Can Your Brand Name Resonate with Consumers? Click to read English version
导语：本文探讨你的品牌名称能与消费者产生共鸣吗?的相关内容。
企业营销开始的几个步骤非常重要，第一步是创意产品名称，以便为自己的新产品创造一个全新的有吸引力的品类，独享这个品类带来的市场效益；其次是市场位移策略，就是为自己的新产品创造一个有强大竞争力，同时又能吸引更多消费者的新市场；而品牌名称的创造性设计，更是企业营销最重要的第三步，因为这一步几乎决定了能否让消费者非常感性地对待我们品牌的关键，如果你的品牌不能引发目标人群的共鸣，那就无法撼动消费者内心的那根弦！
对于品牌名称的忽略，不光是我们中国企业在营销开始的时候不加重视，而是全球营销的通病，这是传统思维的局限，也是传统营销理论的盲区，至少，类似于菲利普科特勒这样的营销大师，根本没有意识到自己的营销理论存在如此严重的缺陷！在所有的营销大师们的品牌理论中，对于品牌的命名都有如下阐述：”易记、朗朗上口、无歧义、与产品、行业或者产地有关联则更好”等。
我们可能忽略了一个重要的问题，那就是在为品牌创意名称以前，我们得思考一下，购买我们产品的这类消费者究竟会喜欢什么类型的名字？什么样的名字他们会有共鸣感？什么样的名字会认为非常有趣？什么样的名字又会觉得，这个品牌似乎就是为他们量身定做的？
English Version
Can Your Brand Name Resonate with Consumers?
The initial steps of enterprise marketing are crucial. The first step is creating product names to establish a new, attractive category for new products,独占这个品类带来的市场效益. The second is market displacement strategy, creating a highly competitive new market that attracts more consumers. The creative design of brand names is the most important third step in enterprise marketing, as this step几乎决定了能否让消费者非常感性地对待我们品牌的关键. If your brand cannot resonate with the target audience, it cannot触动消费者内心的那根弦!
The neglect of brand names is not just a lack of重视 by Chinese enterprises at the beginning of marketing, but a global marketing通病. This is a limitation of traditional thinking and a盲区 in traditional marketing theory. At least, marketing masters like Philip Kotler have not realized such serious defects in their marketing theories! In all marketing masters’ brand theories, brand naming is described as: “easy to remember, catchy, unambiguous, and better if related to products, industry, or origin.”
We may have overlooked an important question: before creating brand names, we need to consider what type of names consumers who buy our products would actually like? What names would resonate with them? What names would they find interesting? What names would make them feel the brand seems tailor-made for them?