The Internal Logic Of Product Naming

Does a shoe that looks like the name of Italy bring you a good association? Can you name a product like a European product and make it a high-end product?

The name of the child showed the cultural details of his parents. For example, intellectuals often named their children with unusual words. When the children of rural families were named, boys often used fortune, wealth, money and health, while girls liked Mei, Fen, Ting and so on.

The parents gave their children their names and their expectations. When the enterprises were named, they preferred to raise their appearance, such as Lenovo, Mengniu, Guangming, founder, Shuanghui, Sanlu, Geely, Baidu, Reebok, Huiyuan and so on.

Some enterprise names themselves are worthy of taste, such as Alibaba, BYD, Victor, 360, 360, Tencent and so on.

There are some strange names, such as Wahaha, life No. 1 and brain platinum.

Next, enterprises will have to name their products.

You can take a look at the names of cars on the market, such as Audi, Mercedes Benz, Lexus, Carolla, Yueda, Chevrolet, Hyatt, regal and so on.

Automobile companies are very particular about naming different brands, rather than feeling.

The German automobile brand is named as the industrialization routines, such as Audi's A4, A6, A8, BMW's 3 series, 5 series, 7 series, Mercedes Benz's C, E, S and so on.

The United States and Japan are similar, in the automobile brand naming uses the neutral independent name and the symbolic name.

For example, Cadillac is a neutral name, Ford flying eagle is a symbolic name.

Japanese cars mostly use neutral names.

Chinese automobile companies sometimes imitate American, Japanese, and sometimes imitate Germans when naming products.

For example, there are BYD's F3, F0, M6 and G3. There are also games like Harvard, the Great Wall, and Yueda and Ruifeng.

The logical basis for German naming of automobile brands is that consumers can purchase vehicles suitable for their status, status and place in industrial civilization according to their own conditions.

Therefore, in the series naming, the product level is reflected: 7 is higher than the 5 Department, S is higher than E.

This naming is easier to succeed in the luxury car market.

People who are willing to express their identity and have an economic foundation purchase A8, 7 series and S.

If the brand strength is strong, it will also allow consumers with limited economic conditions to recognize that A4 is Audi's entry vehicle, the 3 Department is BMW's entry vehicle, and C is Mercedes Benz's entry vehicle.

When the brand appeal is weak, we should use the name of beautiful Lenovo, such as Li Wei, Ben rush, QQ, Oriental Son and so on.

The use of good association naming is hoped to achieve a fast understanding of consumers through the association of words and the distance from consumers.

The success of Jingyi should be related to this naming method.

Positive associations should be generated.

Naming itself is a kind of dissemination. The quick and instinctive Association and response of the audience should be positively recognized, and the understanding of the content of communication should also be unified.

It is not easy to do this.

Let's take a look at the naming of products by Apple Corp.

In 2002, SONY was the market leader of the player and had been leading for at least 10 years.

When Apple enters this field, it faces the choice of what name to use.

The company has submitted four name recommendations, namely super MP3, 21 's music, beyond enjoy, iPod.

The first name does not go beyond the category of competing products. It tries to name its super identity by name, and it is not available.

The second name is a sense of the times. It also pcends competition and enters the space of the music field. However, it is still a slogan, and it can not be immediately recognized by consumers that you are the music representative of twenty-first Century.

The third name has a sense of entry into the entertainment level, which is based on the consumer perspective.

It can inspire consumers' entertainment recognition from their uses, make them make quick decisions and purchase emotionally, but they do not have expansibility.

This name defines the boundaries of user groups, that is, entertainment is the main factor that is not conducive to the pursuit of efficiency, nor is it suitable for rational people.

Giving entertainment has never been the social orientation advocated by American religion.

The fourth name surpassed the first three, and the listener had no knowledge of it before.

In this way, enterprises can change the parts of speech and meaning of iPod with the change of times.

At the same time, the impact of products on consumers and the market is not restricted by name, and there is no upper limit.

At first, Apple's internal opinions were very different: the first opinion came from the technical department, and the third opinions from the market department. Only Jobs's consciousness was very clear, that is, iPod.

Jobs has always had a unique view on the naming of products.

The early generation of computers called Macintosh came from the name of an apple, but the local industry and commerce departments were not allowed to register the electronic products with the actual Apple names, so they changed the alphabet.

When it comes to launching high-end products, Jobs doesn't play the card by common sense. He must use the name Lisa. This is the name of many parents in the United States. In reality, Jobs really gave his daughter the name. At the same time, he also asked the second generation computer to use the name.

His reason is that consumers do not care about product sequences, nor do they care about technical people's bluff terms and nouns.

His idea is super ahead.

Careful use of sequence names

Look at the naming of Intel CPU again.

In the early days of Intel, they were named after the product function. 80286 integrated electronic devices were called 286, then 386, 486 and 586 until 686.

In fact, the number of electronic devices has already exceeded six digits. After the legislation does not allow the use of digital methods to name products, Intel has no choice but to adopt Latin naming.

Pente is the word "Five" in Greek. Ium is the meaning of "generalization vocabulary" in Greece, and it should be the fifth generation processor.

But in China, we must give it a sensitive name -- Pentium.

The name has been a great success in China. In the US, Pentium has also won Intel's products in the market.

The next name is the feeling that "core" is a typical Chinese name.

Look at the English name Google of Google. It evolved from a word, meaning the amount of Gigabit, and when plated into Chinese, we must find a meaningful word.

Then analyze the naming development process of Microsoft.

Early call window (Windows), the name is really recognized by the user, the screen of the computer is just like a window, which conveys unlimited information and graphics.

Microsoft later began to use the serial number naming, windows 1, 2, 3, 95, 2000, XP and so on.

Naming products with time series will give consumers the impression that they are better than the earlier ones. This means that when the latter products appear on the market, the early products will definitely be eliminated by consumers, and who will have old products.

Take a look at the series naming of Apple phones: after iPhone3 came out, iPhone 2 ceased production, and the listing of iPhone 4 ended the product line of iPhone 3.

Apple's next mobile phone should not be called iPhone 5, because Apple has to retain iPhone 4 product line, so "iPhone 5" must adopt a new name, which is said to be aurora.

This means that Apple believes that iPhone 4 is a relatively mature product, and can not squeeze out the last product that can still be profitable with new products, and can not let consumers think that the previous product is old.

Microsoft also wanted to change this, so vista was released, hoping that XP could coexist with Vista in the future to meet different needs of customers.

Take a look at Korean cars. After Sonata's first generation, they also give their products 1 or 2 names.

They do not know why they are so named, nor do they know that naming means that the previous generation will stop production.

As a result, the investment in its old products has not yet been fully recovered and it has to stop production.

How does Lenovo name its products? After buying IBM's personal computer business, it is understandable to continue using ThinkPad, but it is also part of the brand.

Not long ago, Lenovo named the new tablet computer as Le pad, naming the new smart phone as Yue Feng.

Do you know what the market impact of such a name is? What's the expectation of this name? Do you think it's a good thing or a bad thing? What consumers will impress you because you are a famous brand imitator? Who will be bad impression on you because you imitate other people's names? In your expectation, what kind of people your product target customers are, you can decide which strategy to adopt.

Or no customers at all, as long as someone buys.

If ants do not have a hunting rule before setting off, then the ant species will die out.

If the rules change, the quality of life of species will continue to decline and eventually die out.

Human ability is to set goals and find the rules, ways and means to achieve them, rather than simply imitate them.