Naming principles of trademark names: In addition to meeting the legal requirements of trademark naming, the following principles should be followed:
1. Easy to recognize, read, understand, remember and write
The name of a trademark must be clear and concise first; Words should be easy to understand, and don't use difficult and obscure words; Use words with simple strokes, easy to write and print, and don't use ancient words and waste words with complicated strokes, which are difficult to identify or have been eliminated; Pronunciation should be loud and smooth, with musical aesthetic feeling, and it is necessary to avoid bending and writhing. In addition, the text of the name cannot be too long.
2. Grasp the characteristics and highlight the key points
The trademark name is very short and can only show the characteristics of a certain aspect of the product, so it is necessary to grasp the characteristics and highlight the key points. This kind of prominence, or focus on showing identity, such as "Guizhou Moutai"; Or focus on display technology, such as "ancient Chinese health essence"; Or focus on displaying materials, such as "double-sided needle toothpaste"; Or focus on displaying value, such as "diamond electric fan"; Or focus on showing utility, such as "Baili brand soap"; Or sketch an image, such as "white rabbit toothpaste"; Or express interest, such as "Xiyingmen Towel Quilt"; Or show style, such as "Princess Piano"; Or express product categories, such as "organic rice"; Wait a minute.
3. name and reality should be integrated to avoid self-contradiction
the name should reflect a certain feature of the commodity from a certain side, which should be related to the commodity to some extent, and there should be no phenomenon that the name and reality of the commodity do not match or damage the image of the commodity. For example, "Panther" brand agricultural vehicle and "Panther" show the power of the vehicle, and the "Chrysanthemum" of the "Chrysanthemum" electric fan gives people a cool feeling, and the combination of name and reality is reasonable.
4. Consider the psychology of consumers
Commodities have certain consumers, and naming should consider the psychology of consumers in order to win the market. For example, children's products should consider children's psychology: so there are little angel children's shoes, white rabbit toffee and Wahaha fruit milk. Health care products for the elderly should consider the psychology of the elderly: therefore, there are Bainianle Chinese patent medicine, Laolaifu oral liquid and Ruyi brand crutches. Cosmetics are mainly consumed by young women, so the brand names are fashionable and foreign: Aoqi, Yaqian, Head & Shoulders, Lihua Sibao and Golden Ballet. High-end consumer goods are aimed at the characteristics that buyers should choose carefully, and use trademark names to show the preciousness, sophistication, durability and advanced of the goods, so there are Strauss piano, sapphire watch and so on.
5. The name should be aesthetic and meaningful.
The so-called aesthetic means that the name has a vivid image and can make people have a good association. Such as: tulip wallpaper, Penguin sweater and Lianhua monosodium glutamate.
meaningful means that a name can contain more information. For example, "Zhongyi" not only shows that the product has introduced Italian technology, but also tells people that the product can be satisfactory. "Old Laifu" has both Chinese meaning of getting old and being blessed, and it is homophonic with English LONGLIFE. A good brand name can help the brand to confirm its existence and establish its image. Today, products are becoming more and more homogeneous, and the competition between enterprises is also the competition between brands. The eye-catching and clear names make people unforgettable, and the unique and easy-to-remember names make people catchy. A well-designed trademark can quickly expand the scope of communication and improve the popularity of goods, which is undoubtedly of great significance for the promotion of goods. Secondly, a good name plays an important role in suggesting brand positioning, marking characteristics and explaining culture. If the naming includes historical, regional and traditional cultural factors, it will make the trademark more profound, and a good name will tell a story, and the story will become one of the magic weapons for brand success.