Method 1: Chinese time-honored nomenclature
In industries such as catering, food, clothing, pharmacies, hotels, etc., especially companies or stores with a certain history, they prefer to use the time-honored nomenclature.
When the ancients did business and opened stores, they were very particular about the names of store signs. They often chose some words with good meanings. Basically, they were inseparable from the 56 auspicious characters:
" Shun Yu Xing Long Rui Yongchang, Wan Heng Yuan Li and Feng Xiang. Taihe, prosperity and virtue, Qian Ji Gongren and Xing Guang. Gathering benefits, harmony and good health, the New Year is harmonious and prosperous."
Among them, restaurants often use the word "ju" and "lou", pharmacies often use the word "tang", silk shops often use the word "xiang", and banks often use the word "heng".
If you want to choose a time-honored brand name, you can refer to these 56 characters, such as Quanjude, Hengyuanxiang, Tongrentang, Qingfeng and other time-honored brands.
Method 2: Ancient Chinese Poetry Nomenclature
The name "Baidu" comes from Xin Qiji's "The Sapphire Case·Yuan Xi", "I searched for him thousands of times in Baidu, and suddenly I looked back, that person But in the dim light";
The name "IKEA" comes from the "Book of Songs" "The peach is young, its flowers are burning. When the son returns, it is suitable for his family...";
The name "Xinghua Village" comes from the Tang Dynasty poet Li Mu's "Qingming": "I asked where the restaurant is, and the shepherd boy pointed to Xinghua Village."
Choose brand names from ancient texts and poems, and try to be as simple and straightforward as possible, otherwise it will be difficult to understand and remember.
For example, "Revlon", the brand name comes from Li Bai's "Clouds think of clothes, flowers think of face, spring breeze blows on the threshold of Revlon." Although the meaning is good, relatively few consumers know the origin. Without knowing the origin, this name is obviously not easy to remember.
Since all the ancient poems that can be mined have been mined, what we can easily think of is that others have already registered first. What should we do?
You can consider looking for it from ancient texts. Once you find it, you can use it directly or in combination.
Zhuge Liang said in "The Yin Fu Jing Collection and Interpretation" that "Heavenly secrets are also obtained, so the Yellow Emperor obtained them to ascend to the sky." From this sentence, a brand name "Diyuntian" can be extracted, which is used in Tea, cigarettes and other products are all good, especially the products originating from places with legends about the Yellow Emperor, such as Huangshan. It is said that the Yellow Emperor got his name from the place where he practiced cultivation.
Method 3: Category Characteristic Nomenclature
For this type of brand name, you can use the last name of the category, such as Zhou Hei Ya, "Zhou" is the boss's last name, and "Duck" is The category of the product indicates that it is mainly duck, and "black" is the color feature of the product;
You can use an emotional category name, such as Hi Tea, where "Hi" is a happy emotion, and "Tea" is the product Category name;
You can use a group name, such as "Nongfu Spring", "Nongfu" is a group of people with farm attributes, and "Mountain Spring" is the category name of mineral water;
You can use sensory category names, such as "Coca-Cola", "Coca-Cola" is the taste, and "Coke" is the product category name.
You can also use product feature category names. For example, Yilili once took a brand name for a special stewed beef bone called "Ben Bones". The word "Ben" is a combination of three "cows", which means "Powerful and arrogant", combined with the category "bones", you can tell at a glance that it is made from beef bones.
Or it can be the other way around, with the category name implying benefits. Take the brand name "Li Mochou", which was chosen by Yili for a gift shop as an example. It means giving gifts without worrying, and the pronunciation is the same as the character "Li Mochou" in Jin Yong's novel. "Mo Chou" is relatively simple and easy to remember. If this brand name is used as a store sign, consumers will understand at a glance what products the store sells and it will be easy to remember.
Method 4: Familiar with object nomenclature
Use familiar objects to register as trademarks. For example, Hammer Mobile Phone, DingTalk, Sugar Paper Desserts, Small Cans of Tea, Banbu, Blue Bottle Coffee, etc., use items commonly used in daily life as brand names.
Compared with new names that are combinations of words, this type of name is familiar to everyone and is easy to remember. It can also make consumers feel familiar without any barriers and achieve popularity and favorability. Effect.
In addition to daily necessities, if you look at the big picture, you can use natural objects and phenomena, such as the sun, moon, stars, blue sky and white clouds, rivers, lakes and seas, wind, rain, thunder and lightning, etc., such as the golden sun, sunlight, blue moon, Baiyun Mountain, Haier, Yangtze River, Yangtze River, Qiandao Lake, Samsung, Qixing, Mercury, Snow Beer, Yurun, Dongfeng Motor, etc.;
Looking at the smaller ones, you can use various particles and elements. For example, 36 krypton, new oxygen, gold dot atoms, etc.;
Even the east, west, south, and north directions can be used, such as New Oriental, Southern Black Sesame Paste, Xibei, Beimian, etc.
These objects in daily life, nature, and even man-made objects, such as the Great Wall, Yellow Crane Tower, etc., can apply for registration as long as they have not been registered as trademarks. Those that have been registered can apply through Register after recombination by adding characters, changing characters, etc.
Method 5: Story-related nomenclature
Some people say that the most important thing for a brand is to be able to tell stories. Tell the story of the product, the story of the brand, and the story of the founder. Through stories, you can better communicate with consumers, shorten the distance with consumers, and gain recognition and trust. The same is true for brand naming. The names of many well-known brands come from historical allusions, famous novels, or related stories of their founders.
For example, "Alibaba", the story from "Alibaba and the Forty Thieves" is simple, easy to remember, catchy, and also contains the deep meaning of "Open Sesame";
"Goubuli" steamed buns come from the story of the founder "Gouzi". It is said that the buns made by Gou Zi are delicious and his business is very good. He is so busy that he has no time to say hello to acquaintances passing by him;
"Starbucks" comes from the novel "Moby Dick" The name of the character in it;
"Nike" comes from Nike, the goddess of victory in ancient Greek mythology;
"Remy Centaur" comes from the mentor of the Greek hero Chiron, the head horse;
"Wangwang" is said to come from the little black dog in the founder's dream;
Another example is "Nayuki's Tea", which has a love story behind it.
Storytelling, as the most acceptable way for consumers, can make the brand vivid and conducive to understanding, memory and communication. It is a valuable brand naming method.
Method 6: Attribute Nomenclature
The category name tells you directly which type of product it is, while the brand name that reflects the product attributes does not necessarily have to include the category name. , as long as it can reflect the characteristics of a certain aspect of the product. For example:
Although "BMW" does not have the category "car", the mount attribute of "horse" is consistent with that of a car. They are both means of transportation, and "BMW" can provide consumers with It gives a noble and high-end feeling;
Both "Mercedes-Benz" and "Porsche" reflect the attributes and characteristics of the car. "Mercedes-Benz" refers to the state of the car driving fast, and "Porsche" reflects the speed. "Jie" means "quick" and "quick";
"Melatonin", as soon as you hear it, you will know that it is related to health, which is consistent with its effect of "improving sleep";
"Pinduoduo" does not directly say "group buying", but "pinduoduo" is the characteristic of group buying;
"Plant protection", "plant" means plant, although it does not mention the specific ingredients of the product. But as it belongs to the category of plants, it can give consumers a natural and safe feeling.
Another example is the brand name "Yili" of Yili brand strategy consulting. "Yi" means creativity and ideas, which can reflect the attributes and characteristics of the advertising and brand consulting industry. Imagination and creativity are the driving force behind sales.
Method 7: Founder Naming Method
Many international brands entering the Chinese market are named after their founders.
For example, Disney was founded by Walt Disney and his brother Roy Disney;
Mercedes-Benz is Named after Karl Friedrich Benz, one of the founders of the company and one of the inventors of modern automobiles;
Chanel was founded by Coco Chanel · Chanel) founded; Adidas (Adidas) by Adolf Adi Dassler (Adolf Adi Dassler) named after himself.
Many of my country’s local brands are named after their founders, such as Li Ning, Wang Laoji, Ma Yinglong, Wang Shouyi, Zhang Xiaoquan, Changyu, Lei Yunshang, Xu Liushan, Li Ziqi, etc.
The current era is more suitable for creating personal IP, and using the founder’s name as the brand name and binding a brand to the personal IP will enhance consumers’ trust in the brand to a certain extent. The subconscious mind will feel that "if the founder does not have enough confidence or integrity, he will not use his personal name as the brand name."
However, it is best to get the founder’s name well. If it is too common, it will be less recognizable to the public. For example, there are nearly 300,000 names with the same name nationwide.
Method 8: Nomenclature of good wishes
Some brand names themselves contain the words of good wishes, which make people feel auspicious and joyful after reading them. This degree of affinity Higher, it is easier to get closer to consumers.
Special attention is paid to the brand names of time-honored brands in this aspect. For example, the 56 commonly used words for time-honored brands mentioned in the "Chinese Time-honored Nomenclature" are Rui, Xiang, Tai, He, Mei, An, Kang, The words "福" and "福" can all be used in brand names, such as Ruifuxiang, Laofengxiang, Chow Tai Fook, etc.
In addition to time-honored brands, there are also many more modern brand names with good wishes, such as:
The word "乐" in the name of "Coca-Cola";
The "美" in the name "Meide";
The "Haha" in the name "Wahaha";
The "福" in the name "Fu Linmen";
"Happiness" in the name of "Happiness Cake";
"Auspicious" in the name of "Auspicious Wonton", etc.
Asking for good luck is a traditional custom in our country and a common psychology among the public. Whether it is out of longing for beauty or a bit of superstition, words with good wishes and good expectations are always popular. They have a positive, positive and optimistic communication effect and are one of the important methods of brand naming. .
Method 9: Benefit and Effect Nomenclature
Name it after the benefits or effects that consumers can obtain after using the product, such as
Daily chemical products:
Head and Shoulders, the smooth feeling of hair flying up;
Rejoice, the feeling of light and supple hair;
Qingyang, refreshing and flying hair. The wonderful feeling after removing dandruff;
Shufujia, the skin feels comfortable and good after use;
Libai, it will turn white immediately after use, and the effect of cleaning clothes is very fast... …
Medicine and health care categories:
Antai, which makes your anus comfortable;
Cric, you can see the effect quickly;
Cherish Ming, let your eyes become brighter;
Kangbide, let you regain your health;
Fuyanjie, cleanse gynecological inflammation and make you healthier;
Jieeryin, clean and care for your private parts...
In addition to daily chemicals and pharmaceutical and health care fields, other categories of products are also suitable, such as Mejiajing, Xiangpiaopiao, Beibeijia, and Haojixing , Juewei, Pampers, Beingmate, etc., also have benefits related to the use effect.
In terms of functional effects, suggestion can also be used. For example, the functional drink "Red Bull" gives people a powerful feeling.
In addition, according to the survey, the number one reason why consumers buy coffee is to refresh themselves, and the "energizing" spirit has a refreshing effect.
Method 10: Nomenclature of raw material ingredients
Name the product with its main raw materials or the main ingredients it contains. For example:
"Fresh Taro Fairy", a delicacy made with fresh taro;
"21 Golden Vitamin", you can tell at a glance that it can supplement vitamins;
"Daoxiang Village" gives people a rural atmosphere full of rice fragrance.
However, when registering this type of trademark, you should pay attention to adding text before and after the raw material ingredients, because the Trademark Law stipulates that "only directly indicates the quality, main raw materials, functions, uses, weight, quantity and other characteristics of the goods." It cannot be registered as a trademark, so auxiliary words must be added. For example:
"Cotton Era", the brand name gives people a feeling of using "Cotton" material, but if you directly use "Cotton" to register, there will be risks. Adding "Era" will Easy to pass;
"Oriental leaves", tea leaves are indeed "leaves", but they are not distinctive, so it is difficult to register directly, but you can pass the registration by adding "Oriental";
"Wuliangye", although it can be seen that the raw materials come from "grain" food, but adding "wu" and "ye" can pass the registration.
Method 11: Origin-related nomenclature
Brands with origin names include more tobacco and alcoholic beverages, such as Kweichow Moutai, Luzhou Laojiao, Tsingtao Beer, Harbin Beer, etc. Cigarette brands such as Shanghai, Nanjing, Yuxi, Huangshan, etc. have certain historical reasons for their existence, and it is difficult to register them now.
Article 10, Paragraph 2 of the Trademark Law stipulates that "place names of administrative divisions above the county level or foreign place names known to the public" are prohibited, so non-administrative divisions of mountains and rivers and "administrative divisions below the county level" can be considered "Place names", foreign place names not known to the public, such as Himalayas, Centennial Mountain, Qiandao Lake, etc.
In the use of place names, alternative strategies can also be adopted, such as:
If "Beijing" cannot be used, you can use the word "京" to start with, like "Jingdong";
You can’t use “Shanghai”, you can use “Hu”, like “Auntie Hushang”;
You can’t use “South Korea” or “Seoul”, you can use the word “Han”, like “ "Han Du Yi She", "Han Queen", etc.
Method 12: Common nomenclature
The commonly used names for a certain relationship or a certain type of person in our daily life can also be used to register trademarks and become brand names. For example:
"Laoganma" chili sauce, "Laoganma" will give you a sense of intimacy, and its approachable brand tone is very consistent with the category of chili sauce;
The "Grandma's" restaurant will also make you feel more intimate and have a feeling of home, and "Grandma" can remind many people of the beautiful taste in their memories.
Nowadays, brand names such as Laoganma and Grandma’s Home have been sold out, but you can add the category name or the name of the founder before and after the title. For example:
Old Man Mi, the name of the category;
Daddy Sugar, the category;
Empress Yuan, the name;
Master Bao , surname.
Method 13: Number-related nomenclature
Pure Arabic numeral naming, such as 999 (ganganling), 360 (finance), 1688 (purchasing wholesale network), 8848 (mobile phone), 7-11 (supermarket) etc. A pure digital trademark must have more than two digits, and if it has no distinctive features, it will be easily rejected, so you can consider adding auxiliary words to the digits.
At the beginning of the number, you can add categories, such as "Sany Heavy Industry";
You can add people, such as "Three Dads";
You can add animals, For example, "Three Squirrels", "Seven Wolves";
You can add plants, such as "Three Trees", "May Flowers", "Six Walnuts";
You can add Effect, such as "seven minutes sweet";
You can add quantifiers, such as "85 degrees C", "three and a half meals", etc.
You can also add numbers after the brand name, such as "Guojiao 1573", where "1573" is the founding year; "Haipunokai 1897", where "1897" is also the founding year. The advantage of this type of trademark is that through the brand name itself, you can have a sense of history and focus, thereby enhancing a sense of trust.
Method 14: Nomenclature of animals and plants
Plants, such as:
Apples, millet, pepper, potatoes, watermelons, melon seeds, etc.
Animals, such as:
Panda, crocodile, dragon and tiger, camel, bear, white rabbit, golden monkey, Ant Financial, Phoenix Media, bull, etc.
Why do many brands like to use animals and plants as their trademark names?
Because these animals and plants are already well-known, their names are familiar to the public, and they are easy to remember. It can save a lot of money and time to build awareness. Since you can "take advantage", why bother? Not for?
What to do when all these animal and plant names are robbed?
You can add words in front of the animal names and recombine them, such as Tmall, Golden Rooster, Sohu, Sogou, Land Rover, Yahoo, Fliggy, Tuniu, Cainiao, Xianyu, Yilong, Semir, Septwolves, Red Dragonflies, white elephants, flying cranes, fighting fish and more. Not only can none of the twelve zodiac animals escape, but those that fly in the sky, those that run on the ground, and those that swim in the water can be used; you can also add words after the animals, such as Nestle, Donkey Mother, Hornet's Nest, Tiger Tooth, Cat Pounce, Frog Prince, Kangaroo mother etc.
Of course, you can also add words before and after the plant name, such as Six Walnuts, Three Trees, Huaxizi, Taohuaji, etc.
Method 15: Nomenclature of historical figures
In addition to the names of animals and plants that are familiar to the world, the names of famous historical figures at home and abroad can also be used as brand trademarks, which is equivalent to binding and borrowing momentum. It has the personal IP of celebrities, is easy to remember, and is conducive to brand communication and promotion.
For example, my country’s well-known historical figures Du Kang, Qin Shihuang, Genghis Khan, Zhang Zhongjing, Hua Tuo, Lu Ban, Cao Cao, Tang Bohu, etc., including some legendary historical figures such as Xi Shi, Diao Chan, Huang Dao Po, Yu Gong, etc. Characters in mythological stories such as Nezha, Nuwa, Pangu, Chang'e, and the Seven Fairies have all been registered as trademarks;
Famous foreign historical figures such as Nobel, Newton, Napoleon, Elizabeth, Shakespeare, Columbus, Plato, etc. have also been registered as trademarks.
Although this type of well-known figures have almost been sold out, you can still choose some historical celebrities who are not so well-known but have good meanings. For example, using this naming method, the name of the Italian power is "Flaubert". Flaubert is a world-famous writer and is considered "the founder of modern Western novels". His representative work is the world-famous "Madame Bovary". "Flaubert" is not only famous, but also has a good literal meaning, which makes it more suitable as a brand name for restaurants and alcoholic beverages.
When registering a trademark with a historical figure, you can refer to Article 10(8) of the Trademark Law: "The following signs shall not be used as trademarks...which are harmful to socialist morals or have other adverse effects." As long as this rule is not violated, there is still a good chance. However, it should be noted that trademarks cannot be registered under the names of contemporary or modern figures, such as Lu Xun, Lao She, Bruce Lee, etc.
Method 16: Nomenclature of professional titles
Whether it is related to the industry attributes of the product or not, professional titles since ancient times can also be registered as trademarks. Such as:
In ancient times, the emperor, the emperor, the queen, the concubine, the princess, the son, the prince, the imperial doctor, the imperial master, the imperial physician, the general, the master, the guard, the bodyguard, the steward, the general manager, the shopkeeper, the waiter , members of the Communist Party of China, etc.;
Modern presidents, diplomats, bosses, doctors, nurses, ladies, shopkeepers, nannies, chefs, etc.
If these names have been preemptively registered by others, or have been rejected because they have no "distinctive features", you can add a surname or category attribute in front of the professional title, such as Dr. Li, Miss Li, Wang Yuyi, Water steward, dental nurse, etc.
Note: The above methods are excerpted from 16 of the 28 brand naming methods in the brand trademark naming reference book "Super Product Names".