Brand naming method

A good brand name is accepted by consumer cognition, brand, satisfaction and loyalty of the premise, the name of the brand to a great extent, a direct impact on product sales, brand name, which is the core of the brand elements even directly affect the xing "of a brand.

Based on the research of the market brand, we summarized the following 17 kinds of naming method, provide reference for the enterprise when carries on the brand name.

(1) the foil

Using this method for brand name is generally not more than three Chinese characters, English length is generally not more than eight letters, pronunciation present in style, the tone is loud and clear, verve, imposing manner, and mutual symmetry in the structure, pronunciation is inspiring, see the mountains small.

For example, the Yangtze river, the Great Wall, changhong, vanke, zhengda, pentium, Shanghai shanda, hunan yuanda central air conditioning, etc., on brand naming to clear about the enterprise values aiming.

(2) named after an enterprise name

In the enterprise name brand, highlights the name of the commodity producers and credibility, can deepen the consumer awareness of the enterprise, help to highlight the brand image, with minimal advertising the best communication effect.Such as SONY, Hitachi, Toshiba, etc., are the model of enterprise name as brand name.

(3) image

Is the use of animals, plants and natural landscape for the brand name.Such as "seven Wolf" clothes, give a person the feeling with wild, fierce, reminiscent of "dances with wolves" classic plot;"Holy elephant" floor, give a person the elephant are difficult to tread

The floor of the bad image;And "﹑ derviser", "panda", "the leopard", "peony" and "bamboo", etc., using the method of image name brand, with the aid of image of animals and plants, can make the person produces lenovo and cordial feeling, enhance cognitive speed.

(4) looking for the future

Good brand name should not only clear and concise, easy to spread and lenovo, have contemporary and even set up in line with the international integration business trends and market expansion of effective brand strategy for the future, according to the objective to predict the future development and brand strategy to determine the brand name.

As is known to all, the 2006 annual American "fortune" magazine of the world's top fortune 500 companies is exxon mobil (ExxonMobi 丨).As early as several years ago, the oil companies in the United States in order to design is to adapt to the customs all over the world, and in accordance with each country legal name and logo, invited many experts and institutions, at a cost of $100 million over a period of 6 years, a survey of 55 countries and regions, finally determined the EXXON (EXXON) naming, and from the design of more than ten thousand trademark extract a.Now the brand famous in the world, the brand value has reached billions of dollars.

(5) directly borrow, divert, take up existing transmission influence basic vocabulary

This method of commercial brand name is the biggest advantage: when develops the market, with grass boat borrow arrow, and greatly reduced the brand promotion resistance, save a lot of advertising costs, reduce the cost of brand promotion.

This example in our side is also abound.

Fujian septwolves SEPTWOVES (men's clothing and cigarettes), the brand name is borrowed from the Taiwan movie "seven Wolf" name, skillfully by name, and the brand culture deeply digging, will the Wolf's bravery, self-improvement, defiant characteristics closely link with target groups style, to "borrow" step forward again, employ well-known Taiwan pop singer chyi chin (in popular song "the Wolf of the north" fame) as a brand image spokesperson, make this a Wolf with Peter Wolf mutual set off, martial arts, when the line of its course.

(6) according to being named after people

With excellent characters or historical legendary reputation to attract consumers, for the picture of goods, such as scissors, wang ji condiment, etc.

(7) reflect the pursuit of the enterprise

The enterprise the pursuit of concise idioms, enrichment for the brand name, make consumers see the product brand, can feel the value of enterprises.Such as Shanghai "shanda network development co., LTD., hunan" ambitious "enterprise, highlighted the enterprise the value pursuit of ideals;Fujian "societe generale bank, embodies the value pursuit of" prosperous career ";Wuhan jianmin "outstanding brand for the enterprise of public health services;Beijing "tongrentang", "DE RenTang" brand, in sichuan, highlighted the "health" with kindheartedness, and helpful to the enterprise pursuit of.Therefore, using the method of value for the brand name, quickly to consumers feel the enterprise values is of important significance.

(8) with emotional color of auspicious words or not

This naming method can quickly won over of goods.Such as "fukang" automobile makes people get rich, "goldlion" tie brings the bonanza.

(9) to use their own advantages

Look at the place of the geographical location, geographical advantages, namely with the local place name or local features, specialties, by the people for the trust region, then derived for the products and business brand trust.Can also be directly with the product type

Combination, clever, make brand spread, easy to joint to the product, and complete with feeling.

Qingdao (beer), it is named after the place name is combined with the product type of Chinese famous brand.Every time I hear the word "Qingdao, people will naturally think of the beautiful coastal city, beautiful scenery, wine, make people on the basis of identification of Qingdao Qingdao beer, nature has created a set up similar to the equality of brand identity.

(10) with product efficacy for the brand name

Enable consumers to arise through brand effect of product identity.Such as "easy" is a brand of "brain puzzle" nutrition liquid;"Fly" shampoo, with elegant, silky hair product to let users have named;"Spirit", "six necessarily cure" toothpaste, is the effect of prevention and cure of teeth with toothpaste for brand name.

Using the method of efficacy for the brand name, can make consumers see the brand name, with the features of the product and effect.Such "quick translator", "hurry up", "ozing", "stop diarrhea", etc.

(11) according to the commodities production process and ingredient

So it is easy to cause the consumer trust on its quality.Such as "spirit erguotou wine", "pearl oral liquid" and so on.

Qingdao (beer), it is named after the place name is combined with the product type of Chinese famous brand.Every time I hear the word "Qingdao, people will naturally think of the beautiful coastal city, beautiful scenery, wine, make people on the basis of identification of Qingdao Qingdao beer, nature has created a set up similar to the equality of brand identity.

(10) with product efficacy for the brand name

Enable consumers to arise through brand effect of product identity.Such as "easy" is a brand of "brain puzzle" nutrition liquid;"Fly" shampoo, with elegant, silky hair product to let users have named;"Spirit", "six necessarily cure" toothpaste, is the effect of prevention and cure of teeth with toothpaste for brand name.

Using the method of efficacy for the brand name, can make consumers see the brand name, with the features of the product and effect.Such "quick translator", "hurry up", "ozing", "stop diarrhea", etc.

(11) according to the commodities production process and ingredient

So it is easy to cause the consumer trust on its quality.Such as "spirit erguotou wine", "pearl oral liquid" and so on.

(12) name clear lock service object

Brand naming, clear target group, and make the target group identity, the naming of can yet be regarded as a successful party

Method o

Wife oral liquid is a kind of specially designed for married women to women blood enriching oral liquid, the brand name need not too many words to describe, to know that it is targeting consumers who, together with the mass-tone attune of the brand to use the bright red color, interests are obvious.

Using the same name brand and target crowd: good child (children), wahaha (children oral liquid), business (PDA), etc.

(13) named after coined words

This approach is unique, break the commodity name with a does not contain the meaning of words expression practices, unusually conspicuous effect.Such as "kodak" film, "TDK" tape, etc.

(14) use opportunely auspicious associations

Every at the feast, red Coca-Cola launched festive PanAFu cartoon image advertising, catering to the Chinese

The psychological pursuit of good fortune, good luck.Inspired with the Pepsi launched 1: "I wish you a Pepsi", the brand and slogan is very redundant fusion of beauty.

This according to the known and potential association for brand name, often give customers best wishes and happy, can yet be regarded as the best.But do not fall convention, otherwise you will give a person the sense with repetition.There was a time when many hotels and restaurants like to use, such as "d", "benefit", "luxury" word for the brand name, such as auspicious, successfully developed, such as the established naming conventions, but often backfire, let feel vulgar.So the requirements for the enterprise name should consider a lot, can't and the ideas of others.

(15) named by Numbers

Use Numbers for the brand name, is borrowed from the people to the digital association effect, promote the characteristic of the brand.

Such as "san-jiu pharmaceutical brand meaning is:" 999 "long health, career, a lasting friendship forever."7-11" is the world's biggest retailer and convenience store franchise owner, has 2.1 convenience stores in North America and the far east, the company with the meaning of "7-11" for the enterprise name is welcome by consumers to use his or her own from its launch in 1946 of 7 a.m. to 11 PM

Shop named after the service features of time, the current "7-11" has become a world famous brand.And 001 "antenna", "555 cigarettes", "air pocket $505 magic", "samsung electronics", "sany heavy industry", etc., using digital nomenclature, can strengthen the differentiation of make consumers to the brand effect.

(16) use English letters for the brand name

Using Chinese and English letters or a combination of these to brand naming, increase of consumer products "foreign" feeling, to promote product sales.

Youngor (clothing) brand name is to use the English transliteration of "Yoimger" as business brand name in China.The meaning of this English word Younger are young people, not only corresponding to the main target population, but also make the brand feel young.

(17) brand name to be "fixed"

Someone had set up seven or eight companies for more than a decade, founded nearly 10 brands, as long as have a list, is the first name must not belong to him.To often theory this guy should be call wind call rain, like a duck to water, fame and fortune, this is not the case, however, not only

Friends and relatives all have sinned against the light, even their clients as well as predators, away.

The reason should be dozens of reason, and single in terms of brand, he cannot succeed.A rolling stone gathers no moss, so-called cannot be faithful to the inherent brand, persistent, to become "famous brand", "old", is unrealistic.

The image of "brand" is not false, but persistent efforts and struggle, to build a brand the company's products

A degree.

Persistent efforts, make the products diversification, its reliable quality, coupled with meticulous after-sales service, after a long period of advertising investment, make consumer recognition and trust, become famous in the name to buy the company's brand products, so that the designer of the so-called "golden signboard" can be [inevitability.