Men are afraid of getting into the wrong profession, and women are afraid of marrying the wrong man. What are you afraid of in naming? An appealing business name is the prerequisite for brand operation to achieve ideal results. Naming is creation. It has been proved in most commercial naming operation practices that the name is not just a simple text symbol. For a brand, it is also the incarnation of the enterprise as a whole, the epitome and embodiment of the enterprise, and is an important factor in forming brand loyalty. step.
Ignoring this naming is also an important obstacle to business operations. Many commercial operating companies believe that there is no need to be literal when naming commercial brands, and they have no intention of inviting professionals to modify it; thus, the commercial naming work has a greater There are misunderstandings in many aspects, which affects the brand operation effect to a certain extent.
1. Similar names
Similar names are a taboo in commercial operations. Because the ultimate goal of business operations is to surpass competitors by continuously improving brand competitiveness. If the name is too similar to the competitor's brand, not only will it be difficult for consumers to identify it, but it will also increase the brand's communication costs and reduce the brand communication effect. At the same time, when the company promotes itself, it will not consciously pay attention to the competitor's similar brand. Propaganda, in this way, will be difficult to achieve the ultimate goal of transcendence.
2. The name’s ability to span cultures and geographies is weak
Due to different historical and cultural traditions, different languages, and different customs and habits, the perception of commercial brands is also very different. If we cannot transcend the limitations of geographical and cultural boundaries, it will become a huge obstacle to business operations.
3. The name is too straightforward
The name contains product quality, significant functions and other meanings, which is conducive to inducing consumers' desire to buy. This is originally a good wish and a commercial brand. A widely adopted and productive design principle in its name. However, if the naming is too straightforward and obvious to boast, and at the same time implies a disparagement of other similar brands to a certain extent, it will make consumers feel unattainable or difficult to identify with. This will blur consumers' identification and judgment, and will not meet consumers' most commercial brand identification standards. The result will inevitably restrict its development and growth under the psychological resistance of consumers' rebelliousness.
4. Brand names lack beauty and association
Commercial brands that are too bland, popular, and lack beauty are also incompatible with the aesthetic and moral concepts that keep pace with the times. It is true that there are some old brands that have been handed down in old China, but they are only products of that old era. Today's social and cultural environment is obviously different from the past, and consumers' cultural level and aesthetics have been greatly improved. At this time, if a weird and vulgar low-style brand appears, it will be counterproductive because it is inconsistent with the contemporary cultural atmosphere.
5. Seeking wealth and foreign mentality
Some companies often like to use words such as "fa" and "profit", perhaps out of the hope of good luck and success. , but will consumers willingly let others take money out of their pockets? There are also some well-behaved Chinese companies that use weird, hard-to-remember, and meaningless foreign names to make the Chinese people regard them as companies from developed countries. Modern business marketing has always emphasized consumer-centeredness and meeting customer needs. , so as a company, it is better not to overly reveal the intention of pursuing profits and advocating foreign affairs. It is better to love consumers instead of revealing an antagonistic relationship, "harmony is the most precious".
Brand names have one of the most basic functions, which is to spread product or service information. Consumers can identify from the name who founded or owns the business, or exactly what products or services they sell, where they originate from, or what markets they cover.
The naming process is actually a process of converting market, positioning, image, emotion, value, etc. into marketing power and initiating market positioning and competition. This process is very similar to shooting sports. The bullet represents the brand, and the bullseye is the consumer's mind. The closer the target bullet is to the bullseye, the deeper the consumer's memory of the brand will be, and the stronger the impulse to buy. The brand naming is for Brands occupy consumers' minds and create a breakthrough.
However, even if you aim at this bullseye and pull the trigger, who would know whether the fired bullet will be blocked by various obstacles while flying? Pessimism is a kind of wisdom in the long run. If you look at today's over-information society, you can guess: no matter how cleverly you organize your language and how charming it is, if consumers do not remember your brand Message, then I'm sorry, let your bullets keep flying!
What kind of name can occupy the minds of consumers? And what kind of concept can last in the memory of consumers for years or even decades? It's clear. Clear information description can hit the nail on the head and hit the heart of consumers directly. I don’t want to be different, but I want to be clear and smooth. Let Prophet China think about it. Tide is the world's first synthetic laundry detergent. As the first brand in a new category, its English name Tide means "trend, trend", which shows its ambition to be the first in the industry. One’s vision is vividly explained. Of course, Tide's Chinese name "Tide" is also unambiguous, meaning to drive away all stains, which just like its target ring logo hits the heart of consumers. The same applies to names such as Rejoice, Head and Shoulders, and Clear Air.
If "Tide" interprets "hit the mark" from the perspective of product characteristics, then "Wahaha" clearly expresses a wish, a hope, and an emotion of consumption. It is conveyed to consumers that this kind of development and blessing of children's nature happens to be the starting point of the brand image positioning.
With the development of the Internet and the popularity of mobile new media, people’s time is gradually divided into fragments, and their attention cannot be focused. Only brand names that deeply understand the current consumer psychology can connect with consumers. To form a slogan, first understand and then describe, and finally hit the mark, a brand from France with a long history, Evian. The name evian comes from the Celtic word "evua", which means "water". The source of Evian natural mineral water is the French town of Evian, backed by the Alps and facing Lake Leman. Such a name speaks volumes, as if to tell consumers that they are far away from any pollution and human contact. What Evian advocates is a kind of mentality and personality expression, telling people that they should enjoy every day with vitality and health.