First, a good tea brand name should meet the "three qualities" standards at the same time, that is, tacky, atmospheric and talented.
First, talent. Tea is a product, a commodity and even a carrier of culture. A tea brand that nobody pays is invalid. Therefore, the name of tea brand should be "tacky", "atmospheric" and "brilliant", so as to suit both refined and popular tastes, skillfully display the rich cultural heritage of tea brand, and give people a feeling of spring breeze and a brand-new feeling.
There are many domestic tea brands, such as Tieguanyin and Pu 'er. A good brand must be catchy to read and has rich and attractive spiritual connotation. The brands of successful tea enterprises in China generally have a good name.
1. For example, the brand "Longrun" of Yunnan Longrun Tea Group Co., Ltd., the first company in China to be listed on the main board of Hongkong. When people see "Longrun", they will think that Longxiang has nourished all beings for nine days, which is widely distributed and auspicious. Longrun enterprise's good intentions to benefit the world are clearly announced to the world through its brand.
2. Another example is "Eight Horses", which looks strange and seems to have nothing to do with tea, but everyone is curious. When people see "Eight Horses", they often wonder why the famous tea brand takes such a name and suddenly realize it. It turns out that "Eight Horses" originated from etymology. In ancient times, only the emperor was qualified to ride in a car drawn by eight horses. Therefore, "Eight Horses" represents decency, and "Eight Horses" rejects mediocrity and inferiority. Another meaning of "Eight Horses" is Zhou Muwang's Eight Horses. It is said that these eight dragon horses can fly in clouds and chase the sun, so "Eight Horses" represent noble blood and superior strength. At present, "Eight Horses" has become a well-known trademark in China.
3. Another example is Wuyi Star. Wuyishan is a famous tea-producing mountain in China and the birthplace of two famous teas in the world-black tea and oolong tea. "Wuyi Star" is a new star of tea industry in Wuyishan, Ran Ran. Although the word "Wuyi Star" is used, it is not bound by specific tea species. On the contrary, with Wuyi's popularity and influence, the brand is easy to promote. Today, "Wuyi Star" has been listed in Hong Kong and has become a star brand of tea industry shining around the world.
4. In addition, Tianfu, Hengfu, Dayi, old comrades, Jin Damo, Beidou, Zhuyeqing, etc. It is also a good brand name.
Of course, tea enterprises interested in entering the global market should pay special attention to the smooth translation of the selected brand names into English, and must not make foreigners have bad associations.
Second, tea brand naming skills:
1, the brand name should be conducive to communication. Generally speaking, the requirements are simple, easy to remember and catchy, which can be widely spread among consumers. For example, some brand names write the word "feng" in traditional Chinese? S ",most consumers don't recognize it at all, so it is naturally difficult to spread. In addition, names can be "popular" but not too "vulgar"
2. Grasp the psychological needs of consumers. Can reflect the brand's cultural heritage and consumption concept, otherwise, it can not effectively stimulate consumers' desire to buy. For example, the "Tuantuan Yuan Yuan" liquor launched by Jiannanchun Group has exquisite conception, profound implication and brand affinity, which caters to consumers' emotional needs for "perfection" and "celebration" and creates a liquor consumption market brought by parties, weddings and birthday celebrations.
3, can highlight the brand culture. Many brands have a long history and culture and a solid foundation of cultural values. Therefore, how to decorate and match the brand name is very particular. A good name can explain the value connotation of the brand more deeply, otherwise it will weaken the image of the brand in the market. Take "Wuliangye" as an example, it is unique among liquor brands, distinguished and has the style of "king". If we develop a new product named "Ten Years" Wuliangye Liquor, then a "Ten Years" can't complement the century-old Wuliangye brand.
Three, tea brand naming rules:
1, loud: the brand name should be catchy, and words that are difficult to pronounce or have bad phonology are not suitable for names. Words with initials "k, b" and finals "ang, ong" often have louder pronunciation and better pitch fluctuation, thus achieving cadence effect.
2, novel and unique: the name should be fresh, catch up with the trend of the times and create new concepts; The name should have a unique personality to avoid confusion with other brand names.
3. Strong affinity: Affinity depends on factors such as the style, characteristics and tendency of brand name words, and the name should use the same "language" as the target consumer group. Compared with Shu Fujia, Lux feels stiff and masculine, but we know that in general, most people who buy soap at home are housewives, so the name Lux is obviously incompatible with the preferences of target consumers; And Shu Fujia gives the impression that it tends to be neutral. It not only fits the preferences of the target consumers more widely, but also gives people an association that they will feel comfortable after using by emphasizing the two key points of "comfort" and "home", so its affinity is stronger.
4. Simplicity: the name is simple, concise and clear, and easy to spread. How much can you remember about a four-syllable brand? Except for the century-old brands such as Coca-Cola, there are few successful brands in the market. Motorola is now carrying out the "Moto" movement, which may be a good reference. Sony Ericsson mobile phone has achieved temporary success, but does it mean that the future is bright? We don't think so. Not only is the name of Sony Ericsson complex, but it is also very difficult to "read out the cycle" after combination. We are not optimistic about its prospect, so we suggest changing it to "Sony Ericsson", which is homophonic with "beloved" and the English is simplified.
Four, tea brand name points:
1, the brand name should adapt to the bright rhythm of economic life in the times and improve the loudness.
2. Brand names should be easy to spread and not confused. The purpose of brand naming is to distinguish this brand from that brand, so that consumers can easily identify the brand they bought.
3. Brand names should be novel. Freshness can inspire people and leave a deep impression. At present, there are metaphor, pun, exaggeration, directness, description, eulogy, borrowing light, reflection, coinage and so on. Usually used for naming. No matter which one is adopted, it should be novel, not fall into the stereotype and not be similar to others.
4. The brand name should give people artistic beauty, so that people can enjoy the pleasure of exaggeration and metaphor while achieving the purpose of memory.
The name of the brand should tell or imply the characteristics of the brand and the benefits it can bring to consumers.
6. The brand name should be flexible and applicable to any new brand. This is because the naming of some brands has a strong brand bias, which is suitable for the naming of electric fans, but not necessarily for TV sets. How to solve this contradiction? Enterprises must give brands a common name.
7. The brand name should have a harmonious pronunciation and a long lasting appeal. If it is an export brand, we should also consider that the pronunciation of the name should be consistent in all parts of the faucet.
8. Brand names imported from abroad or produced by joint ventures should be translated flexibly.
9. Brand names should study consumers' preferences and taboos, especially when exporting goods, we must understand the customs and habits of the countries and regions where consumers are located, and do not engage in taboos.
So the above is a brief introduction about how to name tea brands, hoping to help everyone.