Brand naming principles

Along with the increasing competition in society, an increasingly important role in the brand name, even is related to business survival.Here, we share some result and experience of brand naming, in order to provide some inspiration for you.

(1) to have a thorough knowledge of the propagation force

In brand management, a successful brand is different from the ordinary brand, one of the important reasons is: successful brands have a household name, the layman awareness, consumer is when the consumer can recall brand name in the first place.For a brand name, therefore, the first thing to solve the problem of the brand name of the propagation force.That is to say: no matter you are a what kind of name for the products, the most important still is maximum let brand spread out, to be able to make consumers, especially the target consumers to remember, what brand is want to get up, only in this way, brand naming is successful;Otherwise, even if you again a good name for the product, but the propagation force is not strong, cannot be in a place in the minds of target consumers, consumers can't remember, can't think of it, can only be vain.

(2) directly and vividly reflect the brand positioning

Such as "the farmer mountain spring" is directly and vividly reflects the positioning of the concept of "natural".

(3) common and distinctive, easy for consumers to accept

Such as "mengniu" give a person with "Inner Mongolia dairy cows" lenovo, easy to understand, and distinctive.

(4) the brand name should have certain brand association not too pale

Such as the little nurse to "north cosmetics" image, blue moon hand sanitizer feels very clean.

(5) suggest product attributes

Some brands, people can see at a glance from its name it is what types of products, such as brain platinum, wuliangye, Sprite, Colgate, energizer used in batteries, appropriately expressed product of lasting strong characteristic;Goodyear with

On tires, accurately show the attributes of the product is strong and durable.Some of these brands, even has become the pronoun of similar products, let others to attack.Business name, making it almost become the pronoun of handheld computers, when consumer to buy a palm handheld computer, most people buy business name directly, even thought business or PDA, handheld computers that business.

It should be pointed out that, with the cheek by jowl with product attributes of this kind of brand name, most implementation specialization strategy.If a brand needs to implement diversification strategy, the brand name and product attribute to contact tight, adverse to the development in the future more.

(6) the affinity of brand name to be strong

The affinity of brand name depends on the brand name the style of language, characteristics, tendency and other factors.Its the brand name, although transmission power, more directly in affinity is much less than the safeguard.Alex feels hard and masculine.As we know, in general, purchase most of soap is in the family housewife, so its a name and the target consumer

The preference is obviously.The safeguard is different, the term first of all, the sense that gives a person is inclined to neutral language, it is not only more widely fit the target consumer preferences, and, by emphasizing the "shu" and "bad" two big focus, give a person with the meeting after using the body comfortable lenovo, so the market sales.

(7) concise and strong, easy to remember

Four syllables brand how much can you remember?In addition to one hundred brands such as Coca-Cola, few successful four word on the market of the brand.

Wife, haier, white sand, beauty and other belong to a good brand name, concise and powerful, easy to remember.

IBM brand originally called "IBM", but after simplified as not only more international, and concise.Also belong to this type.

MOTOROLA is launching a campaign "MOTO" now may be a good reference.

(8) to prevent fraud

For a long time, the market there is no shortage of holding market followers, "the Wolf has a winning game when the shepherds quarrel is the so-called" competitive strategy of followers.They have a keen business sense, all the time in asking for the theft of the patent right, and if you don't pay attention to protect our brand name is provides the opportunity for them.In name brand enterprise, therefore, it is necessary to consider the protection of brand name, registered trade name is used to give best products.Brain platinum, tylenol, sibutramine these successful brands are named after registered trade name for the product, and anti-inflammatory drugs erythromycin ethylsuccinate tablets not only with the registered brand name to the product name, and in order to prevent the occurrence of similar brand, also carried out with the registered brand name of approximation, to fully protect the brand is inviolable.

(9) embedded development pipeline

When brand name is given, even if at a certain stage of development when its name is able to adapt to the market, for a variety of brands, if the contact name and certain types of products is too tight, is not conducive to brand extended to other products in the future.Typically, a no specific meaning and without any negative effect of brand name, more suitable for the brand extension in the future.

For example, SONY (SONY), both in Chinese andThe English name, there is no specific connotation, only from the name, not associated with any type of product, in this way, brands can be extended to any product areas and not be boxed in.

(10) to keep pace with The Times, reflects the era characteristic

Brand while maintaining their inherent characteristics at the same time, also want to change the "new clothes", to 倶 with The Times, guide the trend.Coca-Cola, lenovo, McDonald's to replace the new identity is: for the sake of the brand to be forever young, you must keep up with the pace of The Times.

The purpose of all marketing is to make your brand is deeply rooted in the hearts of the people, to influence consumers' purchase decision.So, a good brand name now is important, not only but also a brand "dot eyeball" key to success, and even a brand of life and death.