Taboos in product naming
1. Avoid using partial characters
Trademark names are for consumers to call, and the popularization of the characters should be taken into consideration. However, it is regrettable that some trademarks also have some very serious problems in the naming and wording. A certain soy protein powder factory named its soy protein powder, instant soy milk and other products "Lifeng" as a trademark. Don't say that ordinary farmers and citizens don't recognize such a trademark.
I'm afraid not everyone even knows it, even the teachers in the university. This will undoubtedly bring unnecessary trouble to marketing activities.
The reason why some people choose names with uncommon words is that the key to choosing a good name lies in choosing a good word. Therefore, when it comes to naming, the first thing that comes to mind is to look up the "Kangxi Dictionary". As everyone knows, the actual situation is exactly the opposite. A good name, like a good article, is about finding magic in the ordinary, rather than relying on uncommon characters, multi-stroke characters and variant characters. "Sitong", "Fangzheng", "Goldlion" and "Master Kong" are all pleasant names, and none of them are common words.
2. Avoid using polyphonic and polysemous characters
Using polyphonic and polysemous characters in naming will cause great inconvenience to people just like using rare characters. The meaning itself is not clear enough. Polyphonic names are more likely to be confusing when the name has two or more pronunciations.
For example, in Lehai Restaurant, the word "乐" has two pronunciations, one is 16 and the other is yUe, which makes people wonder which pronunciation is better. For example, the following characters have two readings, such as Xing (xing, hang), Sheng (shdng, xTng), Meng (m6ng, m^ng), Heavy (chlt; 5ng, zhong), Chao (ch6o, zhao), etc. Of course, we are not saying that polyphonic characters cannot be used in naming. But at least ensure that others can determine its pronunciation and not mispronounce it.
3. Avoid using unlucky words
Unlucky meanings are a taboo in business naming. Because it not only brings bad associations to the owner of the name, an unlucky name means it will lose a lot of business. It is said that a sales war broke out in Hong Kong between "brandy" (France)
and "whiskey" (British). As a result, more than four million bottles of "brandy" were sold, but only 100,000 bottles of "whiskey" were sold, which was only a fraction of the price of "brandy". In terms of quality and popularity, "whiskey" is no worse than "brandy", so why did "whiskey" fail so badly? After investigation and analysis, the problem lies in the Chinese translation of "whiskey". "Whiskey" - even whiskey is fearful, who would want to buy it? And look at "brandy", what a poetic and endearing name. From this example, we can see that when people buy items, they are not just shopping, but also buying an invisible thing, which is auspiciousness.
4. Avoid obscure meaning
Obscure meaning means that the pronunciation is too profound and others cannot understand it. Just like choosing a rare word, although the meaning is good, no one
understands it, and the meaning is meaningless no matter how good it is.
Enterprise and trademark names have the function of indicating the nature of the enterprise and hinting at product functions, and are required to be highly readable. For example, according to "Guangming Daily": There is a naming museum in Lanxi City, Zhejiang Province. They first gave themselves a name with a profound meaning-"The naming museum that turns stones into sheep". But after the sign was put up, no one else understood it. The shop owner quickly added the sign "Lanxi Corporate Culture Service Co., Ltd." next to the store name to supplement it. What does "turning a stone into a sheep" mean? According to the ancient book "The Legend of Immortals": In ancient times, there was a legend that a man named Huang Chuping met a Taoist priest while shepherding sheep, and the Taoist priest led him to a stone chamber in Jinhua Mountain. His brother went to look for him and found only white stones around him. When Chu Ping scolded him, all the white stones turned into sheep. The name of a small shop that serves the public contains such a mysterious allusion. No wonder people can't understand it. Both are naming houses, "Yuan Ming Lu" and "Zheng Ming Zhai" are popular and evocative, and the store name itself is an excellent advertisement.
5. Avoid bad intentions
For example, you happen to be engaged in the manufacture and sale of cosmetics, so you have a whim and want to register "heroin" as a trademark and let consumers buy it by name. Then you may enter the Trademark Office with excitement but come out disappointed! Because the word "heroin" has the same pronunciation and synonyms with drugs, which obviously violates the so-called principle of good customs and habits. Besides, the propaganda method is too poisonous! It is harmful to others and to yourself! Maybe you will reply: foreign famous brand perfume brands are more "toxic", like "OPI-UM", like "POISON" - Why did they pass the trademark registration? Why are Pretty in Pink eager to try it? This can only be said to be due to different countries, customs, and cultures between the East and the West.
6. Avoid people with the same surname and same name
Last year, because a beverage brand named after a certain singer appeared on the market, the singer himself and the agency were very unhappy for a while, and immediately filed a lawsuit. Various laws require manufacturers to compensate for so-called reputational damage. It's easy to fall into a ditch if you try to hitch a ride with others. If the person involved wants to fight you to the end, it's hard to predict who will win or lose in the end. In my mind, the beautiful radio host was once "quoted" by a pharmaceutical company as a brand of throat lozenges. In addition, advertisers also insist on the mentality that no one can be left behind. The versatile "Sylvia Chang" has also been made interesting and turned into "Cockroach Aixia" (a drug to kill cockroaches). Most names like this are short-lived, and all the advantages will not be in vain, so don't be clever in this regard.
7. Avoid similarities and similarities
It seems to be a common problem among Chinese people to dislike other people's good situations. You chose a three-character brand, so I tried to use the same two-character brand as you to confuse consumers. Your name is "Bomi" and my name is "X Mi". You are "Yikang" and I am also called "Xkang". You are "Seven Stars", then I will become "X Stars". The above is still the same and similar method of gentleness and elegance.
What’s even more disgusting is that some people even use a homophone with you (with the intention of confusing everyone).
Among the VCD player brands in the past few years, it was obvious that they were too similar to each other. At least the two brands "XX King" and "XX Da" can easily confuse consumers.