The Super Eight Rules can help you give a brand a name that everyone likes.

Introduction

Market practitioners will inevitably encounter a problem. How to give a brand a name? A competitive name is not only easy for consumers to remember, but also conducive to a smoother product promotion and marketing process.

For example, "Vossler" is the Chinese name of the famous German beer brand "WARSTEINER", which has just entered the China market, making it difficult for the product to be promoted in China market step by step, and the enterprise almost withdrew from the market. Through interviews with consumers, they found that the reason for the low sales volume was that the pronunciation of "Vossler" was very similar to "I am dead", which was incompatible with the values of China people who always emphasized "Geely" and cared for "life".

Coca-Cola, which is now familiar to everyone, was also caught in a naming storm. When Coca-Cola entered Shanghai as early as 192, it was actually not called this name, but it was called "Keke Chewing Wax", and the result was the same as "Vossler", and the market sales were bleak. The reason is that "biting wax" makes consumers feel that the product is related to tadpoles, and Coca-Cola belongs to the beverage category, so consumers naturally associate it with "dirty water flooded by tadpoles". Fortunately, the Coca-Cola Company held a prize to collect Chinese names. At that time, a Shanghainese named Jiang Yi, who was studying in the UK, gave them the name "Coca-Cola", which was adopted in one fell swoop and changed the fate of Coca-Cola in the China market.

the above two examples both violate the seventh of the eight principles of brand naming-pay attention to brand association (see below). Generally speaking, a good brand name can walk by itself and go a long way. Get a good name, get twice the result with half the effort; Give a bad name and give up halfway. So, what are the principles or methods of naming?

here are eight framework principles of brand naming, which are for the reference of marketers who need to name brands:

1. Ensure that they can register; 2. Suggest categories and services; 3. Easy to understand; 4. User's perspective, in line with consumers' tonality; 5. Visualize and visualize; 7. Pay attention to brand association; 8. The influence of age and gender should not be underestimated; 1. We registered a brand 2 years ago, which is barrier-free. However, 2 years later, it is difficult to register a brand. It's not because the registration fee is high (it's only a few k to register with China Trademark Office), but because the name you think of may be thought of by others, and it's registered before you. Generally, forward-looking enterprises will register all the names of the same type, so as to prevent competitors from hitting the sideline ball later. This is a very realistic problem. No matter how great your idea is, it's no use being registered first.

"Therefore, whenever you think of a great idea, you should immediately check it on China Trademark Network and China Industrial and Commercial Network and make sure it can be registered before further optimization, including text design."

2. Suggest categories and services

A good brand name, it is best to suggest categories and services. In other words, your brand name should be related to your industry and category.

For example, it is easy to use a car, which means that it is easy to call a car; Calling a duck is easy to think of as a brand selling ducks for distribution; Procter & gamble, it is easy to think that this product is a daily consumer product; Alipay, it is easy to think that it is related to money; Wechat, it is easy to think that it is related to communication with others (information transmission); Melatonin is easily associated with the more precious products related to the brain at that time (platinum is a precious metal).

3. Easy to understand

Every marketer hopes that the brand name can be widely spread after success. Whether it is the Internet or offline word-of-mouth communication.

think about it. A consumer wants to introduce your product to a friend, but because your brand name is too difficult to remember and express, the communication is interrupted. Similarly, people have the same names. Some people are called Liu Huan, while others are called Cheng Yixuan. The second name "Yi" is believed that most people have never seen it before. Therefore, it is particularly important to be easy to understand. Many advertisers (especially novices) are obsessed with names that are too literary and understand that not all consumers are great writers and university professors, but most consumers are just the most ordinary civilians.

For example, a customer I once met wanted to make tea, so he came up with such names as "ti rhyme tea ceremony" and "Yunxiang tea drinker", which made people puzzled. Many restaurants, in order to show elegance, often use complicated and illegible characters such as "Xin", "Miao" and "Qi", which is showy and ineffective for consumers. Imagine, I want to reserve a seat in advance, and I can't even read your store name. How can I tell my friend what store it is? On the contrary, things like "Carved sirloin", "Crossing the Bridge Rice Noodles", "Northeast Dumpling House" and "Longjiang Pig's Foot Rice" are remembered as soon as you hear them, and people have a desire to go.

to be easy to understand, we need to achieve four "easy": easy to recognize, easy to write, easy to read and easy to remember. This requires us to avoid using some uncommon words or vocabulary when naming brands. Moreover, on the premise of changing words, it is best to find some words with fewer strokes.

For example, when Mengniu introduced the high-end milk "Telunsu", the "Lun" could be written as "Lun" or "Lun". However, they adopted the "Lun" with the simplest strokes. The purpose is to make the brand name easy to recognize and write. In addition, it is also important to pronounce the brand name loudly. Because loud pronunciation is not only easy to read, but also easy to remember. Wang Laoji, Huang Taiji and Jia Duobao are all named after Chinese characters that are understood by primary and secondary school students, and now they have become household names. There are many rooms, Didi taxis, Renren. com, and a lot of overlapping words are used, which makes it catchy to read.

4. The user's perspective conforms to the tonality of consumers

From the user's perspective, analyze the tonality of consumers. Brand tonality should be consistent with consumer tonality.

It is also a Q&A community. It is not called "XX knows", but it has a elegant name called "Zhihu". The former ends with answers, while the latter begins with the exploration of questions. The target users are on the high side, and this name is consistent with the tonality of his target users.

ofo and mobike both enjoy cycling, while mobike embodies a literary atmosphere, and its users are relatively high-end types of literature and art; Ofo, on the other hand, reflects the feeling of the common people. Imagine a young man dressed in literature and art will not hesitate to choose mobike in front of oFo and mobike.

5. Visualization, visualization

According to the study of human brain, people often can remember visual things at once, but can't remember some shy and difficult concepts.

For example, there are two brands selling red tea, one is Jiqingli, and the other is called three tea makers. Obviously, the latter is immediately remembered by consumers because it can quickly make the consumer's cerebral cortex present the characters of three tea makers. Similarly, three squirrels (Internet nut brands), three dads, apples, blackberries (mobile phone brands), elephants (condom brands) and ant financial services can quickly make consumers remember by this principle.

6. Stories and feelings

If the product has stories and feelings in the process of building, it may be used as the basis for naming, which is beneficial to the subsequent marketing promotion and touches the fan economy. A product with stories and feelings is always more popular with consumers than a cold product.

Three dads, when they had this name, were not completely related to the word air purifier, but they attracted a large number of fans. Because the "three dads" were founded by three dads who love their children, they devoted themselves to research for their children's future health, and finally developed an air purifier with an outlet PM2.5 of , which is a sentimental product. Is three dads a good name in the eyes of fans? Isn't three dads a good name? It doesn't matter. It has a story from the beginning, which has become a symbol of the product, and it has indestructible feelings, because feelings are often the best way to win over consumers.

similarly, Chu orange. Consumers who don't understand the story behind it think it is a new orange variety, but in fact, Chu orange is an extension of Chu Shijian's name. In the eyes of fans, "Chu orange is a realm." "It's all about spirit!" "This is not eating oranges, it is a life." "Pinchu Orange, Ren Pingsheng." Behind the orange is an entrepreneurial inspirational story. Chu Shijian went from smoking king to imprisonment, and then re-started his business at the age of 75. His indomitable spirit made countless fans cry.

7. Pay attention to brand association

Brand association means that when consumers see your brand, they will associate it with other things, and whether this kind of thing is good or not directly affects brand sales. The reason for this association is often "deeply rooted", which is the result of qualitative thinking formed by words, dialects and proverbs for thousands of years. This kind of association can often greatly affect consumers' buying mood.

For example, after Shenzhen Airport was named Huangtian International Airport, there was a strange phenomenon. Although it was first-class in management and service, many overseas passengers, especially those from Taiwan Province, were reluctant to take care of the airport, but went to Hong Kong or Guangzhou Baiyun Airport to fly. The reason for this is actually the name, because "Huangtian" and "Huangquan" are homophonic in Minnan dialect, and passengers easily associate "going to Huangtian Airport" with "the road to Huangquan!" So the airport was finally renamed as "Shenzhen Baoan International Airport", and "Baoan" is homophonic with "security", which means "keeping safe". After the name change, overseas passengers have improved significantly.

and a successful case of brand association is "Fulinmen" brand. "Fulinmen" edible oil took the second place in bottled oil in just a few years, and it also surpassed the sales of "Arowana" in the East China market. The reason is that, in addition to its successful sales strategy, "Fulinmen" is a brand name that caters to the housewife's "blessing" mentality. Has great sales guidance.

8. The influence of age and gender should not be underestimated

Like people's names, most brand names also have obvious gender and age characteristics. This feature allows consumers to know directly from the name whether the product is a male product or a female product, and whether it is suitable for the elderly or the young, which shortens the transaction time.

Brand names such as Little Nurse, Yaqian and IELTS Lauder have obvious female characteristics, while brand names such as Gillette, Viagra and Feilong have obvious male characteristics. Traditionally, brand names with the word "Tang" (such as Tong Ren Tang and Yangshengtang) and "Ci" (such as Harci and Keats) will naturally be classified as products of the elderly, but with the word "Lovely" (such as Bunny, Darling Tiger), "Mi" (such as Mamile and Mimi Bear) and "Lang". For more marketing techniques and case analysis, please pay attention to WeChat WeChat official account's "Beastmkt", absolutely subvert your traditional marketing concept and open up new marketing horizons!