Insight
Good Brand Naming Gives Brands a Winning Start
We all know that first impression is very important. According to the Primary Effect proposed by American psychologist A.S. Lochins, the influence of first impression in interpersonal interactions is not to be underestimated, and it has a key influence on the accumulation and formation of subsequent cognition. For brands, brand name is one of the key elements of people's first impression of the brand, a good brand naming helps to make the brand win at the starting point.
How to Judge a 'Good Brand Name'?
Since a good brand name is so important, what is a good brand name? Below are a few conditions that a good brand name will have:
1. Show Features
It reminds people of the brand's unique spirit or product features, etc., and differentiates it from competitors' brands, so that people can quickly understand the brand's characteristics.
2. Good to listen and read
The more catchy and pleasant the pronunciation, the easier it is for people to remember and spread out. If the brand name is not easy to pronounce, it may cause confusion and complication in reading or pronunciation, which is not conducive to the accumulation of brand value.
3. Emotional links
A good brand name can stimulate people's imagination, perhaps by associating it with an image or a past experience, all of which can deepen people's impression of the brand and create an emotional connection with it.
4. Positive association
In addition to conveying a relevant and positive brand message, it is important to make sure that the brand name does not have negative associations in the linguistic and cultural context of the key markets, and that there are no messages that conflict with your own product and brand propositions and values.
5. Uncertainty
When naming a brand, it is important to consider the future development of the brand, the possible scope of expansion of the brand's products and services, or the possibility of extension to the brand's product name or service name.
6. Legal Registration
It is important to check whether the brand name can be registered in the market to ensure that it is legally used and protected by the law. Initial enquiries can be made through the trademark search system of the market, but it is still recommended to rely on the professional advice of the affairs assisting in the application of trademarks.
7. Good domain name
In the digital age, a good brand name is also very important, remember to check whether someone is using it first. The ideal brand name is ".com", but if it has already been snapped up and used, you can try other domain name combinations, such as switching to a zonal domain name (e.g., .com.tw) or adding a product or service category after the brand name (e.g., watches, living). ).
Here's a taste of good naming through five examples:
Gogoro
Take the well-known electric car brand Gogoro as an example, it is a simple three-syllable name that can be easily pronounced by children, and in terms of recognition, it is both unique and memorable. As the brand's vision is to "change the way energy is used in the city," the brand's name is not limited to locomotives or transportation vehicles, but rather conveys the imagery of advancement and mobility. From GoStation, to GoCharger, to Goshare, the vehicle-sharing platform, the name is futuristic, and Gogoro is not only registerable in its target markets, but also has a good domain name, which took founder Hak-Sen Luk six to nine months to come up with.
(Source: Gogoro Taiwan)
Hotel amba
Amba Hotel is a new creative brand created in 2012 by AMBASSADOR, a national hotel group, with the goal of "inheritance of classics and sustainable innovation". The brand is taken from the first letter of the group's name and changed to lowercase, blending the images of inheritance and innovation, which is not only catchy to listen to and pronounce, but also allows people to have a positive image of the parent group to have an image of the hotel's space, which is also skillfully blended with the unique amba "bar". The hotel's space is also cleverly named after the unique "bar" of Yishamba, with the counter "Ask Bar", the dessert store "Sweets Bar", the restaurant "Eat Bar", and the space for listening to music, so that the hotel's concept of "Life is a journey, so we must be bold and happy to play!
(Photo source: amba Taipei Songshan)
(Photo source: Xin Media)
Dream Chicken primona
Taking "Foolish Chicken primona" as an example, since the brand entered the international market from Taiwan, after interviewing the target customers in the international market, it was unanimously agreed that the original English name "Foolish Chicken" would have negative associations and was not suitable for the overseas market, therefore, the brand was renamed as "Foolish Chicken primona", which conveys the brand's outstanding brand spirit, and the pronunciation of the name is noble and elegant, which fully conveys the brand's characteristics. It also has a noble and elegant sound that matches the brand image and fully conveys the brand's characteristics.
Case reading:primona dream chicken
Brand naming is indeed not easy, but a good brand name can establish a good first impression in the mind of the target audience. However, with the continuous establishment of new brands in the market, coupled with the competition of brands in the cross-border market, the ideal and usable brand name is becoming more and more challenging. However, although the brand name is a very important element of the brand, it still can't carry everything of the brand, apart from establishing a good first impression. In addition to creating a good first impression, it is still possible to communicate with other brand elements to create a brand's unique world.