1, strong brand communication.
In brand management, an important reason why successful brands are different from ordinary brands is that successful brands have popularity, and consumers can recall brand names at the first time when they consume. Therefore, for brand naming, the first problem to be solved is the spread of a brand name. In other words: No matter what name you give the product, the most important thing is to spread the brand to the maximum extent! Let consumers, especially the target consumers, remember what brand this is! Only in this way can the brand name be considered successful; Otherwise, even if you give the product a nice name, it is not strong in communication, and it will not occupy a place in the eyes of the target consumers. Consumers can't remember it, and it can only be regarded as a waste of effort.
The communication power of a brand depends on the composition and meaning of brand nouns, which complement each other and are indispensable. In health care products, melatonin is a brand name with strong communication power. The three words melatonin are catchy, popular and easy to remember. These three words convey the information of the product to consumers at the same time, so that when people hear or see the brand name melatonin, they naturally associate it with two attributes of the brand: one is the function of the product, and the other is the value of the product. Because of this, it is not surprising that melatonin can sell 200 million yuan a month with the help of the widespread spread of this brand name with strong communication power. Of course, there are many factors contributing to the success of melatonin, but what will happen if melatonin is named ×× brand compound melatonin, or it is called Naojian, ××××××× Youth Oral Liquid and so on? The result is of course self-evident. Therefore, to name a brand, communication is a core element. Only a brand name with strong communication can lay a solid foundation for the success of the brand.
2. Brand names have strong affinity.
Then, as long as the brand name has good communication power, can the brand spread well? It is also an internationally renowned soap brand with strong brand awareness. Shufujia's brand awareness and market share are far from Lux. It is also used to treat menopausal syndrome, but Taitai Jingxin oral liquid has sprung up suddenly, and the latecomers have come to the fore and won more market share. Why is this?
In fact, in addition to the factors of brand name communication, there is also a problem of brand name affinity. The affinity of brand name depends on the style, characteristics and tendency of brand name words. Lux brand has a strong communication power, but its affinity is far less direct than that of Shu. Lux gives the impression that it is stiff and masculine, but we know that, generally speaking, most people who buy soap at home are housewives, so the name Lux is obviously out of tune with the preferences of the target consumers. Shu Fujia, on the other hand, gave the impression of being neutral at first. It not only fits the preferences of the target consumers better, but also gives people the association that they will feel relaxed and free after using it by emphasizing the two key points of "comfort" and "home", so its affinity is stronger. Therefore, when naming a brand, we should not only pay attention to the factors of brand name communication, but also pay attention to the factors of brand name affinity. Only in this way can brand communication achieve the best effect.
3. Better protection of brand names.
Before talking about the protection of brand names, let's look at an example. This is a little-known marketing event that happened in Guangzhou on 200 1. The story goes like this: At the beginning of 200 1, Jilin Jiuxin Group decided to enter the Guangzhou market after acting as the agent for Yang Fan brand-new skin mite cream from Jinan Dongfeng Pharmaceutical Factory. So I invested millions in the market operation. Because Yang Fan brand-new skin cream is the first product in China to put forward the concept of "killing mites and benefiting skin", and the advertising is in place, Yang Fan brand-new skin cream quickly became popular in Guangzhou after entering the market, and even once appeared out of stock.
However, the good times did not last long. After seeing the hot market phenomenon of brand-new skin mite cream in Yang Fan, some cosmetics factories in Guangzhou began to pay attention to it. They have introduced brand-new skin cream to the market, which is similar to the packaging of brand-new skin cream in Yang Fan, but the price is much cheaper for terminal interception. Under the dual effects of low price of consumers and high discount rate of pharmacies, both consumers and terminal pharmacies gave up the brand-new skin mite cream in Yang Fan and left one after another. For a time, the brand-new skin mite cream in Yang Fan suffered a huge impact, and the sales volume declined all the way.
Due to long-term unsalable sales, some terminal pharmacies require a return. Because Jinan Dongfeng Pharmaceutical Factory adopts the way of registered trademark and generic name when naming products, in legal sense, it only protects the registered trademark Yang Fan brand, but not the generic name Xinfujieling Cream. Therefore, seeing that Zhang San's brand-new skin mite cream and Li Si's brand-new skin mite cream are rampant in the market, Jilin Jiuxin Group and Jinan Dongfeng Pharmaceutical Factory can only eat Coptis Chinensis Yabakui-there is nothing bitter to say, and finally Yang Fan's brand-new skin mite cream has to end up with a bitter fruit of narrowing the market.
As can be seen from the above examples, enterprises lack awareness of brand name protection when naming brands, which leads to serious consequences for enterprises themselves. It seems that the core of brand name, the most important thing is to grasp the hearts of customers and attract their attention. It is necessary to make customers feel fresh and innovative, arouse their interest and attract their attention. So in the process of brand naming in the future, it may be better to consider the problem from the customer's point of view!