A successful case of brand naming? Brand men's wear
How to name the new brand? This is because too many well-known brands have been born, and because they have magically promoted the growth of a new category. For example, brands such as BusinessCom, Master Kong and Beibei Jia are like this. Try (not necessarily) not to name products with low popularity as sub-brands. The main task is to sell products at the terminal, concentrate on spreading the popularity of the main brand and closely follow the leading brands, so as to avoid wasting resources and increasing the burden of communication, and choose a suitable opportunity to improvise. At present, what I am mainly expounding here is how to launch new products for a formed and large-scale brand, and how to name it without violating the personality and image of the main brand and the characteristics of the category, in case it is about to be listed and promoted. Or on the main brand, how to create a conceptual sub-brand on new products. Its essence is to supplement, extend and expand the product line and increase the image of the length and width of the brand and product line, so as to save resources, intensively operate, stimulate demand and create market opportunities while sharing the main brand resources. However, it is not excluded to make reference when naming new products and brands. Excellent writing ability is a skill as well as a craft. Nevertheless, there are three fears in the creative department of advertising companies: one is afraid of naming new products, the other is afraid of writing titles, and the third is afraid of writing advertising language. When you receive a briefing on the naming of a new product, you are usually surprised. In front of you, you see many technical terms. In a trance, people from all over the world come and go, their names are flying all over the sky and their concepts are upside down. In the face of all this, how to deduce, summarize and refine the product technology into product language, market language and target consumer interest language, and do our best to entertain consumers with words, really needs a lot of effort. Fortunately, as the saying goes, "real gold is not afraid of fire, and good copy is not afraid of test." Technical language → product language → market language → consumer language. By combing the technical data of products, we creatively look for unique USP and even UEP, laying a good foundation for the naming of new products. This is inseparable from the diversification of current consumer demand and the special market environment in China, because for thousands of years, Chinese/Chinese characters with the reputation of "intelligent language" have inherent potential for communication. You may not know the specific contents of these symbolic concepts, such as "Four Books and Five Classics, Twenty-five History", "Five Lectures, Four Beauty and Three Love" and "Four Classical Novels", but you must be familiar with them. When you hear this information, you must know that it is true. Therefore, I think this is also a statement in the environment of new product naming. I hope it's not too much What's more important is to make information dissemination concise, symbolic, knowledgeable, popular and visual. First, the naming form of new products looks at the market brand image (or brand market image) supported by multiple images such as corporate image, product image, service image, social (pR) image and technical image. So as to form a good and orderly two-way interactive communication with the market and target consumer groups, accumulate brands over time, achieve marketing purposes, and establish good brand awareness and loyalty. According to my working experience for many years, the naming forms of new products can be divided into the following twelve categories: 1, which is related to the main brand: it is the supplement and extension of the main brand, making the personality and image of the main brand more multi-level and multi-angle. In principle, it does not violate the personality and image of the main brand. For example, Haier's big prince, little prince, double prince, handsome prince, golden prince, happy prince and so on. And there is a tendency to add specific parameter function points after sub-brands. These names are actually another interpretation of Haier brothers, the spokesman of Haier. Promoting the colloquialism, popularization, personification and symbolization of product names will make products more humanized, full of strong humanistic characteristics and infinitely multiply the affinity of products, which fully embodies the profound essence of "advertising simply uses common sense to spread complex information". Little Prime Minister of Little Swan, Little Swan; Midea's air conditioner is the same, and the effect is the same. 2. Category-related: Naming is to highlight a unique feature or attribute of its category, so that products can be updated one after another. For example, Nokia for mobile phones: 32 10, 33 10, 3330, 8850, 8855, 82 10, 8250, 6 100 and so on. Motorola V60, V66, V70, TI9I；; Siemens 2188; Love >>
Marketing Case One of the brand cases: Nongfu Spring Around 2000, the competition pattern of China water market was basically a foregone conclusion. The national brands dominated by Wahaha and Robust have basically achieved the division and encroachment on the China market! At the same time, many regional brands are constantly impacting the water market, but it is often difficult to make a big breakthrough. At that time, the representative aquatic products were Shenzhen Jing Tian Space Water, Guangzhou Ipoh, Grand Canyon and so on. And some high-end water brands, such as Watsons and Master Kong. However, the dominant and mainstream position of water market competition in China has not changed. It was at this time that Hainan Yangshengtang began to enter the water market, and the appearance of Nongfu Spring changed the competitive pattern of China water market and formed a powerful rising star brand in China market. Moreover, with the intensification of market competition, Nongfu Spring has gradually replaced Robust as the second largest brand in China market in a sense, thus creating a famous war case in which a brand with weak resources beats a brand with strong resources. In the specific operation process, firstly, Nongfu Spring bought out the exclusive exploitation right of Qiandao Lake water quality for 50 years. During this period, no water enterprise can use the water quality of Qiandao Lake to develop aquatic products, not only innovating on the bottle cap, but also using the unique opening sound to create differentiation and create the concept of "sweetness". "Nongfu Spring is a little sweet" has become a differentiated selling point; Secondly, in order to further develop and clean up the industry portal, Nongfu Spring announced that it would no longer produce pure water, but only produce healthier and more nutritious natural water from Nongfu Spring, and made a "daffodil contrast" experiment, putting three plants in pure water, natural water and polluted water respectively. We will find that the growth rate of plants in pure water and polluted water is obviously not as good as that in natural water. So Nongfu Spring came to a conclusion that natural water is nutritious water. Its view that "natural water is healthier than pure water" was spread by scholars and children, and Nongfu Spring firmly occupied the top three positions in the bottled water market in one breath. Nongfu Spring lies in planning and momentum. On the one hand, the selling point is constantly refined, from the opening sound of the bottle cap to a little sweet, from a little sweet to the current PH value test, claiming to be weak acid and weak base; On the other hand, he is good at hype and momentum, forming differences through comparison, and then improving himself. Case 2: Wang Laoji experienced a rapid growth from 654.38+0.8 billion yuan in 2002 to 2.5 billion yuan in 2005. As a kind of herbal tea, Wang Laoji was born in Daoguang period, and rapidly developed from a regional brand to a national brand. First, he changed his mind. Herbal tea was sold as a "drink", refining the core selling point, not getting angry, "afraid". Second, with the help of the influential media-CCTV, it has spread and enhanced its influence and image. Of course, its red packaging has also gained enough visual impact and attraction, and Wang Laoji has achieved rapid development in terminal and channel design. Case 3: Chacha melon seeds, Chacha melon seeds, sell a small melon seed from Anhui to the whole world, and the small melon seeds can sell for more than one billion dollars. The appearance of qiaqia subverted the rules of the game, integrated the industry, changed from frying to cooking, not only expanded the market, but also changed the consumption behavior, and evolved into a snack food without getting angry. "Just melon seeds are ripe", differentiated positioning not only locks consumers, but also forms a unique selling point. Case 4: As a fast-moving consumer product, the appearance of instant noodles in Wugu Dojo has also changed the rules of the game in the industry. From frying to cooking, it is a qualitative change, a change in technology and mechanism. "Non-frying is healthier" advocates a brand-new concept and method, and its unique selling point has also won the favor of the market. In fact, the society is constantly developing, and marketing is also advancing with the times. Whether it is method or means, whether it is mode or creativity, innovation is needed. For example, drinking paint on the street and taking a naked bath on the street are the creativity and momentum of new products. For example, grafting, borrowing momentum, is borrowing momentum. In order to attract attention and attention effectively, the first thing is to break and subvert the industry rules, attract the attention of leading brands, or aim at the weakness of leading brands, and secondly, whether it can attract the active attention of mainstream media; Finally, it is necessary to establish and form differences and distinguish competitive brands. Of course, selling points are not always selling points, especially in the current homogeneous competitive environment. What is needed is dynamic adjustment, advancing with the times and adapting to local conditions, so as to win not only the eyeballs, but also the market.
Interpretation of brand positioning case The result of brand image popularization is inevitable image approximation and mutual interference, which makes it difficult for consumers to distinguish. At the same time, due to the development of society, the explosion of products, media and information makes consumers exhausted. At this time, it is increasingly difficult to establish a unique and clear brand image through advertising. After the 1970s, American brand image strategy became less and less effective. At this moment, Jack? Trout and Al? Mr. Reese put forward the positioning theory, which solved this marketing problem. Positioning theory points out that consumers tend to reject too much information and brands. When consumers buy a certain category or specialty goods, they give priority to the representative brands of the category or specialty goods, such as choosing Coca-Cola when buying Coke, choosing Band-Aids when buying Band-Aids, and choosing Volvo when buying safety cars. At this time, the business of the enterprise should be transferred from the market to the minds of consumers, and the enterprise should go all out to make the brand occupy a certain category or characteristic in the minds of consumers, that is, to become the representative brand of that category or characteristic, and to make consumers produce relevant needs is its first choice. Establishing brand association according to product category is called category positioning. Category positioning attempts to form the impression that the brand is equivalent to a certain product in the minds of consumers, thus becoming synonymous with a certain product or leading brand. When consumers have such specific needs, they will think of brands. Seven-up soda "non-cola" is a classic case of category positioning. Coca-Cola and Pepsi-Cola are the leading brands in the market, with high share and unshakable position in consumers' minds. The positioning of "non-cola" makes 7-up, "Pepsi" and "delicious" in opposition categories, making it another choice besides cola drinks. It not only avoids direct competition with the two giants, but also skillfully links with the two brands, making itself in a parallel position with them. The successful category positioning made 7-up occupy the third place in the beverage market in enter the dragon. Domestic enterprises have also performed well in this respect. 1996, Xizhilang put forward the slogan of "Jelly pudding Xizhilang", and took the lead in placing huge advertisements on CCTV to continuously strengthen this concept and establish a one-to-one relationship between products and industries. When it comes to jelly pudding, it reminds me of Yoshiro, and when it comes to jelly pudding, it reminds me of jelly pudding. This concept artificially sets an insurmountable obstacle for similar products. At its peak, Xizhilang once occupied 70% market share. In 2004, when Hebei Zhongwang Group launched the "Five Grains Dojo" instant noodles, it also emphasized its "non-fried" characteristics, which won the attention of consumers and achieved good results. There is Wahaha, which positioned Extraordinary Coke as "China people's own Coke" to distinguish it from the domestic market dominated by Erle, and finally achieved good sales performance. Affinity positioning is based on competitors' brands and attached to competitors' positioning. The purpose of comparative positioning is to enhance the value and popularity of their own brands through brand competition. Enterprises can establish internal relations with well-known brands in their peers in various ways, so that their own brands can quickly enter the minds of consumers and shine through the light of well-known brands. The most classic case in history is the American Avis car rental company. In 1960s, Goetz Company occupied 55% of the American car rental market. In order to avoid confrontation with it, Avis released the famous "Second Manifesto" in its advertisement. Avis' market share has increased by 28% because it has skillfully established contact with market leaders. Mengniu Company in China is also the beneficiary of this positioning. When it first started the market, Mengniu had only1more than 3 million yuan, ranking116 in china dairy, which was not the same as Yili, the "boss" of dairy industry. However, Mengniu has put forward advertising slogans such as "striving for national greatness and learning from Yili", "striving for the second brand of Inner Mongolia dairy industry" and "Senecio rising from Yili Group, Mengniu dairy industry-we cheer for Inner Mongolia", and printed these slogans on the product packaging. These advertisements seem to be an appreciation of Yili, and they also make Mengniu and Yili keep pace with each other, leaving a deep impression on consumers. Today, Mengniu, just eight years old, has become the "industry leader", and its extraordinary development has also been branded as "Mengniu speed" by the industry. Different brands are often divided into different grades by consumers. Brand value is a comprehensive reflection of product quality, consumers' psychological feelings and various social factors, such as values, cultural traditions, etc. Grade has values other than physical objects, such as self-esteem and superiority brought to consumers. High-end brands often show their value through high prices. Such as the price of Rolex watches ... >>
How to name the brand better? The Super Eight Rule can help you give a brand a name that everyone loves.
Guide reading
Market practitioners will always encounter a difficult problem, how to name the brand? A competitive name is not only easy for consumers to remember, but also conducive to a smoother product promotion and marketing process.
For example, "Vossler" is the Chinese name of the famous German beer brand "WasSteiner" which has just entered the China market. As a result, it is difficult to gradually promote products in China market, and enterprises almost quit the market. Through interviews with consumers, they found that the reason for the low sales volume is that the pronunciation of "Vossler" is very similar to that of "I am dead", which is incompatible with China people's values of emphasizing "auspiciousness" and caring about "life".
Now Coca-Cola, which everyone is familiar with, has also fallen into a naming storm. Coca-Cola did not use this name as early as 1920 when it settled in Shanghai. It was called "Keke Chewing Wax". As a result, as in Vossler, the market sales were bleak. The reason is that "biting wax" makes consumers feel that the product is related to tadpoles, while Coca-Cola belongs to the category of drinks, so consumers naturally associate it with "dirty water flooded by tadpoles". Fortunately, the Coca-Cola Company held an activity to collect China's name. At that time, a Shanghainese named Jiang Yi, who was studying in the UK, gave them a name "Coca Cola", which was adopted in one fell swoop and changed the fate of Coca Cola in the China market.
Both of the above examples violate the seventh of the eight principles of brand naming-pay attention to brand association (see below). Generally speaking, a good brand name can go far by itself. Take a good name, get twice the result with half the effort; Give a bad name, give up halfway. So, what are the principles or methods of naming?
This paper summarizes eight framework principles of brand naming for the reference of marketers who need to name brands:
1. Be sure to register. 2. Suggested categories and services. 3. It's easy to understand. 4. User perspective, in line with consumer tonality. 5. Visualization and visualization. 6. Stories and feelings. 7. Pay attention to brand association. 8. The influence of age and gender should not be underestimated.
1. Make sure to register.
The most important principle of brand naming is registrability. We registered a brand 20 years ago, which is barrier-free. However, after 20 years, it is difficult to register a brand. It's not because the registration fee is high (only a few k in China Trademark Office), but because the name you think of may have been thought of by others and registered before you. Generally, far-sighted enterprises will register all the names of the same type to prevent competitors from playing the edge ball later. This is a very realistic problem. No matter how good your idea is, it's no use registering first.
"So, whenever I think of a great idea, I immediately go to China Trademark Network and China Industrial and Commercial Network to check and confirm that it can be registered before further optimization, including text design."
2. Suggested categories and services
A good brand name, it is best to prompt the category and service. In other words, your brand name should be related to your industry and category.
For example, it is easy to use a car, which means it is easy to call a car; Calling ducks is easy to think of as a brand that sells ducks for distribution; Procter & gamble, it is easy to think that this product is a daily consumer product; Alipay, it is easy to make people feel that it is related to money; Wechat, it is easy to think that it is related to people's communication (information transmission); Melatonin is easily reminiscent of the more precious products related to the brain at that time (platinum is a precious metal).
3. Easy to understand
Every marketer hopes that the brand name can be widely spread after success. Whether it is the Internet or offline word-of-mouth communication.
Try to think about it. A consumer wants to introduce your product to a friend, but because your brand name is too difficult to remember and express, communication is interrupted. Similarly, people have the same name. Some people call it Cheng. The second name "Yi" is believed that most people have never seen it. Therefore, it is particularly important to be easy to understand. Many advertisers (especially novices) are obsessed with too literary names and understand that not all consumers are great writers and university professors, but most consumers are just the most ordinary civilians.
For example, a customer I once met wanted to make tea, so he came up with names like "Tiyun Tea Ceremony" and "Yunxiang Tea Guest", which made people puzzled. In order to show elegance, many restaurants often use complicated and difficult words such as "Xin", "Miao" and "Zhi", which is a dazzling skill and ineffective for consumers. Imagine that I want to reserve a seat in advance, even your store name ... >>
What is the example of brand planning? 20 Brand planning includes five major contents:
1. Market survey (including internal survey, consumer and competitor survey)
2. Brand strategic planning (brand positioning, brand naming, brand culture, brand attraction, brand core value, brand story, brand extension and brand personality)
3, brand creativity (logo design, brand packaging design, posters, picture books, DM graphic design, film and television advertising creative shooting)
4. Brand marketing planning (4P strategy)
5. Integrated Marketing Communication (IMC)
I hope I can help you!
The design of VI, a classic case of enterprise visual identification, includes many aspects, each of which has its own criteria and requirements, such as brand naming, trademark use, enterprise standard words, standard color matching and so on. And there are many successful cases for reference. We only take Sun Shen, a successful enterprise that introduced CI into China as an example to illustrate the important role of corporate visual identity in CI strategy. Enterprise Visual Identification Sun Shen Group was originally a small-scale township enterprise. Until 1988, its output value was only 5.2 million yuan, but by 1990, its output value soared to more than 40 million yuan, and by 19 1, it even soared to 800 million yuan, reaching 1992. And the amazing development speed is due to the magical role of corporate image planning. "When the sun rises, our love will never change ..." With this melodious and vigorous song, a rising sun symbolizing life, strength and health is held up by an artistic word "man", and the symbol of "Sun God" composed of red, black and white comes into people's eyes. This is an advertisement for the sun god. There is no flowery rhetoric in the whole advertisement, and there is no boast of high quality, excellent department and international gold award. Not even mentioning the products of Sun God, but its huge visual impact has left a deep impression on every consumer. In VI design, the company decided to name the newly established group enterprise with "Sun God" and implemented the "Trinity" CI strategy. The company name covers product features, and the company name, trademark and brand are all named after Sun God. The symbol of the sun god is based on simple and powerful circles and triangles. The circle symbolizes the sun and represents the healthy and delicious commodity function and business philosophy. Triangle has the meaning of stability and upward, representing the spirit of enterprise full of vitality and steady progress forever; The herringbone shape of Sun God embodies the artistic conception of enterprise unity and upward, and the service and management concept centered on "people": the strong color contrast of three pure and distinct color images of red, white and black reflects the enterprise's mentality of being unwilling to the status quo and seeking development, and at the same time gives people a strong visual impact. In terms of the application elements of corporate visual identity, Sun God has designed the product packaging, office equipment, display and logo on the basis of the basic elements, especially in advertising communication, which has always appeared in front of the public with a brand-new image of Sun God, which is refreshing. Although Sun Shen's VI design is rich and colorful, it always focuses on the enterprise purpose and business philosophy, emphasizing people-oriented and market-oriented, which fully embodies VI's design philosophy. At the same time, in the process of implementing VI, it is accompanied by auditory recognition (AI) and corporate text recognition (TI), such as Sun Shen's "Song of the Enterprise" and other music compositions, Sun Shen's New Year's Day dedication, corporate academic papers, reportage and so on. Sun God impressed the public with its excellent VI design, quickly won the recognition of consumers and successfully knocked on the market door. Haier's first logo is a symbol of Chinese and German children's mascot Haier graphics. The second-generation corporate logo is a new logo with the design concept of "the rising sun at sea in Ran Ran", the combination of Chinese and English standard characters, and the corporate color of "Haier Blue". At this stage, the enterprise name was simplified to "Qingdao Qingdao Haier Group Company", and the product brand was transformed into Qingdao Haier brand synchronously, realizing the unification of enterprise and product trademarks. 1993 Haier removed the graphic symbols in the second generation identification, simplified the enterprise name to Haier group, and used English Haier as the main identification symbol, which combined the trademark symbol and enterprise abbreviation to make the information more concise and direct, and pursued simplicity, stability, trust and internationalization in design. In order to establish a long-term and stable visual symbol image, China Haier and Haier mascots and Haier Haier combination design are used as auxiliary publicity.
The boss asked me to make a brand positioning plan. What are the classic cases of brand positioning? For reference, Sincere International believes that:
The establishment of brand is to establish the position of brand in consumer consciousness; Brand competition is the purchasing power generated by demand by seizing the resources of consciousness and competition.
Consciousness is external, and it is the reason that drives consumers to buy a certain brand product. For example, liquor is a kind of consciousness, health wine is also a kind of consciousness, and liquor is also a kind of consciousness. Demand is intrinsic, which is the reason for defining a category or product attribute. For example, drinking health wine is a demand, and buying health wine as a gift is another demand. Buying health wine is demand-driven, buying hard liquor is consciousness-driven, buying gifts is demand-driven, and buying hard liquor as gifts is consciousness-driven.
Therefore, brand research should not only start from demand, but also start from consciousness, and look for the law of brand formation from the interaction of brand, consciousness, demand and product.