An important reason why successful brands are different from ordinary brands is that successful brands are well-known and consumers can recall the brand name at the first time when they consume. Therefore, for brand naming, the first problem to be solved is the spread of a brand name. In other words: No matter what name you give the product, the most important thing is to spread the brand to the maximum extent! Let consumers, especially the target consumers, remember what brand this is! Only in this way can the naming of the brand be considered successful. Otherwise, even if you give the product a nice name, it is not strong in communication, and it will not occupy a place in the eyes of the target consumers. Consumers can't remember it, and it can only be regarded as a waste of effort. The communication power of a brand depends on the composition and meaning of brand nouns, which complement each other and are indispensable. In health care products, melatonin is a brand name with strong communication power. The three words melatonin are catchy, popular and easy to remember. These three words convey the information of the product to consumers at the same time, so that when people hear or see the brand name melatonin, they naturally associate it with two attributes of the brand: one is the function of the product, and the other is the value of the product. Because of this, it is not surprising that melatonin can sell 200 million yuan a month with the help of the widespread spread of this brand name with strong communication power. Of course, there are many factors for the success of melatonin, but what if melatonin is named "XX brand compound melatonin", or "brain health" or "XX youth oral liquid"? The result is of course self-evident. Therefore, to name a brand, communication is a core element. Only a brand name with strong communication can lay a solid foundation for the success of the brand.
However, "brand naming" is a difficult thinking process and the beginning of the in-depth process of brand positioning. We say "brand naming" instead of "product naming" because "naming process" is a process of transforming market, positioning, image, emotion and value into marketing power and starting market positioning and competition. Brand name is not a simple symbol, it can strengthen positioning, participate in competition, and "make a brand gain a lasting market advantage" with its possible value of the image. When naming a brand, we should first consider the following two factors:
1. Brand names should have strong affinity.
Then, as long as the brand name has good communication power, can the brand spread well? It is also an internationally renowned soap brand with strong brand awareness. Shufujia's brand awareness and market share are far from Lux. It is also used to treat menopausal syndrome, but Taitai Jingxin oral liquid has sprung up suddenly, and the latecomers have come to the fore and won more market share. Why is this? In fact, in addition to the factors of brand name communication, there is also a problem of brand name affinity. The affinity of brand name depends on the style, characteristics and tendency of brand name words. Lux brand has a strong communication power, but its affinity is far less direct than that of Shu. Lux gives the impression that it is stiff and masculine, but we know that, generally speaking, most people who buy soap at home are housewives, so the name Lux is obviously out of tune with the preferences of the target consumers. Shu Fujia, on the other hand, gave the impression of being neutral at first. It not only fits the preferences of the target consumers better, but also gives people the association that they will feel relaxed and free after using it by emphasizing the two key points of "comfort" and "home", so its affinity is stronger. Therefore, when naming a brand, we should not only pay attention to the factors of brand name communication, but also pay attention to the factors of brand name affinity. Only in this way can brand communication achieve the best effect. 2. Better protection of brand names.
All along, there are many deliberate market followers in our market, and "mantis catches cicada, yellowbird comes last" is the so-called follower's competitive strategy. They have a keen sense of business, they are always looking for opportunities to get business, and enterprises do not pay attention to protecting their brand names, which just provides them with such opportunities. Therefore, it is necessary for enterprises to consider the protection of brand names when naming brands, and it is best to use registered trade names to name products. Successful brands such as melatonin, Tylenol, Qumei, etc. all name their products with registered trade names, while the anti-inflammatory drug Lijunsha not only names its products with registered trade names, but also carries out approximate registration with registered trade names to prevent similar brands from appearing and fully protect brands from infringement. Therefore, naming a brand can not only talk about communication and affinity, but also be imitated and infringed.
The purpose of brand naming is to make brand names serve marketing as directly as possible, and the basic strategies to be considered are as follows: target market strategy, product positioning strategy, descriptive and random naming strategy, etc.
1. Target market strategy
If a brand wants to enter the market and participate in the competition, it must first find out who its target consumer is, take this target consumer as the object, visualize this target object through the brand name, and transform its image connotation into an image value, so that the brand name can clearly tell the market who the target consumer of this product is. At the same time, value of the image, transformed from brand name, has special marketing power. For example, the name "Taitai Oral Liquid", which we are all familiar with, directly indicates that the consumers of this oral liquid are those "Taitai", which invisibly gives the brand "Taitai" a cultural weight, so that it can be friendly with the target consumers. Taking "Mrs" as the target consumer and "Mrs" as the brand name, this brand name has started the communication process of this brand, and has positioning and marketing power at the same time, which is a relatively successful direct naming method. However, when the wife's enterprise develops to a certain stage, the narrow target positioning makes the enterprise have to change the enterprise name again, for example, changing the wife's name to "Healthy Yuan" company, so that the enterprise brand can bear the mission of more different target consumer groups, which is the strategic significance of brand naming. If only women were considered at that time, it would be difficult to enter other markets. Similarly, the corporate naming of Yangshengtang can make her enter any field of health, which is the far-reaching strategic value of corporate naming! 2. Product consumption perception positioning and brand naming
Each product has its special functional characteristics. A consumer can always produce and expect to produce some personal psychological and physiological feelings when consuming this product. The positioning of many products in the market competition is based on the consumer feeling that this product can bring to consumers. Brand naming can also be based on this goal. For example, "Coca-Cola", as a kind of beverage, takes a delicious and pleasant physiological and psychological feeling that consumers can or expect when they consume as a kind of appeal positioning point. Therefore, when the beverage enters the China market, it will be named after Coca-Cola directly, which can directly express and seduce consumers' psychological and physiological feelings. On the one hand, this naming is to show people its brand attributes and start a positioning process; At the same time, it can also give consumers a temptation, an expectation or a commitment, so it has great marketing power. So is the nationally famous "Shufujia" soap. It takes the psychological and physiological feelings that consumers can expect when consuming the functional characteristics of this product as the starting point of brand naming, thus making the name "Shufujia" itself have a clear and powerful positioning marketing power. The expression of product form and state is an important means of modern market positioning. Today, the inherent characteristics of products are more and more similar, and the form of products itself may become the product advantage. 3. Product emotional image positioning and brand naming
As a positioning method and appeal channel, "emotional image and value" is regarded as an important fulcrum of market positioning and appeal by many brands. The brand named after this appeal content and positioning base point can also start the positioning process, which has obvious marketing power because it directly or indirectly impacts the emotional experience of consumers. "Tian Tian Pearl Oral Liquid" is a rapidly rising "female beauty and health care brand". It uses the advertising theme of "Tian Tian Pearl, Gentle Woman" to promote its attraction and commitment. As the brand name "Tian Tian" implies a feeling image of "natural clarity, purity, health, charm and gentleness", the value of its emotional image is rapidly transformed into a profound influence on "female psychology" through "gentle woman". Therefore, the feminine brand name of "Tian Tian" obviously takes the value tendency of an emotional image as the starting point of its brand positioning, showing its appeal and commitment. Wahaha is the most successful brand name in the contemporary market in China. The success of this naming is not only that it reflects the consumers of a product in a popular and accurate way, but also that it takes a desire, a hope and an emotional effect of consumption as the core of brand naming. The name "Wahaha" seamlessly conveys the above image and value. And this kind of development and wish for children's nature is precisely the starting point of brand image positioning and brand market competition. 4. Product shape positioning and brand naming
For example, the "white plus black" cold medicine divides the color of cold medicine into white and black, and reforms the traditional way of taking cold medicine on the basis of this form. These two brand-new forms are a positioning strategy of the product itself, and naming them "white plus black" also enables the name itself to express the formal characteristics and appeal points of the brand. It is a kind of guidance, a kind of appeal. In addition, bubble gum like "Da" is also named after the formal characteristics of the product itself. Through this naming, the process of market competition has been started. 5. Conceptual positioning and brand naming
Modern society is a society dominated by various concepts, and "consumption concept" has also become a pattern and tendency of human daily consumption. What many brands want to bring to consumers is an idea, which in itself has become the starting point of their market positioning and naming. For example, "Confucius Family Wine" takes the political history and humanistic thought contained in the concept of "Confucius" as the way of positioning and naming, which directly and concisely explains the brand's special competitive foothold and attitude. 6. Descriptive independent random selection strategy
Brand names have two basic functions: identifying products or services and disseminating information. The more independent a brand name is, the less close or incomparable it is to other names, and the stronger its recognition function will be. On the contrary, the more words with clear meanings are used in a brand name, the more likely it is to be close to other names, and the more powerful it is to convey information. They represent two extreme strategic orientations of brand naming: independent random strategy and descriptive strategy. The advantage of the former is that the name is full of personality and the trademark is highly protective, but the disadvantage is that it needs a lot of communication investment; The advantage of the latter is that the name itself may be a living advertisement, which can save the communication cost, but the disadvantage is also obvious, that is, the protection of trademarks is very weak, and sometimes it may evolve into a common name of products without trademark registration and protection. Generally speaking, large companies should adopt independent and random-oriented strategies, while small companies should adopt description-oriented strategies. As a compromise, Lenovo strategy is between the two, which has both characteristics and protection (recognition and salience) and can hint consumers with appropriate information. Therefore, this strategy is less risky, so it is also adopted by most marketers. Some well-known brands in China, such as White Cat, Want Want, Golden Voice, Jieyin, Jianlibao, Yangshengtang and Belle, all belong to the application of this strategy.
Naming is the first step to create a brand. A good name can make a brand or product "amazing" and leave a deep impression on consumers word by word, while an unsatisfactory name may need to be spread through a large number of media combinations, and it is difficult to make it deeply rooted in people's hearts. When an enterprise names a brand or product sequence, it must go through in-depth investigation and study, and think twice before acting, so as not to slow others down and catch up with others painfully. Therefore, to establish a brand, please take the first step of naming.
1958, a small Japanese company named Tokyo Telecom Industry Co., Ltd. decided to give up its company name at all costs. At that time, banks close to the company strongly opposed the idea. They think it is too risky to do so, and it is likely that the company's 10 years of efforts will be wasted. They even asked the decision-makers of the company at that time: "What do you mean by making such meaningless changes?"
However, the founder of the company answered them so calmly: "This will make the company expand on a global scale, because the old foreigner Tortsuko is difficult to pronounce and remember, and we hope to change the image of poor quality Japanese products (in the world)." This person is Akio Morita, and the company's brand was later changed to the resounding "Sony". "Sony" evolved from Latin "Sonvs" and English "Sonny". Sony has become one of the most influential brands in the world today.
Another company, at 1924, also did an incredible thing. At that time, the company's name was computer tabulation and recording company, which was an ordinary enterprise and was simply unknown in the industry. Three years ago, they faced the embarrassment of bankruptcy and barely survived the economic recession of 192 1 by borrowing. The company mainly makes a living by selling punch cards and scales used in street meat stalls.
However, company leaders don't want to see the company continue to be so mediocre. He hopes that the company can become a big company with global influence. He decided to change the name of the company first. As a result, the company changed from "calculation and tabulation record company" to "international business machine company", which is also known as IBM, a brand that later resounded around the world.
Someone abroad has done an experiment: show photos of two women to a group of men and let them judge who is more beautiful. The result of the first vote was a tie between the two ladies. In the second round, the staff named the first lady Elizabeth and the second lady Gertrude respectively, and then conducted the same test. The result of this vote has changed a lot, and 80% of the men chose Elizabeth as the more beautiful.
For a brand, a good name can accurately convey the connotation of the brand to consumers, make the brand more refined and friendly, and effectively convey the brand's claims and commitments. This is the first step for world famous brands to enter China, that is, to find a knowledgeable person who is familiar with China culture and choose a good Chinese name. ?