A good brand name is the premise for the brand to be recognized, accepted, satisfied and even loyal by consumers. Brand name directly affects the sales of products to a great extent. As the core element of a brand, brand name even directly affects the rise and fall of a brand.

Through the study of market brands, we summarized the following naming methods of 17 for enterprises to learn from when naming brands.

(1) sets off the momentum.

In this way, the brand name generally does not exceed three Chinese characters, and the English length generally does not exceed eight letters. Pronunciation presents an upward style, with a loud tone, charm and momentum, symmetrical pronunciation structure and lofty sentiments, and other mountains are dwarfs in the world. The momentum.

For example: the Yangtze River, the Great Wall, Changhong, Vanke, Zheng Da, Pentium, Shanghai Shanda, Hunan Yuanda Central Air Conditioning, etc. In the naming of brand establishment, the corporate values with lofty aspirations are clearly defined.

(2) Named after the enterprise name

This brand named after the enterprise name highlights the name and reputation of commodity producers, deepens consumers' understanding of the enterprise, helps to highlight the brand image, and obtains the best communication effect with the least advertising investment. Such as Sony, Hitachi, Toshiba and so on. , all take the enterprise name as the template of brand name.

(3) 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 makes it difficult to step on elephants.

Poor floor image; There are also "Dahongying", "Panda", "Jaguar", "Peony" and "Bamboo". Naming brands with images, with the help of the images of animals and plants, can make people feel associative and cordial, and improve their cognitive speed.

(4) Looking to the future

A good brand name should not only be concise, easy to spread and associate, and have a sense of the times, but also establish an effective brand strategy that conforms to the trend of international integration and expands the future market, and objectively predict the future development according to the brand strategy before determining the brand name.

As we all know, in 2006, Fortune magazine listed ExxonMobi as one of the top 500 companies in the world. As early as many years ago, American oil companies invited many experts and institutions to design a name and pattern that not only adapted to the customs around the world, but also conformed to the laws of various countries. It took six years and cost 654.38 billion dollars to investigate 55 countries and regions, and finally determined the name of Exxon, and selected one of the designed 1 10,000 trademarks. Today, this brand is world-renowned and its brand value has reached tens of billions of dollars.

(5) Borrow, misappropriate and occupy the basic words that have spread influence.

The biggest advantage of this commercial brand naming method is that when opening up the market, you can use the straw boat to build an arrow, which greatly reduces the resistance of brand promotion, saves a lot of advertising expenses and reduces the cost of brand promotion.

There are countless examples of this around us.

Fujian Seven Wolves (men's wear and cigarettes), the brand name borrowed the name of a Taiwan Province film Seven Wolves, skillfully borrowed its name, and deeply explored the brand culture, closely linked the characteristics of the wolf's courage, self-improvement and unyielding with the style of the target group, and then "borrowed" one step and hired Chyi Chin, a famous singer in Taiwan Province Province.

(6) Named after a person's name

Attract consumers with the reputation of outstanding figures or historical legends, and arouse people's imagination of commodities, such as Zhang Xiaoquan scissors and Wang Laoji seasoning.

(7) reflect the pursuit of enterprises

Concentrate the enterprise's pursuit idioms into brand names, so that consumers can feel the enterprise's values when they see the product brand. For example, Shanghai "Shanda" Network Development Co., Ltd. and Hunan "Yuanda" enterprises have highlighted the pursuit of enterprise value by people with lofty ideals; Fujian Xingye Bank embodies the value pursuit of "prosperous business"; Wuhan "Jianmin" brand highlights the enterprise pursuit of serving people's health; The brands of "Tongrentang" in Beijing and "Derentang" in Sichuan show the enterprise pursuit of "practicing benevolence and saving the world". Therefore, it is of great significance for consumers to quickly feel the corporate values by using the value method to name brands.

(8) Named after auspicious words or commendatory words with a sense of color.

This naming method can quickly win people's favor for goods. For example, "Fukang" cars make people rich, and "Goldlion" ties bring people a lot of money.

(9) use your own advantages to name.

Investigate the geographical position and advantages of an enterprise, that is, it is linked with local place names or local specialty products, and through people's trust in the region, trust in products and commercial brands is derived. It can also be directly related to the product type.

Combination and ingenious links make the brand spread, easily linked with products, and have a complete feeling.

Tsingtao is a famous brand in China, named after the combination of place names and product types. Every time I hear the word Qingdao, people will naturally think of this beautiful coastal city, beautiful scenery and fine wine, which naturally leads to the recognition of Tsingtao Beer on the basis of Qingdao recognition, and establishes a brand recognition association similar to the equal sign.

(10) Name the brand by its product efficacy.

Let consumers recognize the efficacy of products through brands. For example, "Brain Relaxation" is a nutritional oral liquid brand of "brain strengthening and intelligence improving"; "Firou" shampoo is named after the product's commitment to let users have elegant and supple hair; "Kangzhiling" and "Liubizhi" toothpaste 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", "hurry up", "easy to remember stars" and "diarrhea prevention".

(1 1) is named according to the production process and main components of the goods.

This can easily cause consumers to have a sense of trust in its quality. Such as "Erguotou wine" and "Pearl oral liquid".

Tsingtao is a famous brand in China, named after the combination of place names and product types. Every time I hear the word Qingdao, people will naturally think of this beautiful coastal city, beautiful scenery and fine wine, which naturally leads to the recognition of Tsingtao Beer on the basis of Qingdao recognition, and establishes a brand recognition association similar to the equal sign.

(10) Name the brand by its product efficacy.

Let consumers recognize the efficacy of products through brands. For example, "Brain Relaxation" is a nutritional oral liquid brand of "brain strengthening and intelligence improving"; "Firou" shampoo is named after the product's commitment to let users have elegant and supple hair; "Kangzhiling" and "Liubizhi" toothpaste 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", "hurry up", "easy to remember stars" and "diarrhea prevention".

(1 1) is named according to the production process and main components of the goods.

This can easily cause consumers to have a sense of trust in its quality. Such as "Erguotou wine" and "Pearl oral liquid".

(12) justified, locking the service object.

When naming a brand, it is a successful naming party to define the target group and let the target group have a sense of identity.

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Taitai oral liquid is a kind of oral liquid for enriching blood for married women. Brand names don't need too much text description to know who they are aimed at. In addition, the main color of the brand is bright red, and the interest appeal is self-evident.

Brands also named for target groups are: Good Boy (children's car), Wahaha (children's oral liquid) and BusinessCom (business PDA).

(13) is named after a fictional word.

This method is ingenious, breaking the convention of using meaningless words to express the meaning of commodity names, and has achieved amazing results. Such as Kodak film and TDK tape.

(14) Using auspicious associations skillfully

Every holiday, Red Coca-Cola will launch a festive cartoon of Fat Alfred to cater to China.

People's pursuit of good luck and wishful thinking. Inspired by this, Pepsi launched a sentence: "I wish you Pepsi-Cola", which made the brand and advertising language very rich and beautiful.

This kind of naming brands according to known and potential associations often brings good wishes and joy to customers, which is a top-notch move. But be careful not to be unconventional, otherwise it will give people the feeling of repetition. Once upon a time, many hotels and restaurants liked to use words such as "Fa", "Li" and "Hao" as brand names, and adopted established naming conventions such as auspicious, smooth and developed, but they often backfired and made people feel vulgar. Therefore, people who seek the name of a company should think more, and don't think like others.

(15) is named by numbers.

Naming a brand with numbers is to use people's association effect of numbers to publicize the brand's characteristics.

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 "7- 1 1", which means it is very popular with consumers from 7 am to 9 pm.

Named after the service characteristics of the store's business hours, at present, "7- 1 1" has become a world-famous brand. There are also "00 1 antenna", "555 cigarettes", "505 magic bag", "Samsung Electronics" and "Sany Heavy Industry". Using digital naming method, consumers can enhance the effect of brand differentiation recognition.

(16) Borrow English letters to name brands.

Use Chinese and English letters or their combination to name brands, so that consumers have more foreign feelings about products and promote product sales.

The brand name of Youngor (Clothing) is the English transliteration of "Yoimger", which is the commercial brand name of China. The English word Younger means young people, which not only corresponds to the main target group, but also makes the brand feel young.

(17) The brand name should be "fixed"

Someone has set up seven or eight companies in the past ten years and created nearly 10 brands. As long as there is a leaderboard, the first place belongs to him. According to the usual theory, this guy should be like a duck to water, fame and fortune, but this is not the case, not only that.

Relatives and friends are all moved by it, and even their customers regard it as a poisonous snake and a beast, and avoid it.

There should be dozens of reasons for this. As far as the brand is concerned, he will never succeed. The so-called rolling stone gathers no moss and cannot be loyal to its own brand. It is unrealistic to make it a "famous brand" or an "old brand".

"Brand" is not a false image, but a persistent effort and struggle to build a brand, that is, the cognition of the company's goods.

Fame.

Coupled with unremitting efforts, products are diversified, quality is reliable, and after-sales service is meticulous. After long-term advertising investment, consumers will recognize and trust them and become brand-name products of brand-name companies that buy by name, so the so-called "golden signboard" brand can be arrogant.