The establishment of the company must think about how to make profits in order to achieve long-term development and benefit the society. It is important to choose a good name for making a fortune. Today, the second brother of the enterprise will provide you with the naming principles for making a fortune.
(1) The name of a successful company should have strong communication power
In terms of brand management, one of the most important reasons why a successful brand is different from an ordinary brand is that a successful brand has a well-known reputation, which is well-known to all women and children. Consumers can recall the name of the brand at the first time when consuming. Therefore, for brand naming, the first thing to do is to solve the problem of brand name communication. That is to say, no matter what name you choose for the product, the most important thing is to maximize the spread of the brand, so that consumers, especially target consumers, can remember and remember what the brand is. Only in this way can the brand naming be considered successful; Otherwise, even if you choose a good name for the product, but the communication power is not strong enough to occupy a place in the minds of target consumers, consumers can not remember and remember, it will be a waste of effort.
(2) The name of the company that has made a successful fortune directly and vividly reflects the brand positioning
For example, "Nongfu Spring" directly and vividly reflects the concept of its positioning as "natural water".
(3) The name of a successful company is popular and distinctive, which is easy for consumers to accept
For example, "Mengniu" gives people the association of "Inner Mongolia cows", which is easy to understand and full of characteristics.
(4) The name of a successful company should have a certain brand association rather than being too pale
For example, little nurses give people the image of "specialized cosmetics", and Blue Moon hand sanitizer gives people a very clean feeling.
(5) The name of a successful company implies product attributes
There are some brands that can be seen at a glance from their names, such as Brain Platinum, Wuliangye, Sprite, Colgate, etc. Energizer is used for batteries, which properly expresses the characteristics of the products that are durable and strong; Goodyear
Yu tires accurately show the product's sturdy and durable properties. Some of their brands have even become synonyms for similar products, making it difficult for latecomers to start. The naming of BusinessConnect makes it almost a synonym for handheld computers. When consumers buy handheld computers, most people will directly name them and buy BusinessConnect. They even think that BusinessConnect is a handheld computer, and handheld computers are BusinessConnect.
It should be pointed out that most of these brand names that are closely related to product attributes implement professional strategies. If a brand needs to implement a diversification strategy, the closer the relationship between its brand name and product attributes, the more adverse to future development.
(6) The name of a successful company should have strong affinity
The affinity of brand name depends on the style, characteristics, tendency and other factors of brand name words. Although the brand name of Lux has strong communication power, its affinity is far less direct than Shufujia. Lux feels stiff and masculine. As we know, in general, housewives purchase soap in families, so Lux is the name and target consumption
People's preferences are obviously out of place. But Shufujia is different. At first, this term gives people the impression that it tends to be neutral. It not only fits the preferences of target consumers more widely, but also gives people the impression that they will feel comfortable after use by emphasizing the two focuses of "comfort" and "good". Therefore, the market sales are leading all the way.
(7) The name of a successful company is concise, powerful and easy to remember
How many four syllable brands can you remember? Apart from Coca Cola and other hundred year old brands, there are few successful four word brands in the market.
Madam, Haier, Baisha, Midea, etc. are all good brand names, simple and powerful, easy to remember.
IBM's original brand name is "International Business Machines Corporation", but it is not only more international but also simple after simplification. It also belongs to this type.
Motorola is now carrying out the "MOTO" campaign, which may be a good reference.
(8) The name of a company that makes a fortune smoothly prevents others from stealing it
There has always been a deliberate market follower in the market. "Mantis catches cicadas, and yellow finches are behind" is the so-called follower's competitive strategy. They have a keen sense of business and are always looking for opportunities to steal patents. However, if enterprises do not pay attention to protecting their brand names, they will be provided with such opportunities. Therefore, it is necessary for enterprises to consider the protection of brand names when naming brands, and it is better to use registered trade names to name products. Successful brands such as Naobaijin, Tainuo and Qumei all name their products with registered trade names, while anti-inflammatory drug Lijunsha not only names its products with registered trade names, but also carries out similar registration with registered trade names to prevent similar brands from appearing, so as to protect the brand from infringement in all aspects.
(9) The name of the company that has made a successful fortune embeds the development pipeline
When naming a brand, we should consider that its name should be able to adapt to the market even when it develops to a certain stage. For a diversified brand, if the name is too closely linked to a certain type of product, it will not be conducive to the brand's expansion to other product types in the future. Generally, a brand name with no specific meaning and no negative effect is more suitable for future brand extension.
For example, Sony, no matter its Chinese name or English name, has no specific connotation. It will not associate with any type of product only from its name. In this way, the brand can be extended to any product field without being trapped.
(10) The name of the company that makes a fortune smoothly keeps pace with the times and reflects the characteristics of the times
While maintaining their own characteristics, brands should also change "new clothes" to keep pace with the times and guide the trend. The new logos of Coca Cola, Lenovo and McDonald's are based on this consideration: if the brand wants to be young forever, it must keep pace with the times.
The purpose of all marketing is to make your brand deeply rooted in the hearts of the people, so as to influence consumers' purchase decisions. Therefore, a good brand name is not only crucial, but also the key to the success of a brand, even the life and death of a brand.
The above is the whole content of the idea of naming the name of prosperous business. I hope this article will be helpful to you. You are welcome to continue to pay attention to the second brother of the enterprise in the continuous updating of more dry goods knowledge of the company's business.
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