First, the regional law: that is, the brand of enterprise products is linked to the place name, so that consumers can trust the region first and then the products. The famous Tsingtao beer is a product named after a place name. When people see the word Qingdao, they will associate it with the magnificent city scenery of "red tiles, yellow walls, green trees, blue sea and blue sky", which makes consumers identify with Tsingtao beer on the basis of identifying with Qingdao. Similarly, the rapid development of Mengniu brand dairy products is also based on the abbreviation "Meng" in Inner Mongolia as an element of corporate brand. As long as consumers see the word "Meng", they will associate it with the spectacular sight of cattle and sheep, and then trust Mengniu products. For example, there is a wine called "Ningxiahong" in TV advertisements, which is a nourishing wine brewed with Lycium barbarum, a special product of Ningxia. Its brand is to highlight the origin to prove the authenticity of this wine. Visible, distinctive geographical names are associated with enterprise products. The method of determining the brand is helpful to enhance consumers' recognition of the brand by means of regional accumulation. But sometimes many enterprises will name their enterprises or products after regions, which will also lead to confusion.
Two, Chinese and foreign law: is to use Chinese and letters or a combination of the two to name the brand, so that consumers have a "foreign" sense of the product, and then promote product sales. For example, "TCL" only uses English letters; "Younger" brand refers to the use of English transliteration as a brand, adding "foreign flavor" and "Hisense" to English, which means "HighSense" in the eyes of foreigners, that is, "high sensitivity and high definition", which has made good preparations for the products to be introduced to the world. Similarly, famous foreign brands skillfully use the sound and meaning of Chinese when translating into Chinese, and have achieved good results, such as Pentium, BMW, Pan Ting shampoo, Shufujia, Apple Computer and Carrefour supermarket. There are also brand names that combine transliteration with free translation, such as Coca-Cola, Pepsi-Cola and Ling Ke Keli. The application of Chinese and foreign laws should be skillfully combined, and it is forbidden to do things for foreign countries or for China, especially to prevent the misuse of "foreign names" to annoy consumers or even backfire.
Third, the target method: it is to connect the brand with the target customer, and then let the target customer have a sense of identity. Taitai oral liquid is a female blood-enriching oral liquid produced by Taitai Pharmaceutical. This brand lets consumers know that it is a nutritional supplement specially designed for married women as soon as they see the product. Similarly, the brand "Taizi Milk" reminds us that it is a dairy product for children, as well as a "good boy" stroller, "Wahaha" children's oral liquid and "darling" children's food, and it is also an excellent brand of children's products; The famous brand "BusinessCom" aimed its target customers at the "promising" bosses in shopping malls, creating a miracle of electronic products. Using target method to name brands plays a powerful role in gaining consumers' recognition.
4. Naming method: take the names of celebrities, stars or founders of enterprises as product brands, make full use of the value contained in names, and promote consumers' recognition of products. For example, "Li Ning" brand, that is, Prince of gymnastics Li Ning used his sports star effect to create a famous sporting goods brand in China. The world-famous "Dell" computer is a brand named after the founder Dell. There are Wang Zhihe Sufu, Zhang Xiaoquan Scissors, Ford Motor, Deng Yaping Sporting Goods, Hewlett-Packard, Jordan Sports Shoes, Panasonic, Honda Motor, etc. Naming a brand after a person's name can improve the cognitive rate.
5. Time-space method: it is to take the historical origin related to the product as the element of product brand naming, so that consumers can have an authentic sense of identity with the product. The well-known "Daoguang Twenty-five" wine was discovered in1June, 1996. When the old factory of Lingchuan Distillery was relocated, four wooden wine seas hidden underground in 152 were discovered by accident. Appraised by experts in archaeology and winemaking organized by the people's governments of National Cultural Heritage Administration and Jinzhou, these caves are "rare national treasures in the world" for one and a half centuries. So the enterprise seized the cultural wealth endowed by history and named the new product wine blended with this wine "Daoguang 25". Wine is the fragrance of old age. As long as consumers see "Daoguang 25", they will have a feeling of drinking the wine of their ancestors. Therefore, using the method of time and space to determine the brand can quickly gain the favor of consumers with the help of the profound connotation given to the brand by history.
Sixth, the number method: it is to name the brand with numbers, borrow people's association effect of numbers, and publicize the characteristics of the brand. For example, the brand meaning of "Sanjiu Pharmaceutical" is: "999" has long-term health, long-term career and long-term friendship. "7- 1 1" is the largest retailer and convenience store franchisee in the world, with 2 10000 convenience stores in North America and the Far East. The company named its enterprise "-1 1", which means it is very popular with consumers from 7 am to 6 pm. There are also 00 1 antenna, 555 cigarettes, Samsung Electronics and Sany Heavy Industry. Using digital naming method, consumers can enhance the effect of brand differentiation recognition.
Seven, efficacy method: is to use the efficacy of the product to name the brand, so that consumers can identify with the efficacy of the product through the brand. For example, "Brain Relaxation" is a brand of nutritious oral liquid for strengthening the brain and improving intelligence: "Rejoice" shampoo, which is named because its products are dedicated to making users have elegant and supple hair; And "Kangzhiling" and "Liubizhi" toothpaste, which are named for their preventive and therapeutic effects on teeth. Studying hard to name the brand can make consumers see the brand name and associate it with the function and effect of the product. There are also "quick translation", "quick e-point", "easy to remember stars", "diarrhea prevention" and so on.
Eight, the value method: is to use the simple language that the enterprise pursues to name the brand, so that consumers can feel the value concept of the enterprise when they see the product brand. For example, Shanghai "Shanda" Network Development Co., Ltd. and Hunan "Yuanda" Enterprise have highlighted the pursuit of enterprise value by people with lofty ideals. Fujian Industrial Bank embodies the value pursuit of "prosperous business". Wuhan "Jianmin" brand highlights the enterprise pursuit of serving people's health. Brands such as "Tongrentang" in Beijing and "Derentang" in Sichuan highlight the pursuit of "practicing benevolence and saving the world" by drug dealers. Therefore, it is of great significance for consumers to quickly feel the corporate values by using the value method to name brands.
Nine, image method: it is to name the brand with animals, plants and natural landscapes. For example, the costume of "Seven Wolves" gives people a wild and brave feeling, which reminds people of the classic plot of "Dancing with Wolves": the "icon" floor gives people a floor image that elephants can hardly step on; There are also Dahongying, Panda, Jaguar, Peony and Bamboo. Naming the brand by image method, with the help of the images of animals and plants, can make people feel associated and friendly, and improve the cognitive speed.
X. enterprise naming method: name the enterprise name as the product brand. Such as: Philips Electric, Sony Electric, Sanyo Electric and many other famous automobile brands, food brands, Kodak Film, IBM, 3M, Haier, Hisense, Chunlan, Midea, Rongshida and so on. Well-known foreign brands generally use abbreviations, such as IBM, 3M and NEC. They use abbreviations, that is, the first letter of each word of the company name is organized into a new word, which is characterized by conciseness, but it cannot explain the characteristics of the enterprise. The application of enterprise naming method to product brand naming is conducive to the formation of product brands and the mutual promotion of enterprise brands, thus effectively enhancing corporate image.