"Zhou Hongyi sells cars" has become the most interesting topic this week, selling his Maybach to buy a new energy vehicle, and then the major car companies have recommended themselves, and even drove their products to the headquarters of others.
A wave of friendly interaction is actually another "traffic war".
It's just that Zhou Hongyi, as the major shareholder of Hezhong Automobile, looks like knocking Nezha Auto no matter how it looks; the most interesting of them is Zhou Hongyi's "anger" Nezha Automobile CEO Daniel Zhang, who ruthlessly complained about the naming of Nezha Auto "UVXLS" during the live broadcast, saying "how to make consumers feel awkward" and "how to make consumers not remember how to come" , and even said that even he himself felt that the pronunciation was very strange, just you bought from brand marketing to product planning is always self-congratulatory, this is not good, what is the use?
Is Zhou Hongyi right?
My opinion on car brands and product naming
The author thinks Zhou Hongyi is right, but the naming of Nezha's car is not limited to the weirdness of a few letters.
Or that many vehicles are named with a combination of Chinese characters and subtitles, which is not surprising, such as BYD Qin PLUS/L, Song Pro/PLUS, Denza N7/D9, etc., Ideal L7/8/9, Wenjie M5/7/9, NIO ES/EC/ET, including Haval H6 and Changan CS75 PLUS in mainstream cars, etc., such a combination is very common and not surprising.
What's really strange is the word "Nezha".
It is very common to name car brands after people, such as Chevrolet, Cadillac, Lincoln, Rolls-Royce, Lamborghini, Maserati, Ferrari, Porsche, Pajini, etc., and the names of these car brands are either the personal name of the founder or the surname. Therefore, it is common to use the name of a person to name a car brand, but it is unreasonable to use Nezha to name a car brand, the reason is that Nezha is not the name of a real person, but the name of a mythical character, on the contrary, the name of the above-mentioned overseas brand is the name of the brand founder, which is highly consistent with the car culture and is easy to resonate with market users.
The use of mythical character naming makes it difficult for car consumers to resonate with them, and the only way to do so is to understand and empathize with the people who love the mythical character and the brand. But after all, there are not many such people, and any mythological figure belongs to a religion, Nezha is a mythical figure in Buddhism, so the use of Nezha as a brand name is bound to make other religious believers subjectively reject all the brand's car products, and it will feel strange for non-religious people, because choosing a car is almost equivalent to telling others that they have chosen a certain faith.
In today's abundant car options, how many people are willing to be held hostage by a car brand?
Therefore, looking at the internationally renowned automobile brands, none of the brands will be subjectively associated with religious or mythological figures, in fact, it is also clearly stated in the "Rules for the Prohibition and Restriction of Enterprise Names" that the enterprise name shall not contain relevant factors;
Considerations for car brands and vehicle naming
The description in the first section is only a point, and I will summarize it below.
- Do not associate with mythological figures and religious culture
- Do not use rare words
- Do not use names that you don't know
- Do not use homophonic nouns
- Do not use online terms
- Do not use pompous nouns
- Do not use self-degrading nouns
- Avoid the use of skeuomorphic nouns
- Do not use awkward names
- Do not use Westernized names
The first point will not be repeated.
Rare words must not appear in the name of car brands, vehicles and other consumer goods, a brand or product that wants to be remembered by most people, the first thing it must do is to make most people understand, read; some vehicles deliberately make a rare word name to highlight the brand culture, such as "yttrium" such words, but how many people know such a rare word? I don't know what it is called when I see this car, then the first feeling is "I don't match you" or "you laugh at me".
Take a look at the real once popular overseas brands, Volkswagen, BMW, Mercedes-Benz, Toyota, Honda, etc., at a glance you will know what the word is, and you will understand what it means.
For example, BMW and Mercedes-Benz have a good meaning, and the Great Wall, Chang'an, Geely, and Chery are also very good, and the early sales volume is average and the most controversial naming is BYD, what does it mean?
The naming of a car brand must not use internet nouns, as these nouns can be quickly forgotten.
At the same time, you can't use exaggerated names, such as hao, fierce, strong and other words, because the character of the Chinese is restrained and subtle, even if they are really powerful, they often do not show their edge; to summarize in one word is not ostentatious, on the contrary, people who are talking about are often regarded as strong and strong, and this kind of name obviously will not appeal to the appetite of car consumers. For example, Geely's pride, which used to be a strong product, was eventually discontinued.
Brand and car naming is not exaggerated but can also be self-deprecating, such as the use of "small" and other words to name bulk consumer goods is unreasonable, these expensive industrial products should have connotation to reflect the strength of the user, product or brand name is the most intuitive embodiment of the connotation and strength of the existence. And almost all cultural systems have the worship of "big", so naming with nouns such as "small" is also doomed to a big share of the market.
Anthropomorphic names are also unreasonable, as there are many interpretations of any kind of item, and awkward names are also unacceptable, because they are also difficult to remember, and car consumers will not have a good name.
Finally, it is important to talk about the fact that independent car brands and vehicle naming must avoid taking Westernized names, because any local brand shoulders the responsibility of reflecting the local culture, and as a native brand, it can only resonate with users in the local market if it takes the local culture as its gene.
Individual brands always like to give a "foreign name", but they don't know that foreign is the lowest evaluation of an excellent product, brand or person, because its subtext is to say that "the moon in a foreign country is rounder" and "the local is low-level";
Perhaps some car companies think that today's young people are indeed affected by Western culture, but if you look carefully at the lives of these young people, you will find that the local cultural genes cannot be changed; don't look at some young people who have nothing to do and go to eat a hamburger or a Western meal, but in a real formal occasion there is also Chinese food, many foreign cultures are just fast-moving consumer goods, and they are essentially things that cannot be put on the table.
In recent years, the highest level of new brand naming is Ideal, Weilai, Wenjie, VOYAH, Denza, Dynasty, etc., take a look at the characteristics and meanings of the names of these brands.
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