1. Principles for naming financial products
1. Colloquial and down-to-earth
A good name must first be pronounced smoothly, such as Fang Duoduo, Didi Taking a taxi, everyone is headhunting, using a lot of repeated words, making it readable and catchy.
2. Name is a service
You can guess what it does when you hear the name. For example, Mai bags are sold here; Yidao uses cars, which is very easy to use. You can easily call a taxi; mobile resume, workplace tools, resume on mobile phone. The name and service are highly related, and users will naturally think of this product when they need this service.
3. Highly identifiable and not easily deformed when spread
A name is a symbol. If it is in a person's memory, the word can easily slip into another phrase or be blurred. , then this symbol is a failure.
4. Follow the tone of the target users
It is also a question and answer community. It is not known to Baidu. It has a literary name called "Zhihu". The former only stops at answers. The latter started from the exploration of the problem. The target users are high-end, and the name is consistent with the tone of his target users.
5. There are stories and feelings
One. This is the path of a literary and artistic young man. As soon as Han Han's personalized App "one" was launched, it reached 100,000 downloads. The guidance interface for opening the app is "a complicated faucet, one is enough". One article a day, one question, allowing users to get some comfort from the bombardment of cluttered Internet information. Undoubtedly, in terms of showmanship, Han Han is at the professor level.
2. Things to note when naming financial products?
1. Product positioning is very important
Some people say that the name of a product is like a hook, hanging the brand on the potential on the product ladder in the customer’s mind. Therefore, when naming a financial product, you must first position the product and clarify the product's consumer target group before you can choose a more powerful and effective name.
2. Product names can be generic, but they must not be weak
In today's era of highly developed media, the sales and business model of products has bid farewell to the era of "the fragrance of wine is not afraid of the depth of the alley". Therefore, the names of financial products should be more in line with and adapt to the laws of media communication, and strive to be both elegant and popular, and be unique and innovative. For example, the word "Coke" in English is Coke, which originally means "coke" and "cocaine". But the Coca-Cola Company gave it a new meaning and turned it into a universal beverage name.
3. Make clever use of the essence or performance of the product
For some products, their own performance or materials are their selling points. Take food as an example. If it is made from corn-refined ingredients, even if it is called "corn candy", it will be more attractive than using fancy, pretentious and confusing names such as dextrose and high-fructose. people.
4. For products targeting Chinese people, we should pay attention to cultural differences and national customs
When naming financial products for different consumer groups, we must pay attention to fully examining the characteristics of the consumer groups. Cultural background, religious beliefs and national customs. For example, the Chinese translations of high-end car brands such as BMW and Mercedes-Benz take full consideration of the Chinese people's cultural background and the pursuit of auspiciousness, and cleverly integrate Chinese classical culture and the Chinese people's belief in pursuing auspiciousness, which must be said to be brilliant.