Why a good name?
Naming is important to a person, and it is also important to a new farmer. A product, a company is born, the first thing is to take a name.
If the name is not correct, the words are not smooth, and if the words are not smooth, things will not be accomplished. New farmers start a business, whether it is a farm, an agricultural company or a agricultural product, whether it is a family farm, a farm, a picking homestay, or a pastoral complex, to say that in a small way, everyone hopes to give themselves a good name; to say that the name is good or bad, it is related to the rise and fall of the business and the future.
Now everyone talks about branding. In the agricultural products and food industry, in the rural leisure tourism industry, a catchy brand name often becomes an important intangible asset of enterprises. For example, in 2020, the brand value of Luhua was assessed at 26.25 billion yuan, ranking first in the domestic food processing industry. The well-known brand in the herbal tea industry, Wang Laoji, has a valuation of 14.814 billion yuan.
A good name is worth thousands of dollars, not just a thousand gold, in fact, a hundred million gold!
In fact, the brand is not born at the moment when the company or farm makes the product, but at the moment when it has its own name. One brand name after another became famous, which made many entrepreneurs rack their brains for it. To give a few examples:
The name "Wahaha" was collected from society. In 1987, Zong Qinghou contracted a school-run enterprise in Shangcheng District, Hangzhou, and earned the first bucket of gold through consignment sales and processing. But Zong Qinghou believes that enterprises do not have their own products, after all, it is not a long-term solution. He collaborated with college professors to develop a new product that is unpopular with children's nutrition solution, but he has not yet figured out what to call it.
In 1987, Zong Qinghou accepted the suggestion and published a "Notice of Enlistment for Names with Prizes" in Hangzhou Daily to solicit product names. Letters of application poured in. Subsequently, Zong Qinghou held a special press conference of provincial and municipal news units and invited reporters to participate in naming names. The manufacturer selected forty or five of the fifty or sixty names collected, and after "organizing experts to study and demonstrate from marketing, psychology, communication, sociology, linguistics and other aspects", they finally circled "Wahaha"!
The name taker received a 500 yuan bonus – at that time, no one could have imagined that more than 30 years later, according to data provided by the Hurun Research Institute, in 2020, the brand valuation of "Wahaha" would reach 60 billion yuan!
The birth of "Mengniu" is the crystallization of the team's creativity. At the beginning of 1999, a group of founders of Mengniu, including Niu Gensheng, repeatedly conducted "brainstorming" discussions in Hohhot, and gave a talking name for the new company to be registered, in line with the principle of "thinking simple, in order to do success", Sun Xianhong said: You see people's "Australian cattle", simply, "Australian cattle". A word awakened the dreamer, I don't know who blurted out: "Then let's call it 'Mengniu'!" As a result, a future top three brand in the dairy industry, "Mengniu" was born.
The name, not only a simple title, a recognizable symbol, but also a medium that can be disseminated, has exclusivity, specificity, and plays a huge role in the external market and internal operation, which is reflected in three aspects:
<h1 class="pgc-h-arrow-right" data-track="12" >, external: greatly shorten the distance with customers and open the market</h1>
The essence of the name is to affect the distance with the consumer through the communication of words and symbols. In the book "Positioning," which claims to be "the concept that has had the greatest impact on U.S. marketing ever" and was named "One Hundred Best Business Classics of All Time" by Fortune Magazine, it is said that "because in many product categories, the difference between products is insignificant, a good name means that sales can be millions of dollars apart." In other words, "in the case of products that are not much different from each other, a good name means that sales can be several times different." ”
How to understand?
1. Resolve the two-layer doubts of "letter + use" and narrow the distance between customers
Gu Feng believes that the essence of business is the word "credit". "Use" is the value to consumers; "faith" means that enterprises and products are believed and trusted.
The distance between products and customers can be described as "close to the end of the world": well done, is within reach; do not do well, is the end of the world - if all the core information that you want to express to consumers can be condensed in a good name, without being expressed again, to resolve the customer's doubts in "letter + use", then the distance with customers is no longer "Tianya", but "close to the end".
In fact, even if only one problem in "letter + use" is solved, it can also receive good results.
(1) To resolve the "letter":
The most direct is to name one's personal name and endorse the "letter": for example, the famous Wang Laoji herbal tea, created by Wang Zebang (nicknamed Aji) of the Guangdong Heshan people during the Daoguang period of the Qing Dynasty (about 1830). Beijing's long-established Wu Yutai and Zhang Yiyuan Tea House, as well as Wang Zhihe Curd Milk, founded in the eighth year of the Qing Kangxi Dynasty (1669), and so on. In modern times, there is also the Dawu Agriculture and Animal Husbandry Group in Baoding, Hebei Province, which is named after the founder Sun Dawu.
The ultimate in "faith" is the endorsement from the highest level. For example, in Tianjin, this century-old vegetarian snack: Stone Gate Kansu Bao, is very popular with people.
Everyone knows that the vegetarian buns here are delicious, how delicious is it? At that time, Empress Dowager Cixi tasted the vegetarian bun here and personally gave it a name, and the name of this su bao became famous throughout the country.
(2) Solve the "use" place:
For example, there is a pear, named "Runzhi" brand. There is also a hawthorn refreshing drink of "time-consuming music", "consumption" harmonic "time-consuming", "time-consuming music" not only accurately expresses the product selling points that help digestion, but also conveys the product experience of leisure and happiness. Similar to the classic case "Coca-Cola" named, it not only expresses the efficacy characteristics of the product, but also close to the emotions of consumers, which is similar.
2. Effective tools to impress consumers
How to impress?
(1) Impress with emotion: The above "time-consuming music" and Coca-Cola are moved with emotion. Also, in terms of grain and oil, why everyone is willing to play Arowana, Longevity Gate, and Fu Linmen is to express the emotion of blessing in the daily life of the family and in the gifts of holidays.
(2) Impressed by feelings and ideas: in the field of leisure agriculture and rural tourism, Hangzhou Moganshan, there is a nationally renowned internet red homestay, called Naked Heart Valley, full of Zen, attracting many urban elites looking for a cleansing of the soul and spiritual home.
There is a book called "Don't Choose Ease at the Age of Hardship", which resonates with many people, and the name alone generates a lot of sales.
Founded in September 1989 and headquartered in Quanzhou, Fujian Province, Dali Food was named after Chairman Xu Shihui's advocacy of the core concept of "harmony and benefiting all sentient beings", and once developed into "the country's largest wholly-owned national brand food production leading enterprise", in this process, there should also be a credit to this name.
3. A weapon for efficient dissemination
Enterprises and products must communicate with the public, in order of name, slogan, diagram, product and subsequent advertising and marketing. In terms of the speed and efficacy of transmission, the name is the most direct and powerful, far greater than other ways. If the name is well named, it can be remembered by consumers once and never forgotten. For example, the "fool melon seed" at the beginning of reform and opening up, the tourist resort of Yunnan Shangri-La.
When an event or an enterprise product or service is disseminated, the most widely spread is the name. A remarkable name can trigger self-propagation and even bring in a large number of customers. For example, Gu Feng just disclosed "Do rural tourism, poverty is also a characteristic resource!" Net red cliff village: don't pick up sesame seeds and lose watermelons" This "cliff village" because of poverty and the "sky ladder" of the kilometer rattan ladder "ladder" that falls on the 800-meter cliff has attracted many people from all over the country to come here spontaneously to visit the countryside, "want to see how the villagers here live."
<h1 class="pgc-h-arrow-right" data-track="34" >2. Motivate and even influence the behavior of employees</h1>
In traditional Chinese culture and values, names are a collection of information about a certain appeal or value. For example, many children's names are called "Guangzong" and "Yaozu", which not only pins on the expectations of their parents and elders, but also gives the next generation the goal and ambition to strive.
The same goes for businesses and institutions. Don't underestimate a name, a good name can make employees feel respected, increase employee morale and motivation to work. For example, in each dormitory unit at Peking University, there is an aunt or uncle of about retirement age who is responsible for watching the building. Impolite people will think that they are a "janitor", but Peking University has given them a job title: The building chief, and the principal is only one word apart ~ ~ ~ As far as I know, these aunts and uncles, the work is very good, willing to make their work worthy of this title.
Naming can also directly affect employee behavior. For example, Fangxin Rice's "Fangxin" brand rice, the harmonic sound "rest assured", take food safety, so that consumers can rest assured. Employees are often reminded: Can I reassure consumers about what I am doing?
<h1 class="pgc-h-arrow-right" data-track="38" > third, long-term positioning: affect the subsequent operation and construction direction</h1>
Professionally speaking, the name is brand positioning: it is the beginning of positioning and the result of positioning. Taking the leisure farm as an example, a good name can reflect the theme, positioning and characteristics of the farm, making it clear at a glance.
For example, if the name is Italian farms, as long as the owner follows this positioning, continues to create every corner and experience project of the park, such as scenery, architecture, catering, homestays, etc., reflecting and strengthening the characteristic style of Italy, it will make the content of the positioning more and more distinct, and eventually form a unique differentiated farm attribute and form a brand brand in the hearts of consumers.
In Shunyi, Beijing, this casual farm called Italian Farm does just that.
【Summary】The name is the brand. A brand is a name. Good names speak. A good name can drain the flow, can preconceived, shape the brand, and even directly open up the market and drive sales. It can also motivate and influence the behavior of employees and guide the direction of the company's operations in the future.
A good name is not only a brand strategy, but also a marketing strategy, but also a business strategy. In this sense, "a good name equals half of success". (Produced by Gu Feng)
* I am @ Gardener Gu Feng, pay attention to me, private message reply to "name", teach you how to use systematic positioning and marketing knowledge, for their own agricultural products, farms, enterprises, including farms, picking gardens, homestays and pastoral complexes, etc., to extract a good name and a good slogan.