In this era of brand management, trademark brand is particularly important. So how to name a trademark brand, what methods are there, and what precautions and taboos are there? The following article introduces the essence of brand name in detail.
A complete collection of brand and trademark naming methods
1. The enterprise name method
is to name the enterprise name as the product brand. Such as: Philips Electric, Sony Electric, Sanyo Electric, and many automobile brands, food brands, KODAK film, IBM, 3M, Haier, Hisense, Chunlan, Midea, Marlboro, Rongshida and so on. Well-known foreign brands generally use abbreviations, such as IBM, 3M and NEC. They use abbreviations, that is, each letter of a company's (enterprise's) name is organized to form a new word, which is characterized by brevity, but it cannot explain the characteristics of the enterprise. The application of enterprise name method to product brand naming is conducive to the formation of product brands and the mutual promotion of enterprise brands, so as to effectively enhance the corporate image.
2. The naming of brand and trademark in regional law
refers to the connection between enterprise product brand and place name, which makes consumers trust the region and then the product. The famous Tsingtao brand beer is a product named after a place name. When people see the word Qingdao, they will think of the city? Red tiles, yellow walls, green trees, blue sea and blue sky? The magnificent scenery makes consumers recognize Tsingtao beer on the basis of their recognition of Qingdao. Similarly, the rapid development of Mengniu brand dairy products is the abbreviation of Inner Mongolia? Meng? Word, as an element of corporate brand, consumers only need to see it? Meng? Words, it will be associated with the spectacular sight of cattle and sheep, and then trust Mengniu products. Another example is a kind of TV advertisement called? Ning Xiahong? Our wine is a tonic wine brewed with Lycium barbarum, a special product of Ningxia, and its brand is to highlight the origin to prove the authenticity of this wine. It can be seen that the distinctive regional names are linked with enterprise products. The method of determining brand is helpful to promote consumers' recognition of brand with the help of regional accumulation. However, sometimes many enterprises name their enterprises or products by regions, which will also lead to confusion.
3. Chinese and foreign French brand name
is to use Chinese characters and letters or both to name brands, so that consumers can increase their products? Foreign? Feel, and then promote product sales. Such as? TCL? Is to use English letters alone: Youngor? Brand is in English? YOUNGER? As a brand, transliteration has increased? Western style? ：? Hisense? English? HiSense? In the eyes of foreigners? HighSense? , that is? High sensitivity and clarity? It has paved the way for the products to be introduced to the world. Similarly, foreign famous brands, such as PENTIUM, BMW, Pan Ting shampoo, SAFEGUARD, APPLE computer and CARREFOUR supermarket, have achieved good results when translating into Chinese. There are also brand names that combine transliteration and free translation, such as COCA-COLA, PEPSI and Clean &; CLEAR) and so on. When using Chinese and foreign laws, we should combine them skillfully, and avoid doing things for the sake of foreign countries or doing things for the sake of China, especially to prevent misuse? Foreign names? , make consumers tired, and even counterproductive.
4. The name method of brand trademark naming
is to take the names of celebrities, stars or founders of enterprises as product brands, make full use of the values contained in names, and promote consumers to identify with products. Such as? Li Ning? Brand, that is, Prince of gymnastics Li Ning used his sports star effect to create a famous brand of sporting goods. World famous? Dale? Computer is a brand named after the founder Dell. What else? Wang Zhihe sufu? 、? Zhang Xiaoquan scissors? 、? Ford? 、? Deng Yaping brand sporting goods? 、? HP? 、? Jordan sneakers? 、? Panasonic? 、? Honda? Wait. Naming brands after people's names can improve the cognitive rate.
5. Target method Brand name
is to connect the brand with the target customer, and then make the target customer have a sense of identity. ? Taitai oral liquid? It is a female blood-enriching oral liquid produced by Taitai Pharmaceutical. This brand makes consumers know that it is a nutritional supplement specially designed for married women as soon as they see the product. Similarly,? Prince's milk The brand reminds Ma Shanglian that this is a dairy product for children, and? Good boy? Baby carriage,? Wahaha? Children's oral liquid? Good boy? Children's food is also an excellent brand of children's products; Famous brands? Business communication? Point the target customers at those in the mall? Make a difference? Our bosses have created a miracle of electronic products. Using target method to name brands plays a powerful role in gaining consumer recognition.
6. Brand name by image method
refers to the use of animals, plants and natural landscapes to name brands. Such as? Seven wolves? Clothing gives people a wild and brave feeling, which reminds people of the classic plot of Dancing with Wolves. Icons? The floor gives people an image of the floor that elephants can hardly trample down; What else? Dahongying? 、? Panda? 、? Jaguar? 、? Peony? 、? Cuizhu? Wait. Using the image method to name the brand, with the help of the images of animals and plants, can make people feel associative and cordial, and improve the cognitive speed.
7. Value method brand name
is to name the brand with the concise language pursued by the enterprise, so that consumers can feel the value concept of the enterprise when they see the product brand. Such as Shanghai? Shanda? Network Development Co., Ltd., Hunan? Broad? Enterprises highlight the value pursuit of enterprises with lofty aspirations. Fujian? Xingye? Banks, it reflects? Prosperous career? The pursuit of value. Wuhan? Jianmin? Brand highlights the enterprise pursuit of serving people's health. Beijing? Tong Ren Tang? Sichuan? Derentang? Brand, outstanding? Fellow practitioners are benevolent and help the world keep healthy? The pursuit of drug dealers. Therefore, it is of great significance for consumers to quickly feel the corporate values by using the value method to name brands.
8. Time-space brand name
refers to the historical origin related to the product as the element of product brand name, so that consumers have an authentic sense of identity with the product. As we all know? Daoguang 25? In June 1996, when the old factory of Ling Chuan Winery was relocated, four wooden wine seas (ancient wine containers) hidden underground for 152 years (AD 1845) were discovered by accident. Appraised by experts in archaeology and wine-making organized by the people's governments of National Cultural Heritage Administration and Jinzhou, it is proved that these caves have hidden tribute wine for a century and a half. Rare in the world, a rare national treasure? . So the enterprise seized the cultural wealth endowed by history and named the new product wine blended with this wine? Daoguang 25? . ? Is wine the fragrance of Chen? , consumers only need to see? Daoguang 25? , it will produce the feeling of drinking ancestral wine. Therefore, using the time-space method to determine the brand can quickly gain the favor of consumers with the help of the profound connotation given to the brand by history.
9. Digital brand name
is to use numbers to name brands, borrow people's association effect on numbers, and promote brand characteristics. Such as? Sanjiu Pharmaceutical? The brand meaning of is:? 999? Long-lasting health, career and friendship. ? 7-11? Is the world's largest retailer and convenience store franchisee, with 21, convenience stores in North America and the Far East. 7-11? Naming a company means naming it after its own service feature, which was introduced by consumers in 1946 and opened from 7 am to 11 pm. So far, it has become a world famous brand. What else? 1 antenna? 、? 555 cigarettes? 、? 55 miraculous vitality bag? 、? Samsung electronics? 、? Sany heavy industry? Wait. Using digital naming method, consumers can enhance the differentiated recognition effect of brands.
1. efficacy method brand name
is to name the brand with product efficacy, so that consumers can identify with product efficacy through the brand. Such as? Easy brain? Just a kind of? Brain-strengthening and intelligence-improving? Brand of nutritional oral liquid:? Floppy? Shampoo, named after the product is dedicated to making users have elegant and supple hair. Kang tooth spirit? 、? Six must be cured? Toothpaste, on the other hand, is named after its preventive and therapeutic effects on teeth. Using efficacy method to name a brand can make consumers see the brand name and associate it with the function and effect of the product. And so on. What else? Quick translation? 、? Come on, e point? 、? Good memory star? 、? Diarrhea stop? Wait a minute.
Key points and precautions for trademark naming
1. Try to be brief, such as trademark naming? Jiameilifenka? (or longer), others can't remember. Better still, a name of two or three words, such as? Alfred? It's short and it sounds smooth.
2. Don't make the name too popular, such as? Andy Lau? ，? Jackie Chan? Don't choose these names, they are generally registered or can't pass.
3. Don't violate national laws. Beauty? Wait, it will definitely not pass. During this time, we have a nail company here, and we are going to name the trademark? Nail house? They have all been rejected, so try not to put these sensitive words in the trademark.
4. It is very important to give people a sense of deja vu, such as? Alfred? This name seems to have been heard somewhere. By the way, it's a famous aerosol insecticide. Scud? , the manufacturer is? Jiangsu Aidefu Co., Ltd.? This makes our brand more memorable, and customers often ask about the company and? Scud Alfred? What does it matter? This is borrowing.
5. Try not to choose mbth, because it should conform to our reading habits. For example? Jiameilifenka? This name is hard to remember, blunt and hard to understand.
6. The trademark name must have a meaning. When the company is doing corporate culture, the trademark has a clear meaning:? Love? Love is boundless, and we should be a responsible and caring enterprise? De? Have both ability and political integrity, our employees have both ability and political integrity, and the overall quality is very high? Fu? Refers to the blessing of the world, we are doing orders all over the world, and the final reputation is summarized globally. Love is boundless? The company owns? Have both ability and political integrity? Employees, and finally to? Blessed the world? . A good trademark can be remembered in a second, and you will never forget it. A bad trademark will make you forget it, so every enterprise that wants to be big should make more efforts on the trademark name.