20 17 What are the naming methods for new brands and products?

Brand name is the vocal part of the brand, the core element of the brand, the concentration of the distinctive features of the brand and the foundation of the formal brand culture concept. A good brand name itself is the shortest and most direct advertising language, which can quickly and effectively express the central connotation and key association of the brand. China has a saying of "correcting the name" since ancient times. As the saying goes, "if the name is irregular, the words will not go smoothly." . The quality of the name is related to the success or failure of the brand.

As a new thing, the naming of new brands and products really needs some thought, otherwise it will be difficult to attract consumers' attention. So, how can we give these new brands or products a better name?

Naming new brands and products is a challenging task and a watershed of wisdom and creativity in the true sense. This is because too many well-known brands have been born, and because they have magically promoted the growth of a new category. For example, brands such as BusinessCom, Master Kong and Beibei Jia are like this. Try not to name sub-brands for products that are not well known. The main task is to sell products at the terminal, concentrate on spreading the popularity of the main brand, closely follow up the leading brands, do not waste resources, do not increase the burden of communication, choose a suitable opportunity and guide the situation.

Brand name affects consumers' brand cognition and brand association, and sometimes determines the success or failure of a brand. Therefore, from the very beginning, enterprises should determine a name that is conducive to conveying brand positioning and brand communication direction. There is no definite naming method. We can draw lessons from the successful experiences and failures of well-known brands at home and abroad.

Some basic forms of brand name and new product name.

Look at the brand image of the market, which is supported by corporate image, product image, service image, social image and technical image, and has a good and orderly two-way interactive communication with the market and target consumer groups, forming brand accumulation over time, achieving marketing purposes and establishing good brand awareness and loyalty. According to my many years of work experience, the naming forms of new products probably include the following categories:

1, related to the target consumer group: because no matter what kind of products will eventually return to the target consumer group, we should make the new products feel concerned and profitable while naming them, and clearly or sharply benefit them. Wahaha: Children are the target consumers, although they rarely have the right to buy. The target consumers of cosmetics are mostly female consumers, so the names are mostly gentle and elegant, sensual and feminine, which are easily associated with women: Pan Ting, Head & Shoulders, Shu Lei, Rejoice, Avon, Kao, Xia Shilian, etc. Whirlpool, an imported washing machine brand, is aimed at the high-income class with higher education, and its sub-brand names are more European: Apollo, Venus and Athena.

2. Related to the main brand: it is the supplement and extension of the main brand, which makes the personality and image of the main brand more multi-level and multi-angle. In principle, it does not violate the personality and image of the main brand. For example, Haier's big prince, little prince, double prince, handsome prince, golden prince, happy prince and so on. And there is a tendency to add specific parameter function points after sub-brands. These names are actually another interpretation of Haier brothers, the spokesman of Haier. Promoting the colloquialism, popularization, personification and symbolization of product names will make products more humanized, full of strong humanistic characteristics and infinitely multiply the affinity of products, which fully embodies the profound essence of "advertising simply uses common sense to spread complex information". Little Prime Minister of Little Swan, Little Swan; Midea's air conditioner is the same, and the effect is the same.

3. Category-related: Naming is to highlight a unique feature or attribute of its category, so that products can be updated one after another. For example, Nokia for mobile phones: 32 10, 33 10, 3330, 8850, 8855, 82 10, 8250, 6 100 and so on. Motorola V60, V66, V70, TI9I；; Siemens 2188; Ericsson T28 and T29 are equivalent, and the only reason is that they are positioned as high-tech information products. Today, with the emphasis on "numbers change lives", their product naming numbers have obvious characteristics, which are a perfect match and complement each other.

4. Transliteration or free translation: mainly the products of foreign-funded enterprises are recognized and named globally because of internationalization. For example: Debao paper towels, Hushubao, Tide, Bilang, Ford, Mercedes-Benz, BMW and so on.

5, related to the USP of the product: the naming basis of this kind of new products is USP, such as Li Fangjin stove. It is the golden yellow panel of this product as USP. Its advantages are determined by the intuitive properties such as compression resistance, explosion resistance, high temperature resistance and electronic pulse ignition, so it is called gold furnace. Product slogan: Forever home. The common sense value of gold is used to compare the meaning, harmony and happiness of family to eternity. Cygnet direct frequency washing machine is named after its USP is a master digital chip and DC brushless motor. Its product slogan: direct frequency technology and Pentium washing. Similarly, Little Swan's aquatic products and Skyworth Health TV's "What doesn't flash is healthy" are all the same.

6. Related to the product sales area: For example, P&G's series products have different names in Chinese mainland and Hong Kong and Taiwan.

7. Related to syllables: When naming new products and brands, we should pay attention to whether the syllables are loud and the pronunciation is smooth. The main purpose of naming is to let the target consumers say it, and of course, pay attention to pronunciation. For example: BMW, Buick, Ponzi, Dole, Lancome, Pan Ting, Robust and so on. On the syllable, it is loud and smooth, paying attention to opening the mouth and opening the syllable.

8. Related to social trends: Skyworth Health TV, green air conditioner and health air conditioner.

9. Related to the product origin: mainly manifested in alcoholic products: Maotai, Xinghua Village, Qingdao, Pearl River, Yellow River and Yanjing.

10, which means nothing: Duo Er, Galanz and so on.

1 1, related to dialects: north: soy sauce; South: soy sauce, soy sauce.

12, related to brand founders: Wang Zhihe, Honda, Panasonic, etc.

Brand naming affects consumers' brand cognition and brand association, and sometimes determines the success or failure of a brand. Therefore, from the very beginning, enterprises should determine a name that is conducive to conveying brand positioning and brand communication direction.