Tea is indispensable in everyone’s life. Whether it is green tea, black tea, dark tea or other teas, there will always be a brand that you love. Today I will tell you about it. How to choose a good name for a tea brand?
1. A good tea brand name must meet the "three Qi" standards at the same time, namely: vulgarity, grandeur and talent.
First, talent. Tea is not only a product, but also a commodity and even a carrier of culture. A tea brand that no one pays for is an ineffective tea brand. Therefore, the tea brand name should not only be "tacky" and "generous", but also "talented" to achieve both elegance and vulgarity, cleverly display the rich cultural heritage of the tea brand, and make people feel refreshed and refreshed.
The majority of domestic tea brands are **Tieguanyin, **Puer, etc. A good brand must be catchy to read and have rich and attractive spiritual connotations. The brands of successful tea companies in our country generally have a good name.
1. For example: the brand "Longrun" of Yunnan Longrun Tea Group Co., Ltd., my country's first company listed on the Hong Kong Main Board. When people see "Long Run", they will think of the dragon flying in the nine heavens, nourishing all living beings and spreading good luck. Longrun Enterprise's good intentions of benefiting people all over the world are clearly revealed to the world through its brand.
2. Another example: "Eight Horses" looks weird and seems to have nothing to do with tea, but everyone is curious. After seeing "Eight Horses", they often wonder why tea is a famous brand. I would choose such a name, and it suddenly dawned on me after understanding it. It turns out that "eight horses" comes from "Etymology". In ancient times, only emperors were qualified to ride in eight-horse carriages. Therefore, the "Eight Horses" represent nobility and prominence, and the "Eight Horses" reject mediocrity and inferiority. Another meaning of "Eight Horses" is the eight sacred horses ridden by King Mu of Zhou. It is said that these eight dragon horses can soar into the clouds, ride on the fog, ride on the wind and chase the sun, so the "Eight Horses" represent noble blood and superior strength. At present, "Eight Horses" has become a well-known trademark in China.
3. Another example is "Wuyi Star". Wuyi Mountain is a famous tea-producing mountain in the country and the birthplace of the world's two major tea categories, black tea and oolong tea. "Wuyi Star" conveys the message to people that it is a rising star in the tea world of Wuyi Mountain. Although "Wuyi Star" uses the word Wuyi, it does not restrict itself to specific tea varieties. On the contrary, it uses the popularity and influence of Wuyi to facilitate the promotion of the brand. Now "Wuyi Star" has been listed in Hong Kong and has become a star brand in the tea industry that shines all over the world.
4. In addition, Tianfu, Hengfu, Dayi, Laotongzong, Jindamo, Beidou, Zhuyeqing, etc. are also very good brand names.
5. Of course, tea companies that are interested in entering the global market must pay special attention to the fact that the brand name they choose should be easy to pronounce when translated into English, and must not give foreigners any bad associations. .
2. Tea brand naming skills:
1. Brand naming should be conducive to communication. Generally, it is required to be simple, easy to remember and catchy, so that it can be widely spread among consumers. For example, if some brand names have the word "Feng" written in traditional Chinese "?S", most consumers will not recognize it at all, and the spread will be natural. It's difficult. In addition, the name can be "popular" but not too "vulgar"!
2. It is necessary to grasp the psychological needs of consumers. It can reflect the brand's cultural heritage and consumption philosophy, otherwise it will not be able to effectively stimulate consumers' desire to buy. For example, the "Tuantuanyuanyuan" wine launched by Jiannanchun Group is exquisitely conceived, profound and meaningful, with brand affinity. It caters to the emotional needs of consumers for "completeness" and "joyfulness" and creates a world of gatherings, weddings, birthdays, etc. The liquor consumption market brought about by weddings, birthdays, etc.
3. Can highlight brand culture. Many brands have a long history and culture and have a solid foundation of cultural value. Therefore, how to embellish and match the brand name is very particular. A good name can more deeply interpret the value connotation of the brand, otherwise it will weaken the brand's image in the market.
Take "Wuliangye" as an example. It is unique among liquor brands, noble and prominent, and has the style of a "king". If we develop a new product and name it Wuliangye "Ten Years Fragrance" wine, then the word "十" cannot It complements the century-old Wuliangye brand.
3. Tea brand naming rules:
1. Loud: The brand name should be easy to pronounce. Words that are difficult to pronounce or have bad phonology are not suitable as names. Words with initial consonants "k, b" and final syllables such as "ang, ong" are often pronounced louder, and the intonation is better to have ups and downs to achieve a cadence effect.
2. Novel and unique: the name should be fresh, follow the trend of the times, and create new concepts; the name should have a unique personality and avoid confusion with other brand names.
3. Strong affinity: Affinity depends on the style, characteristics, tendencies and other factors of the brand name. When naming, the same "language" as the target consumer group should be used. Comparing Lux and Safeguard, Lux gives people a stiff and masculine feeling, but we know that generally, most of the people who purchase soap at home are housewives, so the name Lux is obviously incompatible with the preferences of target consumers. but Safeguard is different. This term first gives people the impression that it tends to be a neutral term. It not only conforms to the preferences of target consumers more broadly, but also emphasizes the two words "shu" and "good". The large focal point gives people the impression that the whole body will be refreshed after use, so its affinity is stronger.
4. Simplicity: The name is simple, concise and easy to spread. How many four-syllable brands can you remember? Except for century-old brands such as Coca-Cola, there are few successful four-syllable brands on the market. Motorola's current "MOTO" movement may be a good reference. Sony Ericsson's mobile phone has achieved temporary success, but does it mean that it has a bright future? We don't think so. Sony Ericsson is not only a cumbersome name, but also very difficult to "read aloud and spread" after combining it. We are not optimistic about its prospects and suggest that it use "Sony Ericsson" instead, which has the same pronunciation as "loved", and the English is also simplified.
IV. Key points for tea brand naming:
1. The naming of the brand should adapt to the fast pace of economic life of the times and increase its visibility.
2. The brand name should be easy to spread and avoid confusion. The purpose of brand naming is to distinguish this brand from that brand and make it easier for consumers to identify the brand and purchase it.
3. The brand name should be novel. Novelty can inspire people and leave a deep impression on people. At present, metaphors, puns, exaggerations, direct statements, descriptions, praises, borrowings, reflections, word creations, etc. are often used in naming. No matter which method is adopted, it should be novel and not fall into the cliché. Don't be the same as others.
4. The naming of the brand should give people an artistic beauty, allowing people to enjoy the pleasure of exaggerating and clever metaphors, and achieve the purpose of memory.
5. The name of the brand should be able to tell or hint to consumers about the characteristics of the brand and the benefits it can bring to consumers.
6. The brand name should be flexible and applicable to any new brand. This is because the naming of some brands has too strong a brand bias. Naming that is suitable for electric fans may not be suitable for televisions. How to solve this contradiction? Companies must give the brand a common name.
7. The name of the brand should have harmonious pronunciation and long lasting charm. If it is an export brand, it should also be considered that the pronunciation of the name must be consistent in the leading places.
8. When naming brands imported from abroad or produced through joint ventures, the translation must be flexible.
9. When naming a brand, you must study the preferences and taboos of consumers. Especially for export products, you must understand the customs of the country and region where the consumers are located, and do not violate taboos.
The above is a brief introduction on how to name tea brands. I hope it can help everyone.