A Name Spree, Who Says Not?

Jiangxi University reveals its name

A name of the Carnival "fuck Japan" burst red

After the exposure of a freshman, a Japanese student, the name of God suddenly burst into the Internet.

Now, in Baidu, search for "Japan" three characters, the number of web pages has reached about 476000, and find about 1190 news related.

As Japan bought the Diaoyu Islands incident, making the domestic anti Japanese sentiment increasingly strong, with the escalation of events, "fuck Japan" students were "patriotic" on the cusp of the Diaoyu Islands storm.

Netizens are amazed that in order to express their anti Japanese sentiment, their parents have named the bold position and created such a domineering "patriotic" name.

"Fuck Japan" has been popular all over the country to become a talk after dinner.

However, "people are afraid of being famous and pigs are afraid of being strong". After the explosion, the "fuck Japan" students finally failed to resist the pressure of netizens' banter.

In fact, fuck Japan is just a name, it carries only the anger of the netizens about Japan's actions, and he himself, whether patriotic or not, has become a victim.

Just one name, in the context of specific events, has triggered a carnival of emotional catharsis on the Internet.

This in itself is worth considering.

From Japan to school, students from Japan can change their destiny.

The same is true for footwear products.

{page_break}

Nike's "AIR" series creates classics

Take sports brand as an example, sports brand is due to many sports fields.

There are also many kinds of products. How to name them accurately, make the names fit the characteristics of the products, and make people familiar with each other at the same time, it is very important to hear a deep impression.

The most famous product of Nike is Jordan series basketball shoes.

Nike named it "AIR".

Since 1980, Nike has not signed the real big basketball stars. They now desperately need a "flagship" to help their products on the basketball court to gain a foothold.

So they spotted Michael Jordan, who had been so powerful at that time.

After deciding to cooperate, Nike built new shoes for Jordan. Then, a very important question at that time was how to name the new shoes. Nike knew that if they simply named the shoes "Michael Jordan", they would have little effect.

Nike vice president Robert and Jordan's agent Falck were good friends. One afternoon, two people sat in Falck's office chatting.

Robert accidentally said "air" two words, Falck eyes bright, suddenly thought of "flying trapeze Jordan" to name Nike's new products.

Because flying trapeze can not only reflect the production process and style of these new shoes, but also reflect the personal style of Jordan's playing.

In fact, the inspiration of flock is not only a good name for shoes, but also a very elegant image for Jordan.

Since then, like "magician = Johnson", "flying trapeze" has also become the pronoun of Jordan.

Nowadays, the "AIR" products have become the first choice for basketball fans or even NBA stars. When we see AIR, people's minds are not only a pair of artistic shoes, but also the basketball god named Michael Jordan and the classic eternal flying trapeze image of his free throw line.

This has to be said to be a perfect match between shoe naming and products, and ultimately the most successful case of a brand's classic.

After that, Nike signed NBA stars like Kobe, Lebron James and so on. They also named their classic products series.

This is a shoe naming technique with product positioning and star effect. It can also quickly enter the market and capture consumers.

In last season's NBA regular season, Jeremy Lin and Linsanity (Lin Laifeng) have become a hot term to sweep across the United States.

Nike wants to create an exclusive shoe for the new NBA superstar with the name "Linsanity".

This is the same as Nike's "AIR" series.

Nike Hyperfuse 2012 Linsanity

PE "sneakers will use the blue and orange tones of Nicks (Knicks) team, and the side of the shoe will be printed with the word" Lin ".

AIR series creates classics

{page_break}

In the domestic brand, there are also many classic cases of excellent footwear product naming.

In 2001, Nicholas Tse endorsed XTEP. After that, XTEP launched its new shoes with its image, and named it "beacon shoes", and created a miracle of sales of single product and 1 million 200 thousand pairs.

The beacon shoes have always been impressive, "Feng" and "Nicholas Tse's front" homophonic, it is easy to create associations, and the lines and patterns of the products are very smooth, as if they are burning flames, and the popularity of spokesperson Nicholas Tse has also been hot.

Therefore, the product is named after the "beacon fire", which combines the characteristics of the product and the image characteristics of the celebrity endorsement. The two have been perfectly integrated. They have quickly gained the attention of consumers and left consumers with a strong brand image.

After that, XTEP signed the popular idol Han Geng, and was jointly planned and developed by XTEP and Tao shoe net, and designed a special online shoe for Han Geng, and named it "step by step".

The idea of "step by step" is derived from Han Geng's first solo album, "Geng Xin".

For products that are familiar with Han Geng and Han Geng fans like Han Geng as consumer groups, the product name of "step by step" has quickly brought consumers to Han Geng's albums, thus stimulating consumers' emotional identification and desire to buy.

This has also become a classic case of leisure brand entertainment marketing.

This is a

The era is also the age of product explosion.

For the shoe and garment industry with very serious homogenization, it is important to successfully break through the market and get the attention and recognition of consumers. Besides designing and producing more high-quality differentiated products, naming products is also crucial.

Consistent with the characteristics of the product, even with the image of the product spokesperson, is the key to naming the product.

Good product naming can make the systematicness of products get the most prominent, so that consumers can quickly generate emotional resonance, thereby creating a classic series, sales long red.