Good brand naming? It has its own communication power
Brand naming is the Chinese part of the brand trademark, and it is the name used for external publicity of the brand.
A good brand name has its own communication power, making it easy for consumers to remember.
So how to choose a brand name? We can consider six factors.
① In line with brand positioning
The first factor to consider when naming a brand is brand positioning.
When we serve customers, we find something that many customers ignore.
The purpose of a brand's existence is to seize consumers' mental resources. The brand name is consumers' first perception of the brand. The brand name must not be divorced from this purpose.
Case: Zhen Kung Fu
The once well-known fast food brand "Zhen Kung Fu" was originally named "168". Later, a professional planning company was hired to position the brand and focus on the steaming characteristics of Chinese fast food. It was named "Zhen Kung Fu" and put forward the advertisement "Steaming is better for nutrition". Since then, business has been booming, with the number of stores reaching 570, spread across 40 cities across the country.
Later, if "Real Kung Fu" had not staged a bloody plot of family infighting, it might have become the number one fast food brand in China.
② Concise, easy to understand and easy to pronounce
Coca-Cola, Apple, Xerox, Naobaijin...
From these well-known brands we can Understand: try not to use new or uncommon words in the brand name. A brand name that is easy to pronounce, concise and easy to understand can eliminate consumers’ sense of unfamiliarity with the product and is conducive to brand communication.
③ Highlight product features
The brand name allows consumers to know the features of the brand product at first glance and enhances consumers' awareness of the product. For example - Sanjiu Weitai, Wuliangye, Taobao, Energizer Battery.
④ Comply with regulations
When naming your brand, you must pay attention to complying with relevant laws and regulations. China’s Trademark Law clearly stipulates that any trademark that is deceptive and likely to cause the public to misunderstand the quality and other characteristics of the goods shall not be used as a trademark.
⑤ Generating associations
Brand association is any idea that a consumer can have about a brand from his memory when he sees it.
For a shampoo brand, the name "Rejoice" can make consumers associate beautiful hair.
"Juewei" is the name of the snack bar. When the first time they hear or see this name, the public will have the idea to try it.
⑥ Pay attention to regional customs and culture
When choosing a name, pay attention to the pronunciation habits of different regions and related customs and cultures.
Luo Yonghao once founded Smartisan Technology and launched the popular Smartisan mobile phone. This is an easy-to-remember brand name.
But "hammer" is a curse word in the southwest and northwest of my country, so the mobile phone was eventually renamed Nut.