With Zhou Hongyi announcing the sale of Maybach to start the car selection journey, the marketing war in the car rim has also begun to heat up.
Nezha Automobile, invested by Zhou Hongyi, has been publicly criticized by Zhou Hongyi many times due to lack of marketing. Among them, Zhou Hongyi complained on different occasions that the name "Nezha" was difficult to spread, and proposed to rename Nezha Automobile to "Hezhong", after all, the main company of the Nezha brand is "Hezhong New Energy Automobile Co., Ltd."
On April 28, in response to questions, Daniel Zhang, CEO of Nezha Automobile, launched a poll on social platforms, inviting netizens to vote to determine whether Nezha Auto needs to change its name. In this regard, some people support and some oppose. Zhou Jinkai, deputy general manager of the SAIC-GM-Wuling brand, suggested: The name of the car brand cannot be changed, and there is no success in history. Nezha CEO Daniel Zhang responded: Thank you brother for your concern. Sichuan and Chongqing netizens said that the word "Nezha" is really not easy to pronounce, and the last one that was complained about was "hammer mobile phone".
Screenshot of Daniel Zhang's Weibo
Daniel Zhang once mentioned that the brand name "Nezha" itself is very good, with unique cultural connotation and recognition. However, when it comes to operations, Nezha does have some issues that need to be addressed. So far, the vote has ended, and among the 13,000 netizens who participated in the vote, 4,873 people supported changing the name to "Hezhong", 2,000 votes more than those who insisted on calling "Nezha". There are also 3,096 netizens who suggested that "Hezhong" and "Nezha" should be operated in parallel and operated by product lines.
ZBJ.com enterprise service experts said that on the journey of brand building, a name often carries the core value and long-term vision of the brand. It is not only a bridge for brands to establish initial contact with consumers, but also an important carrier of brand story and culture.
An easy-to-remember, pronounce, and meaningful name can attract consumers' attention in the first place, which in turn generates goodwill and triggers a desire to learn more and explore. On the contrary, a name that is awkward or difficult to communicate may make consumers feel distant from the brand, or even have a bad impression at the first contact, which will undoubtedly greatly reduce the appeal of the brand.
As Daniel Zhang said, brand renaming is not a simple matter. It involves the registration of brands and trademarks, declarations, overseas markets, and the transition of new and old customers, and is a complex system engineering.
A brand name change is a high-risk decision that requires a significant investment of money and resources. ZBJ.com enterprise service experts pointed out that if the name change decision is not made properly, it may lead to negative effects such as a decline in brand recognition and a decrease in market share, and the influence accumulated by the brand in the early stage will also be in vain. At the same time, a brand name change may lead to a blurred market positioning. If the new name cannot accurately convey the core values and market positioning of the enterprise, it may skew consumers' perception of the company, thereby affecting the market competitiveness of the enterprise.
When considering a brand name change, companies should clarify the reason and purpose of the name change to ensure that the name change decision is in line with the company's long-term development strategy. In addition, companies should fully consider the culture and consumption habits of the target market to ensure that the new name can meet the needs and expectations of the target market.
Whether Nezha Automobile will change its name still needs to wait for the official confirmation of the company. If a name change is confirmed, a detailed name change plan and marketing strategy should be developed to ensure that the name change process can go smoothly and minimize the possible negative impact of the name change.
However, for Nezha Automobile and Zhou Hongyi, the name change controversy itself is an eye-catching marketing event, which is expected to bring higher public attention to the brand.
As a professional enterprise service platform in China, over the past 18 years, ZBJ.com has brought together a large number of creative naming and brand marketing service providers, and has provided naming and brand marketing services for a large number of enterprises. If you also have needs for company naming, brand marketing, trademark registration and protection, etc., you can consult enterprise service experts through the platform.