Brand naming strategy

Brand-naming strategy The spreading power of a brand is stronger in brand management. One of the important reasons why a successful brand is different from ordinary brands is that a successful brand has a well-known reputation, and consumers can recall the brand name at the first time when they consume. Therefore, for brand naming, the first thing is to solve the problem of the spreading power of a brand name. That is to say: no matter what kind of name you give the product, the most important thing is to spread the brand to the maximum extent! To enable consumers, especially target consumers, to remember and remember what brand it is! Only in this way can the naming of the brand be considered a success; Otherwise, even if you give the product a nice name, but the communication power is not strong, it can't occupy a place in the minds of the target consumers, and consumers can't remember or remember it, which can only be regarded as a waste of effort. The communication power of a brand depends on the composition and meaning of brand name words, which complement each other and are indispensable. In health care products, melatonin is a brand name with strong communication power. The words melatonin are catchy, popular and easy to remember, and these three words convey the information of the product to consumers at the same time, so that when people hear or see the brand name melatonin, they naturally associate it with two attributes of the brand: one is the role of the product, and the other is the value of the product. Because of this, it is not surprising that melatonin can sell for 2 million yuan in a month with the widespread spread of this brand name with strong communication power. Of course, there are many factors contributing to the success of melatonin, but if melatonin is named as ×× brand compound melatonin, or it is called Naojian, ××××× youth oral liquid and so on, what will happen? The result is of course self-evident. Therefore, to name a brand, communication is a core element. Only the brand name with strong communication can lay a solid foundation for the success of the brand. The affinity of brand name should be strong, so is it true that as long as the brand name has good communication power, the brand can spread well? It is also an internationally renowned soap brand with a strong brand name. The brand awareness and market share of Shufujia are quite different from those of Lux. Similarly, it is used to treat menopausal syndrome, but Taitai Jingxin oral liquid has sprung up suddenly, and the latecomers have come to the fore, winning more market shares. Why is this? In fact, in addition to the factors of brand name communication, there is also a problem of brand name affinity. The affinity of brand name depends on the style, characteristics and tendency of brand name words. Although the brand name Lux has strong communication, its affinity is far less direct than that of Shu Fujia. Lux gives people the impression of being blunt and masculine, but we know that in general, most people who buy soap at home are housewives, so the name Lux is obviously incompatible with the preferences of target consumers. Shufujia, on the other hand, gives people the impression that it tends to be neutral at first. It not only fits the preferences of the target consumers more widely, but also gives people the association that they will feel being relaxed and free after using it by emphasizing the two focuses of "Shu" and "Jia", so its affinity is stronger. Therefore, when naming a brand, we should not only pay attention to the factors of brand name communication, but also pay attention to the factors of brand name affinity. Only in this way can the brand communication achieve the best effect. The protection of brand name is better. Before talking about the protection of brand name, let's take a look at an example. This is a little-known marketing event that happened in Guangzhou in 21. What happened is this: At the beginning of 21, Jilin Jiuxin Group decided to enter the Guangzhou market after acting as the agent of Yangfan brand new skin mite cream from Jinan Dongfeng Pharmaceutical Factory. So I invested millions of dollars in the market operation. Since Yangfan brand new skin care cream is the first product in China to put forward the concept of "killing mites and benefiting skin", and its advertising is in place, Yangfan brand new skin care cream quickly became popular in Guangzhou after entering the market, and even once appeared out of stock. However, the good times did not last long. After seeing the market phenomenon that Yangfan brand new skin mite cream sells well, some cosmetics factories in Guangzhou paid attention to it. They have successively introduced the brand new skin care cream to the market, which is similar to the packaging of Yangfan brand new skin care cream, but the price is much cheaper, for terminal interception. Under the dual effects of low price for consumers and high discount rate for pharmacies, consumers and terminal pharmacies have abandoned Yangfan brand new skin mite cream and left. For a time, Yangfan brand new skin mite cream suffered a huge impact, and the sales volume declined all the way. Due to long-term unsalable sales, some terminal pharmacies have asked for returns. Due to the economy > >

The strategic way of brand name. A brand marketer can use only the manufacturer's brand, only the dealer's brand, or both. They can also adopt a family brand, an individual brand or a popular brand strategy. When marketers sell more than one product, and each product uses the same name-for example, General Electric-they will use the strategy of family products. Companies that rely on dealer brands include Sears, which uses kenmore as its home appliance brand and Craft *** an as its tool brand. Others such as a&; P food supermarket calls the brand of all its products Ann Page. When marketers use a brand name only for one product, they adopt the so-called individual brand strategy. Take Procter & Gamble as an example. Its products include Tide brand detergent, Crest brand toothpaste, Folgers brand coffee and Lvoy brand dish cleaning soap. Companies with a wide product line usually adopt this strategy because they want to attract special ethnic groups in the market. Sometimes a company will use both family brands and individual brands. Example: pill *** ury Company sells Pill *** ury's Best brand flour, biscuits and cake sets, but it also uses Hungry Jack as the brand of biscuits, pancakes and pancake sets on another product line. For the products provided by different companies, when consumers can't see any difference, marketers will adopt the strategy of popular brands. Examples include frozen beans, bleach, canned fruits and bottled drinking water. During the period of high inflation in the 197s, the use of popular brand naming reached its peak. However, in recent years, consumers were suspicious because there was no support from big companies behind such products, which made this method lose its effectiveness. No matter good or bad, brand names are often associated with values and styles that change with consumers' likes and dislikes, and even the most stable companies will feel the pain caused by consumers' fickleness. Although Levi Strauss &; Pany) can still keep an impressive lead in the jeans market, but it has already given part of the market to some jeans manufacturing companies that specialize in making loose jeans that young people like, tattered jeans in trouser legs, or jeans with pendants on their pockets. The lunch pants market, which was originally dominated by three companies-Levi's Company, VF Company (the manufacturer of two brands, Lee and Wrangler) and Guess Company-now takes seriously the threat posed by some new companies specializing in the youth market-such as JNCO, Meance and Pacific Sunwear of California. ）。

Briefly describe the function and psychological strategy of brand naming. Teacher Guo Hanyao, the president of Guipai Electric Appliance Marketing College, pointed out:

The first should conform to the core positioning of the brand.

as we said before, each brand has its own positioning and value orientation. Then the brand name must conform to the enterprise attributes to express the brand positioning and value, so as to facilitate the integration of communication.

first, we should pay attention to differentiation from competitors.

Porter, a master of strategic management in the world, believes that the competition of enterprises must be differentiated. It means trying to provide "different ideas" with competitors. At present, China's main commodities have entered a relatively surplus economic era. As a result of large-scale production of enterprises, the difference between product lists is not obvious. With the acceleration of global economic integration, enterprises are now experiencing a comprehensive "homogenization". With the improvement of quality of life and the strengthening of people-oriented consciousness, consumers demand that products can reflect their own personality. If there is no differentiation, brands will be submerged in the "people's Wang Yang sea" and eventually become "comrades". Without difference, there can be no brand.

thirdly, it should conform to the value aesthetic personality of the target customers.

fourth, the brand name should match with good visual patterns and symbols.

what are the brand strategies? There are five brand strategies. They are: product line expansion strategy, brand extension strategy, multi-brand strategy, new brand strategy and cooperative brand strategy

Brand name decision refers to the enterprise's decision to use one or several brands for all products or different brands for different products. On this issue, there can be roughly four decision-making modes: individual brand names and enterprise names are used together. That is, enterprises decide to adopt different brand names for their different categories of products, and add the name of the enterprise before the brand name. Enterprises often use this strategy in the development of new products. Adding the enterprise name to the brand name of new products can make new products enjoy the reputation of enterprises, while adopting different brand names can make various new products show different characteristics. For example, Haier Group has introduced Pathfinder color TV, Hercules freezer, Big Prince, Little Prince and Little prodigy washing machines. Branding decision-making refers to the activity that an enterprise decides whether to give a product a name or design a logo. Historically, many products did not use brands. Producers and middlemen sell their products directly from barrels, boxes and containers without any identification certificate from suppliers. Medieval guilds made great efforts to require craftsmen to put trademarks on their products to protect themselves and protect consumers from inferior products. In the field of fine arts, artists attach marks to their works, which is the birth of the earliest brand marks. Today, the commercial function of brands is particularly valued by enterprises, and branding is developing rapidly. There are few products that do not use brands. Commodities such as soybeans, fruits, vegetables, rice and meat products, which have never been branded in the past, are also placed in distinctive packaging bags and sold under the brand name. The purpose of doing so is naturally to obtain the benefits of branding. The use of brands has the following benefits for enterprises: it is conducive to order processing and product tracking; Protect some unique features of products from being imitated by competitors; It provides an opportunity to attract loyal customers; Contribute to market segmentation; Help to establish the image of products and enterprises. Although branding is the general trend of commodity market development, for a single enterprise, whether to use the brand must also consider the actual situation of the product, because while obtaining the above benefits brought by the brand, it also costs a lot to establish, maintain and protect the brand, such as packaging fees, advertising fees, labeling fees and legal protection fees. Therefore, in some supermarkets in Europe and America, there is a phenomenon of no brand, such as some basic daily necessities with simple packaging and low price, such as thin noodles and toilet paper, which enables enterprises to reduce their expenses on packaging and advertising in order to gain price advantages. Generally speaking, for those products that cannot form certain characteristics during processing, consumers will not pay too much attention to the brand when buying because of the high homogeneity of the products. In addition, the brand, like the packaging, origin, price and manufacturer, is an external clue for consumers to choose and evaluate goods. For those products that consumers only value the style and price of products and ignore the brand, branding is of little significance. If an enterprise decides to establish a new brand, it is not just to design a pattern or take a name for the product, but to make consumers reach the level of brand recognition through various means, otherwise the existence of this brand is meaningless. Raw materials and products that do not have different characteristics due to different manufacturers can still use the brand-free strategy, which can save costs, reduce prices and expand sales.

What are the psychological strategies of commodity naming? The psychological strategies commonly used in commodity naming are:

1. The naming of commodities is consistent with the actual situation of commodities.

2. Highlight the characteristics of commodities and stimulate consumers' desire to buy.

3. Be concise and easy to remember. Language should be concise, profound and interesting.

4. Adapt to the tastes and customs of people with different ages, genders, nationalities, occupations and cultural backgrounds, and induce their positive feelings. 5. It should be scientific, unique and interesting, which can inspire consumers to recall, associate and yearn for history, geography and science.

what does the brand strategy include? Brand strategy is a series of enterprise management and marketing methods that can produce brand accumulation, including all elements including 4P and brand recognition. Mainly include: branding decision, brand user decision, brand name decision, brand strategy decision, brand repositioning decision, brand extension strategy and brand renewal.

Look at the encyclopedia. baike.baidu/...a_1_1

BrandExtensions of brand marketing strategy refers to the application of an existing brand name to a new category of products. That is, brand extension strategy is a strategy to apply existing successful brands to new products or revised products. Brand extension is not just a superficial brand name, but a strategic use of the whole brand assets. With the acceleration of global economic integration, the market competition is becoming more and more fierce, and it is becoming more and more difficult for manufacturers to emphasize the differentiation of similar products in performance, quality and price. The tangible marketing power of manufacturers is greatly weakened, and the exclusiveness of brand resources makes brands an important bargaining chip in the competition between manufacturers. Therefore, using new brands or extending old brands has become a brand decision that enterprises must face when launching new products. Brand extension is an effective way to realize the transfer and development of brand intangible assets. Brand is also constrained by its life cycle, which includes introduction period, growth period, maturity period and decline period. As an intangible asset, brand is the strategic resource of an enterprise. How to give full play to the brand resource potential of an enterprise and extend its life cycle has become an important strategic decision of the enterprise. On the one hand, brand extension realizes the transfer of brand assets on new products, on the other hand, it extends the brand life with the image of new products, thus becoming a realistic choice for enterprises. Jiuxin Group has firmly established a good image of "Man Ting is an expert in mite control" in consumers' minds after successfully launching Man Ting soap, so Jiuxin Group has successively launched a series of mite control products such as Man Ting shower gel, Man Ting facial cleanser and other related products. Because of the previous concept push