20 18 brand name practical skills!
First of all, express good wishes to the public.
If the brand name contains auspicious, rich and equal words, it will be easier to win people's goodwill and love, thus prompting people to buy. There are many such good brands in China, such as Jianmin, Changle, Wan Jiale, Robust, Xiyingmen and Double Happiness.
Second, tap the primitive psychology and nature of human beings.
To meet the psychological needs, it is easy for people to express their subconscious and meet the most basic knowledge and recognition ability of human beings. If it is complicated, it is obviously targeted, which makes it difficult to master, play, spread and accept.
The words, graphics and colors of brand trademarks should avoid bad meanings.
Third, express the business philosophy and spirit of the enterprise.
If the name of Pinpi can convey the business philosophy and spirit of the enterprise, it can greatly enhance the corporate image and win the recognition and trust of the public. For example, China's Lao Ning's Arriving at the Sheep expresses the business philosophy of "boycotting foreign goods". In the 1920s and 1930s, a large number of foreign goods were dumped in China, which seriously hindered China's national industry. "Boycott foreign goods" was the consensus heard at that time. In this case, Tiancui East Asia Wool Mill named its wool products as "Arriving at Sheep", which greatly aroused the patriotic enthusiasm of Guangdong people and aroused people's desire to buy.
Fourth, carry forward excellent traditional culture.
China's traditional culture has a long history and has never been interrupted. To this day, people still admire excellent traditional culture, such as loving the country, worshiping heroes, paying attention to moral cultivation, pursuing perfect personality and attaching importance to friendship and family. If these excellent traditional cultures can be integrated into the brand, it will greatly enhance the public's sense of identity with the brand. There are many such brands in China, such as Friendship, Unity and Hero.
Five, specify the specific service object of the product.
If the brand name can be properly associated with the target customers, it can greatly improve the information transmission effect of the brand and guide consumption. For example, Wahaha and Good Boy for children's market, Wife and Yong Fang for women's market, Seven Wolves and Yu Lilai for men's market, Changqun Shile and Lok Koufu for the elderly market all indirectly indicate the service targets of the products, which have been greatly welcomed by the target customers.
6. reflect the performance and characteristics of the product skillfully and with oath.
If the brand name can reflect the performance and characteristics of the product, it will help guide consumption and promote purchase. However, China's trademark law does not allow trademarks to directly reflect the quality, main raw materials, functions, uses, weight, quantity and other characteristics of goods. Therefore, enterprises can only indirectly and implicitly reflect the performance and characteristics of goods through ingenious creativity. For example, snow, ice bears and snow in the refrigerator; Little swan, duckling, etc. In the washing machine; Flying pigeons and phoenixes riding bicycles; Bison loaders are reminiscent of great power and so on.