Chen Qingxin: Marketing Strategy Of Brand Planning Experts

A good name is a great idea, and it can extend a series of subsequent business ideas, such as matching business operations, which can make new brands a sensation.

Brand naming is very important. A good name is Big Idea, which can extend a series of subsequent business ideas. If matched with business operation, it can make the new brand become a strong brand. It is the power of the name.

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

In brand naming, we 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 around us.

Fujian seven wolves SEPTWOVES (men)

The visual processing of the seven wolves commercial brand is also very characteristic and personalized, and a silhouette of a wolf running ahead. Through television advertisements, Chyi Chin can interpret the urban stories with wolf's spirit, actively grasp the current hot topics, and track the hottest spots all the way, and further step up the development of the occasion.

There was a famous brand of washing products, the white cat. In the age 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 cats.

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

A few years ago, there was a popular brand of non-staple food: old godmother (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 housekeeping and kitchen. Moreover, many times, the feeling of the old lady is always more gentle and gentle than that of the old man.

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 reasonable to use the words already established on the basis of popular culture and business communication, and the already existing high-quality brand names, which are ingenious and adaptable.

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Before the final determination of brand names, we must pay attention to avoid rustic, vulgar, or difficult to read and hard to remember.

The brand name and the inherent brand resources must be endowed with good propagation genes. This is really important for the future of the commercial brand.

Three ways of naming brands

1, borrow 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.

Consider the consistency between the product and the company's brand when taking advantage of the company.

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, borrow from the origin.

Some areas have unique advantages in some products. When you think of certain areas, you will 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. So 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.

3, take advantage of hot current events.

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 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.

The Shenzhou computer, the first self-produced whole machine in August 2001, has been sold offline. By 2002, the sales volume of Shenzhou computer has reached 200 thousand sets, ranking the top five in the national desktop sales. After a year, 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.