Product brand name is one of the core elements that constitute the competitive elements of new products. Whether the product name is impactful has an extremely important impact on the successful launch of new products. As business competition intensifies, product names have become the most valuable intangible assets and wealth for new products. A beautiful name can not only reduce the cost of cognitive communication for new products, but also allow consumers to generate unlimited associations, thereby directly promoting new product sales. The editor below shares key strategies for naming new product brands.
The key to naming a product brand lies in the following six aspects:
1. The name must be original and original
"If you don't say something surprising, you will die", don't name it into a trap. Follow in the footsteps of other brands and avoid being the same as other brands. If you can stay away from some common names, you may be able to make people remember your brand in the short term. The "Queer" drink launched by Coca-Cola last year is an example. The name comes from the sounds people make when drinking the drink. This unique way of naming the brand makes the brand unique and successful even in the off-season.
If you don’t want the “child” you have worked hard to raise to have someone else’s last name, honestly give your product a unique name now, and don’t be greedy for a temporary “shortcut” and lose it. Nowadays, many products in Guangdong Province lack creativity, and everyone likes to squeeze in the "single-plank bridge". For example, there are countless brands named after the word "dragon", such as "Feilong", "Tenglong" and "Shenlong" Wait, it makes it difficult to distinguish and produces vague memories. If the brand name lacks originality, it may be drowned in the ocean of the market.
2. The name should be extremely beautiful
Beauty is people’s eternal pursuit and what everyone yearns for. When naming a product, it must be aesthetically pleasing. The beauty of language, words, rhythm, and meaning can trigger consumers to like and follow the product through the beauty of the brand name. What do you think of the name "Head and Shoulders"? When you call it, you will think of the feeling of flowing and wavy hair. It is indeed extremely beautiful. Another example is "Rejoice", "Kleenex", Qingxue Tea, "Benz", "Rouxuesi", etc., all of which make people feel familiar and refreshed at first sight, just like the fragrance of a cup of tea drifting across the wall.
3. When naming, do as the Romans do.
With the advent of brand globalization, every time a world-class strong brand enters a new region or country, it strives to differentiate itself and get rid of the original regional color. Wherever it is developed, it will be integrated into local life. For example, the translation of "Coca-Cola" has become a model in brand naming, which is in line with the consumption habits of Chinese people. For example, when "Fang" lipstick was produced in the United Kingdom and the United States, in order to cater to this "custom", the transliteration of "Fang" had to be changed as "venomous snake's tooth". If you choose a name and follow the local customs, you will not be subject to restrictions and disadvantages.
4. Naming should be fashionable
Names should be fashionable, especially in the clothing and cosmetics industries, and have been keen on businesses since ancient times. In the clothing industry, the Chinese people wore "really cool", "blue cloth" and "patriotic". That era was indeed prosperous; the same goes for cosmetics. In the past, "snow cream", "hamo oil" and "tube oil" can be described as It is used by everyone. Just look at today, the market is in full bloom, and the names of brands in the two major industries are increasingly close to the rhythm of life. In fashion, they all make you feel avant-garde, elegant and tasteful, such as "Baleno", "Giordano", "Apple", " SK-Ⅱ", "Yongfang", etc. are full of fashionable colors and are in line with people's pursuit of beauty, and they have indeed become best-selling products.
5. The name must be true to its name
The brand name should be based on the character and personality characteristics of its own products, and have an in-depth understanding of the "mysteries". Don't "talk big words" and let others know the name. Consumers feel that the product and brand name are "mismatched", and the result can only be counterproductive.
To choose a name that is worthy of the name, you must first have a product and a name that can match the name, and truly achieve the state of "knowing the meaning by looking at the text, and knowing the reality by looking at the name", such as "Nike" sports shoes, "Huaili shoes" " and so on, all imply a kind of wear-resistant, elastic, and leaping upward meaning, which makes people feel that this name complements each other and there is nothing wrong with it.
6. The name should be unprecedented
Choose an "unparalleled" name, which can be particularly eye-catching and win the favor of the audience. You can use a title of 5-10 words to condense the characteristics and selling points of the product, but you must rely on the "square inch" of about 3 words to cover "style", "good thoughts, easy to remember", "personality", " "Corporate culture" and so on, especially knowledge, can also be called a "stunt". It can be said that it is comparable to the knowledge of "Eighteen Bronze Man Chen". As we all know, Tianjin's "Goubuli Baozi", "Masuo Cool" air conditioners, and "Haomeijia" decoration city all shine with the light of wisdom. Just as the old saying goes: "Ugly at the extreme, beauty at the extreme" the desperate situation is right in front of us. The memory is deep and far away.