Say the product name

I wrote an article titled "Determined Destiny," listing four commonly unsuccessful product names that are counterproductive to sales: silly, fake, halo, and thunder. To say this again today, because the name is too important, marketing is a key factor in the brand, and because the good name is very difficult to obtain, it is difficult in marketing.

The importance of product names in marketing operations is almost unknown. The question is what is a good name. Where are the standards? Most people do not realize that this is a problem. They think that the good name is this: simple, popular, unique and easy to remember, slogans, and good morals ... These are not wrong, but these are common law, any mother who named her child knows, as marketing If the generic name is used to measure product names, it is not enough, and even serious deviations may occur. To judge a good product name must add an important principle of marketing: product name must have sales force!

The name of a product that has sales force is to achieve the following two points: First, it is appealing for selling points, or there are hints, associations, and experiences of sales promotion. The second is to reflect the product category attributes or industry attributes, suggesting that the target population, show new products. On this basis, we must take into consideration the common law. Otherwise, it is useless.

Appeal selling point

"Marketing is making recommendations redundant" (Peter Drucker). This is the difference between marketing and marketing, but also the soul of marketing.

Good products should speak to themselves. When the product and the consumer first encounter, the product name is like the first impression to the lover, shaping the brand image and spreading the marketing information.

The name of the product appealing to the selling point, and some like the slogan, express their advantages and differences directly, such as fragrant fluttering, many oranges, pulsation, and swift wine; some subtle ones, implying customers and making them think about it. Evoke an experience, such as "Red Bull" - lasting and powerful. "The farmer orchard" - a variety of fruit, rich in nutrition. "Master Kong" - The food he made should be delicious. "Sprite" - bright and cool crystal. "Six walnuts" - the real goods are of good quality.

Reflect product attributes and category attributes

Can reflect the product category attributes or industry attributes, suggesting that the target population, show the product name of the new product category, even more than direct sales of sales force. because:

First, as long as you look at the name, you know exactly what the product is for, and for whom you use it, you can save a lot of the cost of listing advertising;

The second is that this name implies a magical power to occupy position. Since the name of the product already includes or implies the category name, once the product is sharpened in the market, it will quickly represent the category in the mind of the consumer and become a representative brand in the category. For example: "Nongfu Spring" - natural water; "Wuliangye" - a variety of food brewing good wine; "Nutrition Express" - the most nutritious beverage.

The name is the first message conveyed by the product and the consumer, just like the first impression given to the lover. I think no company wants to lose at the starting line. Although it cannot be said that a good name guarantees that the product will succeed in the market, the successful product must have a good name. Good name, word value daughter!