How do companies name new products?
[China Glass Network] Naming products is an important part of marketing. When companies in different regional cultures name their products, their internal logic is very different. How do Chinese companies name their products? Function Self-Adhesive Tape,Self-Adhesive Metal Tape,Solas Reflective Sheeting Zhejiang Caiyuan Reflecting Material Co., Ltd , http://www.china-reflectivematerial.com
Different basis for naming
Name the child to express the cultural heritage of the parents. For example, intellectuals often name children and use uncommon words. When children in rural families name their children, they often use blessings, wealth, expensiveness, health, etc. Girls like to use plum, fen, Ting et al. Parents have given their children their own expectations. When they name, they are more willing to raise their appearance, such as Lenovo, Mengniu, Guangming, Founder, Shuanghui, Sanlu, Geely, Baidu, Reebok, Huiyuan and so on.
Some corporate names are worthy of their own tastes, such as Alibaba, BYD, Victor, 360, 361 degrees, Tencent and so on. There are also some strange names, such as Wahaha, Life One, and Melatonin.
Then the company will name its own products. You can look at the names of cars on the market, such as Audi, Mercedes-Benz, Lexus, Corolla, Yueda, Chevrolet, Grand Hyatt, Regal and so on. Auto companies are very particular about the naming of different brands, not by feeling.
The name of the German car brand is industrialized routines, such as Audi's A4, A6, A8, BMW's 3 Series, 5 Series, 7 Series, Mercedes-Benz C, E, S and so on. The United States is similar to Japan in that it uses a neutral independent name and a symbolic name in the car brand naming. For example, Cadillac is the name of neutrality, and the Ford Eagle is the symbolic name. Japanese cars mostly use neutral names. Chinese auto companies sometimes imitate Americans, Japanese, and sometimes imitate Germans when naming products. For example, there are BYD's F3, F0, M6, G3, as well as Safir, Harvard, Great Wall, and Yueda and Ruifeng.
The logical basis for the Germans to name the car brand series is that consumers can purchase vehicles suitable for their identity, status and location in their industrial civilization. Therefore, in the series naming, the level of the product is intentionally reflected: the 7 series is higher than the 5 series, and the S is higher than the E. This naming scheme is more likely to succeed in the luxury car market. Those who are willing to express their own identity and have an economic foundation purchase A8, 7 Series, and S. If the brand is strong, it will also allow consumers with limited economic conditions to recognize that the A4 is Audi's entry car, the 3 Series is BMW's entry car, and the C-Class is the Mercedes-Benz entry car.
When the brand appeal is weak, you should use the name of the beautiful association, such as Converse, Benben, QQ, the son of the East. The use of good association naming is to hope that the vocabulary association will draw closer to consumers and win consumers' quick understanding. The success of Jingyi should be related to this naming method.
Should produce positive associations
The naming itself is a kind of communication. The fast and instinctive associations and reactions of the audience should be positively recognized, and the understanding of the content of communication should be unified. It is not easy to be able to do this.
Let's take a look at Apple's naming of products. In 2002, Sony was the market leader in players and has been leading for at least 10 years. When Apple enters this field, it faces the choice of what name to use. The company submitted four name suggestions internally, namely superMP3, 21'smusic, beyondonjoy, and iPod.
The former name does not go beyond the category of competing products, trying to use the name to advertise its super identity, not available. The second name is a sense of the times, but also beyond the competition, into the space of music, but still slogan nature, can not immediately let consumers agree that you are the 21st century music representative.
The third name has a little feeling, enters the level of entertainment, and is cut from the perspective of consumers.
It can inspire consumer entertainment identity from its use, making it quick to make decisions and purchases emotionally, but not scalable. This name calibrates the boundaries of the user group, which is based on entertainment, which is not conducive to the pursuit of efficiency, nor to the choice of rational people. Giving entertainment has never been the social orientation of American religious propaganda. The fourth name goes beyond the first three, and the listener did not know it at all.
In this way, companies can change the meaning and meaning of the iPod as the times change. At the same time, the impact of products on consumers and the market is not subject to the name, there is no limit. At the beginning, Apple's internal opinions were not uniform: opinions from the technical department tend to be on the top, and opinions from the market department tend to be the third. Only Steve Jobs's consciousness is very clear, that is, the iPod.
Jobs has always had unique insights on product naming issues. The early generation of a computer called macintosh originated from an Apple name, but the local business administration did not allow the actual Apple name to be used to register electronic products, so the letter was changed to do so. When it comes to launching high-end products, Steve Jobs does not follow the common sense, must use the name lisa (this is the name given to the daughter by many parents in the United States, in fact, Jobs did give this name to his daughter), and asked for the first The second generation computer also uses this name. His reason is that consumers don't care about product sequences, nor do they care about the swearing terms and nouns that technicians advertise. His idea is super advanced.
Use sequence naming with caution
Look at the naming of Intel CPUs. Intel used to name products in the early days. There are 80,286 integrated electronic devices called 286, and later 386, 486, and 586, up to 686. In fact, the number of electronic devices has long been more than six digits. After legislation does not allow the use of digital to name products, Intel has no choice but to adopt Latin naming. Pente is the meaning of "five" in Greek, and the addition of ium is the meaning of "generalized vocabulary" in Greece. The translation into Chinese should be the fifth generation processor. But in China, we must give it a sensible name - Pentium.
This name has been a great success in China, and the Pentium in the United States has also earned Intel's products a reputation in the market. The next name will find the feeling, "Core" is the typical Chinese name. Look at Google's English name google, which evolved from a vocabulary, meaning Gigabit, and after translating into Chinese, you must find a meaningful vocabulary.
Let's analyze the development process of Microsoft's naming. Early called Windows (that is, Windows), this naming did get the user's approval, the computer's screen is just like a window, passing unlimited information and graphics. Microsoft later began to use serial number naming, Windows version of 1.0, 2.0, 3.0, 95, 2000, xp, etc. have been released. Using time series to name products, the impression to consumers is that the later stage is better than the previous ones. This means that when the late products appear on the market, the early products must be eliminated by the consumers, who will still have the old products in the early stage. what.
Revisit the serial name of Apple's mobile phone: iPhone2 will be discontinued after iPhone3 comes out, and the iPhone4's launch will end the iPhone3 product line. Apple's next phone should not be called iPhone5, because Apple wants to keep the iPhone4 product line, so "iPhone5" must adopt a new name, said to be called Aurora. This means that Apple believes that the iPhone 4 is a relatively mature product. It cannot use the new product to squeeze out the previous product that can still be profitable. It cannot let consumers think that the previous product is old. Microsoft also wants to change this point, so the release of vista, is to hope that xp can coexist with vista in the future, to meet the customer layer with different needs.
Look at the Korean car again. After Sonata released it from the previous generation, the product was also named 1.0 and 2.0. They don't understand why they are so named, and they don't know that this naming means that the previous generation will stop production. As a result, the investment in its old products has not been fully recovered and it has to be discontinued – consumers are waiting for new products.
How did Lenovo name its products? After the acquisition of IBM's personal computer business, it is understandable to continue using ThinkPad, but that is also a part of the brand. Not long ago, Lenovo named the new tablet as Lepad and named the new smartphone as music style. Do you know what the market influence of this name is? What expectations do you have for this name? Is it reminiscent of whether imitation is a good thing or a bad thing? Which consumers will make a good impression on you because you are an imitator of a famous brand? Which consumers are Will you have a bad impression on you because you imitate someone else's name? In your expectation, who is your target customer, you can decide which strategy to use.
Or no customers at all, as long as someone buys it. If the ant does not have a foraging rule before departure, then the ant species will die out. If the rules change, the quality of life of the species will continue to decline, and it will eventually die. Human ability is the pre-set goal, and find the rules, ways and methods to achieve the goal, rather than simply imitating.