Creating a copy or slogan of a company’s brand name or product name is called ‘naming’. Naming is very important because it helps consumers remember your brand easily. Today we will look at the laws of naming and the different types of naming techniques.
Refer to it when you need to create new phrases for various projects or promotional campaigns.
Consumers long remember the brand that came out first. The first brand is likely to become a pronoun within the same category. Example) Gagrin
The name that emphasizes differentiation from the leader can also attract attention in the market.
The Law of Inclusiveness
If you have a family brand, it must be a brand name that can encompass that product category. It shouldn’t be a name that suits one product, but a name that can match other products within the category.
The Law of Scalability
A good brand name should be scalable. Ex) iPod -> iTunes -> iWork -> iLife
The Law of Differentiation
Brands must be easily recognized by consumers by differentiating them from competing brands.
Prevention of Negative Association
Names that are reminiscent of negative words are not good naming.
1) As a word, more than 50% of the names of famous brands use the word literally. In many cases, direct and simple naming gives a rather strong impact. Ex) Apple, Crown.
2) This is a method of naming by combining two-plus words. The meaning broadens depending on how you combine them. You can also create a naming by mixing Korean, Chinese and English. Example) Calorie + Balance, Tomato + Savings Bank
3) Subtraction This is a method of cutting the tail from the original keyword. In a single word, the leftover parts are used as naming, excluding the parts that are not needed. You can cut off the tail, cut off the head, or cut off the body.
Ex) Kakao Talk-Ka-Talk, Digital Camera-Dica, Mathematics Ability Test-SAT
4) This is a way to combine words that are reminiscent of several brands and then combine them.
Example) Federal Express → FedEX, American Express → AMEX, Korea Can Do → Korando, Gore (person name) textile → Goretex
5) Omit This is a method of omitting the same pronunciation after combining two or more words. Example) Bright + Light → Brite
6) Anthropomorphism This is a naming method that anthropomorphizes products and gives consumers a sense of intimacy. It has the advantage of being able to characterize it. Ex) Aladdin, Papa Jones
7) This is a naming technique that can have multiple meanings according to the double meaning notation. The advantage is being able to carry out various marketing activities. Ex) Olive Young → All live Young, SSG → Sec
8) It is a naming technique that improves the ease of pronunciation and visually looks good. It has the advantage of being able to express the product directly. Ex) Stand out → Nunetine
9) Combining two or more words with initial morphological meaning, and selecting only the first letter of each word to make. Example) International Business Machine → IBM, Kentucky Fried Chicken → KFC, United Parcel Service → UPS, Doosan Tower → Doota
Naming Concept Checkpoint
- Is it different from competing products?
- Does the product function well?
- Is it suitable for the taste of the target customer?
- Is it easy to understand?
- Is it good to hear?
- Are there any negative meanings in foreign languages?
- Is it visually clear?
- Is it easy to remember?
- Is it easy to pronounce?
- Are you familiar?
- Is it beautiful?
- Does the product and tone and manner match well?
- Can I buy a domain under a brand name?
- Is it easy to search?