I. Nine Key Strategies
1. Traditional Auspicious Category: Fu, Tai, De, Chang, Xiang, Feng, Long, Fa, Fu, Yin, Gui, Jin, Qing, Feng, etc., are traditional Chinese naming methods. These names work well in suitable industries, but care must be taken to avoid falling into clichés.
2. Tap into Human Primitive Psychology and Nature
Meet psychological needs; humans tend to express subconscious desires. Meeting the most basic knowledge and recognition ability is crucial. If overly complex, it becomes too targeted, making it hard to grasp, utilize, spread, or accept.
Example: 555 (as long as you recognize money, you'll recognize the number 5. Languages differ, but numbers are universal. This satisfies human's basic and easily graspable needs).
A typical example is China’s fire emergency number "119" which is easy to remember and understand. If changed to "13223229," only those with good memory could recall it, let alone achieving the "unforgettable at first sight" effect.
3. Capture the Most Primitive Psychological Desires of Humans
This reflects humanity's desire for a better life.
Examples: Goldenlion, Big Rich, Gold Mountain, Shenshen, etc.
4. Curiosity Deepens Impression
Curiosity is one of the most fundamental features of humans. Example: Remy Martin (curious, suspenseful, deepens memory after viewing), Go Believe Baozi (also curious, strengthens impression upon hearing and spreads easily).
5. Name Using Familiar Animals
Horses, wolves, leopards, tigers, rabbits, birds – these were recognized early on from picture books in childhood. Examples include BMW, Seven Wolves, Newsbird, Jade Rabbit, Tiger Head (but note that some countries dislike animal symbols. For instance, "White Elephant" in English means something clumsy and useless, which no one would like).
6. Naming After People and Surnames
Examples: Matsushita, KFC, Pierre Cardin, Hua Tuo, etc.
7. Naming After Flowers, Grasses, Trees
Examples: Peony, Chrysanthemum, Apple, Huangguoshu, Two-faced Needle, etc.
8. Regional and Local Characteristics
Great Wall, Ancient City, Yellow River, Huashan, Tsingtao Beer, Luzhou Old Cellar, etc. (Note: while many domestic brands use geographical names as trademarks, such as Yellow River cars, Beijing TVs, etc., for export products, geographical names should not be used as many countries' trademark laws do not allow registration due to lack of distinctiveness and public ownership. Even if registered, there may be restrictions, such as Qingdao Beer and Zhonghua Cigarettes facing similar issues abroad).
9. Poems, Lyrics, Couplets Naming Method
II. Ten Rules
1. Easy to say, easy to pronounce, smooth.
2. Easy to remember, unforgettable at first glance.
3. Can be easily spotted among many brands.
4. The product's purpose, function, and uniqueness are immediately clear.
5. Easily evokes positive associations.
6. Creative and distinctive, not imitative.
7. The product has potential for further development.
8. Integration of production and advertising, systematic product and name.
9. The product has style and taste.
10. Obtainable naming and trademark registration rights.
III. Two Secret Techniques:
1. Avoid identical tones. Names with all identical tones sound monotonous. Research shows that the final sound should ideally be a level tone because rising tones are less sonorous.
2. Pay attention to phonetics and rhyme selection. Words with identical initial consonant sounds placed together can be difficult to pronounce. If the rhymes are also the same, it becomes even more awkward. Experts advise against using all n and l, z, c, s and zh, ch, sh, which have similar pronunciation positions. To make a name sonorous and pleasant, selecting the right rhymes is critical. Names with nasal-sounding rhymes are more resonant, such as “ang” (昂), “liang” (良), “guang” (光), “peng” (鹏), “dong” (东). Among non-nasal rhymed words, those with large mouth-opening main vowels, like “da” (达), “shuai” (帅), “bao” (宝), are more resonant.
IV. Six Taboos
1. Multi-toned
Using multi-toned characters for naming makes it easier for people to feel confused when there are two or more pronunciations. Of course, this does not mean that multi-toned characters cannot absolutely be used in naming. But at least ensure others can determine its pronunciation without reading it wrong.
2. Unfavorable Intentions
For example, if you happen to be involved in the manufacture and sale of cosmetics, then whimsically decide to register "Heroin" as a trademark to attract consumer purchases, you might enter the Trademark Bureau full of enthusiasm and leave dejected! Because "Heroin" is associated with drugs, both phonetically and semantically, clearly violating the principle of good customs and morals.
3. Obscure Characters
Trademark names are for consumers to call, so the mass appeal of the characters should be considered. Some people use obscure characters for naming, thinking that the quality of the name depends on whether they can choose a good character. So, at the mention of naming, the first thing that comes to mind is flipping through the "Kangxi Dictionary." However, the reality is exactly the opposite.
4. Hidden Meaning
Hidden meaning refers to overly profound phonetics that others cannot understand. Just like choosing obscure characters, the meaning may be good, but if no one understands it, the hidden meaning is meaningless regardless of how good it is.
5. Inauspicious
Inauspicious meanings are a major taboo in commercial naming. It not only causes negative associations for the owner of the name but more importantly affects others' acceptance of the subject, whether it's an individual, a company, or a product. It is said that in Hong Kong, there was once a sales war between "Brandy" (France) and "Whisky" (UK). "Brandy" sold over four million bottles, while "Whisky" only sold ten thousand bottles, equivalent to just a fraction of "Brandy." Upon investigation, the problem lay in the Chinese translation of "Whisky." If even whisky is taboo, who would want to buy it?
6. Similarity
The tendency to envy others' success seems to be a common ailment among the public. If you create a three-character brand, I will try to make two of my characters the same as yours to confuse consumers. You call your product "Pome," I call mine "X-mi." You are "Yikang," I become "X-kang." You are "Seven Stars," I turn into "X-star." Some people even resort to homophones. Ironically, the result is often counterproductive.