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品牌命名是創(chuàng)立品牌的第一步，今天，世界各國(guó)的企業(yè)在創(chuàng)立自己的品牌之前，一般都能有效地重視品牌命名的問(wèn)題?，F(xiàn)在國(guó)內(nèi)大部分企業(yè)會(huì)委托廣告商或?qū)I(yè)的命名專家來(lái)設(shè)計(jì)制定品牌名稱。品牌命名已成為廣告領(lǐng)域內(nèi)的一個(gè)分支，除了廣告文案人員從事品牌命名工作以外，國(guó)外還有專門(mén)為品牌設(shè)計(jì)名稱的機(jī)構(gòu)，他們的主要業(yè)務(wù)就是命名。 在國(guó)外，給產(chǎn)品命名已成為一個(gè)產(chǎn)業(yè)。據(jù)報(bào)道，全球命名市場(chǎng)份額已達(dá)百億美元。隨著工商業(yè)的發(fā)展，商品越來(lái)越多，好的名稱資源越來(lái)越少，而給產(chǎn)品命名變得更加困難，要設(shè)計(jì)制定一個(gè)新穎不重復(fù)的品牌名稱已是很有挑戰(zhàn)的工作。隨著其它邊緣科學(xué)的發(fā)展，品牌命名已成為一門(mén)學(xué)科。與此相適應(yīng)，就出現(xiàn)了一些專業(yè)的命名機(jī)構(gòu)，廣告公司也提供品牌命名服務(wù)，于是品牌命名產(chǎn)業(yè)應(yīng)運(yùn)而生。 目前全球著名的命名機(jī)構(gòu)有英國(guó)的Interbrand(國(guó)際品牌集團(tuán))，中國(guó)的Wewin Naming Lab(先知命名實(shí)驗(yàn)室)、和美國(guó)的Namestormers(命名風(fēng)暴公司)。下面簡(jiǎn)要介紹一下三個(gè)品牌發(fā)展機(jī)構(gòu)及其命名程序、命名方法、命名觀點(diǎn)、主要作品等，供大家參考。

　　■ 國(guó)際品牌集團(tuán)(Interbrand Group) 國(guó)際品牌集團(tuán)是全球最著名的有關(guān)品牌戰(zhàn)略方面的"智囊團(tuán)"，它1974年成立于英國(guó)倫敦，它為全球企業(yè)提供品牌命名、品牌策劃、品牌評(píng)估、企業(yè)形象、環(huán)境設(shè)計(jì)、包裝設(shè)計(jì)、商標(biāo)調(diào)查、品牌管理等。Inrerbrand尤以品牌評(píng)估聞名于世，它每年都要為全世界評(píng)估出最馳名的國(guó)際性品牌，是一個(gè)比較權(quán)威的品牌評(píng)估機(jī)構(gòu)。它每年出版《世界超級(jí)品牌》(World’s Greatest Brands)。品牌命名 Interbrand認(rèn)為名稱是成功品牌的基礎(chǔ)，是巨大的無(wú)形資產(chǎn)。有效的品牌名稱可以體現(xiàn)產(chǎn)品、服務(wù)、公司的個(gè)性形象，還應(yīng)該激發(fā)消費(fèi)者對(duì)它所代表產(chǎn)品的質(zhì)量和身份的有益聯(lián)想。 Interbrand是科學(xué)品牌命名發(fā)展的先驅(qū)，開(kāi)發(fā)出科學(xué)的命名程序，已為全球不同國(guó)家、不同行業(yè)的產(chǎn)品提供過(guò)成千上萬(wàn)個(gè)命名。它最近幾年設(shè)計(jì)的主要品牌名稱有： Aptiva(IBM計(jì)算機(jī))、Zeneca(化工)、Prozac(藥品)。 品牌評(píng)估：Interbrand集團(tuán)是全球性的品牌評(píng)估機(jī)構(gòu)，它有一套品牌評(píng)估的科學(xué)統(tǒng)計(jì)方法，它根據(jù)品牌收入和品牌力量來(lái)評(píng)估，評(píng)估的指標(biāo)有領(lǐng)導(dǎo)地位、穩(wěn)定性、市場(chǎng)、國(guó)際性、趨勢(shì)、支持、保護(hù)等項(xiàng)目。品牌評(píng)估是量化一個(gè)品牌經(jīng)濟(jì)價(jià)值的工具，對(duì)品牌管理有重要意義。到目前為止，Interbrand已評(píng)估了1600個(gè)品牌。 (官網(wǎng)http://www. Interbrand.com)

　　■先知命名實(shí)驗(yàn)室(Wewin Naming Group)是中國(guó)第一家專業(yè)命名機(jī)構(gòu)，90年代即開(kāi)始服務(wù)客戶，先知公司正式注冊(cè)于2005年，自它成立以來(lái)，已為全球5000多家公司及個(gè)體業(yè)主提供了上萬(wàn)次的命名服務(wù)。尤其擅長(zhǎng)本土企業(yè)定位策劃及命名，對(duì)中國(guó)文化及商業(yè)環(huán)境有系統(tǒng)的研究，因此成為國(guó)際企業(yè)實(shí)現(xiàn)中國(guó)本土化的首選命名公司。著名的案例有：韓國(guó)喜來(lái)健、美國(guó)Amsted、美國(guó)HayDay Farms、韓國(guó)LG、韓國(guó)SK、西班牙 El Corte Inglés、三星集團(tuán)、韓國(guó)Wonandwon中文的本土化命名,或?yàn)槠渥悠放铺峁┟?guó)內(nèi)知名企業(yè)案例有首開(kāi)集團(tuán)、朵維、中國(guó)一汽、工商銀行、中信出版社、新華聯(lián)合、華冉集團(tuán)、京博集團(tuán)、鼎基礦業(yè)、金茂威斯汀、長(zhǎng)虹集團(tuán)、遠(yuǎn)洋國(guó)際、樂(lè)天瑪特、西奧中心、晶城秀府、香港新世界、遠(yuǎn)洋地產(chǎn)、紅旗乳業(yè)、申達(dá)集團(tuán)、金盛福、新辣道、南京揚(yáng)子、國(guó)電、常州化工、中石化、唐山啟奧。先知命名實(shí)驗(yàn)室，先知設(shè)計(jì)研究院，先知傳統(tǒng)文化研究等三個(gè)事業(yè)部門(mén)，相互之間有融合與協(xié)調(diào)。先知擁有不同領(lǐng)域里的專家，如語(yǔ)言學(xué)、圖像設(shè)計(jì)、營(yíng)銷戰(zhàn)略、品牌策劃、法律等，擁有知名的品牌及文化專家，如思翰教授，清華培訓(xùn)專家。先知命名實(shí)驗(yàn)室的工作方法是:a、行業(yè)洞察：這是整個(gè)命名項(xiàng)目工作的出發(fā)點(diǎn)。通過(guò)對(duì)所屬行業(yè)的深入分析，我們?yōu)槊龀鼍珳?zhǔn)定位，并提煉出相關(guān)行業(yè)的關(guān)鍵詞。b、目標(biāo)受眾分析：根據(jù)產(chǎn)品定位鎖定目標(biāo)人群，為命名風(fēng)格奠定基調(diào)，如快樂(lè)、健康、時(shí)尚、安全等。c、競(jìng)爭(zhēng)對(duì)手分析：分析行業(yè)標(biāo)桿及競(jìng)爭(zhēng)對(duì)手的命名方法及風(fēng)格，尋找差異化，形成區(qū)隔。d、品牌定位：根據(jù)客戶自身的戰(zhàn)略構(gòu)想、核心技術(shù)、競(jìng)爭(zhēng)優(yōu)勢(shì)以及差異化等諸多因素進(jìn)行定位，并以此作為命名策略的重要參考依據(jù)。e、產(chǎn)品訴求分析：根據(jù)產(chǎn)品的屬性、功能、構(gòu)成成分、工藝、產(chǎn)地、歷史、文化等多個(gè)角度，充分挖掘其背后的文化價(jià)值和附加價(jià)值。f、傳播策略： 我們的命名工作始終服務(wù)于品牌傳播，高效的傳播力可以幫助一個(gè)品牌建立起知名度和消費(fèi)者忠誠(chéng)度，為品牌未來(lái)的發(fā)展奠定堅(jiān)實(shí)的基礎(chǔ)。g、創(chuàng)意發(fā)散：根據(jù)前期針對(duì)市場(chǎng)、受眾以及競(jìng)品所做的調(diào)研結(jié)果，搜集創(chuàng)意元素，通過(guò)多種命名策略進(jìn)行創(chuàng)意延展發(fā)散。這一階段將會(huì)有大量的名稱產(chǎn)生。h、篩選排除：以客戶訴求、大眾傳播理論、廣告學(xué)、社會(huì)學(xué)、接受心理學(xué)以及各大方言區(qū)域語(yǔ)音、文化習(xí)俗為依據(jù)，對(duì)備選方案進(jìn)行逐一測(cè)評(píng)、排除、遴選。j、商標(biāo)查詢與法務(wù)審核：根據(jù)商標(biāo)及工商法規(guī)，通過(guò)相關(guān)行業(yè)或地區(qū)的法務(wù)查詢審核，確保注冊(cè)無(wú)風(fēng)險(xiǎn)。k、提案：在合同規(guī)定的時(shí)間內(nèi)提交命名方案，根據(jù)客戶反饋的意見(jiàn)及時(shí)調(diào)整方向，修改或提供新的方案。(官網(wǎng)http://www.xianzhi.net)

　　■ 命名風(fēng)暴公司(Namestormers) 命名風(fēng)暴公司1986年成立于得克薩斯州拉格維斯特市，創(chuàng)始人是麥克·卡爾。它能為公司設(shè)計(jì)品牌名稱，這些名稱能夠滿足公司營(yíng)銷和品牌方面的要求，同時(shí)又能符合法律要求。它在美國(guó)是與命名實(shí)驗(yàn)室齊名的命名機(jī)構(gòu)，它已為幾千家公司提供命名，主要命名實(shí)例有Auto Source、Sensible Chef、Aequis、Aegis、Genex、Puron、Synchrin、Infinium、Imagineer、Powerdigm、Nenova、Fortra、Coologic、Itzakadoozie、Pandora’s Secrets、Visual Edge、SatisFAXtion等等。它比較喜歡采用現(xiàn)有的英文詞匯，并且喜歡運(yùn)用命名創(chuàng)意技巧。它的命名步驟如下：先和客戶會(huì)面，了解其產(chǎn)品情況，名稱要傳達(dá)的信息，目標(biāo)市場(chǎng)和顧客，如何使用品牌名稱等問(wèn)題。然后公司成立一個(gè)由4～6個(gè)專業(yè)人員組成的命名小組，通過(guò)頭腦風(fēng)暴或計(jì)算機(jī)工具等方法制定出不同風(fēng)格的眾多名稱，這些名稱具有創(chuàng)意性和人文性，不是計(jì)算機(jī)軟件設(shè)計(jì)的"冷冰冰"的名稱。命名小組選出50～100個(gè)符合標(biāo)準(zhǔn)的名稱，每個(gè)名稱須在內(nèi)容2百萬(wàn)個(gè)注冊(cè)商標(biāo)的數(shù)據(jù)庫(kù)中進(jìn)行商標(biāo)檢測(cè)和域名檢測(cè)，以及在5種主要語(yǔ)言中檢查是否有消極意義。這些檢測(cè)的結(jié)果是產(chǎn)生一系列符合以上條件但又具有不同風(fēng)格特點(diǎn)的名字。 然后命名風(fēng)暴給客戶提供三個(gè)名稱：易記但風(fēng)險(xiǎn)大的名稱、新創(chuàng)詞又具獨(dú)特性的名稱、能激動(dòng)人的名稱。客戶可根據(jù)需要和實(shí)際情況自己選擇。 (官網(wǎng)http://www. namestormers.com)

　　Introduction of World--famous Brand Naming and Design Companies

　　Naming is the first step of brand building and nowadays emphasized by companies all over the world. Most domestic companies commission advertising companies and naming experts to create brand names. Brand naming has become one branch of advertising industry. Besides professional advertising copywriters, there are also organizations specializing in brand naming overseas. Product naming has already become an independent industry in abroad. It is reported that the market shares of naming industry is beyond $10 billion. There are more and more products in market and more good names are in need, while good names are not easy to get. To create an innovative and attractive name is facing many challenges. There are several world-known naming organizations such as the Interbrand from UK, Wewin from China and Namestormers from U.S.A. Here is a brief introduction of the three organizations and their naming processes, methods, opinions and works.

　　Interbrand

　　Interbrand is the most famous brain trust specializing in brand strategy building. It started in 1974 in London and provided such services as brand naming, planning, evaluation, corporate image, environment design, package design, brand investigation and brand service. Interbrand is especially famous for its brand evaluation, and is a quite authoritative in this field. It takes charge of selecting the annual most famous brands and publishing World’s Greatest Brands every year.

　　Brand Naming: Interbrand believes name is the foundation of building a successful brand and is an intangible property. An effective brand name shall not only embody the product, service and company image but also motivate consumers to the quality it represents. Interbrand pioneered the scientific naming process and its scientific process has offered tens of thousands of services to various products in different countries. The recent famous cases of Interbrand include, Aptiva (An IBM computer) , Zeneca (chemical industry), Prozac (Pharmacy) .

　　Brand Evaluation: Interbrand is a worldwide brand evaluation company which formed a series of scientific evaluation methods. Position, stability, market, tendency, support and protection are all its criteria of evaluation. Brand evaluation is a tool to quantize a brand and has a great meaning of brand management. Till now, the number of brands evaluated by Interbrand is over 1600. (Web: http://www. Interbrand.com)

　　Wewin Naming Lab

　　Wewin Naming Lab is China’s first professional naming organization. It started to provide service to clients from 1990s and registered in 2005. It has provided service to more than 5000 enterprises and clients all over the world. With a systematic research on Chinese Culture and business environment, it is especially good at local brand naming and planning and is always the first choice for brand localization of global companies. Its famous cases include: Ceragem (Korea), Amsted Industries Group (USA), HayDay Farms (USA), LG (Korea), LG(Korea), SK(Korea), El Corte Inglés (Spain) Samsung (Korea)and Wonandwon (Korea). Domestic famous cases include: Shoukai Group, Doov, China FAW, ICBC, CITIC Press, Xinhua Association, Huaran Group, Jingbo Group, Dingji Mining, Westin Hotels & Resorts , Changhong Group, Sino-Ocean, LotteMart, Team Center, Jingcheng Xiufu, Hong Kong New World, Hongqi Dairy, Shenda Group, Jinshengfu, Spicy Way, Nangjing Yangtze, State Grid, Changzhou Chemical Industry, Sinopec and Tangshan Qi’ao.The three departments of Wewin, namely Wewin Naming Lab, Wewin Design Research Institute and Wewin Traditional Culture Research Institute cooperated together. Wewin has many experts in different fields like linguistic, graphics, marketing strategy, brand planning and law, it also has a famous brand and culture expert, Professor Wang Sihan.Naming process: a. Insight into industry. It is the starting point of naming process. Wewin form an exact positioning and get naming key words after an insight into the industry. b. Target audience analysis. Wewin uses the target audience to determine the mood of naming to be happy, healthy, fashionable or safe, ect. c. Analysis of competitors. Through the analysis of naming methods and style of competitors and benchmark in same industry, we try to establish our own way and apparent difference. d. Positioning. We found a right position of the brand by strategic concept, core technology, and competitive edges of the clients. This process is a very important chain of building naming strategy. e. Analysis of product appeal. We try to find the cultural values and added values of the brand by analyzing the property, function, compositions, craft, producing area, history and culture of products. f. Communication Strategy. An effective communication strategy can not only help create brand awareness and consumer fidelity but is the firm base in the brand development in a long run. Our naming serves for communication constantly. g. Creating. After finishing investigation and research on market, audience and competitors, we gather creative elements and do brainstorming. Lots of names will come out in this period. h. Screening and elimination. Screening the names by criteria of customer demands, massive communication theory, advertising, sociology, psychology, dialects and cultural traditions and eliminate the ones failed to these requirements. j. Trademark checking and legal verification. Check the trademark or name in accordance with relevant laws and regulations in relevant bureaus to make sure the plan we provide can be registered with no risk. k. Proposal. Submitting the proposal obeying to the contract and make modification and even submit a totally new one according to the feedbacks from clients. (Web: http://www.xianzhi.net)

　　Namestormers

　　Namestormers was founded by Mike Carl in 1986 in Lagerkvist Texas U.S.A. It creates names which meet the demands of marketing and advocating and the requirements of laws. Till now, it has served thousands of companies and accumulated many famous examples such as Auto Source, Sensible Chef, Aequis, Aegis, Genex, Puron, s Secrets, Visual Edge, SatisFAXtion ect. Namestormers tends to apply naming skills to native words. The naming strategy of Namestormers is: a. Meeting. Meeting clients and getting to know the product, the mission, target market and consumers and the marketing channels. b. Naming team. A naming team of 4 to 6 people will create various names by brainstorming and software. All names re creative and of humanity not the ones without any meaning or emotion. c. Screening. 50 to 100 names will be selected to go through data base screening which contains as much as 2 million registered trademarks. Then they will be tested in five languages to see if any negative meaning exists. Namestormers will offer three different names, a risky but memorable one, a special and newly created one, and a motivating and attractive one for clients to choose. (Web: http://www. namestormers.com)