词条 | Product naming | ||||||||||||||||||||||||||||||||||||||||||||||
释义 |
Product naming is the discipline of deciding what a product will be called, and is very similar in concept and approach to the process of deciding on a name for a company or organization. Product naming is considered a critical part of the branding process, which includes all of the marketing activities that affect the brand image, such as positioning and the design of logo, packaging and the product itself. The process involved in product naming can take months or years to complete. Some key steps include specifying the objectives of the branding, developing the product name itself, evaluating names through target market testing and focus groups, choosing a final product name, and finally identifying it as a trademark for protection.[1] PrinciplesA key ingredient in launching a successful company is the selection of its name.[2] Product names that are considered generally sound have several qualities in common.
Types of namesBrand names typically fall into several different categories.[3] Acronyms and AbbreviationsAFLAC, IBM, M&M (for Forrest Mars and Bruce Murrie). AmalgamNames created by taking parts of words and putting them together: Nabisco (National Biscuit Company). Alliteration and RhymeFun to say, and particularly memorable: FAT BAT, YouTube, Piggly Wiggly. AppropriationUse the idea for one thing and apply it to another: Caterpillar, Reebok. DescriptiveDescriptive names ascribe to the product a characteristic: Toys R Us, General Motors. Clever StatementNames don't have to be just a word or two: Seven for All Mankind, I Can't Believe It's Not Butter!, The Boring Company. EvocativeInvoke a vivid image that alludes to a brand benefit: London Fog, Amazon. Founders' Names (Eponyms)Use the name of a founder or founder family member: Barneys, Hewlett-Packard, and Wendy's. GeographyChose a name associated with company/product location: eBay for Echo Bay (a fictional place as well as the shortened form of "Echo Bay Technology Group," the name of eBay founder Pierre Omidyar's consulting company, according to the List of company name etymologies), Fuji for the tallest mountain in Japan, Cisco for San Francisco. HomeNONFor a name with personality: Yahoo!, Cracker Jack. However, Yahoo is the pronunciation of the Chinese name of one of its founders, Jerry Yang.{{Citation needed|date=April 2013}} IngredientsBase the name on ingredients: Clorox for chlorine plus sodium hydroxide, Pepsi for the digestive enzyme pepsin. MergedWhen two companies merge into one, sometimes both names are kept: ExxonMobil, Cadbury Schweppes. MimeticsUse alternative spellings for common sounds: 2(x)ist, Krispy Kreme. NicknameUse a founder's nickname: Adidas aka Adolf Dassler, Haribo Hans Riegel Bonn, Kinkos. NeologismA completely new made-up word: Kodak, Verizon, Mimex. OnomatopoeiaUse a sound associated with a product function or other brand idea: Twitter, Meow Mix. PersonificationCreate a character or adopt an existing personage: Green Giant, Nike, Midas Mufflers. PortmanteauName is a combination of two (or more) words or morphemes, and their definitions, into one new word: Travelocity, Pinterest. Product naming techniquesLinguistically, names are developed by combining morphemes, phonemes and syntax to create a desired representation of a product. Morphemes differ from words in that many morphemes may not be able to stand alone. The Sprint name is composed of a single word and a single morpheme. Conversely, a brand like Acuvue is composed of two morphemes, each with a distinct meaning. While "vue" may be able to stand as its own word, "acu" is seen as a prefix or a bound morpheme that must connect to a free morpheme like "vue."[4] Phonemes are minimal units of sound. Depending on the speaker’s accent, the English language has about 44 phonemes.[5] In product naming, names that are phonetically easy to pronounce and that are well balanced with vowels and consonants have an advantage over those that are not. Likewise, names that begin with or stress plosive consonant sounds B, hard C, D, G, K, P or T are often used because of their attention-getting quality.[6] Some phoneme sounds in English, for example L, V, F and W are thought of as feminine, while others such as X, M and Z are viewed as masculine.[7] Syntax, or word order, is key to consumers’ perceptions of a product name. Banana Republic would not carry the same meaning were it changed to "Republic Banana." Syntax also has significant implications for the naming of global products, because syntax has been argued to cross the barrier from one language to another.[8] (See the pioneering work on Universal Grammar by Noam Chomsky) Some specific product naming techniques, including a combination of morphemes, phonemes and syntax are shown in the graph below.
Owning a Name: Trademarks, URLs and beyondA consideration companies find important in developing a product name is its "trademarkability". Product name trademarks may be established in a number of ways:
In addition, protecting a trademark is just as important as the initial process of registration. Trademark rights are maintained through actual use of the trademark, and will diminish over time if a trademark is not actively used. Companies need to consider whether they can own a name in the digital realm. Securing a domain name, particularly with the globally recognized dot-com extension, is critical for some companies. It has also become increasingly important for firms to interact with their audience through social media websites. Social media sites like Facebook, Twitter, Pinterest and Instagram all have procedures for acquiring a name on their sites. In modern communication, the trademark is just the start of owning a name. International considerationsBecause English is widely viewed as a global language, with over 380 million native speakers, many international trademarks are created in English. Still, language differences present difficulties when using a trademark internationally. Product naming faux pasMany companies have stumbled across the importance of considering language differences in marketing new products.
Notable naming companies
See also
References1. ^Kohli, C., & LaBahn, D.W. (1997). Observations: Creating effective brand names: a study of the naming process. Journal of Advertising Research, 37. 2. ^Fred Barrett, "Names That Sell: How to create Great Names for Your Company, Product, or Service", 1995 3. ^{{cite web|url=http://merriamassociates.com/2009/02/styles-and-types-of-company-and-product-names/ |title=Styles and Types of Company and Product Names « Merriam Associates, Inc. Brand Strategies |publisher=Merriamassociates.com |date=2012-11-15 |accessdate=2013-11-07 |deadurl=yes |archiveurl=https://web.archive.org/web/20090822050819/http://merriamassociates.com/2009/02/styles-and-types-of-company-and-product-names/ |archivedate=22 August 2009 |df= }} 4. ^Bloomfield, L. (1984). Language, University of Chicago Press. {{ISBN|0-226-06067-5}} 5. ^Sousa, D. (2004). How the brain learns to read, Corwin Press. {{ISBN|1-4129-0601-6}} 6. ^Guth, D.W. "A Few Words on Words." {{webarchive|url=https://web.archive.org/web/20050130092751/http://people.ku.edu/~dguth/Words.html |date=30 January 2005 }} 7. ^Snyder Bulik, B. (2006). What’s in a name? More than you might think, study says. "Ad Age" {{Webarchive|url=https://web.archive.org/web/20070320095758/http://www.namedevelopment.com/articles/adage-study.html |date=20 March 2007 }}. 8. ^Cook, V.J., & Newson, M. (1996). Chomsky’s Universal Grammar: An Introduction, 2nd ed., Blackwell Publishing. {{ISBN|0-631-19556-4}} 9. ^{{cite web |url=http://www.autoblog.com/2010/09/13/oh-crap-audi-mucks-up-e-tron-name-in-french/ |title=Oh, Crap: Audi mucks up e-tron name in French |accessdate=21 January 2017}} 10. ^The Journal Record (Oklahoma City). February 20, 1997. Reebok has devil of a time with demonic shoe name. 11. ^{{cite web |url=http://sv.bab.la/lexikon/svensk-engelsk/fitta |title=fitta - engelsk översättning - bab.la svensk-engelskt lexikon |accessdate=14 July 2012}} 12. ^{{cite web|url=http://smt.blogs.com/mari_diary/2004/07/calpico_calpis_.html |title=watashi to tokyo: Calpico, Calpis, Cow piss? |publisher=Smt.blogs.com |date=2004-07-28 |accessdate=2013-11-07}} 13. ^{{cite web |url=http://merriamassociates.com/2010/10/funny-brand-names-this-bimbo-isnt-stupid/ |title=Funny Brand Names: This Bimbo Isn’t Stupid « Merriam Associates, Inc. Brand Strategies |publisher=Merriamassociates.com |date=2010-10-19 |accessdate=2013-11-07 |deadurl=yes |archiveurl=https://web.archive.org/web/20131224104157/http://merriamassociates.com/2010/10/funny-brand-names-this-bimbo-isnt-stupid/ |archivedate=24 December 2013 |df=dmy-all }} External links
2 : Product management|Brand management |
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