A good brand name will walk and walk a long way. A good name is twice the result; a bad name is abandoned by halves. So, what are the principles or methods to be named?
First, the basic meaning of the brand
1. Brand is used to distinguish information
Sometimes, we do not have a brand, although there are some brands of derivatives, time-honored, some were the first loud signs, but we are not saying the brand. It's called a brand and a name at most.
This word is a brand of hundred-percent exotic, from the west. The English word is "Brand" and its original meaning is to brand something. First, the herdsmen branded their animals to distinguish the animals from others. Subsequently, the brand gradually became a symbol of the product so that consumers could distinguish between their producers.
The first meaning of the brand is very simple, which is used to distinguish and distinguish some things.
For the current situation of highly saturated brands, the meaning of brand "distinction" is not only changed, but also more important. It is impossible for people to understand every product in the face of the same kind of products. Besides, each product contains complex manufacturing information, so it is impossible for people to carefully compare each product's information.
So the enterprise gives the product a brand, using a few words or a symbol to summarize the product. So people don't have to look at every kind of product again, and look at the brand directly, compared to the brand. The meaning of the brand here is to distinguish it.
Too many products, mixed together can not be divided, can not choose, then use the brand to mark the product in order to make the consumer better distinguish.
In fact, we can extend all the products, services, and so on, and see these things as information to us. And the root cause of our inability to distinguish is that there is too much information. When we can't distinguish, we need one thing to solve this problem, and the brand is to solve this problem, let's see it at a glance.
2. The brand generalizes a large category of information
Brand not only distinguishes information, but also generalizes a large number of information, representing the product itself, and also represents a peripheral value. It is a collection.
Slowly, the branding for a long time has formed a unique, recognable mark. Then people didn't look at cattle at all. They looked at the marks and recognized their own cattle at one eye. When a farmer's animal sells the best in the market, the farmer's mark is becoming more and more famous, and the buyer will look at it in order to save it. Then the meaning of the tag has changed, and it is no longer simply used to distinguish it, but it is an identifiable brand.
Marking a brand, it represents a lot of information, not only for farmers' own distinction, but also brings convenience to the buyer. When a buyer looks at the mark, it deals directly. There is a lot of meaning in this mark, not the same as the first simple distinction. This mark becomes the product of a generalizations of a class of information. The mark represents the animal, representing the owner of the animal, representing the quality of the animal.
As there is more and more information on the market, people are becoming more and more indistinguishable; when there is too many products in the market, consumers are increasingly difficult to choose. At this time, the brand is a clear light to distinguish mixed information. For consumers, there is no need to compare so many products, and only need to see the brand to solve.
This is the reason why the brand appears. Because there is too much information on the market, we need a thing to sum up and distinguish, separate the complex information, and can also be summed up. We don't have to know the information that is summed up by the brand at all. We only need to see the comparison between brand and brand. The information we deal with is limited, so we need brand; there are too many information on the market, so we need brand.
Once again, the first brand is to distinguish information, and then the brand itself needs to sum up a lot of information.
3. The essence of a brand is actually a symbol
The purpose of a brand is to generalize and distinguish information. Using this symbol to represent the product itself, represent the product's extension value, represent the enterprise belonging to the product, represent the commitment to the consumer and so on.
So, how do brand specific performance? When we need to distinguish and summarize the information, what do we use to achieve it?
The farmers who used to raise animals used to branding and branding the cattle to solve them, both convenient and simple. It is found that it is very convenient to solve the problem with a few words and a graphic symbol. Now there are professionals who name it and design logo. And all of these can be summed up by symbols. The name of a text is a symbol, and a graphic logo is also a symbol.
Therefore, in the final analysis, the specific performance of the brand is actually a symbol, this symbol is to generalize the product and other large categories of information. But when a brand has value, the symbol is not just the meaning of the surface of the symbol.
4, brand purpose: reduce consumer choice cost
Brand for consumers, is to reduce consumer choice of cost, this is the purpose of the brand, but also the business of the brand to think about.
It tells us why the brand exists and the essence of the brand, and then we will solve the last question: what is the purpose of the brand.
Why do we have to draw up a symbol for the product? The problem seems to be funny now, because everyone knows to give the product a name, a brand. Do you all do this, do you still think about this problem? But many people don't know why they need to give a brand to the product, but it's just that the market is the rule.
The above has been made clear from the guidance of the information theory. Brand is to distinguish and generalize information, which is said in a large angle. But the brand eventually points to the consumer, so what is the brand on the consumer's point of view?
Because consumers are hard to choose for complex products, brand is needed to solve this problem. Consumers choose to look at brands first, so they will not compare with dozens of similar products. The product information is too complex, the internal material difference, the external visual difference and so on.
How many consumers can say ten Cola brands, ten fruit juice brands, and ten energy drinks brands? The brand is already a collection of information, the same category of brand and the same, more consistent with the product.
So, brand for consumers, is to reduce the cost of consumers to choose, help them better choice. This is the purpose of the brand.
What is the brand? Brand is used to distinguish and generalize information, essentially a symbol, in order to reduce the consumer's choice of cost.
Two, the 9 Principles of brand naming
1. Registration
The most important principle of brand naming is registering. 20 years ago, we registered a brand without obstacle; it was difficult to register a brand in 20 years. The reason is that the name you can think of, people may also think of it, and more than you first registered. In general, a forward-looking enterprise will register all the names of the same type so as to prevent the competitor from playing the ball.
Therefore, whenever we think of a super brilliant idea, we will immediately query the China Trademark network and China business network, confirm that we can register for further optimization, including word design and so on.
2, positioning
That is to say, what industry you do, what category you are, the brand name is best linked.
For example, easy to use, easy means the car can be called; call a duck, it is easy to think of is a available for distribution to sell duck brand; Procter & Gamble, it is easy to think of the product is consumer goods; it is easy to think of Alipay, WeChat, is about money; it'll be easy to think about communicate with others (information); melatonin, it is easy to think that relevant to the brain more valuable products.
3. Easy to understand
Imagine that a consumer wants to introduce your product to a friend, but because your brand name is too difficult to remember and can't express it, it will interrupt the communication. Therefore, it is particularly important to be easy to understand. Many advertisers (especially novice) are persistent in the name of literature and art and do not understand that most of the consumers are only the most common citizens.
If you have met such a customer, want to make tea, had similar "Ti Yun tea" and "Yun Xiang sweet" this kind of name, confusing. Many restaurants, in order to reflect the elegant, often with "Xin" and "Miao" "Lei" strokes is complicated and not easy to identify the word on consumers is invalid. Just imagine, I want to reserve a seat in advance, even your name I have not read, how can I tell my friends what shop. On the other hand, like "carved sirloin" "bridge noodle" "northeast dumplings Museum" and "Long Jiang pig meal", to remember, and let people have the desire to go to.
In order to achieve user-friendly, requires four easy: easy to recognize, easy to write, easy to read, easy to remember. This requires us to avoid the use of words or words that are not commonly used in the name of the brand. Moreover, on the premise of changing the word, it is better to find some words with less strokes.
For example, when Mengniu launched the high-end milk "telunsu", the "Lun" can be written as "Lun" or "Lun". But they used the simplest "Lun" of the strokes. The purpose is to make the name of the brand easy to recognize and write easily. In addition, the name of the brand name sounds very important. Because loud pronunciation not only makes people easy to read, and let the people remember. Wang Laoji, Huang Taiji and Jia Du Bao are all the names of Chinese characters which are understood by middle and primary school students, and are now a household name. A lot of room, etc. the use of a large number of drops of reduplicated word, read catchy.
4.
Brand regulation should be consistent with consumer regulation.
The same is the Q & a community, it is not called the "XX know", but a book name is "known", the former to answer, which began in the exploration of the problem, the target user is high end, the name and his target users tonality is consistent. Ofo and Mobell also shared bicycle, embodies a friction worship literary flavor, it is the high-end user relative type; while ofo is an embodiment of the common people feel.
5, visual
According to scientists' research on the human brain, people tend to remember visualized things more easily and are not too sensitive to obscure concepts. Therefore, when naming the brand, we should also pay attention to visual perception and image.
For example, the same is black tea brand, one is called "Jiqing Li", one is called "three tea makers", the latter is easy to remember because consumers will associate the characters of three tea makers. Similarly, three squirrels (Internet nut brand), three fathers, apple, blackberry (mobiles phones brand), ant gold suit and so on can quickly remind consumers to rely on this principle.
6. The story
If the product has stories and feelings in the process of building the product, it may be embodied in the brand name, which is more favorable to the marketing promotion. After all, a product with stories and feelings is usually more likely to arouse the interest of the consumer.
For example, "Three Fathers", when the brand was born, the air purifier was not popular, but it still attracted a large number of fans. The brand was created by three fathers. They concentrated their minds on the health of their children, and finally developed the PM2.5 of the outlet, which can reach 0 of the air purifier. In the eyes of the fans, this brand has a story at the beginning, with warm feelings.
7. Association
Brand association means that the consumer sees the name of the brand can associate with other things, and the good or bad of this kind of thing will directly affect the sale of the product. The association is often "ingrained" and can affect consumers' buying behavior.
Shenzhen airport named "Huangtian International Airport" after the emergence of a strange phenomenon, although in the management and service are excellent, but many foreign passengers especially Taiwan passengers do not want to come here, but a detour to Hongkong or Guangzhou Baiyun Airport flight. Did not think the name is in trouble, because in Taiwanese, "Huang Tian" and "death" homophonic, some of the passengers feel unlucky. Later, the airport was renamed "Shenzhen Baoan International Airport".
A successful use of brand Lenovo is the case of "fortune" brand. "Fortune" edible oil in just a few years to sit on the domestic bottled oil sales second place, the reason, in addition to its successful sales strategy, which cater to the housewives "blessing" the mentality of the name has great sales guidance.
8, characteristics
As with people's names, most brand names also have obvious gender or age characteristics, and the advantage of which is to shorten the transaction time.
For example, the "little nurse" and "Arche" and "Estee Lauder" brand has obvious female characteristics; with the word "church" (such as "Tongrentang" "Yangshengtang"), "Ci" (such as "hearts" and "Keats") brand, people will naturally put them home for the elderly. Goods; and with "good" words (such as "bunnies" "my"), "Mi" (such as "Mamile" Mimi "bear"), "Lang" (such as "Lang"), "Er" (such as "queer") and other brands for children's products.
9. Spread
The principle of brand building and people's name is the same, and good names need to be integrated and spread to be understood and understood.
Like "Ma" this name, easy to remember, but if he did not create the Alibaba, I am afraid there will be so many people know him. A good brand name is only the beginning. Next, we must take a series of measures to spread the brand and let it take root in the hearts of consumers, so as to reflect the value of the brand.
See a lot of big coffee authority to read the brand, each has the different angle. Some say that brand is a game mechanism, which is the supervision of consumers for enterprises. Some say that brand is the comprehensive embodiment of commodity value and service value; others say that brand is the promise between enterprises and consumers.
