品牌命名的六个技巧.docxVIP

At some point in your career, you may face the daunting prospect of naming a company or product. The path to a trademarkable brand name is steep and treacherous. Curvy, too. Fortunately, help is here. The six tips below offer suggestions for what you shouldn’t—and most importantly—what you should do to get on the most direct path to a winning name. 在你事业发展的过程中，你可能会遇到为你的公司或者产品命名的困惑。获得一个靠谱的品牌名称的道路是曲折艰难的，而且充满不确定因素。幸运的是，你现在看到这篇文章。下面六个小窍门会给你提供建议-你需要做什么、或者不做什么才能够最直接地得到一个响亮的名字。 1. Wait until the very last minute Naming is easy and takes almost no time at all. There’s no need for any up-front thinking about strategy, vision, positioning, or any of that nonsense. Companies that spend weeks and weeks screening trademarks waste their time and money, hapless victims of paranoia. And CEOs are far too busy to be bothered with the superficial exercise of selecting a name; best not to involve them at all. But if absolutely necessary, wait until the evening before launch and email the new name to the CEO for maximum impact. The truth is, naming a company or product takes time, and omitting steps actually adds to the duration of a naming program. Establishing a strategy and naming objectives before name development will accelerate internal consensus. Take the time to agree on the points of differentiation, vision, and the long-term scope of services for the name—then you won’t outgrow it. Trademark screening, which can take between one and four weeks, reduces the chance of finding yourself on the wrong end of a cease and desist letter. Put a lot of names—dozens—into trademark screening and expect most to be eliminated. Decision makers should be involved from the very beginning of an assignment to reduce surprises that can derail the process. No one reacts well to a list of names that are emailed, so present names to decision makers in person along with the strategic and marketing implications of each name. 1. 最后一刻才下决定 取名其实是一件容易的事情，而且一点都不浪费时间。我们没有必要去对策略，远景，定位和各种其他的东西做预想。那些连续花几个周的时间用于筛选