There is no template for product naming. Different from copywriting creativity, product naming creativity needs to open up new ideas. Only when the product has a good name can the follow-up reference of the same series be extended according to the creativity of the first series of products.

The naming of new products is an important part of marketing. When enterprises with different cultural backgrounds name new products, their internal logic is very different, and the naming basis is different, and the product name is also different. Here are two new product naming techniques for your reference!

If the name of the first generation product is not good, give it a new name suitable for internet promotion, with a good sense of language, and it is best to have a sense of picture and reflect the craftsman spirit. The current name is out of date and not suitable for promotion, so it is necessary to rename the products suitable for marketing.

The product name should conform to the marketing.

Naming children shows the cultural background of parents. For example, intellectuals often use uncommon words to name their children. When rural families name their children, boys often use happiness, wealth, laurel and health, while girls like plum, pink and pretty. Parents pin their hopes on naming their children, while enterprises are more willing to raise their appearance when naming their children, such as Lenovo, Mengniu, Guangming, Founder, Shuanghui, Sanlu, Geely, Baidu, Reebok and Huiyuan.

Some enterprise names are worth tasting, such as Alibaba, BYD, Victor, 360, 36 1 degree, Tencent and so on. There are also some strange names, such as Wahaha, Life One and Melatonin, and then the company will name the products. You can look at the names of cars on the market, such as Audi, Mercedes-Benz, Lexus, Corolla, Da Yue, Chevrolet, Grand Hyatt and Regal. Car companies are very particular about the naming of different brands, not by feeling.

German automobile brands are named in an industrialized way, such as Audi's A4, A6 and A8, BMW's 3 Series, 5 Series and 7 Series, and Mercedes-Benz's C, E and S, etc. Similar to Japan, the United States adopts neutral independent names and symbolic names in automobile brand names. For example, Cadillac is a neutral name and Ford Eagle is a symbolic name. Most Japanese cars use neutral names. China automobile enterprises sometimes imitate Americans and Japanese, and sometimes imitate Germans when naming their products. For example, BYD's F3, F0, M6 and G3, Saifu, Harvard and Great Wall, as well as Da Yue and Ruifeng.

The logical basis for Germans to name automobile brand series is that consumers can buy vehicles suitable for their identity, status and place according to their own situation in industrial civilization. Therefore, the naming of the series reflects the grade of the product: the grade of the 7 series is higher than that of the 5 series, and the grade of the S is higher than that of the E. This naming method is easier to succeed in the luxury car market. People who are willing to express their identity and have economic foundation buy A8, 7 Series and S. If the brand is strong and the economic conditions are limited, consumers will also recognize A4 as the entry car of Audi, 3 Series as the entry car of BMW and C Class as the entry car of Mercedes-Benz.

When the brand appeal is weak, it is necessary to use good Lenovo names, such as Li Wei, Benben, QQ and Son of the East. The use of beautiful associative naming is to close the distance with consumers through the association of words and win their quick understanding. The success of Jingyi should be related to this naming method.

The product name is in line with the product marketing name, which should produce positive association.

Product naming itself is a kind of communication. We should actively recognize customers' quick and instinctive associations and reactions, and unify our understanding of the content of communication. It is not easy to do this. Let's take a look at Apple's naming of products. In 2002, Sony was the market leader of players, which was at least 10 years ahead. When Apple entered this field, it was faced with the choice of what name to adopt. The company has submitted four naming suggestions, namely Super MP3, Music of 2 1, beyond enjoy and iPod.

The first place did not go beyond the category of competing products and tried to flaunt its super identity with its name. This is not the case. The second name has a sense of the times, transcending competition and entering the space of music field. However, it is still a slogan, which can't immediately make consumers agree that you are the music representative of 2 1 century. The third name is a bit of a feeling, entering the entertainment level and cutting in from the consumer's point of view.

It can stimulate consumers' recognition of entertainment from the use, so as to make quick decisions and purchase emotionally, but it is not extensible. This name delineates the boundaries of user groups, that is, entertainment is the mainstay, which is not conducive to the pursuit of efficiency and the choice of unreasonable people. Giving entertainment has never been a social orientation advocated by American religions. The fourth name surpassed the first three, which the listener didn't know before.

In this way, enterprises can change the part of speech and meaning of iPod with the changes of the times. At the same time, the influence of products on consumers and markets is not limited by names, and there is no upper limit. At the beginning, there were great differences within Apple: the technical department had the first opinion and the marketing department had the third opinion. Only Jobs' consciousness is very clear, and that is the iPod.

On the issue of product naming, Jobs has always had his own unique views. The early generation computers named macintosh were named after an apple, but the local industrial and commercial departments were not allowed to register electronic products with the actual apple name, so they changed the letters to get what they wanted. When it comes to launching high-end products, Jobs doesn't play by common sense. He must use the name lisa (this is the name given to his daughter by many parents in America). In reality, Jobs did give his daughter this name), and he also asked the second generation computer to use this name. His reason is that consumers don't care about the product sequence, and they don't care about the bluffing terms and nouns promoted by technicians. His ideas are super advanced.

A Case Study of Product Naming —— Electronic Product Naming

In fact, in the naming of electronic products, Apple is almost the originator of concise naming. So that later, major electronics manufacturers found that this simple naming method is actually a very beneficial thing for product promotion and loyal user training.

Then let's first look at how electronic giants other than Apple or former giants named their products.

Nokia/Nokia product nomenclature

Nokia is about to return strongly, and many people may have waited for a long time. First, let's look at the names of Nokia products.

A long list of four-digit named models starting from the classic Nokia 1000.

Including the later N series until the tide of iOS and Android was completely submerged.

Then there is the naming method of unknown so letters plus a single number, such as N9 C5.

Then I finally began to understand that Apple launched its own mobile phone sub-brand lumia, but the naming was still awkward.

Lumia 720 920 .

Its naming is completely irregular.

Sony/Sony product nomenclature

Mobile phone: Xperia L39h L50w L36h

Player: z1050d5d100.

Headphones: xba-h1h2h3ba-a1a2a3ex-1000 MDR-1r.

(Only a tiny part is listed here. )

Samsung/Samsung product name

Not to mention the Galaxy series and the Note series, which are products after the Apple-style naming.

I vaguely remember that Samsung's product names are in the form of letters and numbers, and the numbers are also quite special, usually four.

Then let's take a look at the product naming of Apple's rise from iPod.

IPod shuffle 1-6 generation

IPod nano 1-7 generation

IPod classic 1-3 generation

IPod Touch 1-5 generation

(Not to mention iPod video and iPod mini. )

iMac

MacBook Pro / MacBook Air

Mac Pro / Mac mini

iPhone / iPhone 3G / iPhone 3GS

iPhone 4 / iPhone 4S

iPhone 5 / iPhone 5s / iPhone 5c

iPhone 6 / iPhone 6 Plus

IPad/iPad 2/new iPad(3)/new iPad (4)

iPad Air / iPad Air 2

IPad mini/iPad mini 2/iPad mini 3

Now I wonder if the subject still thinks the naming of Apple is very confusing.

Apple has done a pioneering work in the field of electronic product naming, that is, what is our product and what is its name.

Before that, Sony had different sub-brands similar to Walkman in different product lines, but who knows what these sub-brands mean if you don't want to buy them.

But Apple's products are different. You can tell what these products are at a glance. This has played a very important role in simplifying naming.

Second, Apple's own product line is very streamlined. Compared with hundreds of products from other companies, even the entire product line like Sony Dafa adds up to hundreds, and Apple's products on sale add up to no more than 20.

So you can simply count all the products in Apple's iPad iPhone product line.

Product naming should be carefully named in order.

Let's look at the naming of Intel CPU. In the early days, Intel was named after its product features. There are 80,286 integrated electronic devices called 286, followed by 386,486 and 586 until 686. In fact, the number of electronic devices has exceeded six figures. After legislation forbade products to be named by numbers, Intel had no choice but to adopt Latin nomenclature. Pente means "five" in Greek, followed by ium means "broad vocabulary" in Greek, and translated into Chinese should be a five-generation processor. But in China, we must give it a perceptual name-Pentium.

This name has achieved great success in China, and in the United States, Pentium has also made Intel's products win word of mouth in the market. The next name will give you a feeling. "Core" is a typical China name. Let's look at google's English name, Google, which evolved from a vocabulary, meaning the amount of gigabytes. After being translated into Chinese, we must find a meaningful vocabulary.

Let's analyze the naming development process of Microsoft. In the early days, it was called Windows, and this name was indeed recognized by users. A computer screen is like a window, transmitting infinite information and graphics. Later, Microsoft began to adopt serial number naming, and Windows versions such as 1.0, 2.0, 3.0, 95, 2000 and xp were released one after another. Using time series to name products gives consumers an impression that latecomers are better than those who come, that is to say, when latecomers appear in the market, those who come will definitely be eliminated by consumers. Who needs early products?

Let's take a look at the series naming of Apple mobile phones: after the iPhone3 came out, the iPhone 2 was discontinued, and the listing of the iPhone 4 ended the product line of the iPhone 3. Apple's next mobile phone should not be called iPhone 5, because Apple wants to keep the product line of iPhone 4, so "iPhone 5" must adopt a new name, which is said to be Aurora. This means that Apple believes that iPhone 4 is a relatively mature product, so it can't crowd out the previous profitable products with new products, and can't let consumers think that the previous products are old. Microsoft also wants to change this, so it released vista, hoping that xp can coexist with vista in the future to meet different customer needs.

Let's take a look at Korean cars. After the release of the first generation Sonata, we also named the products 1.0 and 2.0. They have no idea why they are so named, and they don't know that this name means that the previous generation will stop production. Therefore, the investment in its old products has not been fully recovered, and it has to stop production-consumers are waiting for new products.

How does Lenovo name its products? After the acquisition of IBM personal computer business, it is understandable to continue to use ThinkPad, but it is also part of the brand. Not long ago, Lenovo named its new tablet computer Le pad, and its new smartphone Le Feng. Do you know what the market impact of such a name is? What are the expectations of such a name? Is imitation a good thing or a bad thing Which consumers will have a good impression on you because you are an imitator of a famous brand? Which consumers will have a bad impression on you because you imitate other people's names? In your expectation, you can decide which strategy to adopt according to who your product target customers are.

Or there is no prospective customer at all, as long as someone buys it. If ants don't have a foraging rule before they leave, then this ant species will become extinct. If the rules are changed, the quality of life of species will continue to decline and eventually perish. The ability of human beings is to preset goals and find the laws, ways and methods to achieve them, rather than simply imitating them.