Naming a product is actually choosing the appropriate word or text to represent the product. For consumers, the brand name is a stimulating signal that causes their psychological activities. Its basic psychological function is to help consumers identify and remember the product. The degree of visual stimulation and psychological association caused by the quality of a brand name to consumers are very different, and thus the perception of the manufacturer is also different.
In daily consumption, those famous brand names are often well-known and pursued by people, and sometimes they are somewhat superstitious. Although the impression of a certain brand fundamentally depends on the quality of the product, the promotional effect of the brand name cannot be ignored. When a product enters the market, the first thing people need to remember is its name. Therefore, we can draw the conclusion that the brand name is the theme and soul of the brand image design.
1. Principles of brand naming
The establishment of Mobil Oil Company’s trade name cost US$400,000, surveyed the languages ????of 55 countries, and compiled more than 10,000 Roman names. The trademark composed of Chinese characters was finally decided. The reason why they are willing to spend a lot of money on product naming is because they deeply understand that the name of a product represents a certain product quality and characteristics, and is a symbol and sign of the company's business reputation.
①The brand name should help establish and maintain the brand's image in the minds of consumers. The brand name should be fresh, elegant, unconventional, and fully demonstrate the high taste of the product, thereby creating a high-end corporate image.
②The brand name should help differentiate the product from similar products. When choosing a name, avoid using names that have already been used for similar products or that have the same sound and meaning or are similar. If we do not pay attention to this point, it is inevitable that consumers will have a unclear understanding of the brand and the company, and it will be impossible to establish a distinct corporate image.
③The brand name should fully reflect the benefits that the attributes of the product can bring to consumers, so that through visual stimulation, consumers will have a need for product and company recognition. This is the basis for the corporate image to be deeply rooted in the hearts of the people. For example: Rejoice shampoo can make consumers imagine their hair to be elegant and smooth; Shubu leather shoes can make consumers think of the comfort of wearing shoes.
④The brand name should conform to the public psychology, stimulate consumers' purchasing motivation, and give the company a foothold in establishing its image. This is the most important issue for brands to pay attention to. For example, the names of women's products should be beautiful and compact, men's products should be strong and rugged, children's products should be lively and cute, and elderly products should be auspicious and steady. An excellent brand name can not only attract people's attention, but also create beautiful associations. For example, spices are named after roses, which add fragrance; while underwear should not be named after roses, because roses have thorns, and wearing this brand of underwear will make people think of thorns on the back.
⑤ Brand names should pay attention to the differences in national habits, so that establishing a corporate image will be more effective and targeted. Different regions at home and abroad have different preferences and taboos, so brand naming should be done more carefully.
2. Tips on product naming
Name it after the company name. This kind of brand named after the company's name highlights the brand name and reputation of the product manufacturer, can deepen consumers' understanding of the company, helps to highlight the brand image, and obtains the best communication effect with the least advertising investment. For example, Sony, Hitachi, Toshiba, etc. are all examples of using corporate names as brand names.
Named after animals and flowers. Naming animals and flowers with beautiful images can attract people's attention and favor to the product and pursue a certain symbolic meaning. Such as BMW brand cars, Snow Lotus brand sweaters, etc.
Name according to the names of people and places. This kind of name may attract consumers with the reputation of the person and place of origin, or may arouse people's imagination of the product with the image of historical and legendary figures. For example, Zhang Xiaoquan scissors, Tsingtao Beer, Yunyan, etc.
Name the product based on its production process and main ingredients to arouse consumers’ trust in its quality. Such as Erguotou wine and Pearl oral liquid. wait.
Name it with an auspicious or complimentary word with emotional color to arouse people's good impression of the product. For example, Fukang Automobile makes people rich; Goldlion Tie brings huge wealth to people.
Named after made-up words. Use original and meaningless words to break the convention of product names expressing meaning, and achieve an unusual and eye-catching effect. Such as Kodak film, TDK tape, etc.
Named with foreign transliteration.
Naming in this way has a sense of the times and makes people feel modern and fashionable. Such as aspirin drugs, Chevrolet cars, etc.