如何给品牌取名（How to name a brand）.docVIP

如何给品牌取名（How to name a brand） How to name the brand -- on clothing brand name planning The name (registered trademark) is an important component of the brand and intangible assets of the enterprise. American brand expert Philip Jones (Philip Jones) believes that the added value of the brand is in some form exists in its name. A good name for consumers to remember, make people associate, cause goodwill, and promote the purchase; at the same time save communication costs. On the contrary, an inappropriate name, poor expression of the enterprise, waste a lot of communication costs, greatly affecting consumers to buy. Is the so-called are the words, ascription. How to name a brand? First, the ideal brand name should follow the following principles: 1, in line with the brand core positioning. Each brand has its own positioning and value orientation. Trouts positioning theory, one of the greatest marketing theories of the twentieth Century, required companies to have the right positioning. Brand names must conform to enterprise attributes, express brand positioning and value, and facilitate the integration of communication. 2, and competitors divided. World strategic management guru Potter (Porter) believes that enterprise competition must be differentiated. That is more than Competitors offer unusual opinions (USP). At present, Chinas major commodities have entered a relatively surplus economic era. The result of large-scale production of enterprises is that the products are single and the difference is not obvious. With the acceleration of global economic integration, enterprises are now experiencing a comprehensive homogenization. With the improvement of the quality of life and the strengthening of human consciousness, consumers demand products to reflect their personality. If there is no difference, the brand will be submerged in the people have become a vast expanse of water, comrade. 3, accord with target customer value, aesthetic personality. According to Potter (Po