How did the brand name come from?

Methods 1: Chinese time-honored brands were named.

Catering, food, clothing, pharmacies, hotels and other industries, especially enterprises or shops with a certain history, prefer to use time-honored naming methods.

When the ancients opened a shop in business, they paid more attention to the signboard of the shop name and chose more words with good meanings, which were basically inseparable from 56 auspicious words:

"Shun Yu Xinglong Rui Yongchang, Fu Fengxiang, Ethan, Wan Heng. Taihe Xingde, Qian Ji Gongren helped Ding Guang. Get together in righteousness, be full of faith and righteousness, and celebrate happiness and well-being for a long time. The New Year is just a wide formation, and Runfa Hongyuan is blessed. "

Among them, restaurants use the word "residence" and "building", pharmacies use the word "hall", silk shops use the word "auspicious" and banks use the word "balance".

If you want to take an old brand name, you can refer to these 56 words, such as Quanjude, Hengyuanxiang, Tongrentang, Qingfeng and other old brands.

Method 2: Naming of China's ancient poems.

The name "Baidu" comes from Xin Qiji's "Jade Case Yuan Xi", "Looking for him in the crowd for thousands of Baidu, suddenly looking back, the man is in the dim light";

The name "IKEA" comes from The Book of Songs. "The son of Yu Gui should live in his family ...";

The name of "Xinghua Village" comes from Qingming by Li Mu, a poet in the Tang Dynasty: "Where is the restaurant? The shepherd boy points to Xinghua village. "

Choose brand names from China's ancient poems, and make them as simple and straightforward as possible, otherwise they will not be easy to understand and remember.

For example, "Revlon", the brand name comes from Li Bai's "clouds want to dress and flowers, and spring breeze blows Revlon". Although the meaning is good, relatively few consumers know the source. Names are obviously not easy to remember without knowing the source.

Now that the ancient poems that can be excavated are exhausted, it is easy for us to think that others have registered first. What should we do?

You can consider looking for it in ancient Chinese. Once found, it can be used directly or in combination.

Zhuge Liang said in the Yin Fu Jing Ji Shi that "Heaven is also secret, and the Yellow Emperor can ascend to heaven with it". From this sentence, we can extract a brand name "Tian Yun the Great", which is good for tea, cigarettes and other products, especially in places where there is a legend of the Yellow Emperor in the origin of the products, such as Huangshan Mountain, where it is said that the Yellow Emperor was trained and named.

Method 3: Naming method of category characteristics

This brand name can be named by surname+product class name, for example, "Zhou" is the boss's surname, "Duck" is the product category, indicating that duck is the main product and "black" is the color feature of the product;

Emotion+product class name can be adopted, such as liking tea, "happiness" is a joyful emotion, and "tea" is the product class name;

You can use the name of crowd+product category, such as "Nongfu Spring", "Farmer" is a crowd with the attributes of field farmers, and "Mountain Spring" is the product category name of mineral water;

You can use the sense+ product class name, such as "Coca Cola", "Delicious" is the taste, and "Coke" is the product class name.

You can also use product features+brand name. For example, the Italian electric power company once adopted a brand name "Bengutou", which is a combination of three cows, meaning "strong and bullish". When it is combined with the brand "Bone", you can know at a glance that it is made of cow bones.

Or conversely, you can use brand name+interest suggestion. Take the brand name "Li Mochou" given by Italia to a gift shop as an example, which means that there is no need to worry about giving gifts. The voice is similar to the character "Li Mochou" in Jin Yong's novels, which is relatively simple and easy to remember. If the brand name is used as the signboard of the store, consumers will understand what products the store sells at a glance, and it is easy to remember.

Method 4: Be familiar with object naming.

Use familiar objects to register trademarks. Such as hammer mobile phone, nail, candy paper dessert, small pot of tea, spotted cloth, blue bottle of coffee and so on. , use items commonly used in life as brand names.

Compared with the new name composed of words, this name is familiar to everyone, simple and easy to remember, and it can also make consumers feel more cordial without barriers, and achieve the effect of gaining popularity and goodwill.

Besides daily necessities, we can also make use of natural objects and phenomena, such as the sun, moon, stars, blue sky and white clouds, rivers, lakes, oceans, storms, thunder and lightning, etc. Such as Golden Sun, Sunshine, Blue Moon, Baiyun Mountain, Haier, Yangtze River, Qiandao Lake, Samsung, Qixing, Shuiwangxing, Snowflake Beer, Yurun and Dongfeng Motor.

It looks very small, and various particles and elements can be used, such as 36Kr, oxygen, gold point atoms and so on.

It is even used in four directions: East, West, North and South, such as New Oriental, Black Sesame Paste in the South, Siebel, North and so on.

These living, natural and even man-made objects, such as the Great Wall and the Yellow Crane Tower, can apply for registration as long as they are not registered as trademarks. Those who have already registered can add words or change words to register.

Method 5: Naming related to stories

Some people say that the most important thing for a brand is to be able to tell stories. Tell the story of products, brands and founders. Through stories, we can better communicate with consumers, narrow the distance with consumers and gain recognition and trust. The same is true of brand names. The names of many famous brands are derived from historical allusions, famous novels or related stories of founders.

For example, "Alibaba", the story from "Alibaba and the Forty Thieves", is simple and catchy, and also contains the deep meaning of "open sesame";

"Goubuli" steamed stuffed bun comes from the story of the founder "Paparazzi". It is said that the buns made by dogs are delicious, and the business is particularly good. I am too busy to take care of acquaintances passing by.

Starbucks got its name from the characters in Moby Dick.

"Nike" comes from Nike, the goddess of victory in ancient Greek mythology;

"remy martin" comes from the mentor of the Greek hero remy martin Kay Long Xing;

"Want Want" is said to come from the little black dog in the dream of the founder;

Another example is Milk Snow Tea, which has a love story behind it.

Storytelling, as the most acceptable way for consumers, can make the brand vivid and help to understand, remember and spread. It is a valuable brand naming method.

Method 6: Naming of Attribute Features

The brand name directly tells you what kind of product it is. The brand name that reflects the product attributes does not have to have a brand name, as long as it can reflect the characteristics of a certain aspect of the product. For example:

"BMW", although there is no category of "car", has the same riding properties as cars and is a means of transportation. "BMW" can give consumers a noble and high-end feeling;

Both "Mercedes-Benz" and "Porsche" can reflect the attributes and characteristics of automobiles. "Mercedes-Benz" is a state of fast driving, "timely" embodies rapidity, and "agile" means "fast".

"Melatonin" is related to health as soon as it is heard, which is consistent with its effect of "improving sleep";

"Pinduoduo" does not directly refer to "group buying", but "fighting" is the characteristic of group buying;

"Plant protection" and "plants" refer to plants. Although the specific ingredients of the product are not mentioned, it belongs to the category of plants and can give consumers a feeling of natural safety.

Another example is the brand name of Italian Power's product name strategic consultation "Italian Power". "Meaning" means creativity and ideas, which can reflect the attribute characteristics of advertising and brand consulting industry. Italian power, creativity is the power to detonate sales.

Method 7: Founder Naming Method

Many international brands entering the China market are named after their founders.

For example, Disney was founded by Walter Disney and his brother roy disney.

Mercedes-Benz is named after karl friedrich benz, one of the founders of the company and one of the inventors of modern cars.

Chanel was founded by coco chanel (coco chanel); Adidas was named after itself by Adolf Dassler (Adolf Dassler).

There are also many local brands named after their founders, such as Li Ning, Wang Laoji,,,, Changyu,, and Li.

At present, it is an era that is more suitable for creating personal IP. Binding the brand name with the personal IP with the founder's name will enhance consumers' trust in the brand to a certain extent, and subconsciously feel that "the founder will not use his personal name as the brand name if he is not confident or honest".

However, it is best to get the name of the founder. If it is too ordinary, the public recognition is relatively low. For example, there are nearly 300,000 duplicate names in China.

Method 8: Good wishes naming method

Some brand names themselves have words of good wishes, which make people feel lucky and happy after reading them, so that they have higher affinity and are easier to close the distance with consumers.

The brand names of time-honored brands pay special attention to this aspect. For example, among the 56 commonly used words of time-honored brands mentioned in the Naming Method of Chinese Time-honored Brands, such words as Rui, Xiang, Tai, He, Mei, An, Kang and Fu can all be used in brand names, such as Rui Fuxiang, Lao Fengxiang and Chow Tai Fook.

In addition to time-honored brands, more modern brand names also have many words with good wishes, such as:

"Le" in the name of "Coca-Cola";

Beauty in the name of beauty;

"Haha" in the name of "Wahaha";

"Fu" in the name of "Fulinmen";

"Happiness" in the name of "Happy Cake";

The name of "auspicious", "auspicious wonton" and so on.

Seeking good luck is a traditional custom in our country, and it is also the general psychology of the public. Whether out of longing for beauty or out of a little superstition, words with good wishes and expectations are always popular, with positive, positive and optimistic communication effects, and are one of the important methods of brand naming.

Method 9: naming method of benefit and efficacy

Named after the benefits or effects that consumers can get after using the product, such as

Daily chemical products:

Head & Shoulders, the smoothness of hair flying;

Rejoice, the feeling of light and supple hair;

Hair is clear, fresh and flying, and it feels good after dandruff removal;

Comfortable and skin-friendly, the skin feels comfortable after use;

Libai turns white immediately after use, and the effect of washing clothes soon will be very good. ...

Medicine and health care products:

Anal Thai makes your anus comfortable;

Crick, you can see the effect soon;

Bright eyes, make eyes bright;

Combide, let you regain your health;

Fuyanjie, gynecological inflammation washing is healthier;

Jieeryin, clean and care for your private parts. ...

In addition to daily chemical and medical fields, other products are also suitable, such as Meijiajing, fragrance fluttering, good back, good memory, delicious, Pampers, Beinmei and so on. , which also has benefits related to the use effect.

In terms of functional effect, we can also use suggestion method. For example, the functional drink "Red Bull" gives people a strong feeling.

In addition, like the "Vibrant Coffee" named by EDF, according to the survey, the first reason for consumers to buy coffee is to refresh themselves, and the spirit of "Vibrant Coffee" has a refreshing effect.

Method 10: naming of raw materials.

Named after the main raw materials or main components of the product. For example:

"Fresh Taro Fairy", a delicious food made from fresh taro;

"2 1 jinvita", you can know that you can supplement vitamins at a glance;

"Daoxiang Village" gives people an idyllic atmosphere full of Daoxiang.

However, attention should be paid to the registration of such trademarks, and words should be added before and after the ingredients of raw materials, because the Trademark Law stipulates that "only the quality, main raw materials, functions, uses, weight, quantity and other characteristics of goods" shall not be registered as trademarks, so auxiliary words should be added. For example:

In the "cotton era", the brand name gives people a feeling of using "cotton" material, but if you register directly with "cotton", it will be risky, and it will be easy to pass the test with "times";

"Oriental leaf", tea is indeed a "leaf", but it is not significant, so it is difficult to register directly, but adding "Oriental" can pass the registration;

"Wuliangye", although it can be seen that the raw material comes from "five grains" food, can be registered by adding "five" and "liquid".

Methods 1 1: nomenclature related to the place of origin.

There are many brands with names of origin, such as Kweichow Moutai, LU ZHOU LAO JIAO CO.,LTD, Tsingtao Beer, Harbin Beer, etc., and cigarettes such as Shanghai, Nanjing, Yuxi and Huangshan. The existence of these brands has certain historical reasons, so it is very difficult to register now.

Paragraph 2 of Article 10 of the Trademark Law prohibits the use of "administrative place names above the county level or foreign place names known to the public", so we can consider non-administrative mountains and rivers, "administrative place names below the county level" and foreign place names unknown to the public, such as Himalayas, Baisui Mountain and Qiandao Lake.

In the use of place names, alternative strategies can also be adopted, such as:

You can't use "Beijing". You can start with the word "Beijing", like "JD". COM”；

You can't use "Shanghai", you can use "Shanghai", like "Aunt Shanghai";

You can use a word "Korea" instead of "Korea" or "Seoul", such as "Handu Yishe" and "Hanhou".

Method 12: Naming method of common addresses.

Common appellations for a certain relationship or a certain kind of people in daily life can also be used to register trademarks and become brand names. For example:

"Laoganma" Chili sauce, "Laoganma" will give you a sense of intimacy, and its approachable brand tonality is very consistent with Chili sauce.

And "grandma's restaurant" will also make you feel more intimate and have a feeling of home, and "grandma" can remind many people of the beautiful taste in their memories.

Now brand names such as Laoganma and Grandma's home have been robbed, but you can add the name of the product category or the name of the founder before and after the address. For example:

Mi Laotou, category+title;

Dad candy, name+category;

Yuan Niangniang, name+title;

Master Bao, surname+title.

Method 13: Numeric related terms.

Pure Arabic numerals, such as 999 (Ganmaoling), 360 (Finance), 1688 (Purchasing Wholesale Network), 8848 (Mobile Phone), 7-1/(Supermarket), etc. A simple digital trademark should have more than two numbers. If it has no obvious characteristics, it is easy to be rejected. You can consider adding numbers and auxiliary words.

At the beginning of the number, you can add a category, such as "Sany Heavy Industry";

You can add people, such as "three fathers";

Animals can be added, such as "three squirrels" and "seven wolves";

Plants can be added, such as "three trees", "Mayflower" and "six walnuts";

You can add effects, such as "seven points sweet";

Quantifiers can be added, such as "85 degrees Celsius" and "three and a half meals".

You can also add a number after the brand name, such as "Guojiao 1573", where "1573" is the founding year; "Hapnokai 1897", in which "1897" is also the year of founding. The advantage of this trademark is that through the brand name itself, it can produce a sense of history and concentration, thus enhancing trust.

Methods 14: naming of animals and plants.

Plants, such as:

Apples, millet, peppers, potatoes, watermelons, melon seeds, etc.

Animals, such as:

Panda, crocodile, dragon and tiger, camel, bear, white rabbit, golden monkey, Ant Financial, Phoenix Media, bull, etc.

Why do many brands like to use animals and plants as brand names?

Because these animals and plants are already very famous, their names are familiar to the public and easy to remember, which can save a lot of money and time to gain popularity. Since they can "take advantage", why not?

What if all the names of these animals and plants have been robbed?

You can add words before the names of animals and recombine them, such as Tmall, Golden Rooster, Sohu, sogou, Land Rover, Yahoo, Flying Pig, Tuniu, Rookie, Idle Fish, Yilong, Mason, Seven Wolves, Red Dragonfly, White Elephant, Flying Crane and Betta. Not only can none of the zodiac animals run, but those that fly in the sky, run on the ground and swim in the water can be used; You can also add words after animals, such as Nestle, Mother Donkey, Honeycomb, Tiger Tooth, Puff, Prince Frog, Mother Kangaroo, etc.

Of course, you can also add words before and after the names of plants, such as six walnuts, three trees, Huaxi, Taohuaji and so on.

Method 15: naming historical figures.

In addition to the well-known names of animals and plants, the names of famous historical figures at home and abroad can also be used as brand trademarks, which is equivalent to binding and using the personal IP of celebrities, which is simple and easy to remember, and is conducive to the spread and promotion of brands.

Famous historical figures in China, such as Du Kang, Qin Shihuang, Genghis Khan, Zhang Zhongjing, Hua Tuo, Lu Ban, Cao Cao and Tang Bohu. , including some legendary historical figures, such as Shi, the story of Diexin, Huang Daopo, etc. And the characters in fairy tales, such as Nezha, Nu Wa, Pangu, Chang 'e and the Seven Fairys, are all registered as trademarks.

Famous foreign historical figures such as Nobel, Newton, Napoleon, Elizabeth, Shakespeare, Columbus and Plato have also been registered as trademarks.

Although almost all such celebrities have been registered, some historical celebrities who are not so well-known but have good significance can still be selected. For example, Electricite Italia used this naming method to name this case "Flaubert". Flaubert is a world-famous writer, known as "the founder of modern western novels", and his masterpiece is Madame Bovary. "Flaubert" is not only famous, but also has a good literal meaning, which is more suitable for making brand names of restaurants and wines.

To register a trademark with a historical figure, Item 8, Paragraph 1 of Article 10 of the Trademark Law stipulates: "The following signs shall not be used as trademarks ... As long as they do not violate this article, there is still a good chance, but it should be noted that trademarks cannot be registered with contemporary or modern names, such as Lu Xun, Lao She and Bruce Lee.

Methods 16: Terms of identity and professional title.

Whether it is related to the industry attribute of the product or not, the identity appellation since ancient times can also be registered as a trademark. For example:

Ancient emperors, my emperors, queens, empresses, princesses, sons, princes, physicians, generals, teachers, guards, butlers, managers, shopkeepers, children, servants, etc.

Modern presidents, diplomats, bosses, doctors, nurses, ladies, shopkeepers, nannies, chefs, etc.

If these names have been registered by others first, or rejected because they have no "significant features", you can add surnames or category attributes before the titles, such as Dr. Li, Miss Li, Wang, water housekeeper, dental nurse, etc.

Note: The above method is taken from 16 of 28 brand naming methods of "Super Name" in Brand Name Reference Book.