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Principles and common methods of brand naming

Source: www.qierge.net Author: Qi Erge Time: 2022-11-09 11:06 Views: 6458244

　　 Principles and common methods of brand naming 。 A good brand name can make people unforgettable and catchy, so that consumers can brand you at the first time; Bad brand names may leave a bad impression on consumers and limit the future development path of businesses. In fact, a brand name is like an advertisement, an image, and a value. It is an important essence for customers to generate brand identity, and it is also a nickname that determines the future of the market. What are the brand naming principles?

Alexandra, a brand naming expert? Alexandra Watkins once invented the principles of "SMILE" and "SCRATCH", which are actually to do and not to do when naming brands. SMILE refers to the name that makes people smile. On the contrary, SCRATCH refers to the name that makes people scratching their heads. In order to avoid the wrong name, merchants can follow the following conditions:, Check whether you have good brand naming principles.

Comply with the naming principles, methods and strategies of "SMILE" five brands:

While sharing the principles that must be followed in brand naming, Tan Ming will also analyze some good examples of brand naming in the following paragraphs.

Brand naming principles, methods and strategies to make the brand win at the starting line

1. Suggestive: point out the brand connotation

For example, Amazon, a shopping website, takes the name of the largest and most diverse Amazon forest in the world, giving people a sense of richness and diversity of goods. Can you imagine what kind of image the brand hopes to implant in consumers' hearts if it is named in this way? Or under what circumstances do you want consumers to associate your products with? Through the analysis of the problem, you may find a correct and suitable naming method for your brand name.

2. Memorable: Make consumers unforgettable and fit the brand

The second rule of brand naming: this kind of brand naming makes potential customers clear at a glance, which not only meets the needs but also highlights the professional and dedicated business philosophy. For example, Pinduoduo and Hualala, are you hungry.

This is because the value of goods or services is to meet the needs of the public. If the brand name can convey its value and efficacy, it will undoubtedly have a clear shopping guide effect on consumers. Let the brand stand out from the competition. Like "BMW", it is named after the characteristics of cars. When people hear the brand name, they can associate it with the galloping of a good horse of BMW and the luxurious beauty of a fragrant car BMW.

3. Imagery: can evoke visual association

For example, there are two brands selling black tea, one is Jiqingli, and the other is Xiaocan Tea. 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 jar.

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

Because visualized names are easier to leave footprints in the minds of the public, and easier to remember and spread. However, there are also problems such as insufficient uniqueness and difficulty in registration. It can be modified or grafted.

Brand naming principles, methods and strategies to make the brand win at the starting line

4. Legs: Thematic, expandable to other products

For example, iPhone extends to other products such as iPod, iMac, iPad, and other related products.

A series of product brand names that form an "i" image also highlight the brand's self-confidence, self-interest image and respect for consumers.

5. Emotional: can establish emotional connection with consumers

If businesses want to establish feelings with consumers, they can refer to this naming method. If the product has stories and feelings in the process of creation, it can be regarded as a factor of brand naming, which is conducive to future marketing and promotion, and it is indispensable to touch the fan economy in the Internet era. A product with stories, feelings and emotions is always more popular than a cold product.

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." "Tasting is all about spirit!" "This is not eating orange, but tasting life."

"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.

(SCRATCH) Brand naming should avoid ten traps:

With the above guidelines for brand naming strategy, there are also some precautions for detailed operation.

1. Spelling challenged: the name looks like a wrong word

Some businesses will name their brands with homophones but different words, perhaps hoping to attract consumers' attention, but it may not be beneficial to the operation of e-commerce SEO. When SEO is ranked by the right keywords, brand names with wrong words will be difficult to play a role in SEO. Even some brand names formed by changing idioms will be rejected by the Trademark Office.

For example, the Trademark Review and Adjudication Board determined in the respondent's decision that the "Xiaoti Dazuo" in the trademark in dispute was an irregular way of writing idioms, which could easily have a negative impact on the correct cognition and use of idioms by primary and secondary school students, and constituted the situation referred to in Item (8), Paragraph 1, Article 10 of the Trademark Law, and rejected the application for registration of the trademark in dispute.

2. Copycat: imitating the names of peers and competitors

In addition to the problem of business registration rights, if the imitated brand name has occupied a place in the market, such as Apple and Google, it is difficult for consumers to remember it. Even if they notice it, their brand goodwill will decline instantly.

Brand naming principles, methods and strategies to make the brand win at the starting line

3. Restrictive: Restrict future brand development

At the beginning of the brand establishment, only a single product was sold, so it was named after this product, such as Orange House, Beverage King, etc. If you want to develop diversified commodity types in the future, you will be limited by the brand name. It is impossible to enter the field of takeaway platform because of the rise of wind and water. Even if it costs more than 1 billion yuan, it still fails.

4. Annoying

Words that give people too negative impression, such as putting dirty words in brand names, or the farfetched homophonic naming method, will give people too excessive feeling. Therefore, it is suggested that if businesses want to use homophonic naming, they should have direct relevance to the product itself. For example: toilet restaurant, order a chicken

5. Tame: too bland name

It doesn't matter that the product name itself is boring, but the story behind the brand must be enough to support the brand name and make it survive in the market. If there is not enough story behind it, then the brand will not be able to generate enough curiosity for consumers.

6. Curse of knowledge

If a brand is named in a professional term, perhaps only people in this professional field can understand it. For ordinary consumers, it is difficult to understand and remember. I'm afraid it is not a good naming method, which is very unfavorable to the brand.

7. Hard to pronounce

Perhaps some businesses want to shape the uniqueness of the brand, so they choose words that are difficult to pronounce as brand names. But remember that consumers are the biggest communicators. Although brand characteristics are important, it is more important to be remembered by everyone. Therefore, more careful evaluation should be made when naming.

Brand naming principles, methods and strategies to make the brand win at the starting line

Review your brand name again! If the brand name does not have enough points for consumers to remember deeply, it will be difficult to lay a brand foundation. I believe that as long as we master the above naming methods and skills, we will soon find our own brand name; If you have higher requirements for brand naming or do not know how to evaluate and examine intellectual property issues, please contact a brand naming planning agency such as professional Tanming. At the same time, it is also recommended that you do not skimp on brand naming fees, which is critical to success or failure.

Conclusion:

Good brand naming can make the brand win at the starting point and attract consumers' attention. However, it should be noted that after naming the brand, businesses must first confirm whether it has been used or has become a registered trademark of others. This is related to the growth of the brand, and may even cause a lawsuit.

Once a brand name is decided, it is a long way to go. It will continue to be used from designing LOGO, applying for trademark, marketing brand, etc. If you want to change the name later, it will be a huge project. Therefore, it is recommended that businesses should first think carefully before conceiving the brand name, so that they can implant a long-term brand image in the minds of consumers, It also lays a good brand foundation for itself.