Insight
Good Brand Naming: Winning at the First Crucial Moment
(Article／ Yang Shuyan: General Manager of Process Taiwan)
I remember a few years ago, the company organized a 22-kilometer long march staff training session, members were divided into two groups, and each had to name the team, and at the same time, combined with the goal of the long march, one group named ProGo Procurement, one group named ProWS Provence, the two teams competed, and please guess, which group won in the end?
Brand naming is the most central of all branding elements. Ideally, a brand name should be easy to remember, highly suggestive of product category and differentiated positioning, inherently interesting and rich in creative potential, transferable to a wide variety of products and geographies, have enduring meaning and relevance, and, of course, be strongly protected both legally and competitively.
The Importance of Brand Naming
Brand values are conveyed through a variety of facets, such as:
1. Identification and differentiation: Brand name is the first step for consumers to recognize and differentiate a brand. A good brand name can help a brand stand out from its competitors.
2. Memory and dissemination:A brand name that is easy to remember and pronounce can increase consumers' willingness to remember and communicate the brand, thus enhancing brand awareness.
3. brand image and association:The brand name should reflect the core values and positioning of the brand and create positive brand associations in the minds of consumers.
4. Legal protection:Brand names need to be able to be trademarked, domain registered and legally protected against infringement and counterfeiting.
Operational steps for brand naming
Brand naming is a critical brand management step.It affects the brand's recognition, memory and market acceptance. Through a systematic naming process, a brand can choose a name that reflects its core values, is easy to remember and pronounce, and is legally protected, thus enhancing the brand's market competitiveness and influence.
1. Identify naming goals:Define the objectives of brand naming, such as reflecting the core values of the brand, being easy to remember, and being suitable for the market.
2. Brain Storming creativity:Organize your team for a Brain Storming to generate a large number of name candidates. This step should be broad and open, encouraging creativity and diversity.
3. Initial screening:According to the brand positioning and naming objectives, the initial generated names are screened to remove names that do not meet the requirements or are difficult to pronounce.
4. Language and culture test:Check the meaning and pronunciation of the candidate name in different languages and cultures to ensure there are no negative associations or ambiguities. For example, Process has assisted many companies in moving into the European and American markets by linking up with the multilingual resources of its head office in Switzerland to conduct cultural and linguistic checks to avoid any negative associations.
5. Legal enquiries and trademark registration:Confirm the trademark registration status of the candidate name, ensure that the name is not registered by another brand, and proceed with the trademark application.
6. Consumer testing:Conduct consumer testing on the filtered names to understand consumers' reactions and associations with the names for further filtering and optimization. (Reminder: If you have not yet registered at this point, be aware of the confidentiality of the naming options).
7. Finalize and promote the program:Based on the results of the above steps, the most appropriate brand name is selected and a series of related promotion and management plans are formulated to ensure that the brand name can effectively communicate the brand value and build and maintain a strong brand image in the market.
8. Internal and external communication:Communicate the new brand name to internal staff and external markets to ensure consistency and awareness.
Examples of good brand naming
1. Google:The name Google comes from the mathematical word “Googol,” which means an extremely large number and reflects the company's vision and ability to provide unlimited information.
2. zingala 銀角零卡:Zhongxin Capital, a subsidiary of China Rent-A-Carbon Holdings, is an installment spending method. The new optimized brand has aroused curiosity and attention with the creative name of “zingala 銀角零卡”. zingala is similar to the Taiwanese word for “copper plate” (銀角兒gîn-kak-á), and ”zing” means enthusiastic cheering, while "gala" represents extravagance and grandeur. zing" means enthusiastic cheering; "gala" represents a grand ceremony, grandeur. The word "zing" also has the harmony of zero, expanding from zero to infinity, in the hope of creating every good consumption and infinite possibilities for customers. It is a good name that fully combines multicultural language and value transmission.
Case reading:Zingala 銀角零卡
3. Calmport Combo Group:The Group operates multiple brands under its umbrella, tailored to create a full range of integrated services, including preventive medicine, medical cosmetology, massage and wellness, senior housing, four categories, as one of the most influential health groups in Taiwan, this time hoping to build the Group's brand, linking its various sub-brands, integration of resources and the synergy, the first task was the English naming, the naming of the hope to retain the Chinese name “Combo” has been used for more than 20 years, but also to combine the Group's values and vision. “The first task was the English naming. At that time, we wanted to retain the Chinese name ”康博", which has been used for more than 20 years, and to combine the group's values and vision. The English naming was finally decided to be Calmport, which is a port, which means protection, safety, and can accommodate all kinds of ships, and Calm, which strengthens the feeling of stability and calm. Calm reinforces the feeling of calmness. It means that coming to all the business units of Cambo Group can make you feel calm and peaceful in your busy and exhausting life. This English name successfully combines with the Chinese pronunciation and conveys Cambo Group's commitment to consumers and corporate vision, which is easy to read and pronounce, and I believe that if it is properly marketed in the future, it will be able to achieve twice the result with half the effort and maximize the impact of the industry!
Case reading:Calmport Group
Lastly, a negative case study reminds us of the importance of brand naming to the success of a brand. “Nova” is the name of GM's Chevy Nova in Latin America, because “Nova” means "no go" in Spanish, which in turn affects sales in the region. The name "Nova" was launched by General Motors in Latin America as "Nova" means "no go" in Spanish, which in turn affected local sales.More than anything else, it's important to master the critical first steps before committing significant marketing resources.Naming needs to take into account various factors and follow a systematic procedure to avoid cultural and linguistic misunderstandings that may have a negative impact on the brand, in order to ensure that the brand name is competitive in the marketplace and has a long-lasting and cross-border impact.
