a successful case of brand naming? Brand menswear
How to name a new brand? This is because too many famous brands were born, but also because they magically promoted the growth of a new category. For example, brands such as BusinessCom, Master Kong, and Beibeijia are like this. As far as possible (not necessarily), products with low popularity should not be named as sub-brands. The main task is to sell products at the terminal, concentrate on spreading the popularity of the main brand and closely follow up the leading brands, so as not to waste resources and increase the burden of communication, and choose an appropriate opportunity to act according to circumstances. At present, what I am mainly expounding here is how to launch a new product for a well-formed and large-scale brand, and how to name it on the premise that it does not violate the personality and image of the main brand and the characteristics of the category, in case it is about to be listed and promoted. Or on the main brand, how to create a conceptual sub-brand on new products. Its essence is to supplement, extend and expand the product line, and increase the image of the length and width of the brand and product line, so as to save resources, intensively operate, stimulate demand and create market opportunities while sharing the main brand resources. However, it does not rule out making reference when naming new products and brands. Excellent writing ability is a craft and a technology. Nevertheless, there are three fears in writing in the creative department of advertising companies: one is afraid of naming new products, the other is afraid of writing titles, and the third is afraid of writing advertising languages. When you receive a Brief naming a new product, it is common for you to get a big head. In front of you, you see a lot of technical terms. In a trance, people all over the world come and go, names are flying everywhere, and concepts are upside down. Faced with all this, how to deduce, summarize and refine the technology of the product into product language, market language and target consumer interest language, and try your best to entertain consumers with words, it really takes a lot of effort. Fortunately, as the saying goes, "real gold is not afraid of fire, and good copy is not afraid of test." Technical language → product language → market language → consumer language. It is a good foundation to name new products by combing the technical data of products and finding unique USP and even UEP creatively. This is inseparable from the diversification of current consumer demand and the special market environment of China, because for thousands of years, Chinese/Chinese characters, which have the reputation of "smart language", have the potential to spread by nature. You may not be able to tell the specific contents of these symbolic concepts, such as "Four Books and Five Classics, Twenty-five History", "five stresses, four points of beauty and three loves" and "Four Great Classical Novels", but you must be familiar with it. After hearing this kind of information, you must know that it is true. From this, I think this is also a statement under the big environment of naming new products. I hope it won't go too far. Moreover, it is more important to make information dissemination concise, symbolic, informative, popular and visual. First, the naming form of new products Looking at the market brand image (or brand market image) is supported by multiple images such as corporate image, product image, service image, social (pR) image, technical image, etc., resulting in 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' working experience, the naming forms of new products are about the following twelve categories: 1. 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. Promote the colloquialism, popularization, characterization and symbolization of product names, to some extent, make products more humanized, full of strong humanistic characteristics, and infinitely multiply the affinity of products, fully embodying the profound essence of "advertising is simply spreading complex information by applying common sense". Little Prime Minister of Little Swan, Little Swan; The same is true of beautiful air conditioners, which have the same effect. 2. Category-related: it is named to highlight a certain unique feature or attribute of its category, so that product replacement emerges one after another. For example, Nokia in mobile phone category: 321, 331, 333, 885, 8855, 821, 825, 61 and so on. Motorola V6, V66, V7, TI9I；; Siemens 2188; Love > >
One of the brand cases of marketing case: Nongfu Spring. Around 2, the competition pattern of China water market has basically become a fixed trend. The national brands dominated by Wahaha and Robust have basically achieved the division and encroachment on the China market! At the same time, many regional brands are constantly impacting the water market, but it is often difficult to make a major breakthrough. At that time, the more representative aquatic products were Shenzhen Jingtian Space Water, Guangzhou Yibao, Grand Canyon, etc., and some high-end water brands, such as Watsons and Master Kong. However, the dominant and mainstream position of China water market competition has not changed. It was at this time that Hainan Yangshengtang began to enter the water market, and the appearance of Nongfu Spring changed the competition pattern of China water market, forming a strong rising star brand in China market. Moreover, with the intensification of market competition, Nongfu Spring gradually replaced Robust as the second largest brand in China market in a certain sense, thus creating a famous war case in which weak resource brands defeated strong resource brands. In the specific operation process, firstly, Nongfu Spring bought out the exclusive exploitation right of Qiandao Lake water quality for 5 years. During this period, no water enterprise can use Qiandao Lake water quality to develop aquatic products, not only innovating on the bottle cap, but also using the unique bottle opening sound to shape the difference, and playing the concept of "sweetness", "Nongfu Spring is a little sweet" has become a differentiated selling point; Secondly, in order to further develop and clean up the industry portal, Nongfu Spring declared that it would no longer produce pure water, but only produce healthier and more nutritious natural water of Nongfu Spring, and made a "daffodil contrast" experiment, and put three plants in pure water, natural water and polluted water respectively. We will find that the growth rate of plants in pure water and polluted water is obviously not as good as that in natural water. Therefore, Nongfu Spring draws a conclusion that natural water is nutritious water. Its view that "natural water is healthier than pure water" has been spread by scholars and children, and Nongfu Spring has firmly occupied the top three positions in the bottled water market in one go. Nongfu Spring lies in its planning and momentum. On the one hand, it constantly refines its selling points, from the opening sound of the bottle cap to a little sweet, from a little sweet to the current PH value test, claiming that it is weak acid and weak alkaline; On the other hand, he is good at hype and momentum, forming differences through comparison, and then improving himself. Case 2: Wang Laoji grew rapidly from 18 million yuan in 22 to 2.5 billion yuan in 25. As a kind of herbal tea, Wang Laoji was born in Daoguang period and developed rapidly from a regional brand to a national brand. First, it changed its concept, and "herbal tea" was sold as a "drink", refining the core selling point, not getting angry, and "afraid of getting angry, drinking Wang Laoji". Second, with the help of the influential media-CCTV, it has spread and enhanced its influence and image. Of course, its red packaging has also gained enough visual impact and attraction, and in the terminal and channel design, Wang Laoji has achieved rapid development. Case 3: qiaqia melon seeds, qiaqia melon seeds, sold a small melon seeds from Anhui to the whole world, and the small melon seeds could sell for more than one billion dollars. The appearance of qiaqia overthrew the rules of the game in the industry and integrated the industry, changing from frying to cooking, which not only expanded the market, but also changed the consumption behavior, and evolved into a snack food, without getting angry. "qiaqia melon seeds are cooked", and the differentiated positioning not only locked consumers, but also formed a unique selling point. Case 4: As a fast-moving consumer product, the appearance of the instant noodles in the Grain Dojo has also changed the rules of the game in the industry. From frying to cooking, it is a qualitative change, a change in process and mechanism. "Non-frying is healthier" advocates a new concept and way, and its unique selling point has also won the favor of the market. In fact, the society is constantly developing, and marketing is also advancing with the times. No matter the methods or means, no matter the mode or creativity, innovation is needed. For example, drinking paint in the street and bathing naked in the street are the creativity and momentum of new products. For example, grafting and borrowing are borrowing momentum. In order to attract eyeballs and attention effectively, the first thing we need is to break and subvert the industry rules, attract the attention of leading brands, or aim at the weakness of leading brands, and secondly, whether it can attract the active attention of mainstream media; Finally, it is necessary to establish and form differences and distinguish competitive brands. Of course, the selling point is not always a selling point, especially in the current homogeneous competition environment, what is needed is dynamic adjustment, keeping pace with the times and adapting to local conditions, so as to win not only the eye, but also the market.
Interpretation of brand positioning cases As a result of the popularity of brand image, it is inevitable that the images are similar and interfere with each other, making it difficult for consumers to distinguish. At the same time, due to the development of society, the explosion of products, media and information makes consumers tired of coping. At this time, it is increasingly difficult to establish a unique and clear brand image through advertising. After the 197s, the brand image strategy in the United States became less and less effective. At this moment, Jack? Trout and Al? Mr. Reese put forward the positioning theory, which solved this marketing problem. Positioning theory points out that consumers tend to reject too much information and brands. When buying a certain category or characteristic goods, consumers give more priority to the representative brands of the category or characteristic goods, such as buying Coke, choosing Coca-Cola, choosing Band-Aid when buying a band-aid, and choosing Volvo when buying a safe car. At this time, the business of enterprises should shift from market to consumers' minds, and enterprises should go all out to make brands occupy the position of a certain category or characteristic in consumers' minds, that is, to become the representative brand of that category or characteristic, and to make consumers generate relevant needs is their first choice. Establishing brand association according to product category is called category positioning. Category positioning tries to form the impression that the brand is equivalent to a certain product in the minds of consumers, so as to become synonymous with a certain product or a leading brand. When consumers have such specific needs, they will associate with the brand. Seven-up soda "non-cola" is a classic case of category positioning. Coca-Cola and Pepsi-Cola are the leading brands in the market, with a high share and unshakable position in the minds of consumers. The positioning of "non-cola" makes 7-up in the opposite category to "Pepsi" and "delicious" and becomes another choice besides cola drinks. Not only did it avoid the direct competition with the two giants, but it also skillfully linked with the two brands, making itself in a parallel position with them. The successful category positioning made 7-up occupy the third position in the beverage market in enter the dragon, USA. Domestic enterprises have also performed well in this respect. In 1996, Xizhilang put forward the slogan of "Jelly Pudding Happy Lang", and took the lead in putting huge advertisements on CCTV to continuously strengthen this concept, establishing a one-to-one association between products and industries. When it comes to jelly pudding, it reminds me of Xizhilang, and when it comes to jelly pudding, it reminds me of jelly pudding. This concept artificially set an insurmountable obstacle for similar products. In the peak period, Xizhilang once occupied 7% market share. In 24, when Hebei Zhongwang Group launched the "Five Grains Dojo" instant noodles, it also specially emphasized its "non-fried" characteristics, which won the attention of consumers and achieved good results. There is also Wahaha, which has positioned Extraordinary Coke as "China people's own Coke" to distinguish it from the domestic market dominated by "Two Music", and finally achieved good sales performance. Affinity positioning is based on the competitor's brand and attached to the competitor's positioning. The purpose of comparative positioning is to enhance the value and popularity of its own brand through brand competition. Enterprises can establish an internal relationship with well-known brands in their peers through various methods, so that their own brands can quickly enter the minds of consumers and make their own brands shine by the light of famous brands. The most classic case of comparative positioning in history is the American Avis car rental company. In the 196s, Gertz Company occupied 55% of the American car rental market. In order to avoid confrontation with it, Avis Company issued the famous "Second Declaration" in its advertisements. Because it skillfully established contact with market leaders, Avis' market share increased by 28%. China's Mengniu company is also the beneficiary of the positioning. When it first started the market, Mengniu only had a fund of more than 13 million yuan, ranking 1116th in china dairy, which was not the same as Yili, the "boss" of dairy industry. However, Mengniu has put forward advertising slogans such as "Strive for national success, learn from Yili", "Strive for the second brand of Inner Mongolia dairy industry", "Senecio scandens rises from Yili Group, Mengniu dairy industry-we cheer for Inner Mongolia" and printed these slogans on the product packaging. These advertisements seem to be an appreciation of Yili, but also put Mengniu and Yili in a neck-and-neck position, leaving a deep impression on consumers. Today, Mengniu, just eight years old, has become the "industry leader", and its extraordinary development has also been marked by the industry as "Mengniu speed". Different brands are often divided into different grades by consumers. Brand value is a comprehensive reflection of product quality, consumers' psychological feelings and various social factors, such as values and cultural traditions, and the grade is in kind.