Positioning theory and brand name

Positioning reaction

is to ask the name to make the customer "literally", reflect the brand represents the category or characteristics, to the expert brand impression or positive association, such as our investment "Chou-Black Duck" "Soup City Kitchen" "Rice sweep Light" and other brands, it is easy to pass the brine duck, soup restaurant, food expert-type cognition; And it also helps to reduce the transmission process by being asked "what is that?" Probability to improve communication efficiency, such as "Farmer Spring" "Fresh orange More" "Chou Black Duck". Also such as Cola first into China translated as "tadpole tadpole chewing wax", the needy, and later to collect a reward for the delicious Association of "Coca-Cola" translated only after the popular republic.

I was born in Chongqing, Pepper Oil has a unique, usually hand-made, but not to Shenzhen after the condition of self-sufficiency, can only go to the supermarket Taobao, but the brain does not have a brand, had to be on the shelves Baidu. Many of the first signs of brand, "Chuan Lao Hui" Suddenly grabbed my feeling: this should be an old Sichuan, and then chose it. This is the power of the positioning reaction. Years later, we invest in "food sweep", and found that it and "Chuan Lao Hui" with Chengdu Gao Fu Kee Company has the brand, its boss is named Master.

The location of the name response needs to be consistent with the actual brand positioning, the wrong positioning response is not the same. For example, "Qiao Jiangnan", the strong positioning reaction is the food of Jiangsu and Zhejiang. I observed in a shopping center: want to eat the customers of Jiangsu and Zhejiang Food into the South Qiao Jiangnan a question is Sichuan cuisine, immediately withdrew into the south side of the Jiangnan cook, and want to eat Sichuan food customers, unless it is repeat customers, or most will not enter the store, directly to the Bashu. Once with Qiao Jiangnan a vice president exchanges, he unreservedly support my point of view, said more than 10 years, Qiao Jiangnan still have to explain to potential customers that they are Sichuan cuisine, resulting in a great waste of marketing resources.

In addition to the category and characteristics of the positioning reaction, but also based on cultural background in the customer's mind to stimulate the tone and taboo. Mobile phone brand "millet" "Charm clan" "Glory" "Hammer" the tone and value of the excitation is not the same. I have been in the "Silver Building" rental, very impressed (reader: You are a prostitute to see adultery). Fortunately the taxi is no behavior remaining pure service, if a tangible product called such brand name, in public use I am afraid to need a bit of psychological quality. Gold Lion first into the Hong Kong market literal translation "Golden Lion", in Cantonese sounds like "gold loss", sales are not smooth, renamed "Jin Li to" rear into a brand name.

The author and Tencent Strategic development Department of a friend exchange, said if the original rice chat not called "rice chat" and called "Rice letter", micro-letter not called "micro-letter" and called "micro-chat", it is likely that there is no micro-letter as a successor of the brilliant. Friend deeply thought, revealed that Tencent really pushed "micro chat" but did not do it. This is the "chat" word of the positioning reaction to hinder the use of work time. I succeeded in making a prophetic hindsight.

Finally, the pursuit of positioning response to avoid extreme, into the common name misunderstanding, into the "where", without quotes will be misread, and this type of name in the Internet enterprise is the hardest hit. This leads to the second point of naming:

Brand response

That is, even if the customer first heard, but also to listen to the feeling is a brand name rather than a general term, it is easy to be used as a brand memory. If someone is talking about a name that has a brand response, a chance to hear it may produce a brand impression; When you see the brand, you may come up with the idea of "Oh I heard it", and familiarity can lead to preference when other conditions are the same. In the brutal era of homogeneous competition, this little choice of the effect of the Matthew effect may let your brand finally win.

When I left the last board of directors of the three Titans, I heard Santai was experimenting with "community intelligent Express Cabinet", the brand name "I Come", I asked "Who came?", this is obviously a no positioning response and no brand response to the bad name, immediately strongly recommended the company will be changed to brand name "Courier Easy." Now, "Courier Easy" has become a smart express cabinet category pronoun, entered the number of communities than all competitors combined 10 times times. Internet companies like "I Come" brand response is weak or even missing names such as "Where to go" "to go" "Go Ah" "," "Hungry" "Aunt Came," "The Big Aunt" "Today's Headline" "Himalaya" and so on abound.

The brand response depends on the real situation and cultural background. For example, "Red Bull" has a brand reaction and "ox" is not, because the reality has not seen the red cattle and "ox" as often discussed the class noun. For example, "White elephant" in China has a brand response, because the Chinese elephant is not common white elephants are more uncommon, but in Thailand's cultural background, "white elephant" there is no brand response but also a righteousness. In the history of Thailand, the king's discontent with Liege would give him a white elephant, because the white elephant was regarded as a fetish, nothing to do, but the cost of support is huge, the minister of the White Elephant will soon have to fall in the world. So the "white elephant" evolved into a synonym for "expensive and useless things" (white elephants lie on their guns).

Some enterprises think that the category name registration as a brand name, you can exclusive category to ban competitors, this is a huge misunderstanding. For example, the average consumer hears that "Jinhua ham" will probably ask "which brand of Jinhua ham is the best?", even if you see "Jinhua Ham" products may be confused, "this product is not even a brand?", I am afraid this is to let the "Jinhua Ham" trademarks of Jinhua Ham company vomiting blood problem. And Jinhua of other ham, category name had to be changed to "Gold Ham", leading to "Jinhua Ham" category lack of follow-up and lack of heat, difficult to big.

We invest in "Texas Chicken" also faced with the "Jinhua Ham" similar problems, but the Texas chicken is open chain, the name of the disadvantage than on the supermarket shelves sold on the Jinhua ham to small. If Texas chicken is not the fruit of rare Chinese brands, it would be better to change the name.

Conducive to the spread

This is the brand name of the third point, is to do everything possible to reduce the transmission load, increase the dissemination of opportunities.

Reduce the transmission load of the first consideration is to listen to the well-known, that is, a listen to understand what a few words, such as "Farmer Spring" "Zhou Black Duck" "Taobao." The sound can be known as the brand spread without nonsense, and thus more easily spread. If the listener asks "which words?", it interferes with the spread, and the score is halved; if the face of this question can not use a common idiom or the proverb concise answer and need to explain verbatim, the item will get a duck egg. When someone asks, "What is the two words of the sky map", I usually answer "Tianjin library", the other party does not understand. Someone asked me "gan its food" is a few words, I replied, "Sweet Gan, Other food", the result of the other side cross-examine "Hara dan?", I breathe the hara three seconds to say "weal and woe of Gan" to. Now Gan's dumplings are brewing to change their name.

To listen to the well-known, not only should avoid "gan its food" like uncommon allusions, but also avoid using uncommon words. Rare words are not only difficult to listen to well-known, and customers may be worried about reading the wrong face rather than recommend your brand, as teachers do not want to ask the name of the students. One of the most wonderful restaurants I've ever seen. The name is "Benniu 羴 鱻", tested on multiple occasions, with 10 less than one word. Over the past few years, the "West Pui Naked Face Village" is also facing the "naked" word puzzle, not only difficult to use common vocabulary to explain it, using the writing to explain the "above a grass head, the following a Yau" when faced with uncommon word "yau" problem. "Which one?" Xu, "What Xu?" The Three Kingdoms ' counselors "rely on you for learning" and this is not a fictional dialogue. Marquis Now store signs on the "naked" of Hanyu Pinyin, but this can only solve the problem of fear of misreading, and can not solve the problem of reporting difficult. The word "naked", which is difficult to set words and is difficult to explain, is a second order uncommon word.

The second consideration for reducing the spread load is brevity. Brand name preferably two words or three words. A word in the Chinese basic no brand response, need to attach "brand" words such as "qi" "Horse card", in fact, wasted a word of the expression of opportunity. Four words is not not not, but the position of four characters should be strong to no need to attach category name, otherwise long name plus category name on longer, spread load. For example, "Farmer Spring" "Soup City Kitchen" is a good four-word name, no need to say "Farmer Spring mineral Water" "Soup City Kitchen Restaurant"; and "My Beautiful Diary" is a bad long name, the customer automatically contracted into a "beautiful diary", but the positioning reaction wrong brand response, do not attach category name do not know "beautiful diary" is what. For example, many French red wine in China is the most famous Lafite, an important reason is that it has a beneficial to the Chinese people to remember and spread the short translation "La." This name is originally called "Brand name four big/law", changed to "name four to" both short, also avoid like "five crossings/traffic police" generally offend the Crab king.

The third consideration in addition to the low transmission load is to avoid the combination of letters, numbers, and letters and numbers, numbers and characters, Chinese characters and letters. This type of brand name is not only prone to lack of positioning response and brand response (and thus lack of memory clues), and not easy to communicate verbally, because oral communication often need to explain a syllable is a number, letter, or even read the law may not be uniform. For example, "2-hour brand Literacy" book, although the author Dendron is a few of the positioning of the master, but the title is still's, oral communication needs to explain "is the Arabic numeral 2 instead of Chinese characters two", and someone read "two" someone read, so the book should be renamed as "two-hour brand literacy." Also such as HTC, TCL, literally meaningless, under the first thought is a technical term abbreviation, as time goes on the initiative for its original Chinese characters "ham sausage" "Too bad", fear of non-enterprises are happy to see also.

The fourth consideration in reducing the transmission load is not about the brand name itself, but about the relationship between the brand name and the company name. For small and medium-sized enterprises, preferably the company name and brand name is consistent, because some occasions only suitable for the company name, the two consistent can let really important brand name more spread. For example, Fu investment in the case was voted in the group as the 2014 consumption of the best innovative investment cases, access to a large number of media dissemination, but the consumer heart only "meal sweep light" and no "fu", because the company name and brand name inconsistent, "meal sweep light" lost a spread of the brand, increase sales opportunities. Similarly, if the "three Tai Electronics" will be the stock (002312) renamed "Courier Easy", will be the daily publicity of the stock market, the company will be greatly increased value, "Yasuko party" will be aware of this buy signal ha.

"Avoid confusion"

This is the fourth point of brand name, the purpose is also conducive to dissemination, but the standpoint is different. The previous "spread" is based on the character of the good name, and "avoid confusion" requires that a good name should not be confused with the well-known name in the environment.

I used to drink coffee with the owner of a jewellery brand and asked him why he had a confusing name, and he replied that he was Shizhi and wanted to dip into the light of Chow Tai Fook. How do you feel now, answer Yue now no matter how hard are regarded as a cottage. Not only this enterprise, the entire jewelry industry has been suffering from the imagination of poverty, Chow Tai Fook, Zhou Dasheng, Zhousengshen, King, Kindafford, Look, Saturday, six blessings 、......, the number of flexor difficult.

Someone wen "Huang Taigi" "Rhubarb crazy" "Cow stew" as a good name for the Internet, in fact, plain. In "conducive to the spread" of "listening to sound well-known" a close, the listener is easy to mistakenly think that they listen to the "Huang Tai Chi" "Bumblebee" "Newton", and then cross-examine "What a few words?" Let the speaker explain the opportunity is not, but when the listener will actually see "Huang Taigi" "Rhubarb crazy" "Cow stew", I am afraid that will only be confused, and will not think that they have heard of these brands, this is playing homophonic word game and the confusion caused by the consequences, this kind of brand is rare to the people, is the easiest to fall into one of the mistaken name.

One example of asking for trouble with a word game is "giving a person a fish is better than giving it to a fisherman." Each time when the word "fishing" was exaggerated, the mind thought: "Why not speak in human words?"

Of course, since most of the short and meaningful names are registered, plus the possibility of taking care of the Internet domain name, getting a good name is more and more difficult, and paying for a good name may be the most effective way. But if you don't know what a good name is, it's more likely that you're spending money on junk. We invest in Qinghai little Western cattle to spend money to fix the "Old Milk Hai" trademark registration, I told the boss, even if you are the "Qinghai old yogurt" trademark, it is also spent money, because you should not try to register category name for brand name, you need more enterprises to the Qinghai old yogurt category bigger, As the leading brand of the category, young West cattle is the biggest beneficiary.

Naming four--positioning reaction, brand response, conducive to dissemination, avoid confusion--is based on the positioning theory summed up the system naming method, and positioning theory is based on the law of mind, its effectiveness is not yin and yang Five elements of fortunes, such as the essence of the name of the law comparable, It is not those who take the brand success or failure of the name of the method can be summed up. Some poorly named companies, especially internet companies, have also been successful because they have gained a lot of attention and PR by creating new categories, offsetting the lack of names, or burning a lot of money for brand-name transmission; If you think that all the winners are right, then it is possible to parody without knowing.