How to get the company brand name 。 A brand is more than a name. When a brand is mentioned, it actually refers to the aggregation of all the marks that can be thought of by the word, as well as the unique information and feelings generated therefrom.
When we mention the word "Alibaba", for many people, it represents the Internet enterprise founded by President Ma and the words Tmall, Taobao and Alipay, followed by the story "Alibaba and the Forty Thieves".
A good name makes good business! - Brand naming is more important than positioning
Brand is created by mass experience. To really create a strong brand, you must realize that the influence of name on enterprise operation and communication is crucial.
Name is the starting point of a good business and the basis of all business activities; Connecting the bridge between products and consumers; The name is Luo Tie, who has engraved the brand in his mind.
Rees and Traut, the founders of Positioning Theory, emphasized that the most important decision you make in marketing is to name the product. They even said: "The brand name is as important as its positioning, perhaps more important than positioning."
The essence of modern commerce is to fight for the concept of consumer cognition, and brand name is a bait to attract people's attention. A good name has its own empowerment, and it can generate sales. A good name can release the power of products, and a good name represents a huge amount of assets for its owners.
If a brand is a story, its name is its title. For example, P&G's "Crest", "Shufujia", "Rejoice", "Pampers", "Hushubao" and "Tide" can make consumers feel the effects of products through their names, and their brand temperament is more attractive.
In today's society, fast food reading has become a necessity for survival: a glance at the title is enough to read a report, and a glance at the advertisement is enough to know its main content. If a name is properly chosen, the public can quickly understand the meaning of the name. For example, "hungry" can become the overlord of the take away market, which has something to do with its popular, easy to understand, easy to remember name and consistent with the industry characteristics.
A good name makes good business! - Brand naming is more important than positioning
On the contrary, inappropriate or mediocre names can only play a role in the category with little or no competition. In the competitive market, it will only become another nameless product produced by a company. For example, Taodian, an online delivery platform launched by Taobao, is destined to fail despite Alibaba's inherent traffic advantages. Another giant, Baidu Takeout, was born in May 2014 and positioned in the middle and high-end white-collar market. At that time, it formed a tripartite confrontation with Meituan takeout and Hunglemai. On August 24, 2017, Elemente officially merged Baidu Takeout, and the acquisition was completed. On October 15, Baidu took out its name after failing to adhere to independent operation for 18 months as promised. It can be said that you are hungry and defeated the two Internet giants! Brand naming occupies all the natural resources.
In the long run, names are more important to brands. In the short term, a brand may also rely on a unique idea or positioning to be the first to enter the target customer's mind in a new field. But in the long run, this uniqueness will gradually fade away. With the growth of customers' consumption experience, they will not care about the minor differences in product quality, function and other aspects when choosing. Instead, your brand name is different from that of competitors.
In other words, the difference between brands is ultimately not the product, but the name of the product. To be exact, it is the consumers' feelings about the name. When all other factors are the same, the brand with a good name will stand out.
Whether there is a good brand name or not has a huge impact on the fate of a category. Many categories in China have not fully unleashed their potential because mediocre names can hardly shoulder the task of revitalizing categories. For example, Guilin chili sauce, Guilin rice noodles, Yangjiang lobster sauce, Fuliji braised chicken and other traditional products, although they taste good, have not yet emerged a good brand name, so that today they still have the identity of local specialties. On the contrary, Guizhou people love to eat chili, but an "old Ganma" was born, which has improved the acceptance and love of chili sauce among Chinese and even Westerners all over the world.
A good name makes good business! - Brand naming is more important than positioning
Even if you have a good product with a clear positioning, only with a good name can you achieve success to the greatest extent. If the strategy is correct but the name is not good, you will not go far. For example, Nongfu Spring launched high-end glass bottle mineral water in 2015, and its packaging design has also won many international awards. However, it is doomed to have no success under the popular name of "Nongfu Spring". Let's change its name!
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