One, can pass product information: Although product denomination is a broad and profound artistic knowledge, but we anything but can " child the person that breathe out also " , let product name too cross abstraction, deal in generalities, have luxuriant appearance only, and the connotation that does not have essence. So, product name above all must can pass product information, from " food crops " wine the everybody in this name is OK perceptual knowledge arrives is a kind of wine with brew of food crops pure grain, and " peace and tranquility " wine, let consumer do not feel the specific feature that gives a product comes.
2, can reveal brand culture: The historical culture of a lot of brands is of long standing and well established, have solid culture value base, how is product name adorned consequently match line to be provided quite exquisite, name the can deeper value that explains a brand well connotation, but if be carried on the back with photograph of the culture of the brand, concept, can weaken a brand to be in only the figure of the market. With " 5 grain fluid " for exemple, it is in liquor brand develop a school of one's own, exalted and celebrated, have greatly " king " person wind model, if we develop to be tasted newly, name 5 grain fluid " 10 years sweet " wine, so, " 10 " word however cannot the bring out the best in each other of brand of 5 grain fluid with hundred years history, contrary, "Hundred years old store " wine can reveal a 5 grain fluid the historical culture details of this massiness of centenary brand.
3, get used to consumptive market environment: The product with exact fixed position of a market, meeting faces the target market of fractionize of a height. So, favor of the geographical environment that we should know consumptive market deep, custom and consumption are used to, if product denomination and photograph of element of market environment either are inimical, can bring about " abortion " . Before a few years, a brewery of domestic names to be tasted anew " 14 A elder brother " , it is to want to borrow originally " Qing Chaohuang child " the name opens the market, which know to be over there agency already suffocate suffocate, the reason is much person think " 14 " not lucky. Still one ham bowel produces an enterprise to roll out " pig 8 give up " ham bowel, be driven to go back almost in one region market, so this factory does not know what to sell region house to have citizen of many the Hui nationality.
Compere: Ceaseless emerge in large numbers goes out on market now " Zhu Geliang " or " all arrowroot are brewed " wine, holiday of true true and false is troubled by so that cannot leave hand in, whether is this meant " Zhu Geliang " must relevant product be really " earthen bowl of money earthen bowl " ? Go analysing from the angle of product denomination, how does A Qixian give birth to look upon this kind of phenomenon?
A 7: Above all we should be clear, any brands want to be in market base oneself upon, character just is the most fundamental premise condition, say impossibly " Zhu Geliang " the name can activation a brand. Estuarine is mellow can " all arrowroot are brewed " wine is done in Guangdong market, the sale mode that good quality assures and succeeds with its is not divided, and latter follow suit all the way, scramble for sth, it is a kind of behavior that is not reason however. From the angle analysis of product denomination, the Zhu Geliang that sheds fragrant through the ages appears itself is represented a kind of Gao Zhihui, high quality with high grade, this may be numerous person the cause that lends its name, because this kind locates,business of refined scholar of more appropriate bookman, scholar scholar consumes a group this kind. But think carefully rise, although brand culture inside information is solid, title interest is refined, but not apparent however on product feature and brand character expression. So, if be contended for only,grab " Zhu Geliang (or all arrowroot are brewed) " renown, and not fractionize consumes the market, final it is infructuous without obtain!
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