主振品牌设计--品牌命名对VI设计的新策略

<p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;">主振品牌设计--品牌命名对VI设计的新策略<p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;">1、<a href="#pinpaimingming1" target="_self" style="color: rgb(0, 0, 0); text-decoration: underline;">品牌的传播力要强</a><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; white-space: pre-wrap; margin: 0px; padding: 0px; max-width: 100%; color: rgb(127, 127, 127); font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">2、<span style="font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; white-space: pre-wrap; margin: 0px; padding: 0px; max-width: 100%; font-size: 14px; color: rgb(0, 0, 0); box-sizing: border-box !important; word-wrap: break-word !important;"><a href="#pinpaimingming2" target="_self" style="color: rgb(0, 0, 0); text-decoration: underline;">品牌名的亲和力要浓</a><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; white-space: pre-wrap; margin: 0px; padding: 0px; max-width: 100%; color: rgb(127, 127, 127); font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;">3、<a href="#pinpaimingming3" target="_self" style="color: rgb(0, 0, 0); text-decoration: underline;">品牌名的保护性要好</a><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;"><a name="pinpaimingming1"></a> 1、品牌的传播力要强<p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;">在品牌的经营上，一个成功的品牌之所以区别于普通的品牌，其中一个很重要的原因就是：成功的品牌拥有家喻户晓的知名度，消费者在消费时能够第一时间回忆起品牌的名称。<p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;">因此，对于品牌的命名来说，首要的是要解决一个品牌名的传播力的问题。也就是说：不管你给产品取一个什么样的名字，最重要的还是要能最大限度的让品牌传播出去！要能够使消费者、尤其是目标消费者记得住、想得起来是什么品牌！只有这样，品牌的命名才算得上是成功的；<p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;">否则，就算你给产品取一个再好听的名字，但传播力不强、不能在目标消费者的头脑中占据一席之地，消费者记不住、想不起来，这也只能算是白费心机。 <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;"> <a name="pinpaimingming2"></a>2、品牌名的亲和力要浓<p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;">那么是不是只要品牌名有了较好的传播力，品牌就能很好的传播出去呢？其实，除了品牌名的传播力因素之外，这里面还有一个品牌名亲和力的问题。品牌名的亲和力取决于品牌名称用词的风格、特征、倾向等因素。所以，在给品牌命名时，不但要注意品牌名的传播力因素，而且同时也要注意把握品牌名的亲和力因素，只有这样才能使品牌的传播达到最佳效果。<p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;"><a name="pinpaimingming3"></a>3、品牌名的保护性要好<p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;">在现代商业战争中，有一部分有着敏锐的商业嗅觉，时时都在打探着钻营的机会，许多企业在为产品命名时缺乏对品牌名的保护意识，使企业自己酿成了严重的后果。因此，在给品牌命名时，企业有必要考虑品牌名的保护性，最好采用注册商品名来给产品命名。脑白金、曲美这些成功的品牌都是以注册商品名来给产品命名的，而消炎药利君沙不但用注册商品名给产品命名，而且为了防止相似品牌的出现，还进行了与注册商品名的近似注册，以全面保护品牌不受侵犯。所以，给品牌命名不能只讲传播力、亲和力，能否不被仿效、侵犯也是品牌命名重中之重的问题。 <p microsoft="" box-sizing:="" border-box="" word-wrap:="" break-word="" style="box-sizing: border-box; font-family: "Microsoft YaHei", 黑体, 宋体; font-size: 12px; background-color: rgb(255, 255, 255); margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap;"> <p microsoft="" font-size:="" white-space:="" background-color:="" style="box-sizing: border-box; font-family: "Microsoft YaHei", 黑体, 宋体; font-size: 12px; white-space: normal; background-color: rgb(255, 255, 255);">推荐文章<hr microsoft="" font-size:="" white-space:="" background-color:="" style="box-sizing: border-box; font-family: "Microsoft YaHei", 黑体, 宋体; 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主振品牌设计--品牌命名对VI设计的新策略

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