocre. He hopes that the company can become a large company with global influence. He decided to start by changing the company's name. As a result, the company changed from "Computing Tabulation and Recording Company" to "International Business Machines" (International Business Machines). It is the IBM we are familiar with, a brand that later became famous all over the world.
Some people abroad have conducted such an experiment: photos of two ladies were shown to a group of men, and they were asked to judge who was more beautiful. The first vote resulted in a tie between the two women. In the second round, the staff named the first woman Elizabeth and the second woman Gertrut and then administered the same test. The results of this vote have changed a lot, with 80% of the men choosing Elizabeth as more beautiful.
For a brand, a good name can accurately convey the connotation of the brand to consumers, making the brand more refined and approachable, and more effectively conveying the brand's propositions and promises. This is why the first step for a world-famous brand to enter China is to find a knowledgeable person who is familiar with Chinese culture and choose a beautiful Chinese name. ?