Brand naming case 1: Weng Daughter-in-law
? Weng Daughter-in-Law? is an original brand name in the barber industry, from ? The brand name is an original brand name in the barber industry. From the eyes of the word can not see anything about? The message of better haircutting skills is not evident from the word "Wengnai". but customers will think that? Weng Daughter-in-law? But will customers therefore think that the hairdressing skills are not professional and that the full range of hairdressing services provided is not good enough? Not necessarily. In the specific competitive scenario of the barbering industry, such concerns have become redundant. During the introductory and growth period of the industry, the Being able to cut hair? is a prerequisite for entry into the industry. A good haircut is a sufficient condition for survival and growth. is a sufficient condition for survival and development, and when the industry matures due to competition, ? Being able to cut hair is a necessary condition for entering the industry. and? A good haircut? In the minds of mature customers have become a necessary condition to enter the industry, this time and what will be used to attract customers?
Many barbershops have come up with some new tricks. Some people use ? Expansion of the scale, so that customers wait a few minutes less? The speed to win, some people use? Shampooing, haircutting, hair care? value-added services to win, some people use? Some win with value-added services such as shampooing, cutting and conditioning, while others win with creating a particularly comfortable and cozy atmosphere. Some win by creating a particularly comfortable and cozy atmosphere. In brand management, the brand name should be able to skillfully show the core value of the brand, so in the environment of competition escalation, we see the barbershop name began to diversify, similar to? Quick Cut? The name of the brand is "The Cutter", which means "The Cutter". Royal Cut Empire? Irena Cutting House? also came into being.
? The barber store of the daughter-in-law? Just a representative of the trend of diversification of the core demands of the hairdressing industry. The brand naming knowledge "brand naming" of the brand. The brand naming knowledge "brand naming, provoke people's imagination, people see it will involuntarily have all kinds of associations: what kind of ambiguous relationship between the owners of this store? How did they form a hairdressing partner? Between them and happened, happened, or will happen what kind of story it?
Brand naming case 2: Lux
Lux (Lux) is the world's most famous soap products, Lux products today in the global popularity, in addition to its extensive use of movie stars to do advertising to set up an international image, the product name of the elegant and noble meaning of the beautiful has also played a great role in promoting the development of its so to speak, the initial Lux can be a success is entirely dependent on the outstanding naming ideas. The name of the product is also a great impetus for its development.
Lever launched a new type of soap to the market at the end of the 19th century, and adopted Monkey and Sunlight as the product name in a year. The former and the soap does not have any connection, seem incestuous, and have unclean association; the latter has improved, but still fall into the cliché. In the first year, the soap market has been bad. 1900, the company in Liverpool, a patent agent suggested a refreshing product name: Lux, immediately agreed by the company's board of directors. After the name change, sales of the product increased dramatically, and soon became popular around the world, and in a short time it became a world-famous product. Although the soap itself does not have much improvement, but Lux to the goods to bring the benefit is huge, it can be said that the success of this kind of goods is largely attributable to its product naming ideas. Lux is a near-perfect product name, which is the classic of the Latin alphabet product naming in the Western countries, and is highly respected by industry insiders. It fulfills almost all the virtues of a great product.
First of all it is only three letters, easy to read and remember, concise, pronounced consistently in all national languages, and easy to spread around the world. Secondly it comes from the classical language luxe, which has an elegant and noble meaning, it is in Latin ? Sunshine? meaning, used as soap products, reminiscent of bright sunshine and healthy skin, and can even make people think of the romantic mood of summer beach vacation. In addition, its pronunciation and spelling subconsciously bring to mind two other English words, Luckys (lucky) and Luxury (fine and luxurious). Whatever the interpretation, the product name of the product's excellent quality has played a very good role in publicizing, it itself is a wonderful advertisement, so far no other product can be in the name of the connotation of more than it.
Brand naming case chapter 3: IKEA
IKEA (IKEA) was founded in Sweden in 1943,? For most people to create a better daily life? Is IKEA since its inception has been the direction of efforts. The IKEA brand has always been associated with improving people's quality of life and adhering to the principle of ? To provide as many customers as possible with affordable, well-designed, functional and affordable home furnishings. The brand has always been associated with improving people's quality of life and is committed to providing as many customers as possible with well-designed, functional and affordable home furnishings.
In addition to providing a wide range of beautiful and practical home furnishings that are affordable to the general public, IKEA strives to create a customer- and society-centered approach to business, and is committed to environmental protection and social responsibility issues. Today, the Swedish IKEA Group has become the world's largest furniture and home furnishings business, selling about 10,000 products including seating/sofa series, office supplies, bedroom series, kitchen series, lighting series, textiles, cookware series, house storage series, children's products and other products.
IKEA's brand naming is also a classic success story.
IKEA is only a short 4 English letters, easy to remember, and the pronunciation is short and loud, people send out the syllable IKEA, the mouth will naturally pose a smile expression, so that people have a pleasant feeling.
This is in line with IKEA's mission. Since its creation, IKEA has always been committed to creating a comfortable and enjoyable home environment that makes people's lives easier and more pleasant. The brand name and syllabic character of ?IKEA? is exactly in line with this.
At the same time, ?IKEA? is short and easy to remember, and people are happy to mention the syllable. And when it comes to Chinese translation, there's a clever phonetic translation to be had as well.? IKEA? Not only is it similar to ?IKEA? pronunciation, which has the same advantages as the English name, but ? IKEA? The word "IKEA" is easily associated with the home furnishing industry. IKEA is the name of the company. Convenience Convenient? good? It means "good", "good", "good", "good", "good", "good". Home? It makes people feel cozy and considerate. IKEA The word "IKEA" in one place is not only a simple transliteration of "IKEA", but also makes the IKEA brand in the Chinese market more easily accepted by consumers.
Brand naming case 4: Canon
Canon is the world's leading integrated group of imaging and information products. Since its establishment in 1937, after years of unremitting efforts, Canon has globalized its business and expanded into various fields. Currently, Canon's product lineup*** is spread across three main areas: personal products, office equipment and industrial equipment, with major products including cameras and lenses, digital cameras, printers, copiers, facsimile machines, scanners, broadcasting equipment, medical devices and semiconductor production equipment. Canon is headquartered in Tokyo, Japan, and has four regional sales headquarters in the Americas, Europe, Asia and Japan, with 200 subsidiaries and more than 100,000 employees worldwide.
Canon (Canon) name from the beauty. The founder of Canon is a medical doctor, the inspiration for this name came from him looking up at the sky. Canon's original name was Ikimoto? Furuyake. SEIKI KOGAKU KENKYUJO, a research institute for precision optical instruments. Canon originally had a very English name, KWANON, meaning the name of a benevolent Buddhist goddess. Around 1936, the company adopted the name HANSA KENKYUJO. Canon (HANSA CANON) as the brand name of the camera was officially launched. Since then, Canon has become a world-famous camera brand and company symbol.
The emergence of the new name CANON was pivotal to the development of Canon. Like other famous brands, CANON has the same characteristic of being short, memorable, and similarly pronounced in most regions. At the same time, the five letters of CANON contain two N's with an O in the middle of the two N's, which intuitively seems to have a kind of affectionate feeling and gives consumers a very good first impression. Consumers can easily remember this brand name after seeing it.
The Chinese name of CANON? Canon? , is based on the phonetic translation of its English name. On the merits of the original ? Canon? The name conveys a new message to consumers Jia? It is a new message to consumers. Good Good, good, good, good. Good quality. It means good, good quality. Can? It means "good", "quality", "good", "good", "good", "good", "good". Performance? The name "performance" is used to refer to the ability of a person to perform a function. Functionality. Canon? Together, the word Canon means the obvious, which is? Good performance. Canon? The name not only conveys this message, but also does not make consumers feel clichéd.
As you can see from the cases above, the association that a brand name makes has a direct impact on the brand's sales. This is due to thousands of years of text, dialect, colloquialisms on the formation of people's qualitative thinking results, so the name of the brand of consumer goods is also the same direct impact on the consumer's imagination, so the brand's name is in fact a kind of intangible selling. In fact, this intangible selling compared to tangible consumer goods selling (such as packaging, advertising, display, price, etc.) can affect the consumer's buying mood. Imagine, you will wear the name? Green hat? clothing? Will buy and eat the name called? Thirteen points? Do you eat food named "Thirteen Dots"? Do you smoke cigarettes called? Babaoshan? The brand name of the company is "Bao Shan", which means "Eight Baoshan".
From the above successful cases of brand identity, it is not difficult to see that multinational corporations have a deep understanding of brand connotation. Indeed, the brand logo itself can create brand awareness, brand associations and consumer brand preferences, which in turn affects the quality of the brand embodiment and customer loyalty. On the contrary, some domestic brands, although there is no lack of ? Yagor? The brand name of the company is "Yagor", "Kangshifu". Master Kong? Successful works, but due to historical reasons, many of the logo expression and the sense of the times between there is a certain distance, some did not break away from the traditional way of expression, and more similar and similar. Even Haier, Lenovo, such a famous overseas excellent enterprises, their brand logo is also difficult to express the brand value concept, which is really worth our deep thought. Perhaps multinational companies can give our domestic enterprises a new way of thinking and a new perspective, which is what consumers are really looking forward to.
Brand naming case 5: Nestle
Founded in 1867, the Swiss Nestle Group, with the founder Henry Nestle (Nestle), is the most famous brand in the world. Nestle (Nestle) name, because the English Nestle (Nest) and his name for the same root word, so the Chinese and translated as? Nestle? which means "little nest" in German. In fact, Nestle (Nestle) English meaning? to settle down comfortably? and snuggle.
On the surface, ? Nestle? The name uses the creator's name, but in all the different languages of the world, it gives an impression of clarity and the elimination of stress and tension. This is especially true in Chinese, where ? Nestle? makes Chinese people, who value family and affection, feel like a cozy home, and sometimes it even makes people think of a bird's nest where love and affection are hidden.
On the other hand, Chinese consumers have a habit of emphasizing food and nutrition since ancient times. As the old saying goes? The people eat for heaven?
On the other hand, Chinese consumers have a habit of paying attention to food and nutrition since ancient times. Nestle Another reason why Nestle? has been accepted so quickly in China is that it has been a popular choice among Chinese consumers. Nestle is quickly associated with bird's nest. Bird's Nest Bird's nest is a highly nutritious and premium food that is synonymous with high quality and health in the minds of Chinese consumers. Therefore, after Nestle's branding in China, consumers naturally associate Nestle with bird's nest, which is a highly nutritious and premium food. Nestle and Nestle. High quality and high nutritional value. Nestlé is the world's leading provider of health care products and services. Healthy? and so on with positive imagery.