Six characteristics of naming a brand
Six styles of brand naming: good-sounding, easy-to-remember, good-intentioned, easy-to-speak, good-looking, and easy-to-use
Good-sounding, good brand name Whether it is simple and loud, whether it is catchy, whether it is majestic.
Easy to remember, whether the brand name is easy to remember, whether it has memory points, association and relevance.
Good intentions, whether the brand name is rich in meaning, consistent with mainstream culture, consistent with product characteristics, consistent with market positioning, and consistent with the target consumer group.
It is easy to say that in addition to being catchy, the brand name must have a storyline, be chewy, have a point of communication, and whether it can become a topic of conversation for people after dinner.
Good-looking, whether the brand color and shape are refreshing, eye-catching and attractive, whether they are in line with the product characteristics, whether they are easy to associate, whether there are memory conditioned reflexes, etc.
Easy to use, use, that is, use and eat; easy to use, that is to say, it is comfortable to use and delicious to eat. This is to implement specific product quality or service quality. As Li Xiaolong, one of China's top ten brand marketing experts, said, "Quality is the life of the brand."
"Good-looking" and "easy to use" may seem to have nothing to do with brand naming, but in fact they are closely connected and are the cornerstone of supporting the brand name. It's like a person with a resounding name, but if he looks slovenly and slovenly, what will it look like? I'm afraid he's not even as good as "Brother Sharp"; more importantly, if this person is uneducated and a loser , no matter how resounding the name is, it will eventually be short-lived and fleeting.
How to name a brand
1. Brainstorming
As the saying goes, "Three stooges are equal to Zhuge Liang", naming is just a matter of brainstorming. Since the naming task itself is not difficult, even a three-year-old child can do it, but choosing a good rice brand name is not easy, so tapping into the collective wisdom of the masses is the best strategy. After practical summary, we have found that it is best to involve creative people from different backgrounds when naming. These people include advertising copywriters, writers, teachers, researchers and professionals. In short, Han Xin pointed out-- The more the merrier, they are all very proficient in language and writing, allowing them to speak freely. At the same time, allowing people divided into different groups to respond to visual images that have been specially selected to reflect the ideal brand characteristics in order to create any relevant and instinctive ideas about the brand name.
2. Display form
The display form is similar to the suggestive function, except that it starts from the distinctive form of its carrier to highlight its uniqueness, which is also the name of the brand. A good strategy. For example, the "white plus black" cold medicine divides the color of the cold medicine into two contrasting forms: white and black, which is consistent with its different functions of taking it during the day and night. It subverts the traditional way of taking cold medicine and is very suitable for the audience. needs, so the results are outstanding, which impresses peers.
3. Arouse emotions
As we all know, irrational emotional needs are the driving force of a brand. Therefore, a name that can arouse the emotions of the target audience will definitely help the brand grow rapidly. The 16 basic elements of the driving force of the brand, including self, yearning, nostalgia, admiration, respect, belonging, possession, enjoyment, lust, harmony, perfection, seeking knowledge, imitation, safety, escape and venting, are all targets that can be provoked, like "Wahaha" This name can arouse the infinite longing for joy in the nature of the target children. Of course, its achievements in the market are obvious, otherwise it would not make the world-famous brand Danone "look at it differently" "Wait" or even "take it to court".
4. Implied function
Brand naming starts from the function of its carrier and implies some functions of the carrier. It is a very good choice, which is helpful for the rapid growth of the brand and is especially suitable for products. Brands and functional brands. For example, "999 Weitai" implies that the brand's products are specialized in treating gastric diseases. Similar examples include "Jetta" cars, "Mercedes-Benz" cars, "Jieyin" toothpaste, and "Meierya" suits.