How to choose a good company brand name 。 Entrepreneurs inevitably encounter a problem, how to choose a good name for the brand? A competitive name is not only easy for consumers to remember, but also conducive to the process of product promotion and marketing.

"Worth Le" is the Chinese name of the famous German beer brand "WARSTEINER" which has just entered the Chinese market, which makes the product difficult to promote in the Chinese market step by step, and the product is almost delisted.

　　 How to choose a good company brand name: How to make a brand have a name that everyone likes flowers

Through consumer research and interviews, they found that the reason for the low sales is that the pronunciation of "Vossler" is very similar to "I am dead", which is incompatible with the values of Chinese people who always emphasize "good luck" and care for "life".

The famous Coca Cola has also been involved in the brand naming storm. "Coca Cola" had entered Shanghai as early as the Republic of China, but it was called "tad tad gnawing wax" at that time, and ended up with the same fate as "Vosile", with poor market sales.

The reason is that "tadpoles gnaw wax" makes consumers have a bad experience and association of tasteless chewing wax. In addition, Coca Cola belongs to the beverage category, so consumers naturally associate it with "dirty water flooded by tadpoles".

Fortunately, several decades later, Coca Cola Company held a prize collection of Chinese names. At that time, a Shanghainese named Jiang Yi, who was studying in the UK, gave them the name "Coca Cola", which was adopted at one fell swoop. From then on, the fate of Coca Cola in the Chinese market was changed, and it became the dominant position for decades.

The above two examples both violate the seventh of the eight principles of brand naming - pay attention to brand association (see below). In general, a good brand name can walk a long way.

　　 How to choose a good company brand name: A good name will get twice the result with half the effort; A bad name is half done. So, what are the principles or methods of naming?

　　1. How to choose a good company brand name: Ensure that protection can be registered

The most important principle of brand naming is registrability. We registered a brand 20 years ago, which can be described as barrier free. However, it is hard to register a brand 20 years later. Not because the registration fee is high, but because the name you think of may also be thought of by others, and even if it has "similarity", it will not be allowed.

Generally, forward-looking enterprises will register similar names of the same type, so as to prevent competitors from playing side shots later. This is a very realistic problem. No matter how creative you think of, being preempted and registered is also zero. At present, the number of trademark registration applications submitted to the Trademark Office every day is about 30000, plus tens of millions of them, we can imagine the difficulty of stock.

"Therefore, whenever you think of a great idea, you should immediately go to the China Trademark Network and the China Industrial and Commercial Network for inquiry, and even need the trademark registration agency to provide more professional inquiry and discrimination, and further optimization, including text design, can only be carried out after you confirm that you can register." Of course, you can contact us.

　　2. How to choose a good company brand name: Communicate category and service characteristics

A good brand name is best to indicate the category or service. That is to say, your brand name should be related to what industry and category you do.

For example, playing a car means it is easy to buy a car; Mengniu, a milk brand in Inner Mongolia, is a high-quality production place; P&G, it is easy to associate this product with consumer goods; Alipay, it is easy to think that it is related to money; WeChat, it is easy to think that it is related to communication with others (information transmission); Brain platinum is a precious product related to brain (platinum is a precious metal). The special car of Cao Cao can generate quick response service association. The Didi special vehicle expresses the familiarity of the vehicle related industry concisely and vividly

　　3. How to choose a good company brand name: Easy to remember and understand

Every entrepreneur hopes that the brand name can be widely spread after success. Whether it is online or offline word-of-mouth communication.

Think about it. A consumer wants to introduce your product to a friend, but because your brand name is too tongue twister to remember and cannot express, the communication is interrupted. Similarly, people's names are the same. Some are called Liu Huan, while others are called Cheng Yixuan. "Yi" in the second name is believed that most people have never seen it before.

Therefore, easy to understand is particularly important. Many advertisers (especially novices) are obsessed with too artistic a name, and understand that not all consumers are literary giants, university professors, and most consumers are just ordinary people.

For example, a customer once met who wanted to make tea had names like "ti yun tea ceremony" and "yun xiang tea drinker", which made people confused. Many restaurants often use complicated and illegible characters such as "Xin", "Miao" and "Ding" in order to show that good luck and the five elements are mutually beneficial. This is a show off, which is ineffective for consumers and is simply a poison to themselves.

Just imagine, I want to reserve seats in advance. I can't even read your store name. How can I tell my friends what the store is. On the contrary, like "Diaoye Beef Brisket", "Cross bridge Rice Noodles", "Northeast Dumpling Restaurant", "Haidilao", etc., you can remember them at once and have a desire to go.

In order to be easy to understand, we need to achieve four "easy": easy to recognize, easy to write, easy to read and easy to remember. This requires us to avoid using some uncommon words or vocabulary when naming brands. Moreover, on the premise that the characters can be changed, it is better to find some characters with less strokes.

For example, when Mengniu launched the high-end milk "Trensu", the "Lun" can be "Lun" or "Lun". However, they adopted the "Lun" with the simplest strokes. The purpose is to make the brand name easy to recognize and write.

In addition, it is also important to pronounce the brand name loudly. Because loud pronunciation is not only easy to read, but also easy to remember. Wang Laoji, Huang Taiji and Jiaduobao are all named with Chinese characters that primary and middle school students understand. Now they have become household names. In addition, there are many rooms, such as Didi Taxi and Renren.com, which use reduplicated words in a large number to read fluently.

　　4. How to choose a good company brand name: User perspective, in line with the preferences of target consumers

Analyze the tonality of consumers from the perspective of users. Brand tonality should be consistent with consumer tonality.

How to make a brand have a name that everyone likes flowers

It is also a question and answer community. It is not called "so and so know". It has a literary name called "Zhihu". The former ends with more popular answers, and the latter starts with the exploration of questions. The target users are on the high side. The name is consistent with the tone of their target users.

Xiaohuangche and Mobai share bicycles, while Mobai reflects a kind of artistic atmosphere, and its users are relatively high-end types of literature and art; The small yellow car reflects a feeling of the common people. Imagine a young man dressed in literature and art would not hesitate to choose the Mobike in front of the Little Yellow Car and the Mobike. From name to image design to product design, this point is shaped and spread in one continuous line.

This requires us to try our best to understand the target customer groups when naming brands, and find out their consumption habits, consciousness flow and living conditions. Instead of just slapping your head and deciding.

　　5. How to choose a good company brand name: Visualization

According to the research on human brain, people are often able to remember visual things at once, but can not remember some shy concepts.

For example, there are two brands selling black tea, one is Jiqingli, and the other is Tinker. Obviously, the reason why the latter is immediately remembered by consumers is that the latter can quickly make consumers' cerebral cortex present the image of a small pot of tea.

How to make a brand have a name that everyone likes flowers

Similarly, three squirrels (Internet nut brand), three dads, Apple, Sohu, elephant (condom brand) and rabbit can quickly remind consumers of this principle.

　　6. How to choose a good company brand name: With stories and feelings

If the product has stories and feelings in the process of creation, it may as well be named as an element, which is conducive to future marketing promotion and fan economy. A product with stories and feelings is always more popular than a cold product.

Three dads, when they had this name, didn't have a word with the air purifier, but they attracted a large number of fans. Because "three dads" was founded by three dads who love their children. They devoted themselves to research and finally developed an air purifier with PM2.5 at the air outlet that can reach 0 for the sake of their children's future health. It is a sentimental product.

Are three dads a good name in the eyes of fans? Isn't three dads a good name? It doesn't matter. It has a story at the beginning and has become a symbol of the product. It has indestructible feelings, because feelings are often the best way to win over consumers.

Consumers who do not know the story behind Chu Orange think it is a new orange variety, but in fact, Chu Orange is an extension of the name of Chu Shijian. In the eyes of fans, "Chu orange is a kind of realm." "What you taste is spirit!" "This is not eating orange, but tasting life."

　　 How to make a brand have a name that everyone likes flowers

"Tasting Chu orange, Ren Pingsheng." Behind Chu orange is a story of entrepreneurship and motivation. Chu Shijian's spirit of never giving up made countless fans burst into tears from the king of smoke to being jailed, and then to starting a new business at the age of 75.

　　7. How to choose a good company brand name: Pay attention to excellent brand association

Brand association means that consumers will associate with other things when they see your brand, and the good or bad of such things will directly affect brand recognition and sales. The reason for this association is often "deeply rooted", which is the result of thousands of years of cultural inheritance, dialect, and qualitative thinking used to form habits on people. This association can often greatly affect consumers' purchase decisions.

For example, after Shenzhen Airport was named Huangtian International Airport, a strange phenomenon occurred. Although the management and service were first-class, many foreign passengers, especially Taiwan passengers, were unwilling to take care of the airport, but instead chose to fly to Hong Kong or Guangzhou Baiyun Airport.

The reason for this is that the name is strange. Because "Huangtian" and "Huangquan" are homonymous in the Minnan language, passengers are easy to associate "going to Huangtian Airport" with "going to Huangquan!" So the airport was finally renamed as "Shenzhen Bao'an International Airport". "Bao'an" is homonymous with "security", meaning "to ensure safety". After the name change, the number of passengers increased significantly.

A case of successful use of brand association is the "Fulinmen" brand. In just a few years, "Fulinmen" edible oil has taken the second place in bottled oil, and has exceeded the sales volume of "golden arowana" in the East China market.

The reason is that, in addition to its successful sales strategy, the brand name of "blessing on the door" caters to the housewife (over 30 years old)'s "praying" mentality. It has great sales guiding power.

　　8. How to choose a good company brand name: Pay attention to the influence of age and gender

Like people's names, most brand names also have obvious gender and age characteristics. Such features enable consumers to know whether the product is a male or female product from the name without looking at the description, and whether it is suitable for the older or the younger, which shortens the transaction time.

For example, brand names such as "Little Nurse", "Yaqian" and "Estee Lauder" have obvious female characteristics, while brand names such as "Talent", "Viagra" and "Feilong" have obvious male characteristics.

Traditionally, brand names with "Tang" characters (such as Tongrentang, Yangshengtang) and "Ci" characters (such as Haci, Keats) will naturally be classified as products of the elderly, while those with "Guai" characters (such as Little Rabbit Guai Guai, Guai Guai Hu), "Mi" characters (such as Mamila, Mimi Bear), "Lang" characters (Xizhilang), "Er" characters (Queer) And other brand names will judge it as a children's product.

A good brand name is just the beginning. Next, we must use a series of marketing methods to "promote" the brand, so that the brand can really take root in the hearts of consumers and seize their minds.

How to select a good company brand name

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