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Brand Planning Expert Chen Qingxin: Teach You How To Borrow The Brand Name.

2014/2/13 16:10:00 74

Brand Planning Chen Qingxin Brand Naming

brand naming is very important. A good name is Big Idea, which can extend a series of subsequent business ideas. If coupled with matching business operation, it can make the new brand become a strong brand, even if it has a sensation. This is the power of the name!

American marketing expert al Rees pointed out in the 22 rules of building brand: "in the long term, for a brand, the most important thing is the name!"

brand naming, you can also use the "borrowing" method.

The biggest advantage of this naming method of commercial brand is that when the market is opened up, it can be used to borrow arrows with grass boats, which greatly reduces the resistance to brand promotion, saves a lot of advertising expenses and reduces the cost of brand promotion.

this example is too numerous to mention by our side.

Fujian seven wolves SEPTWOVES (men's < a target= "_blank" href= "//www.sjfzxm.com/" > clothing > /a > cigarettes). The brand name is borrowed from the name of a Taiwan movie "seven wolves". By using its name, and deeply digging up the brand culture, the characteristics of the wolf's bravery, self-improvement and unruly character are closely linked with the target group's style. Further, "borrow" step by step, engage Taiwan famous singer Chyi Chin (who was famous in the pop song "the wolf in the north") to make the brand image spokesperson, so that the wolf and the wolf can match each other, red and purple, and do their course.

the visual processing of the seven wolves commercial brand is also very characteristic and individualized. The silhouette of a wolf running ahead is allowed to let Chyi Chin interpret the urban story of wolf spirit through TV advertisements. He actively grasps current affairs hot spots and tracks the hottest spots all the way, and further goes deep into the trend of the occasion to conduct brand management and create the successful myth of commercial brand!

"P" is also borrowing power. If we do not know the potential, we will not borrow or borrow, this kind of commercial brand that is always playing the same role and learning from Handan is also a minority.

earlier, there was a famous brand of washing products, white cat. In the era of white cat and black cat, a black cat suddenly appeared on the market, and it was the same kind of washing products with white cat.

The cat itself is a very gentle and lovable little animal. It can make people feel pure and gentle with white words. It seems a bit ugly to add a black word. Not only does it match the properties of the washing products, but it is totally different. Can this brand of commercial brand be accepted by the masses? In other words, will you buy this black cat detergent? What is the reason?

by the way, we all see the consequence of such an attack, but the market is forgetful.

a few years ago there was a popular brand of non-staple food: old mama (soy sauce products), and after a long time, a new "Godfather" came out. In fact, this brand name is just like the thousand years of traditional Chinese people's competition. Most families are women's main business and kitchen, and many times, the old lady's feeling is always more kindly and docile than the old man.

"P", so "old mama" as long as the product quality is good, this brand is still relatively easy to accept, but the same "soy sauce" products "old daddy" not only makes people feel very difficult to accept, and the name is really vulgar.

It is true that it is true to use p, which is based on popular culture and commercial communication, as well as ingenious and adaptable high-quality brand names to name its own commercial brand. But it is not appropriate to make a sensationalism in order to make innovations.

> before the final determination of < a href= "//www.sjfzxm.com/news/index_f.asp" > brand name > /a >, we must pay attention to avoiding the brand name nomenclature of rustic, vulgar, or hard to read and hard to remember. Otherwise, it can not only make people feel good and naturally associate with each other. Moreover, even later, more brand communication promotion costs, brand image building and brand information pmission will be of no help.

brand name and the inherent brand resources, we must give it a good pmission gene. This is indeed very important for the future of the commercial brand!

the three way of brand naming is /strong /strong > .

1, borrowing from the company brand

for a new product brand, it is very weak.

But if there is a strong company behind the product endorsement, then the brand equity of the brand may be greatly appreciated.

for example, before the launch of Haier TV, Haier has been a manufacturer of white goods. With the brand of Haier, its TV brand was quickly recognized by consumers and achieved very good results.

when considering a company, consider the consistency between the product and its brand.

The success of Haier TV's brand does not mean that Haier computers and Haier phones can also successfully borrow from the brand of the company.

These products can use Haier brand, but brand assets can not be pferred to the past, of course, using the company name, even to the brand of the product has a negative effect.

Just imagine: who would like to use a mobile phone that is "sincere to forever"?

2, borrowing from the original place /p >

some areas have unique advantages in some products. When we think of certain areas, we naturally think of certain products.

Such as: Shaoxing rice wine, Ordos cashmere, Guangdong herbal tea, Beijing roast duck, Burma jadeite, Xiangshan seafood, French perfume and so on.

These can be said to be an inexhaustible treasure house.

In the process of creating brand assets, the use of these geographical symbols will get twice the result with half the effort.

of course, in the process of leveraging the region, two points need to be paid attention to. One is the recognition of regional products, which requires that the regional image has a greater influence in the audiences. We must not be self righteous, such as creating a concept of Shandong silk and trying to popularize it.

The two is to establish a strong association between the product and the place of origin, and try to form an exclusive Association. For example, think of Guangdong's herbal tea and think of Wang Laoji. At the thought of Wang Laoji, he thought of Guangdong herbal tea.

strong > 3, to < a href= "//www.sjfzxm.com/news/index_f.asp" > hot current events > /a > borrowing /strong > /p >

some events are persistent, and will continue to bring positive social impact. If the brand is directly linked to this event by naming it, the social impact brought about by each event will also promote the brand to a certain extent.

Such as Shenzhou computer and Shenzhou spacecraft.

Each launch of the P Shenzhou spacecraft is the technological progress and challenge of China's space industry, attracting the attention of mainstream media and attracting foreign attention.

The two characters of Shenzhou are widely known and are endowed with the connotation and spiritual significance of advanced technology, domestically and self strengthening.

"P" and Shenzhou computer since the first self-produced whole machine went offline in August 2001, to 2002, "Shenzhou" computer sales reached 200 thousand sets, entered the top five of the national desktop sales, one year after the other manufacturers usually need six years to go through the road.

After the success of the desktop market, Shenzhou computer officially entered the notebook computer in 2003. In 2005, the Shenzhou laptop computer shipped more than 30 thousand units per month, with a market share of 13.7% only to IBM and Lenovo ranked third.

The "parity" strategy plus the "Shenzhou" reputation has enabled the Shenzhou computer to gain an explosive growth in the market.