The brand name is the part of the brand that can be read out. It is the core element of the brand, the concentration of the brand's salient features, and the basis of the concept of formal brand culture. A good brand name itself is the shortest and most direct advertising slogan, which can quickly and effectively express the central connotation and key associations of the brand. China has had the theory of "correcting names" since ancient times. It is said that "if the name is not correct, words will not go smoothly, and if words are not right, things will not be accomplished." The quality of the name is related to the success or failure of the brand.
New brands and new products are new things, and it does take some thought to name them, otherwise it will be difficult to attract consumers' attention. So, how can we find better names for these new brands or products?
Naming a new brand and new product is a challenging task. It is a true condensation of wisdom and a watershed between good and bad creativity. This is because so many famous brands were born from it, and it also magically led to the growth of a new category. This is the case for brands such as Business Link, Master Kong, Beibeijia, etc. Try not to name sub-brands for products with low popularity. The main task is to sell products at the terminal. Concentrate on spreading the popularity of the main brand and closely follow up the leading brands to avoid wasting resources and increasing the burden of communication. Choose an appropriate time to act according to the situation. .
Brand names affect consumers’ brand recognition and brand associations, and sometimes determine the success or failure of a brand. Therefore, the company must determine a name for the company from the beginning that is conducive to conveying the brand positioning direction and conducive to brand communication. There is no fixed method for naming. Based on the successful experiences and failures of well-known brands at home and abroad, we can summarize some basic forms of brand naming and new product naming. Looking at the market brand image It is supported by multiple images such as corporate image, product image, service image, social image, technical image, etc., resulting in a good and orderly two-way interactive communication with the market and target consumer groups, forming brand accumulation over time and achieving marketing The purpose is to establish good brand awareness and loyalty. Based on my many years of work experience, there are roughly the following categories of naming methods for new products:
1. Target consumer group: Because no matter what kind of product it is, it will eventually return to the hands of the target consumer group. It is necessary to name the new product so that it feels attracting attention, profitable, and benefiting it explicitly or acutely. Wahaha: Children are the target consumer group, although they rarely have the right to purchase. The target consumer group of cosmetics is mostly female consumers, so the names are also more elegant, emotional, and feminine, which are easy to associate with women: Pantene, Head and Shoulders, Shulei, Rejoice, Avon, Kao, Sunsilk, etc. The target consumer group of the imported washing machine brand Whirlpool is the highly educated and high-income class, and its sub-brand names are more Western and European: Apollo, Venus, and Athena.
2. Related to the main brand: It is a supplement and extension of the main brand, making the main brand personality and image more multi-layered and multi-angle. In principle, it does not conflict with the personality and image of the main brand. For example, Haier’s big prince, little prince, twin princes, handsome prince, golden prince, happy prince and so on. And there is a tendency to add specific parameters and function points after the sub-brand. These names are actually another interpretation of the Haier brothers, the Haier spokespersons. Make the product name colloquial, popular, characteristic, and symbolic. To a certain extent, it makes the product more humane and full of strong humanistic characteristics. The product affinity is infinitely doubled, which fully reflects that "advertising is to use common sense to combine complex information." The profound essence of "simple communication". The little prime minister of the little swan, the little swan; the same is true for Midea's air conditioner, which has the same purpose but the same purpose.
3. Category-related: Named to highlight certain unique characteristics or attributes of the category, so that product updates emerge one after another. For example, Nokia in the mobile phone category: 3210, 3310, 3330, 8850, 8855, 8210, 8250, 6100, etc.
The same is true for Motorola V60, V66, V70, TI9I; Siemens 2188; Ericsson T28 and T29. The reason is just because they are positioned as high-tech information products. In today's world where "digital changes life", the digital characteristics of their product naming are It is obvious that they are a perfect match and complement each other.
4. Transliteration or free translation: Mainly because the products of foreign-funded enterprises have unified logos and titles globally due to internationalization. For example: Depot tissues, Shubao, Tide, Bilang, Ford, Mercedes-Benz, BMW, etc.
5. Related to the USP of the product: This type of new product naming is based on the USP, such as Fotile Golden Stove. The USP of this product is the golden panel. Its advantages are determined by its intuitive attributes such as pressure resistance, explosion resistance, high temperature resistance, and electronic pulse ignition. Therefore, it is named Golden Stove. The product’s Slogan: Forever Home. The common-sense value of gold is used to describe the eternity, harmony, and happiness of a home forever. The Little Swan direct frequency washing machine is named after its USP is the main control digital chip and brushless DC motor. Its product slogan is: direct frequency technology, Pentium washing. Similar products include Little Swan's water-retaining series of products, and Skyworth Health TV's "What doesn't flash is healthy" are all based on the same idea.
6. It is related to the region where the product is sold: For example, the names of Procter & Gamble's series of products are different in mainland China, Hong Kong and Taiwan.
7. It’s related to syllables: When naming new products and new brands, you should pay attention to whether the syllables are loud and whether the pronunciation is smooth. The main purpose of naming is to make the target consumer group call it directly. Of course, you must pay attention to the pronunciation. For example: BMW, Buick, Pond's, Doyle, Lanc?me, Pantene, Robust, etc. In terms of syllables, it is relatively loud and smooth, and it pays attention to the open syllables and loud pronunciation of the open syllables.
8. Related to social trends: Skyworth Health TV, green air conditioners, and healthy air conditioners.
9. Related to the origin of the product: mainly reflected in alcoholic products: Maotai, Xinghuacun, Qingdao, Pearl River, Yellow River, Yanjing.
10. No meaning: Duoer, Galanz, etc.
11. Related to dialects: North: soy sauce; South: light soy sauce, dark soy sauce.
12. Related to brand founders: Wang Zhihe, Honda, Panasonic, etc.
Brand naming affects consumers’ brand recognition and brand association, and sometimes determines the success or failure of a brand. Therefore, the company must determine a name for the company from the beginning that is conducive to conveying the brand positioning direction and conducive to brand communication.