Network brand naming strategy

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When it comes to Mercedes, people think of cars made in Germany. When it comes to "Fuji," people think of Japanese film; when it comes to "Coca-Cola," people associate it with carbonated beverages in the United States; Similarly, "Amazon" will remind people of online bookstores, people will naturally connect "Alibaba" and "network Business", Visible, brand name is the representative of the brand, is the soul of the brand, embodies the brand's personality and characteristics.

Good brand name can not only cause the unique association of consumers, but also can accurately reflect the characteristics of the brand, there is a strong impact, stimulate consumer psychology, enhance the consumer's desire to buy. For enterprises, a good brand name can also improve their image and product. The use of the brand has far surpassed the early recognition category, becomes the link between the consumer and the merchant communication emotion, becomes the important means which strengthens the enterprise competition ability.

Network brand name mainly refers to the enterprise used in the network to promote the brand name, it is based on the enterprise network brand positioning, where the main introduction of the corporate brand image of the site name and URL naming (that is, domain name selection). In virtual space, brand name and domain name play the role of indexing, consumers enter and understand the important "entrance" of the brand, therefore, the name of the network brand is critical.

Brand naming and design is an important link to achieve brand positioning, but also the premise of brand promotion work. Through this step, the enterprise has established the core value as the center of the brand recognition system, so that the Enterprise brand promotion action has operability.

Generally speaking, the name of network brand needs to follow the following premise:

(1) accurately targeting the network target customer group;

(2) accurately grasp the characteristics of the network target customer group.

It is necessary to establish a brand name that meets the needs of consumers, and it requires an accurate understanding of the characteristics, purchase behavior and consumption patterns of consumer objects. Enterprises in the network brand positioning stage needs to complete the above analysis of the target consumers, and these analysis as the basis of network brand naming and design.

In addition, the enterprise's network brand naming (in the case of a website name) can refer to the following principles:

(1) Pay attention to the relationship with the brand name of the enterprise.

For example, "Gome Electric" website name is "Gome Electric Mall". This is easy for consumers to identify the brand, on the other hand, if the brand has a considerable reputation, it can use its existing influence in cyberspace to obtain brand extension. Generally speaking, the company's website name can be extended with the traditional brand name consistent with the naming, or the name can lead to consumers on the corporate brand related to the association, based on a unified brand strategy considerations, this nomenclature should be the first consideration of the principle of enterprise.

(2) Choose a unique proprietary name instead of the generic name as the brand name.

Giving a brand a unique name is more effective than using a generic name. Here's a reason. Before the internet age, brands always have a visual makeup. The name is the most important element, however the visual makeup also affects brand purchase, such as the shape of Coca-Cola bottle, the color of Kodak film box, the font of Intel logo, the appearance and location of McDonald's restaurant and so on.

And the Internet excludes these visual parts. You can enter the website by typing letters on the keyboard, no pictures, no colors, no fonts, no appearance, no location. Therefore, it is important to give the brand a unique and as short and easy to remember name.

Generic name generally refers to a class of creatures or the words of any individual in a class of things. For example, "car" is a common name.

A proprietary name is a word that refers to a particular creature or a particular thing, such as "Mercedes" is a proprietary name.

In the early days of internet development, people tend to think that universal names are the most effective because people may want to let others know what the site is doing through a generic name, but this is no benefit to the branding of the corporate web, but the use of generic names makes the Internet brand seem unattractive and unattractive. More than 10 years after the development of the network today, tens of millions of large and small sites, enough to make a website name is not unique to oblivion in the flood of network information.

And the actual case also proved this point, just like the search of the leading brand, not search network, but Baidu, online bookstore well-known brand is not a book net, but when, excellence, a carefully conceived of the exclusive name, on the network brand will have an important role. Even in the early days of internet development, there are examples of proprietary names that are more effective than generic names. Several early winners, such as AOL, Amazon, Alibaba and Sina, used proprietary names rather than generic names. Moreover, in the real world, the same principle of brand-building applies, and it always trumps the common name.

The best-known and highest-value brand names are used exclusively for famous, not generic names. Typical of these brands are Coca-Cola, Microsoft, Mercedes-Benz, Disney, Intel, McDonald's, Marlboro, Nokia, Nestle, HP, Haier and Kodak and so on.

It is also important to note that from the point of view of brand protection, the common name because of its universality, and lead to a reduction of brand exclusivity, brand name is not easy to protect. Like blog China has encountered such trouble, "blog" is a common name, rather than a proprietary name, there are countless blog sites on the network, and you can not stop which one of them is called "blog." Generic brand name for brand development and further promote the trouble, now blog China is trying to launch "Bokee" domain name, to carry out brand promotion. But in any case, because the brand name mistakes to the brand caused by the loss has been unable to make up. Therefore, in the initial stage of brand creation, enterprises should take the long-term benefits of brand development as far as possible, so that the brand has a unique and proprietary name.

(3) Brand name should have similar characteristics with the target customer group.

This is an effective way to enhance the brand affinity, it can be said that the network space gathered a group of personalized demand for more intense, more autonomous consumer awareness of the group, a target customer group with the same characteristics of the brand name, in fact, highlighting the brand's consumer complaints and characteristics, more easily stimulate consumer resonance, Attract the attention and interest of consumers.

In addition, a network brand must always keep pace with the times, reflecting the unique characteristics of network consumers and the current consumer culture.

(4) The name should be as concise as possible, easy to remember and use.

According to the Japanese "economic News" survey, the brand name of the word number of brand awareness has a certain impact, the shorter the brand name is conducive to dissemination, the more simplified brand, the higher the consumer's awareness of information. Psychologists have experimented with the idea that people receive 83% of the impression through the eyes, 11% by hearing, 3.5% by touch, and the rest from taste and smell. It is not difficult to find that many of the world's famous brands are very concise eye-catching, easy to attract consumer attention, and this survey also explains the importance of brand visual recognition design.

Simple names are more important for Internet brands than for brands outside the network. Because users often need to type your brand name or URL on a computer, a short and easy to spell name is easier for users to remember and use.

(5) The name is best able to hint to belong to category.

Can do this brand in the promotion of virtual space should be very advantageous, fast rhythm and information overload is the characteristics of network space information dissemination, a further hint of the category of brand name, no doubt to provide consumers with a further brand of clues to guide consumers to brand recognition and choice.

(6) The name should be unique and distinctive.

Name should be as unique as possible, not just in the same industry, this principle should be extended to all business world, duplicate brand name will bring trouble to brand recognition, this is all Internet brand name should avoid. Using the 4th principle will have some effect on the uniqueness of the brand name.

(7) The name should have affinity, conducive to word-of-mouth spread.

Word-of-mouth communication is the most effective way of communication. Especially in the more interactive and open cyberspace, consumer influence on the brand is increasing, word-of-mouth communication plays an increasingly important role. Therefore, the brand to take an easy to have affinity, easy for the public to accept, easy Word-of-mouth spread of name will be more conducive to the spread of the brand.

(8) Can try to make the name with outstanding characteristics, produce shock effect.

To make consumers remember your Internet brand, it is necessary to make the brand name powerful.

In Internet space, one of the best branding strategies is to lock together the name of the shock force at the same time as the category and the merits. For example, the Amazon website (amazon.com) promotes itself as "the world's largest bookstore", a strategy that has been effective on a number of levels. The Amazon is the world's largest river, and the analogy of the "biggest bookstore" makes Amazon's site easier to remember.

In addition to the above brand naming principles, enterprises need to pay attention to the following issues:

(1) Pay attention to the international brand naming, and do not conflict with regional culture.

The network has caused the international business intercourse more and more frequently, the brand in the naming not only considers adapts the domestic market, but also must consider the imminent international market, adapts the brand internationalization development, especially the brand mainly faces the different geographical market. Understand the local environment and customs, avoid conflict with the local culture.

(2) Pay attention to the aesthetic of brand naming, do not take the lack of aesthetic brand name.

The name should give the consumer happy, good association. Name should strive to have a unique personality and style, not easy to confuse, this is conducive to play the brand unique charm, to consumers a clear impression and feelings, lasting unforgettable. Many brands, in pursuit of unique innovation, the lack of aesthetic name, even take strange name, this phenomenon in the network also many see, not only the grandstanding, some not civilized, or even violate the trademark law, leading to brand trademarks are not legal protection, damage corporate image, and it is difficult to leave a good impression on the public.

In addition, different times people have different aesthetic concepts and aesthetic standards, people's aesthetic and the era of close connection, therefore, a good brand should be in tune with the Times, embodies and into the aesthetic, so as to bring people a better brand name experience.

(3) from the perspective of brand protection, thinking about the brand name.

In this respect, the main problem is that, on the one hand, brand naming should not violate relevant laws and regulations; On the other hand, enterprises should consider the brand name from the angle of brand protection, so that brand names can be applied and protected by law, which is crucial to the development of the brand.

About URL naming (domain name selection policy)

As the current international universal WWW domain name is mostly English letter form, so, for Chinese website, also need to name the URL of the website, in general, URL name and website name or brand name is consistent, using the website name or brand name Pinyin, English literal translation or abbreviation. For example, Baidu (http://www.baidu.com) used the website name Pinyin, Lenovo (www.lenovo.com.cn), Haier (www.haier.com) directly using the brand name; Also some sites for its URL to design a business-related English characters or Chinese pinyin, this form is also desirable. URL naming is best not separated from the site name or brand name, many of the site's URL and its brand or website name is very different, this gives the netizen to remember its domain name caused the difficulty, this is not our on-line brand promotion wants the result, the best way is lets the URL with the website name or the brand name to produce some kind of association or associations, thus, Users will easily remember the name of the brand after the first landing.

Many companies hesitate to use international domain names or domestic domain names, in fact, the so-called international domain name and the use of domestic domain name brand promotion of the impact is negligible, one should pay attention to the difference is that international domain name (such as. com) relatively short, and domestic domain name (such as. com.cn) more than the national identity, It is helpful for brand area recognition. For example, many multinationals have named. com.cn as part of their localization or regionalization policy, and Google has taken the Chinese name "Google" for its website in order to implement a localized branding strategy.

Domain name on the internet can be said to be the embodiment of corporate image, is in the virtual online market environment in the identification of business activities. Therefore, the domain name must be managed and used as a commercial resource. Therefore, domain name must also take into account the trademark resource characteristics of the domain name:

(1) The choice of domain name should be related to the existing trademarks or brand names of the enterprise;

(2) The domain name should be as simple and easy to use;

(3) Protection application of domain name;

Because of the restrictions and applications of domain name, it is very easy to appear similar to the phenomenon of domain names, weakening the identification and exclusivity of domain names, resulting in brand recognition is affected, therefore, enterprises generally have to apply for a number of similar related domain names to protect brand resources from infringement.