Three Words of the Complete Collection of Sports Companies
Through the research on market brands, we summarized the following ten naming methods:
1、 Territorial law: It means that the product brand of the enterprise is linked with the place name, so that consumers can trust the region and then trust the product. The famous Tsingtao Beer is a product named after a place name. When people see the word "Qingdao", they will think of the magnificent scenery of the city "red tiles, yellow walls, green trees, blue sea and blue sky", which will enable consumers to identify with Tsingtao Beer on the basis of their identification with Qingdao.
Similarly, the rapid development of Mengniu brand dairy products is to use the abbreviation "Meng" in Inner Mongolia as an element of the enterprise brand. As long as consumers see the word "Meng", they will associate the spectacular scene of cattle and sheep seen in the wind blowing grass, and then trust Mengniu products. For another example, a kind of wine called "Ningxia Red" in the TV advertisement is a tonic wine brewed with Ningxia local medlar as raw material. Its brand is to highlight the origin to confirm the authenticity of this wine.
It can be seen that the distinctive regional names are linked with the enterprise products. The method of determining the brand is helpful to promote consumers' recognition of the brand with the help of regional accumulation. However, sometimes many enterprises name their enterprises or products by regions, which also leads to confusion.
2、 Spatiotemporal method It is to take the historical origins related to the product as the elements of product brand naming, so that consumers will have a genuine sense of identity for the product. The well-known "Daoguang 25th Five Year Plan" liquor was discovered in June 1996 when the old factory of Lingchuan Distillery was relocated, and four wooden wine lakes (ancient wine containers) were found buried underground in the 152 year old Daoguang Yisi era (AD 1845).
The State Administration of Cultural Heritage and Jinzhou Municipal People's Government have organized archaeologists and wine experts to identify that these tribute wines, which have been hidden in caves for a century and a half, are "rare and rare national treasures in the world". The enterprise then seized the cultural wealth endowed by history and named the new product wine blended with this wine "Daoguang Twenty five".
"Wine is the fragrance of aging". As long as consumers see the "Twenty five Year Plan", they will have the feeling of drinking ancestral wine. Therefore, using the time-space method to determine the brand can quickly gain the favor of consumers by virtue of the profound connotation of the brand given by history.
3、 Objective method : It is to connect the brand with the target customers, so that the target customers will have a sense of identity. "Madam Oral Liquid" is a female blood enriching oral liquid produced by Madam Pharmaceutical. This brand makes consumers know that it is a nutritional supplement designed for married women as soon as they see this product;
Similarly, the "Prince Milk" brand immediately reminds people that it is a dairy product for children to consume, as well as "Goodbaby" stroller, "Wahaha" children's oral liquid, and "Goodbaby" children's food, which are also excellent brands of children's products; The famous brand "Business Connect" has created a miracle of electronic products by pointing its target customers directly at the bosses who have made great achievements in the market. Using the goal method to name a brand has a powerful role in gaining consumer recognition.
4、 Personal name law It refers to taking the names of celebrities, stars or enterprise initiators as product brands, making full use of the value contained in personal names, and promoting consumers to identify with products. For example, the "Li Ning" brand is that Li Ning, the prince of gymnastics, has created a famous brand of Chinese sporting goods by using his own sports star effect.
The world famous "Dell" computer is a brand named after the founder Dell. There are also "Wang Zhihe Sufu", "Zhang Xiaoquan Scissors", "Ford Motor", "Deng Yaping Sports Goods", "HP", "Jordan Sports Shoes", "Panasonic", "Honda Motor", etc. To name a brand with a person's name can improve the recognition rate.
5、 Chinese and foreign laws : It is to use Chinese and letters or a combination of both to name the brand, so that consumers can feel more foreign about the product, and then promote product sales. For example, "TCL" means to use English letters alone; "Younger" brand means to use the transliteration of "YOUNGER" in English as a brand, adding "foreign flavor": "Hisense" in English is "High Sense" in the eyes of foreigners, meaning "high sensitivity, high definition", which has paved the way for products to be introduced to the world.
Similarly, foreign famous brands, such as PENTIUM, BMW, PANTEN Shampoo, SAFEGUARD, Apple Computer, Carrefour Supermarket, have achieved good results when they are translated into Chinese. There are also transliteration and free translation of brand names, such as Coca Cola, Pepsi, CLEAN&CLEAR, etc.
The application of Chinese and foreign laws should be skillfully combined. It is forbidden to use foreign names for foreign purposes or for Chinese purposes. In particular, it is necessary to prevent the misuse of "foreign names", which may lead to boredom and even reaction among consumers.
6、 Digital method : It is to use numbers to name the brand, and use people's association effect on numbers to promote the characteristics of the brand. For example, the brand meaning of "Sanjiu Pharmaceutical" is "999", which is healthy and lasting, with a lasting career and a lasting friendship.
"7-11" is the world's largest retailer and franchisor of convenience stores. There are 21000 convenience stores in North America and the Far East. The company uses "- 11" to name the enterprise, which means that it uses its own service features, which are popular with consumers from 7 a.m. to 11 p.m., launched in 1946. Now it has become a world famous brand. There are also "001 Antenna", "555 Cigarettes", "Samsung Electronics", "Sany Heavy Industry", etc. The use of digital naming can enable consumers to enhance the differentiated recognition effect of brands.
7、 Efficacy method : It is to name the brand with the product efficacy, so that consumers can identify with the product efficacy through the brand. For example, "Brain Relaxation" is a brand of nutritional oral liquid that "strengthens the brain and improves intelligence": "Rejoice" shampoo, named after the product's commitment to let users have elegant and soft hair: "Kangchiling" and "Liubizhi" toothpaste, named after the toothpaste's prevention and treatment effect on teeth.
Using the efficacy method to name a brand can make consumers think of the function and effect of the product when they see the brand name. There are also "quick translation", "quick e-point", "easy to remember star", "Xieliting" and so on.
8、 Value method It is to name the brand with the concise language pursued by the enterprise, so that consumers can feel the value of the enterprise when they see the product brand. For example, Shanghai "Shengda" Network Development Co., Ltd. and Hunan "Yuanda" enterprises highlight the value pursuit of enterprise ambition. Fujian "Industrial Bank" embodies the value pursuit of "prosperity".
The brand of "healthy people" in Wuhan highlights the enterprise pursuit of serving people's health. The brands of "Tongrentang" in Beijing and "Derrentang" in Sichuan highlight the pursuit of drugmakers to "cultivate benevolence and benefit the world". Therefore, using the value method to name a brand is of great significance for consumers to quickly feel the corporate values.
9、 Image method : It refers to the use of animals, plants and natural landscapes to name brands. For example, the clothing of "Seven Wolves" gives people a wild and brave feeling, which reminds people of the classic plot of Dancing with Wolves: the "Holy Elephant" floor gives people a floor image that is difficult for elephants to trample on; There are also "red eagles", "pandas", "leopards", "peonies", "green bamboos", etc. Using the image method to name a brand and using the image of animals and plants can make people associate and feel cordial, and improve cognitive speed.
10、 Enterprise Name Law : It refers to naming the enterprise name as a product brand. For example, Philips, Sony, Sanyo and many automobile brands, food brands, KODAK film, IBM, 3M, Haier, Hisense, Chunlan, Midea, Rongshida, etc.
Foreign famous brands generally use abbreviations, such as IBM, 3M and NEC. They use abbreviations, that is, the first letter of each word of the company (enterprise) name is organized to form a new word, which is characterized by brevity, but cannot describe the characteristics of the enterprise. The use of enterprise name method to name product brands is conducive to the formation of product brands and mutual promotion of enterprise brands, so as to effectively enhance the corporate image.
In a word, when enterprises name their brands, they should combine their actual situation and market demand to name their brands creatively so that they can go global and succeed.
