What are the important factors of brand name?

Brand name is the first step for a company to start the market, which is a crucial factor and can never be ignored! There are ways to name brands. Here are some key points and factors when you name your brand.

1, slogan and corporate slogan

Be sure to come up with loud slogans or slogans. Brand image is the general name of positioning in popularity, and advertising language is often used to help positioning and convey the concept of enterprises or products. Although corporate slogans have different styles, their purpose is nothing more than auxiliary positioning. Unless you spend money on advertising in authoritative media such as CCTV, just like Li Ning's "Anything is possible", the advertising language of most enterprises is that the speaker has a heart and the listener has no intention. Only people in the industry will pay attention, and ordinary consumers will not feel it. Only after listening for a long time will I feel something about this brand. Therefore, please note that changing corporate slogans frequently is not conducive to shaping brand image.

When establishing advertising language, we should learn to think from the standpoint of consumers, that is, brand advertising language must reflect brand style. For example, ASUS's "ASUS quality is rock solid" is deeply rooted in people's hearts and can reflect the stable characteristics of the brand in the hearts of consumers.

A good advertising language must also meet several basic conditions. First, it is related to brand positioning; Second, the meaning should be clear, and clear concepts should be conveyed in few words. Third, it is easy to remember, but difficult; Fourth, don't be too ambitious. Better have no slogan than a bad slogan.

2. Brand communication

After coming up with a simple and easy-to-remember name, easy-to-remember corporate slogan and easy-to-recognize corporate identification system, we entered the fifth stage of innovation positioning, communication. The brand must spread continuously and effectively, conform to the concept and style, and use creative communication to transform the communication into the corporate image in the hearts of consumers. Impression is accumulated repeatedly, so effective communication must be visible and impressive, that is, all marketing activities and event marketing should constantly convey this image.

3. Design brand recognition system

There are two ways to run an enterprise, one is to create customer value, and the other is to control costs. The function of enterprise identification system is to make enterprises create value more effectively, and at the same time enhance the effectiveness of cost operation. Therefore, the second step in creating brand positioning is to design various identification systems. The identification system consists of three parts, which form our common abstract and impressive corporate brand trademark.

4. Brand naming

From the marketing or strategic point of view, naming itself is to establish a unique positioning. Lenovo uses Lenovo to position itself as an international company, not an Asian company. Brand naming is sometimes like the naming of a child, which not only counts eight characters, but also gives the name style, characteristics and life. At this time, you must think about what kind of personality you want it to have: for example, different from competitors, pleasing consumers and meeting your own conditions. Then, it is necessary to go round and round, persevere, persevere, and constantly supplement fresh information. Brands, too, need long-term and sustainable management. Remember, the consistency of information transmission is very important, new information is updated regularly, and the original style cannot be lost.

5. Make publications and public relations activities consistent with the brand image.

In the process of brand building, brand brochures, posters, promotional materials, advertisements, public relations activities, sponsorship activities, etc. Should be in line with brand positioning.

When sponsoring activities, enterprises need to consider several issues: first, they should choose activities that are consistent with their positioning, such as Adidas sponsoring the Olympic Games. Second, choose a few effective activities, and you can't come to the net. Learn to choose strategic projects, and the sponsorship period is longer, at least five years, otherwise the effect is not great. Founder Computer chose to sponsor the national Wushu team, which shows the uniqueness of its sponsorship.