Brand naming case

Brand naming examples: The Greek hero Ajax in the Trojan attack in Greek mythology played a great role in the battle to recapture Achilles. Ajax’s combat effectiveness was second only to Achilles. To achieve meritorious service, one must sweep through thousands of troops. Colgate-Palmolive has launched a new detergent named Ajax, and the meaning lies here. Ajax descaling is sweeping and powerful. The Ajax here is GreatAjax. There is a browser-side web development technology also named Ajax, but the name comes from Ajax the Less. In Greek mythology, his running speed is second only to Achilles. In addition, Ajax is also the acronym for Asynchronous JavaScript and XML, which refers to "asynchronous JavaScript and XML technology". Honda launched a new generation sedan in 1976, named Accord. The Chinese name of Accord is translated as Accord. The brand name directly adopts the English word accord, which means harmony, consistency, and is close to agreement. From an etymological point of view, accord comes from the deformed combination of Latin ad and cor. Its original meaning is to-heart, "close to the heart", and has the same origin as the word concord (harmony, harmony, coordination). The Chinese name of Accord is Yage, which is a transliteration and is also a more accurate image name; it is said that its Chinese name was "Ya Que" before, which was like the name of a clock.

What are the successful cases of brand naming? Branded Men's Clothing

How to name a new brand? This is because so many famous brands were born from it, and it also magically led to the growth of a new category. This is the case for brands such as Business Link, Master Kong, and Beibeijia. For products with low popularity, try not to name the sub-brand as much as possible (not necessarily). The main task is to sell the product at the terminal. Concentrate on spreading the popularity of the main brand and follow up the leading brand closely to avoid wasting resources and increasing the burden of communication. Choose an appropriate alternative. Act according to the opportunity. At present, what I am mainly explaining here is how to launch a new product for a brand that has taken shape and scale, and how to connect with the market, the product itself, and the interests and needs of target consumers when it is about to be launched. , it is named without violating the personality and image of the main brand and the characteristics of the category. In other words, how to create a conceptual sub-brand for new products based on the main brand. Its essence is to supplement, extend and expand the product line, increasing the length and width of the brand and product line, thereby saving resources, intensively operating, stimulating demand and creating market opportunities while sharing the main brand resources. But it does not rule out using it as a reference when naming new products and brands. Excellent writing ability is a craft and a technology. Despite this, writers in the creative department of advertising companies still have three fears: first, they are afraid of naming new products, second, they are afraid of writing titles, and third, they are afraid of writing slogans. When receiving a brief to name a new product, it’s common to have your head spin several times. You see a lot of highly technical technical terms in front of your eyes. In a trance, the world is full of people coming and going, and names are flying all over the place. The concept is upside down. Faced with all this, how to deduce, summarize and refine the product's technology into product language, market language, and target consumer interest language? It is indeed a lot of effort and effort to use words to entertain consumers. Treating ink like gold and other special skills, one by one, you have to be able to find the needle in the haystack. Fortunately, as the saying goes, "True gold is not afraid of fire, and good copywriting is not afraid of test." Technical language → Product language → Market language → Consumer language comb through the layers of product technical information, peel off the cocoons, and creatively discover the unique product USP or even UEP (emotional experience). selling point), is a good basis for naming new products. This is inseparable from the current diversification of consumer demands and the special market environment in China, because for thousands of years, Chinese/Chinese characters, known as the "wisdom language", have inherent potential for communication. You might say The specific contents of symbolic concepts such as "Four Books, Five Classics, Twenty-Five Histories", "Five Lectures, Four Beauties and Three Loves" and "Four Great Classics" are not complete, but you must be familiar with it, have heard of this kind of information, and must know that it is true. Occasionally He also gave examples to prove to others, so he said that China is a country where language spreads. From this, presumably this is also a family opinion in the general environment of naming new products. (Hopefully not too far off).

What's more important is to make information dissemination concise, symbolic, informative, popular and visual. 1. New product naming form Throughout the market, the brand image (or the market image of the brand) is supported by multiple images such as corporate image, product image, service image, social (PR) image, technical image, etc., resulting in the relationship with the market and goals. The consumer group has a good and orderly two-way interactive communication, which forms brand accumulation over time, achieves marketing goals, and establishes good brand awareness and loyalty. Based on my many years of work experience, there are about twelve categories of naming forms for new products: 1. Related to the main brand: It is a supplement and extension of the main brand, making the main brand personality and image more multi-layered and multi-angle. In principle, it does not conflict with the personality and image of the main brand. For example, Haier’s big prince, little prince, twin princes, handsome prince, golden prince, happy prince and so on. And there is a tendency to add specific parameters and function points after the sub-brand. These names are actually another interpretation of the Haier brothers, the Haier spokespersons. Make the product name colloquial, popular, characteristic, and symbolic. To a certain extent, it makes the product more humane and full of strong humanistic characteristics. The product affinity is infinitely doubled, which fully reflects that "advertising is to use common sense to combine complex information." The profound essence of "simple communication". The little prime minister of the little swan, the little swan; the same is true for Midea's air conditioner, which has the same purpose but the same purpose. 2. Category-related: Named to highlight certain unique characteristics or attributes of the category, resulting in endless product updates. For example, Nokia in the mobile phone category: 3210, 3310, 3330, 8850, 8855, 8210, 8250, 6100, etc. Motorola V60, V66, V70, TI9I; Siemens 2188; Love...>>

One of the brand case cases of marketing cases: Nongfu Spring Around 2000, the competition pattern of China's water market was basically It has become a fixed trend. National brands led by Wahaha and Robust have basically achieved carving up and cannibalizing the Chinese market! At the same time, many regional brands are also constantly impacting the water market, but it is often difficult to make major breakthroughs. At that time, the more representative aquatic products included Shenzhen Jingtian Space Water, Guangzhou Yibao, Grand Canyon, etc., as well as some high-end water brands, such as Watsons, Master Kong, etc. However, the competitive dominance and mainstream position of China’s water market has not changed. It was at this time that Hainan Yangshengtang began to enter the water market. The emergence of Nongfu Spring changed the competitive landscape of China's water market and formed a strong rising star brand in the Chinese market. Moreover, as market competition intensified, Nongfu Spring gradually It replaced Robust and became the second largest brand in the Chinese market, thus creating a famous example of a weak resource brand defeating a strong resource brand. In the specific operation process, first of all, Nongfu Spring bought out the exclusive rights to exploit the water quality of Qiandao Lake for 50 years. During this period, no water company can use the water quality of Qiandao Lake to develop aquatic products. It not only innovates on bottle caps, but also The unique sound of opening bottles is used to create differences and create 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, Nongfu Spring announced that it will no longer produce pure water. , but only produced healthier and more nutritious Nongfu Spring natural water, and conducted a "narcissus comparison" experiment, placing three plants in pure water, natural water and polluted water, we will find that when placed in pure water, The growth rate of plants in water and polluted water is obviously not as good as that in natural water. From this, Nongfu Spring came to the conclusion that natural water is the only nutrient water. Its view that "natural water is healthier than purified water" has been continuously spread through the mouths of scholars and children. Nongfu Spring has been successfully implemented in one go, firmly occupying the top three positions in the bottled water market. Nongfu Spring lies in its planning and momentum building. On the one hand, it continuously refines its selling points, from the sound of opening the bottle cap to a little sweet, and from a little sweet to the current PH value test, which claims that it is weakly acidic and weakly alkaline; on the other hand, it is good at hype and Build momentum, create differences through contrast, and then improve yourself.

Case 2: Wong Lo Kat grew rapidly from 180 million yuan in 2002 to 2.5 billion in 2005. As a herbal tea, Wong Lao Kat was produced during the Daoguang period and rapidly developed from a regional brand to a national brand. , firstly, the concept has been changed, and "herbal tea" is sold as "beverage", and the core selling point has been refined. It does not cause irritation. "If you are afraid of getting angry, drink Wanglaoji" has become fashionable and popular; secondly, with the help of influential media ——CCTV has spread the word, improving its influence and image. Of course, its red packaging has also gained sufficient visual impact and appeal. Coupled with terminal and channel design, Wong Lo Kat has achieved rapid development. Case Three: Qiaqia Guazi Qiaqia Guazi sells small melon seeds from Anhui to the world. The small melon seeds can sell more than one billion in sales. The emergence of Qiaqia overturns the rules of the industry and integrates the industry. , changing from frying to cooking, not only expanded the market, but also changed consumer behavior, evolving into snack food, and will not cause irritation. "Qiaqia melon seeds are cooked", and the differentiated positioning not only locks in consumers , and has formed a unique selling point. Of course, Qiaqia Guazi also focuses on cultural cards in the marketing process, using card collection and other means to cultivate loyalty. Case 4: Grain Dojo instant noodles are a fast-moving consumer goods. The emergence of Grain Dojo has also changed the game rules of the industry. From frying to boiling, it is a qualitative change, a change in process and mechanism, "non-fried, more "Health" has advocated a new concept and approach, and its unique selling point has also won the favor of the market. In fact, society is constantly developing, and marketing is also advancing with the times. Whether it is methods or means, whether it is models or creativity, innovation is needed. For example, drinking paint on the street and bathing naked on the street are the creativity and momentum for the launch of new products; such as grafting He Jiudao means taking advantage of the situation. In order to effectively attract eyeballs and attention, the first thing you need is to break and subvert industry rules to attract the attention of leading brands, or target the weaknesses of leading brands. The second thing is whether it can attract the active attention of mainstream media; the last thing is to establish and form differences. Differentiate competing brands. Of course, selling points are not always selling points, especially in the current environment of homogeneous competition. What is needed is dynamic adjustment, keeping pace with the times and the market, and adapting to the times and local conditions, so as to not only win eyeballs, but also win the market.

Interpretation of brand positioning cases The result of the popularity of brand images is inevitable image similarity and mutual interference, making it difficult for consumers to distinguish. At the same time, due to the development of society, the explosion of products, media and information has made consumers overwhelmed. At this time, it is increasingly difficult to establish a unique and clear brand image through advertising. After the United States entered the 1970s, its brand image strategy became increasingly ineffective. At this time, Mr. Jack Trout and Al Reese proposed the positioning theory to solve this marketing problem. Positioning theory points out that consumers tend to reject too much information and brands. When consumers buy a certain category or characteristic of goods, they will give more priority to the representative brand of the category or characteristic of goods, such as buying Coke, choosing Coca-Cola, and buying Wound. When buying a car, choose Bondi, and when buying a safe car, choose Volvo. At this time, corporate operations must shift from the market to the minds of consumers. The company is going all out to let the brand occupy the positioning of a certain category or feature in the minds of consumers, that is, to become the representative brand of the category or feature, allowing consumers to It becomes the first choice for those who generate relevant needs. Establishing brand associations based on product categories is called category positioning. Category positioning attempts to create the impression that the brand is equivalent to a certain type of product in the minds of consumers, so as to become a synonym or leading brand for a certain type of product. When consumers have such specific needs, they will think of the brand. 7-Up Soda "Non-Cola" is a classic case of using category positioning. Coca-Cola and Pepsi-Cola are the leading brands in the market, with extremely high market share, and their status in the minds of consumers is unshakable. The "non-cola" positioning puts 7-up in a category opposite to "Pepsi" and "Coca-Cola", becoming an alternative to cola drinks. Not only did it avoid direct competition with the two giants, but it also cleverly linked up with the two brands to put itself in a parallel position with them. The successful category positioning allowed 7-Up to occupy the third position in the competitive beverage market in the United States. Domestic companies also perform well in this regard. In 1996, Xizhilang proposed the slogan "Jelly Pudding Xizhilang" and took the lead in placing huge advertisements on CCTV to continuously strengthen this concept and establish a one-to-one association between the product and the industry. When it comes to jelly pudding I think of Xizhilang, and when I mention Xizhilang, I think of jelly pudding.

This concept artificially set up an insurmountable obstacle for similar products. At its peak, Xizhilang once occupied 70% of the market share. When Hebei Zhongwang Group launched "Wugu Daochang" instant noodles in 2004, it also specifically emphasized its "non-fried" characteristics, which attracted the attention of consumers and achieved good results. There is also "Wahaha", which positioned Very Coke as "the Chinese people's own Coke" to distinguish it from the domestic market dominated by "Two Music", and finally achieved good sales results. Comparative positioning is based on competitor brands and relies on competitor positioning. The purpose of comparative positioning is to enhance the value and popularity of one's own brand through brand competition. Enterprises can establish an internal connection with well-known brands in their peers through various methods, so that their brands can quickly enter the minds of consumers and make their brands shine through the light of famous brands. The most classic comparison positioning case in history is undoubtedly the American Avis Car Rental Company. In the 1960s, Hertz occupied 55% of the U.S. car rental market. In order to avoid a head-to-head confrontation with it, Ives issued the famous "Second Child Statement" in its advertising, because it cleverly and Market leaders connected, and Ives' market share increased significantly by 28%. my country's Mengniu Company is also a beneficiary of comparative positioning. When it first launched the market, Mengniu only had a capital of more than 13 million yuan, ranking 1,116th in China's dairy industry. It was not the same as Yili, the "big boss" in the dairy industry. However, Mengniu has put forward advertising slogans such as "Fight for the nation and learn from Yili", "Strive to create the second brand of Inner Mongolia Dairy", "Thousands of miles of grassland rise Yili Group, Mengniu Dairy - we cheer for Inner Mongolia", and have combined these slogans Printed on product packaging. These advertisements seem to be an appreciation of Yili, and at the same time, they place Mengniu and Yili in a neck-to-neck position, leaving a deep impression on consumers. Today, Mengniu, which is just eight years old, has become the "industry leader", and its extraordinary development has been labeled "Mengniu Speed" by the industry. Different brands are often divided into different grades in the minds of consumers. Brand value is a comprehensive reflection of product quality, consumer psychological feelings and various social factors such as values, cultural traditions, etc. Grade has value other than physical goods, such as bringing self-esteem and superiority to consumers. High-end brands often reflect their value through high prices. For example, the price of a Rolex... >>

What is the best way to name the brand? The eight super rules can help you give your brand a name that will be loved by everyone

Introduction

Marketing practitioners will inevitably encounter a problem, how to name the brand? A competitive name is not only easier for consumers to remember, but also helps the product promotion and marketing process go more smoothly.

For example, "Worsler" is the Chinese name of the famous German beer brand "WARSTEINER" that has just entered the Chinese market. It has made it difficult to promote the product in the Chinese market and the company has almost delisted. Through consumer interviews and research, they found that the reason for the low sales was that the pronunciation of "Wosler" was very similar to "I am dead", which was incompatible with the values ????of the Chinese people who always emphasize "auspiciousness" and care for "life".

Coca-Cola, which is now familiar to everyone, also fell into naming controversy. When "Coca-Cola" entered Shanghai as early as 1920, it was not called this name. Instead, it was named "Tadpole Wax". As a result, it also fell into the same fate as "Worsler", and its market sales were bleak. . The reason is that "tadpole chewing wax" makes consumers feel that the product is related to tadpoles. In addition, Coca-Cola belongs to the beverage category, and consumers naturally associate it with "dirty water overflowing with tadpoles." Fortunately, the Coca-Cola Company held a prize-winning competition for Chinese names. A Shanghainese named Jiang Yi who was studying in the UK at the time gave them the name "Coca-Cola", which was adopted in one fell swoop and changed Coca-Cola's fate in the Chinese market.

Both of the above examples violate the seventh of the eight principles of brand naming - pay attention to brand associations (see below). In general, a good brand name can walk on its own and go a long way. If you give a good name, you will get twice the result with half the effort; if you give a bad name, you will give up halfway.

So, what are the principles or methods for naming?

Here is a summary of the eight framework principles of brand naming for reference by marketers who need to name their brands:

1. Ensure it can be registered 2. Hint the category and service 3. Easy to understand 4. User perspective, in line with consumer tonality 5. Visual and image-based 6. Have stories and feelings 7. Pay attention to brand associations 8. The influence of age and gender cannot be underestimated

1 .Ensure it can be registered

The most important principle of brand naming is registrability. We registered a brand 20 years ago and it was hassle-free. However, 20 years later, it is difficult to register a brand today. It's not because the registration fee is high (registration with the China Trademark Office only costs a few k), but because someone else may have thought of the name you thought of and registered it before you did. Generally, forward-looking companies will register all the names of the same type to prevent competitors from getting sidetracked in the future. This is a very real problem. No matter how great an idea you come up with, it will be in vain if someone else signs up first.

"Therefore, whenever you think of a great idea, you should immediately check it on the China Trademark Network and China Industry and Commerce Network to confirm that it can be registered before further optimization, including text design, etc."

2. Imply categories and services

A good brand name should best imply categories and services. In other words, whatever industry and category you are in, your brand name should be relevant.

For example, Yidao Yongche means that it is easy to call a car; calling a duck means that it is a brand that sells ducks for delivery; P&G means that the product is a Japanese product. Use consumer goods; Alipay, it is easy to think of it as related to money; WeChat, it is easy to think of it as communicating with others (information transmission); Melatonin, it is easy to think of it as being more precious than the brain (platinum is a precious metal) products.

3. Easy to understand

Every marketer hopes that a successful brand name can be widely disseminated. Whether it’s the Internet or offline word-of-mouth communication.

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

For example, a customer I met once wanted to make tea, so he gave him a name like "Ti Yun Tea Ceremony" or "Yunxiang Tea Guest", which made people confused. Many restaurants, in order to show elegance, often use characters such as "Xin", "Miao" and "" with complex strokes and difficult to identify. This is a show off and is ineffective for consumers. Just imagine, I want to reserve a seat in advance, even your store name...>>

What is an example of brand planning? The 20-point brand planning includes five major contents:

1. Market survey (including three aspects: internal corporate survey and consumer and competitor survey)

2. Brand strategic planning (brand positioning) , brand naming, brand culture, brand appeal, brand core value, brand story, brand extension, brand personality)

3. Brand creativity (LOGO design, brand packaging design, posters, albums, DM graphic design, Creative shooting of film and television advertising)

4. Brand marketing planning (4P strategy)

5. Integrated marketing communication (IMC)

Hope it can help you!

The classic case of corporate visual identity VI design includes many aspects, and each operation has its own guidelines and requirements, such as brand naming, use of trademarks, corporate standard words, and standard colors. Cooperation, etc., there are also many successful cases for reference. We only take the earliest successful company in China to introduce CI, Taiyang God, as an example to illustrate the important role of corporate visual identity in CI strategy.

Enterprise Visual Identity Taiyang God Group Company was originally a small township enterprise. Until 1988, its output value was only 5.2 million yuan. However, by 1990, its output value increased sharply to more than 40 million yuan, and in 1991 it suddenly increased to 8 billion, reaching 1.2 billion yuan in 1992. And the astonishing development speed is due to the magical effect of corporate image planning. "When the sun rises, our love lasts forever..." Accompanied by this melodious and majestic song, full of passion and vitality, a rising sun symbolizing life, strength and health is transformed into an artistic expression. The word "人" is lifted up, and the "Sun God" logo composed of three colors of red, black and white comes into people's eyes. This is an advertisement for Sun God. There is no gorgeous rhetoric in the entire advertisement, and there is no boasting about provincial excellence, departmental excellence, or international gold medals. There is not even a word about Sun God’s products, but its huge visual impact is It left a deep impression on every consumer. In the VI design, the company decided to name the newly established group enterprise after "Sun God", and decided to implement the "Trinity" CI strategy, using the company name to cover product features, and the company name, trademark, and brand were all named after the Sun God. The Sun God logo is basically composed of a concise and strong circle and a triangle. The circle symbolizes the sun, representing healthy and delicious product functions and corporate business philosophy; the triangle has a stable and upward meaning, representing that the company is always full of vitality and stability. The spirit of moving forward; the herringbone shape of the sun god reflects the company's united and upward artistic conception and the "people"-centered service and business philosophy: red, white, and black are three pure and distinct color images with strong color contrast. , embodies the enterprise's mentality of not being content with the status quo and striving for development, and at the same time gives people a strong visual impact. In terms of application elements of corporate visual identity, Sun God uses the basic elements as the basis to conduct a unified design of product packaging, office equipment, displays, and markers. Especially in advertising communication, the Sun God always appears with a brand new image of Sun God. In front of the public, it is refreshing. Although Sun God's VI design is rich and colorful, it always revolves around the corporate purpose and business philosophy, emphasizing people-oriented and market-oriented, fully embodying the VI design concept. At the same time, in the process of implementing VI, it is also equipped with auditory recognition (AI) and corporate text recognition (TI), such as Sun God’s “Corporate Song” and other music compositions, Sun God’s New Year’s Day message and corporate academic papers and reportage. wait. Sun God left a deep impression on the public with its excellent VI design, quickly won the recognition of consumers, and successfully opened the door to the market. Haier's first generation identity is the mascot Haier graphic that symbolizes Chinese and German children. The second generation corporate identity is a new logo based on the design concept of "The Rising Sun on the Sea", a combination of Chinese and English standard characters and the "Haier Blue" corporate color. At this stage, the corporate name is simplified to "Qingdao Qindao Haier Group" Company", the product brand has also been simultaneously transitioned to the Qindao Haier brand, achieving the unification of corporate and product trademarks. In 1993, Haier removed the graphic logo from the second-generation identification, simplified the corporate name to Haier Group, and used the English Haier as the main identification text logo, integrating the trademark logo and corporate abbreviation into one, making the information more concise and direct, pursuing the pursuit of excellence in design. Simplicity, stability, trustworthiness and internationalization. In order to establish a long-term and stable visual symbol image, the Chinese Haier and Haier mascot and Haier combination design are used as auxiliary promotion.

The boss wants me to make a brand positioning plan. What are some classic cases of brand positioning? For reference, Chengyu International believes:

Brand establishment is to establish the brand's position in consumer consciousness; brand competition is to seize awareness resources and compete for purchasing power generated by demand.

Awareness is external and is what drives consumers to buy a specific brand of product. For example, Jinjiu is a kind of consciousness, health-care wine is also a kind of consciousness, and Jinjiu is a good wine, which is also a kind of consciousness. Demand is intrinsic and is what defines the category or product attributes. For example, drinking health wine is one kind of demand, and buying health wine as gifts is another kind of demand. Buying health wine is driven by demand, buying strong wine is driven by consciousness, buying gifts is driven by demand, buying strong wine and giving gifts is driven by consciousness.

Therefore, brand research must not only start from demand, but also start from consciousness, and discover the rules of brand formation from the interaction of brand, consciousness, demand and products.