Seven ways to teach you how to name a company
First, the established naming methods, such as Yangtze River, Great Wall, Changhong, Vanke, Zhengda and Aone, are quite heroic in brand naming, which is full of the other mountains all appear dwarfs under the sky.'s literary charm.
second, wake-up naming method emphasizes the development trend of an industry, such as Netease. With the wide application of computers in society, the network has become an indispensable entertainment and information channel in people's lives, and the name of Netease coincides with the development trend of the network.
third, the naming method of taking advantage of the situation should be clever, otherwise it will not only be easy to fall into the stereotype, but even bring unexpected negative effects to the brand. Once upon a time, many hotels and restaurants liked to use words such as "Fa", "Li" and "Hao" as brand names, and used established words such as auspicious, smooth and developed to express their meanings, but they often backfired and felt low-grade. A novel and unique brand name can turn ordinary products into attractive commodities, interpret beautiful artistic conception and bring happiness and good wishes to the audience at the same time. Every holiday, the red Coca-Cola will launch a festive cartoon image of Fat Ah Fu, which has always taken advantage of China people's good fortune and good luck. Inspired by this, Pepsi-Cola will launch a sentence: "I wish you Pepsi-Cola", and the brand and advertising language are perfectly integrated!
fourth, the naming method based on assessment of the situation objectively examines one's own strengths and the advantages of existing resources, and combines the products or brands of an enterprise with this unique advantage (or potential advantage), thus naming the brand, which is called the "naming method based on assessment of the situation". When naming, we can examine the geographical position and advantages of the enterprise, that is, it is linked with local place names, or local characteristics and specialties, and through people's trust in the region, it is derived from trust in products and commercial brands; Can also be directly combined with product types, cleverly linked, so that the brand spread easily linked to products, but also has a complete feeling. Such as Tsingtao Beer and Yanjing Beer.
five, the pre-potential naming method, as the ancients said: everything is established if it is pre-planned, and it will be abolished if it is not pre-planned! It is called "pre-potential naming method" to objectively and effectively predict the future of the brand, establish a brand strategy focusing on the future, and name the brand accordingly. A good brand name should not only be concise, easy to spread and associate, with a sense of the times, but also establish an effective brand strategy that conforms to the international integrated business trend and the future market expansion, and objectively presuppose the future development according to the brand strategy before determining the brand name.
VI. Borrowing naming method has no potential and can be used all over the world. It takes advantage of it and belongs to me. It doesn't need to form words, directly borrow, misappropriate or occupy the vocabulary with existing communication influence. This kind of naming method is called "borrowing naming method". The biggest advantage of this commercial brand naming method is that when opening up the market, you can borrow arrows with straw boats, which greatly reduces the resistance of brand promotion, saves a lot of advertising expenses and reduces the cost of brand promotion. For example, the Seven Wolves in Fujian borrowed the momentum of Taiwan Province's film "The Seven Wolves" and were quickly known by people.
VII. The naming method of dissolution potential comes from MercedesBenz, a famous German automobile brand, which encountered such setbacks when it entered the domestic market that year. As we all know, Bentley is the world's top car brand. Based on this existing communication, it is understandable that Hong Kong people transliterate Benz English as Mercedes Benz. After all, it is a high-end brand. However, taking Mercedes Benz to the mainland market is also in trouble. Some people call it stupid, while others call it Benz. The homophonic meaning is either poor or obscure. In order to reverse this situation, Mercedes-Benz quickly changed its brand name to Mercedes-Benz (Automobile) with good meaning and rhyme in Chinese characters, which made the brand name completely consistent with the category attributes and product demands, and made it have good intentions. After the name change, no one will make a fuss about the name of Mercedes-Benz, and the market will run all the way.
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