To conceive a brand name from the general utility, it is necessary to make the brand name reflect the basic use, utility and function of the product. Without any introduction and advertisement, consumers can directly understand the purpose of the product as soon as they see the brand and connect it with the utility of the product, or they can directly connect it with the brand after meeting the demand in this respect, thus promoting consumers to associate with each other between the universal utility and the brand name.
As soon as drugs such as "Sheridan" and "Suketon" are put on the counter of the pharmacy, consumers can see what problems they are solving from their names without any introduction. At the same time, when encountering problems such as diarrhea and cough, consumers are more likely to associate these names with "natural" meanings.
"BusinessCom" and "Celebrity" are both market leaders of PDA products for business people. Although the market share of these two brands has been high and low in the past two years, in the eyes of the general public, the popularity of "Shangtong" is much higher than that of "celebrities". This is because "BusinessCom" cultivated this market earlier than "celebrities", but the brand name of "BusinessCom" is directly related to the use of such products, which is another reason that cannot be ignored.
The brand naming strategy based on universal utility is not omnipotent, but it has certain adaptation conditions: this naming method is generally most suitable for products with low consumer involvement and other aspects of product entities that are not easy to reflect utility; The role of such names is particularly prominent in the initial stage of brand introduction into the market, but its role is relatively diluted after the brand becomes the mainstream brand in the market.
Show the uniqueness of the brand
Contrary to the naming idea that emphasizes universal utility, some enterprises hope that brand names can reflect the uniqueness of brands and show the differences between brands and other similar products. The core of this naming idea is to make the brand name reflect the brand positioning.
Brand positioning refers to the marketing strategy that products meet specific consumer groups with their unique characteristics in similar products. Determining the brand name from brand positioning can show the uniqueness of the brand in the following two aspects: product characteristics or target customer characteristics. Product features are important contents that distinguish products from other similar products, such as unique composition, function, performance, use and style. Target customer characteristics refer to the age, gender, preferences, lifestyle, values and so on of the target customer groups targeted by the brand.
The real estate industry knows the importance of the name of the case. People in the real estate industry often say that the name of the case itself is an advertisement. Once the marketing of real estate projects fails, a common "rescue" means for real estate developers is to change the project name.
The names of some commercial housing cases imply the characteristics of the project: location, community size, project nature and environmental characteristics. "University Town" means that the property is close to colleges and universities, and "Datang Family" means imitating the architectural style of the Tang Dynasty. Suffixes such as "garden", "community" and "town" are used to indicate the scale of the project. This kind of case name must be worthy of the name, otherwise it will cause misunderstanding and disgust of customers.
The names of other commercial housing cases are based on the characteristics of target customers and cater to their lifestyles and values. This kind of case name is especially suitable for those projects with simple target customers: the case name of commercial housing for individual merchants needs to emphasize auspiciousness and wealth, such as "golden building"; For the newly-married city petty bourgeoisie commercial housing case name, it can meet the needs of its petty bourgeoisie, such as "Apple Community"; The name of the single apartment of urban single aristocrats can satisfy their spirit of pursuing "coolness", such as "extraordinary dormitory".
Arouse relevant perceptual associations.
The above two naming methods focus on the general utility and brand positioning of products, and promote the brand "blatantly", but sometimes enterprises want to adopt relatively implicit and symbolic names. Such a brand name can be related to the utility of the product, but it does not publicize the utility of the product "naked", but uses some kind, romantic or fashionable emotional words to implicitly express the brand image and express the good feelings that the brand brings to consumers. The wonderful association and psychological feelings caused by brand names can effectively promote consumers' perceptual cognition of brands and enhance their intimacy with brands.
Taiwan Province's Ding Xin Company is already a leading enterprise in the instant noodle market in Chinese mainland. However, when the Ding Xin company entered the mainland market, its initial target market was only northern Chinese mainland. In order to be close to the consumers in the northern region, Ding Xin Company combined the friendly title of "master" with the meaning of "health" and conceived "Master Kong", an instant noodle brand that later resounded throughout China. "Master Kong" has not been sold, and this kind and healthy name has overwhelmed the monotonous instant noodle brands such as "Huafeng" and "Zhongyuan".
Hotel service is always associated with travel, romance and dreams. Rich travel experiences, romantic encounters and wonderful new discoveries are the "dreams" of many travelers. Kyle Polo, a famous traveler in history, and Shangri-La, a "paradise" in the eyes of westerners, have always been used as the brand name of the hotel.