The name of the product should be easy for most consumers to pronounce (including reading and silent reading), which requires that the simplest words must be used when naming. For example, Wahaha, a famous brand in China, uses Chinese words that are the easiest to pronounce and the easiest to identify. "Xizhilang" has become the first choice of jelly for adults and children because of its catchy and beaming. "Coca-Cola" has become the overlord of Coca-Cola because of its readability, recognition, catchiness and communication.
The simpler, the easier it is to remember. This includes two meanings. First, product names are easy to identify and remember, such as Sanwu brand cigarettes. As long as you have good eyesight, you can recognize her from many brands at once. Second, the product name should be closely linked with the trademark, and the three diamonds in the car represent Mitsubishi; The red color in coke represents Coca-Cola, and the blue color represents Pepsi. A "hook" on the sportswear stands for Nike.
Unique names can effectively prevent competitors from imitating you and occupy an independent position in consumers' product cognition, which is what trout called "clear positioning". Rolls-Royce is unique, and Coca-Cola is only recognized by consumers all over the world. Intel is synonymous with computer chips. When parents name their children, they all want their children's names to be unique and famous, and so do products.
As mentioned in the opening joke, try to make your product name reminiscent. Humans are naturally curious. If you can make consumers think about the meaning of the product name, you can leave a deep impression on them. Specifically, product naming can refer to historical events, people, geography, myths and legends and many other things with far-reaching background. For example, the Great Wall symbolizes a unique human miracle, Nike represents the goddess of victory in Greek mythology, and Santana refers to the "Santana Valley" in California, USA. There is a long-standing legend behind the melon seeds.
China has joined the WTO, and the competition rules among enterprises have changed from the domestic market to the global market. Going abroad and looking around the world is the ambition of every enterprise that wants to be bigger and stronger. This requires the product not only to have an auspicious Chinese name, but also to have an auspicious mbth. For example, Robust pure water, in its Chinese meaning, is to make the public (Baishi) feel happy after using it, while its English meaning is "full of energy and vitality". Such a good meaning, as long as the product quality is excellent and the marketing is effective, are you still worried that consumers will not like it? Another example is Black & Decker Electric. Consumers in all markets can accept foreign names.
When naming products, we should also try to avoid some misunderstandings:
Directly take the foreign language corresponding to the Chinese name as mbth. The Chinese name of the product and mbth should complement each other. Some enterprises only consider the praise of Chinese names when naming, and then directly find the corresponding foreign words to translate, thinking that foreign consumers will like them, which may often hurt enterprises. For example, Phoenix Bicycle, a well-known brand in Shanghai, has always used the English name "Phoenix" as a foreign language. In Chinese, Phoenix is a kind of auspicious bird, which reminds people of "good luck". However, in English culture, it is a symbol of "rebirth". Seeing this brand of car makes people think of "coming back from the dead" and gives people an embarrassing association of coming back from the dead. For another example, the English name "WhiteElephant", a famous brand in China, is a "valuable and bulky thing" in American culture. Will foreign consumers still buy products with this name?
Foreign names are auspicious, but China's name can't be associated with it. For example, the English name "Nice" of Ness soap is excellent and wonderful, but the Chinese name "love" may remind people of the meaning of "caring and caring", which really confuses consumers. Other foreign names, such as Jeanswest (western cowboy costume) and Younger (homophonic meaning more elegant and younger), are auspicious, but Chinese names are meaningless.
Both Chinese and foreign names are positive, but it is difficult for people to recognize one of them, that is, there is a lack of correlation between them. For example, Crest's Chinese name indicates that its products are excellent cleaning guards, and its English name "Grest" indicates that its products are the best, but it is difficult for consumers to associate it with "Grest" when they see Crest. It is also difficult for consumers to associate the Chinese name of "Xinfei" with the English name of "freshtechnology".
The above points are mainly aimed at products with Chinese and foreign names. There are still many products with only Chinese names in the domestic market, and there are also some misunderstandings when naming them.
Stereotypes are nothing new, imitating well-known products. Some enterprises still can't jump out of the stereotype of flowers, birds, insects and fish in rivers, lakes, mountains and rivers when naming their products. A "Great Wall" can be used in all walks of life, and a "peony" can also follow suit. Although it is insurance, it is nothing new, which is not conducive to opening up the market. Some products are named by cloning well-known brands, such as imitating Tsingtao Brewery to name their own products as Weidao, Peninsula, Pavilion Island and Love Island, imitating Wuliangye as "Jade Grain Liquid" and imitating "Noble Bird" as "Rich Bird", thinking that you can quickly succeed by hitchhiking with well-known products (you can see how powerful this imitation is by watching the Xiaogang Feng movie "Big shot"). This will not only easily lead to disputes between enterprises, but also increase the crackdown by relevant regulatory authorities. Even if the enterprise is lucky enough, it is impossible to become bigger and stronger.
Foreign names are neither fish nor fowl, or vulgar and vulgar. Some enterprises try their best to give a nondescript foreign name when naming their products, thinking that this will improve the product grade. Other companies have given their products vulgar and low-level names, such as "Fannie and Freddie Liquor", "Oni Tsuka Clothing", "constantly chauffeured lighting" and "canned Shaolin Temple meat", thinking that this will arouse consumers' curiosity. Such a name is not only not easy to impress consumers, but easy to arouse consumers' disgust.
There are also some enterprises that go to Mr. Feng Shui instead of professionals when naming their products, which leads to the fact that they are not up to standard, similar or have the same name as other products, which not only wastes a lot of energy and financial resources, but also delays business opportunities.