With the popularity of outdoor sports, many outdoor sportswear appear in our lives. Brand name reflects the value of outdoor sportswear. How to name an outdoor sportswear brand to expand its value?
1. In line with the core positioning of the brand
Each brand has its own positioning and value orientation. The brand name must conform to the attributes of the enterprise, express the brand's positioning and value, and facilitate the integration of communication.
2. Differentiation from competitors
Enterprises must achieve differentiation to compete. That is to provide a "different proposition" than competitors. With the improvement of life quality and the strengthening of humanistic awareness, consumers require products that can reflect their own personality. If there is no differentiation, the brand will be submerged in the "ocean of people" and they will all become "comrades".
3. In line with the value, aesthetic and personality of target customers
The consumption model has entered the era of multi-variety and small batches. Even people in the same group have different motivations and feelings when consuming similar products. If an enterprise cannot come up with new strategies to segment the market, adopt two-dimensional and three-dimensional strategies, create segments, and satisfy the differences of target customers, but still adopts the "integrated" non-segmentation strategy of the flat era, it will undoubtedly die. The brand name must match the aesthetics of the target customers.
4. Match with good visual patterns and symbols
“A good horse goes with a good saddle.” After you have a good name, you also need a matching pattern and symbol. "A successful symbol or logo can integrate and strengthen a brand's identity and deepen consumers' unique impression of the brand."
The naming method of outdoor sportswear brands
1. The brand naming method that seeks to win with strangeness
In this era of flaunting individuality, some avant-garde clothing Enterprises often register relatively "cool" trademarks to win by being strange and try to make their name surprising.
2. Brand naming method based on soil to win
For example, "Ugly Girl, Groom, Ayou, Five Colors Earth, Good Day, Lao San, Lao K, Qun Gong" Wait, win with earth, earth is reasonable, earth is lovely.
3. Name the brand with "name"
Name it after famous designers, such as "Versace, Chanel, Pierre Cardin, Wang Hua, Mark Zhang", etc.
Some are named after celebrities outside the clothing industry, such as "Zhu Shimao, Li Ning".
Some are named after historical figures, such as "Genghis Khan, Hoelun, Caesar, Marco Polo", etc.
4. Imitate the brand naming method
Slightly modify the outdoor sportswear brand to name the brand, such as "Lanvin Dupont" imitating "Dupont", "Pierre "Prince" imitates "Pierre Cardin", "Rich Bird" imitates "Announcement Bird", "Emperor's Slave" imitates "Valentino", and "Old Town" imitates "Old Man's Head".
5. Seeking "foreign" brand naming methods based on foreign ones
"Metus Bonwe", "Valentino Cooper", "Roman Family", "French Victory" "Dragon" all seek foreign goods from foreign countries, catering to consumers' admiration for foreign goods.
6. Naming brands with numbers and letters
“π”, “Qipai”, “Three Q”, etc., make Monk Zhang Er scratch his head, the more he is confused. If you understand more and develop a mentality of inquiry, you will fall into the "trap" of the merchants.
7. The naming method of production area brands
For example, "Ordos", "Tiantan", "Supai", "Fujian Dadi", etc., but brands such as "Nanjiecun" and "Wangzuo" are named after the production area. A famous brand needs to be sold nationally and even internationally. When raising the brand height, it will be restricted by the name.
8. Brand naming method based on product or industry characteristics
"Antarctic" and "Arctic Velvet" - thermal underwear, the more cold-resistant the name, the better.
"Tingmei" is a homophonic pronunciation of "very beautiful". Of course, being a woman is "very" good.
"Jinba" - advocates the power of men.
Notes on naming outdoor sportswear brands
1. It must conform to the audience's psychology, play an advertising role, stimulate consumers' purchasing motivations, and give the company a foothold in establishing its image. , this is an issue that brands need to pay more attention to.
2. It is necessary to fully reflect the benefits that the attributes of the product can bring to consumers, so that through visual stimulation, consumers will have a need for product and company recognition. This is the basis for the corporate image to be deeply rooted in the hearts of the people.
3. It should help establish the brand’s image in the minds of consumers. The brand name should be fresh, elegant, unconventional, and fully demonstrate the high taste of the product, thereby creating a high-end corporate image.
4. Pay attention to the differences and regional characteristics of national habits, so that establishing a corporate image will be more effective and targeted. Different regions at home and abroad have different preferences and taboos, so brand names should be carefully considered.
5. It should help distinguish similar products and should not be similar. When choosing a name, avoid using names that have already been used for similar products or that have the same sound and meaning or are similar. If we do not pay attention to this point, it will inevitably lead to consumers having a unclear understanding of the brand and the company, making it impossible to establish a distinct corporate image.