Yes. How should the company be named and what should the brand be called? This is a headache for every entrepreneur. I racked my brains and thought of many names, and finally settled on a few. Search a large number of similar names when registering a trademark. Registered trademarks face the risk of being rejected. Once a trademark is rejected, the resources and advertising fees invested in the early stage will be wasted.
Because a brand without a trademark is equivalent to running naked. A small mistake you make when you first start your business may very well become your biggest stumbling block in the future when you grow bigger.
1. How should the company be named and what should the brand be called?
Li Wanqiang wrote in "Sense of Participation" that when Xiaomi was founded, the main considerations in choosing a name were:
1. The Chinese name should be easy to remember and spread;
2. Supporting top-level domain names are available;
3. Trademarks can be registered;
4. Convenient for international promotion;
5. Already familiar in life , itself full of color and emotion.
Xiao Ma Song, founder of Xiao Ma Song Strategic Marketing Consulting, said: A good name is worth 100 million advertising fees
Xiao Ma Song’s naming rules:
1. Names are for listening, not looking. Naming must be an auditory word. It must be understood not only by looking at it, but also by hearing it.
2. Make a test call and say the brand name to others on the phone to see how long it takes for others to understand. If you cannot explain clearly on the phone, it will be difficult for others to understand. The cost of spreading such a brand name It will be very high
3. Input method verification, can the brand name be easily typed using the input method?
Duan Yongping, the founder of BBK, once said that if there is one more word in the name, it will It will cost 10 million more in advertising fees. But because there are two repeated characters in BBK, it counts as 2.5 characters.
I personally think that the length of the name depends on the specific situation. One- or two-character names are actually not easy to remember, so those who register a one-character name will automatically add one character. For example, in the past, girls were called miss, but adding the word "little sister" will make it easier to remember and more conducive to communication.
We often have a misunderstanding when choosing names, that is, the name must be noble and high-end, and some inexplicable names often appear. For example, the name "Jing Lin" seems very noble, but it is not easy to remember. If you tell others, they will not be able to write it down, and others will not understand what the name is. It increases the cost of communication. Don't pursue the meaning behind the name. It is basically meaningless because no one cares except you.
The success of a brand may not necessarily be due to a good name, but a good name must be a powerful driving force for the brand.
We have talked about some rules for naming above. Now let’s talk about the directions in which to think of names?
1. Establish awareness in consumers’ minds and become category nouns
“Baidu”, “search engine”, “Zhihu”, “high-quality Q&A community”, “WeChat” Social Platforms” and so on. If a startup company can establish a strong connection between its company name and a certain area in the hearts of consumers, it will be difficult for competitors to overtake it.
2. Traditional culture is highly identifiable. Using a combination of words related to traditional culture can make it easy to remember and spread.
1. Name according to the twelve zodiac signs. The twelve zodiac signs are particularly easy to shine in naming startup companies. Each zodiac sign has certain personality attributes.
2. Name according to the twelve constellations. Like the twelve zodiac signs, each constellation also has certain personality attributes. It is also easy to come up with a good name by making reasonable use of the characteristics of the constellations.
3. Also based on the five elements: metal, wood, water, fire and earth, southeast, northwest, sun, moon and stars, rivers, lakes and seas, ancient poems/articles
3. Convert daily terms into company names
These words themselves are highly related to the company's main business, and then easily enter consumers' cognition, gaining a huge eyeball effect.
For example: No need to wait for delicious food, Qunar, Himalaya, Changba, Dajie.com, Interface, Xiaomi, Snowball, Where to Go on the Weekend, Are You Hungry, GSX, Zhubajie.com, Sui Note, La Gou, Rampage Comics, Ink Weather, Starting Point, Shelf Life, Today’s Headlines, Appetizers, Old Driver, Xuebajun, Qiongyou, Jiji, Kaixin.com
I talked about how to name the brand, but the brand name If you can't register a trademark, it's still in vain. A brand without a trademark is equivalent to running naked.
Let’s talk about how to check whether a trademark can be registered
1. To check whether the name has been registered, in China, trademark registration follows the principle of “first to apply”, that is, first to apply. Notes are first served! Register early and own early. If you don’t register, you won’t own!
2. Check whether there is a similar trademark in this name. Trademark similarity refers to the similar font, pronunciation, and meaning of the trademark text, the similar composition, coloring, and appearance of the trademark graphics, or the overall arrangement and combination of the text and graphics. The form and appearance are similar, and their use on the same or similar goods or services may easily cause the relevant public to misunderstand the source of the goods or services. There is a risk of being rejected.
3. Trademarks must be distinctive. Distinctiveness refers to the attributes of a trademark that indicate the source of an enterprise’s goods or services and distinguish them from those of other enterprises.
#公司名# The market has not yet moved, but trademarks take the lead. Even if a company's brand strategy has the ambition to conquer the world, it still has to start with a small trademark.
If you have lofty dreams, want to create a world, and do a career, then you must not lay the first foundation on the sand.
Because a small mistake you make when you first start your business may very well become your biggest stumbling block in the future when you grow bigger.