Quality is rudder, brand is sail---Biofertilizer enters brand era from product era
Xia Yun
First, the brand awareness of microbial products typical of biological fertilizers is inherently inadequate
Bio-fertilizer is an unqualified generic name for microbial fertilizers, microbial fertilizers and other products. As a typical high-tech microbial product industry (including microbial fertilizers, biological starters, biological pesticides, soil conditioners, and other types of products with microbial functions as the main features) is a promising industry in the Chaoyang industry, because the development time is not yet Too long, research units, production units, sales units, related scientific and technical personnel, technical experts, and so on are mostly concerned with the technical content of the product itself and the product, ignoring brand building, leading to some innate deficiencies in the brand awareness of the industry, brand communication (including companies Brands and product brands are lagging behind: casually named, casually named, or too vulgar, or obscure, joke is more. Some users (Note: Not just farmer friend users), a product used for a few years actually can not tell the exact name and company name of the product! Some of the first time I heard a product name, I immediately forgot it, or recalled it was incomplete, or repeatedly asked because I did not hear clearly. Some product names are difficult to write Chinese characters, do not use, listen to their sound, it is difficult to accurately write Out of their Chinese characters, and some are easy to be considered backwards, some have been read in the wrong tone, some names are so long that you can "sweep breathlessly", some names make you yell "tantrum", some name you Can't read or read unacceptable sounds, but some names you hear but can't write words at all, some simply blindly westernization, come a few letters of the alphabet, bitter peasant brothers and brothers, incomprehensible... all kinds of situations are mixed. And enough. In the microbial fertilizer industry, there are few companies and product names that are easy to remember and easy to remember, and famous brands are even rarer. This in turn has constrained the development of this already naive industry. Second, the quality is not good, pit farmers hurt farmers, the brand does not ring, obscurity 20 years ago, when the country is still in the "shortage economy" era, material shortages, many things can not be bought by ticket queuing, but also do not need any brand No branding, when the producer or manufacturer is "God", what is produced is what to sell, and consumers or users have little choice or say. Twenty years later, with the advent of “surplus economy,†the situation has completely changed. Products are “homogenized†and similar products are plentiful. As long as there is money and everything is available, consumers or users become truly “God.†Take the young microbiological fertilizer industry as an example. At present, there are 386 products for the official registration of single microbial fertilizers (including the Quasi-prefix and Pro registration), and there are applications for registration. It is estimated that there are as many as 500 companies nationwide that produce these products. Above, so many companies, so many products, so many names, so many brands, what to buy? Who buys? Of course, it is of good quality, brand name, easy to recognize the name, clear meaning, rich in association, and can symbolize auspiciousness and happiness... Those who say something they can't understand, or can't recognize, certainly are likely to be in the eyes of consumers or users. Either ear or heart is eliminated or at least not preferred. In this way, while ensuring technical excellence, identifying a good name for a company or product has become a very significant event. When a brand is established, it can bring huge economic benefits and it can be used for several lifetimes. , I can't say that I've done my best. I'll have to start all over again and lose a lot. No wonder, for the importance of product quality and brand in the microbial fertilizer industry, there is now a saying that quality is not enough, farmers are peasants, brands do not ring, and they are obscure. Both are good, rich and have no doors, and they can't close. ! This shows that to quickly open the market, especially to obtain good economic benefits, "brand" and "product quality" is already equally important. Third, as the name suggests, Ai Wu and Wu Zü said that “names are like peopleâ€. This explains from one side: There is a close connection between “person†and “nameâ€. The name of a company or brand is also the same as that of a person. Similarity, once a specific name is combined with a particular company, specific product or service, the name will accompany the company or product. Sometimes, companies do not exist any longer, but their names still remain in the minds of people and often evoke good memories. Sometimes old products have been replaced by newer products, but the name is still “old bottles of new wine,†but it will last for a long time. Practice has proved that the marketing of products, the spread of corporate reputations, and the deposition of corporate intangible assets are closely related to the names of companies or products. How to elaborate a good name for companies or products of microbiological products (including microbial fertilizers, biopesticides, etc.) so as to promote “explosive informationâ€, “lack of eyeball resourcesâ€, and “over-economy†with limited ear resources. The image and competitiveness of enterprises or products open the door to convenience; how to brewing some innovative new product names, obtain lucrative profits; how to make appropriate improvements to the old names that affect the effectiveness of communication, reduce barriers to communication, improve transmission efficiency, etc. All of them are worthy of serious discussion by all companies including the microbiology industry. I would like to discuss these issues and related aspects, combine microbiological products industry to talk about personal views, with domestic and foreign famous brand trademarks as a case to explain, with a view to the development of microbiological products industry and enterprises to make some useful explorations, aimed at attracting attention.4. Washing brains: The names of companies and brands are of great importance Some people think that the name of a company or product is just a symbol and it is not related to the overall situation. It is not. Brand design is the foundation for the company's brand operations and the survival and development of the company. Brand naming or corporate naming is an important part of brand design. The brand name that contains beauty and charisma is a necessary prerequisite for the brand operation to achieve the desired effect. The well-designed brand, especially a pleasant name, is easy to leave a deep impression on the minds of consumers, it is easy to open up the market, enhance the brand's market competitiveness; on the contrary, poor brand design will make When consumers see the brand, they feel disgusted or confused and reduce their desire to buy. As Confucius put it, "If an unfair name is not followed, if it is not correct, then it cannot be done."
Naming is actually a creation. Practice has proved that the name is not just a simple text symbol. For a brand, at the same time, it is also the incarnation of the company as a whole, and it is a microcosm and embodiment of the corporate philosophy. Proper, charismatic and close-knit brands not only help boost publicity, but also shorten the distance between businesses and consumers. For example, in the 1960s, Ford Motor Company’s new product “Mustang†(the “wild horseâ€) had the meaning of “broadly creating the world†for the name, conforming to American values ​​and advocating personal values. The popularity of the United States, a "name" amazing, other such as the United States, "Coca-Cola", the domestic "Wahaha" the success of the name and the beauty of a great relationship, the charm of the name is evident. Because of this, some companies do not hesitate to design brands. For example, Standard Oil of New Jersey in the United States has mobilized psychology, sociology, and commerce in order to create a brand name and logo that can pass through the world and can be accepted by consumers all over the world. Experts in linguistics, statistics, and other fields lasted for 6 years and spent 120 million U.S. dollars. They have investigated the customs and habits of 55 countries and regions. After screening about 10,000 pre-selected projects, the final name was “EXXONâ€. The most expensive brand in the world. Beijing Huaxia Kangyuan Company planned the “Goldbaby†brand and integrated the intelligence and strength of more than a dozen consulting and consulting companies, marketing and planning companies, and design companies. It was also well-intentioned, with the popularity of “Goldbaby†climbing in the industry. Some companies are willing to bid high prices for brand cooperation. These cases illustrate the importance the company attaches to the brand and the value of the brand. It also reflects that the brand design is full of artistry and creativity, and the name is not visible.
V. Basic Principles of Brand Naming (Design) As the brand design includes many contents, such as naming, fonts, colors, pattern combinations, etc., the company naming and product naming are very important parts of the brand design. Therefore, the author is in this article. The "brand design" basically focuses on brand naming and corporate naming, as well as related content. It should be noted that brand naming and corporate naming are not the same, can be "a multi-card enterprise" (such as Procter & Gamble, "Rejoice", "Haifei silk", etc.), but also "a multi product", that is, a brand by a different Production units or production bases (such as "Carrefour", "Wal-Mart", "Goldbeat"), "one product and one enterprise" (product brands and enterprise names are the same), this article does not make a strict distinction.
Although branding and corporate naming are a subject, they are not unfathomable. In general, brand and enterprise naming should generally follow the following basic principles:
1. The concise and eye-catching, easy-to-read and easy-to-remember principle survey showed that 83% of the external information people received through the eyes, 11% used hearing, 3.5% relied on touch, and the rest came from taste and smell. Based on this, in order to facilitate consumer awareness, communication and memory, the primary principle of brand design is to be concise, easy to read, and easy to remember. Therefore, it is not appropriate to use long or hard-to-read strings as brand names, nor should they be rigid and lacking. Characteristic symbols, colors, and patterns are marked with works. Case number one. Kodak film. "Kodak" is a well-known brand in the world. Founded in 1888, Kodak is the result of Kodak founder Eastman's original creation. "K" is the first letter of Eastman's mother's name. Using the word "K" in the brand can express his remembrance of motherhood. At the same time, "K" can represent a prominent part and tip of a thing. With the characteristics of “solid†and “sharpâ€, the two letters before and after the “Kodak†brand are all “Kâ€, and the five-letter “Kodak†is concise, distinctive, and catchy. With easy-to-recognize features, it has become a well-known brand for women and children. Case two. "Goldbaby" microbial fertilizer. Microbiology products "Goldbaby" this brand also has the same purpose, "gold" is a common word, there is "gold and silver wealth", "golden hope", "Jinshan Yinshan" and other meanings, meaning as long as the bond with Jinbao, set It can bring harvest, joy, auspiciousness, happiness and wealth to users; the stroke structure of “Baby†is very simple, and its meaning refers not only to the three main functional bacteria in this brand of microbiological products - “nitrogen-fixing bacteriaâ€. "Phosphorus-solubilizing bacteria" and "potassium-solubilizing bacteria" are the core of the product and are invaluable. At the same time, they suggest that as long as the environmentally-friendly green products are used, they will surely make "melon," "fruit sweet," and "vegetarian delicious." , it seems that the grown-up (such as crops, fruits and vegetables, etc.) is also "Goldbaby." The overall metaphor of the three-character combination is: to bring "harvest", "wealth", "happiness" and "auspiciousness" to users. The brand of Golden Baby sets a variety of "beautiful" in one, very affinity, imagination and affection, sunshine, elegance, name loud, catchy, beautiful, can bring good luck, wealth and good luck, such as Its name, such as seeing things, thus attracting people, very powerful, combined with strong quality assurance, is the preferred brand of eye-catching distribution agents and users. In terms of color and typeface design, it also takes a lot of effort. “Golden†stands for festiveness, auspiciousness, good harvest, wealth, golden color for the ancient emperor's robes, and the founders hope that this brand will become the industry’s overlord, the leading flagship, and the people. Attention. The increase in the number of merchants looking for “Goldbaby†cooperation also fully explains the above reasoning. Case three. "McDonald's" fast food. "M" is a very ordinary letter. It uses different artistic processing to form marks or signs that represent different meanings. The bright golden arch "M" is the mark of "McDonald McDonald's". Due to its rounded corners and soft colors, it gives people a natural and intimate feeling. McDonald's “M†logo has appeared in downtown areas of hundreds of cities in 70 countries and regions around the world, becoming a favorite for children and adults. One of the fast food signs. Case four. "Motorola" mobile phone. Different from McDonald's design, Motorola fully took the characteristics of its own products and designed the “M†to be sharp and angular, with two peaks highlighting its high-tech image in the communications field. The unique "tree-like" growth pattern in the word "Gold" in the "Kimbo" brand pattern indicates that the branded microbial fertilizer can nurture large, robust and healthy plants, regardless of human or animal food. All of them will sit back and relax, with a strong body like cows. In addition, there are SONY, BMW, IBM and other brands are also known for their concise and eye-catching, novel, unique, easy to remember, catchy. For another example, in terms of naming corporate brands, according to the above principles and cases, the name “Huaxia Kangyuan†should be a better company name, “Huaxia†stands for “Chinaâ€, and English uses “Chinaâ€. , The word is easy to remember, easy eye-catching, health: health; source: source. English uses "healthhead" as its own word. "Huaxia Kangyuan" is a highly condensed concept of the company's purpose of "passing on the five-thousand-years-long Chinese civilization and the first source of a healthy source of health." The intention is to be willing to serve the nation's health. Because of food problems, the country is anxious. An important cause of food problems may be fertilizer problems. Humans and animals feed on plants. Plants feed on “fertilizersâ€. Only high-quality, non-polluting fertilizers can nurture high-quality, non-polluting plants and animals, and clean, high-quality foods (including plants, animals, and plants and animals). Into a variety of food) to ensure human health and worry-free life, for the country and then for the global humanity (plants, animals, people, and even the entire ecosystem) to provide environmental protection, pollution-free, pollution-free green food production materials, use " Green production materials "produce healthy "green foods," enabling the people of the country to enjoy safe food, safe food, and reliable food products. This will be a good "first source at the source" for the health of the whole nation and all human beings. The meaning of Huaxia Kangyuan is that it hopes to make its due contribution to efforts to make the first wave of health China a good source, base on Beijing, serve the whole China, and benefit the world. In the current microbiological products industry, similar products are numerous and miscellaneous. A considerable number of products or companies have strange, unappealing, unpleasant, and unsophisticated names, which seriously affect the spread, waste advertising fees, and forcelessly publicize those who do not appeal to them. In this regard, "reform", "combination", "re-creation", "borrowing" and other methods can be used to create a suitable name, which will take a certain price, because it takes a process for the public or the customer to accept a new name. And for a certain amount of time, but in the long run it is cost-effective. Inappropriate names will spread even more in the future because of the “eyeball economy†(ie, only brand names, logos, texts, designs, The ability of color to produce visual impact in an instant, attracting the attention of customers and consumers) is always more in favor of brands with distinctive names and logos, and “ear economy†often makes more of those brands that sound beautiful. Sales opportunity. Specific to how to operate, these will be discussed in detail with other interested parties. There have been many successful examples of brand name changes. For example, the “TRIO†letters that were once associated with “Shanshui†and “Pioneer†as one of the three major audio brands have a strong sense of “TR†to “O†and they are pronounced The sense of rhythm is not strong, let alone catchy, later changed to "KENWOOD", "KEN" and "CAN" ("able") homophonic, "WOOD" ("Mausoleum") has a short time The sense of harmony, the combination of the two, reading loud, strong sense of rhythm, catchy, and ultimately become a consumer favorite brand. Haier has also changed its name several times, from hard-to-read hard-to-forget "Qindao - Lishan Haier" to "Qindao - Haier", and finally it becomes the current "Haier" and "Gold Lilai" ( Goldlion), also from the "Golden Lion" (because the "Golden Lion" with "lose" and committing unlucky things) was changed to the current "Gold Lee" and became a best-selling brand. 2, cleverly designed, hinting at the principle of attributes a distinctive, charismatic brand not only concise, easy to read and easy to remember, but also should try to be able to reflect the advantages and characteristics of the branded products, it is best to suggest products The excellent properties. The "Knin" milk powder in the United States uses the English "milk" inverted form of the word "KLIM" as a brand, which is bizarre and ingenious. Another example: “Liu Bi Ju†was originally a wine shop. It was named after the six essential steps in wine making. That is, the indica rice must be homogeneous, the Qufu must be real, the Zhan must be clean, the ceramic must be good, and the heat must be obtained. Water spring must be fragrant. This "six musts" is the meaning of "guarantee the quality" and "pure wine". Sprinkling naturally attracts customers from all directions, and “Libiju†is booming. Later, "Six Biju" spread the shop to expand the "six essentials" principle to make sauce, namely: raw material selection, exquisite pickling, rich sauce flavor, bright color, tender crisp and salty taste. After a long period of practice, “Liu Bi Ju†has formed and maintained its unique pickle making process and traditional flavor. "Six must be" pickles with its fresh, tender, crisp, fragrant, cool, sweet and other features, it is appetizing. "Liu Bi" has become a symbol of quality assurance and quality product quality. The company skillfully incorporates quality assurance into the “Liu Bi Ju†brand, which enables consumers to deepen their trust in the products under their calibration (and the brand is easy to remember and read), and the “Liu Bi Ju†brand can endure for a long time. decline.
"Founder" as the brand of electronic publishing software, its brand design is also unique ingenuity. Founder's overall brand consists of three parts: Chinese, English and graphics. First of all, the word "Founder" is rich in meaning; "Founder" is the right of the party, the party, and the owner of the party. It means that the Founder Electronics System of Peking University is the main body and authenticity of the Chinese electronic layout technology in the world, and it is the world leader. “Founder†is the correct and square manner, which reflects the operation of the Peking University Founder Group in accordance with the law and its honest business practices. It also reflects the scientific spirit of the company’s employees' rigorous and pragmatic nature. “Founder†is the positive and positive of the company. The meaning of the advantages of all parties reflects the company’s broad-mindedness and broad-mindedness in recruiting world-class talents. “Founder†also implies a solid foundation, solid foundation, and steady development. Secondly, "Founder" in English is "FOUNDER" and its meaning is: "Founder, founder, founder", indicating that Beijing University is the creator of the Chinese electronic typesetting system; its transliteration is "party", and Chinese characters " Founder "achieved tacit cooperation. In addition, the icon of the “Fangzheng†brand has a three-dimensional shape in which the middle white box is a square, and it is squared with the dark part of the upper right corner and the lower left corner, and is consistent with the text “Fangzhengâ€; its planar shape is shown as the upper right The dark corners of the corners and the lower left corner are like two arrows. The arrow in the upper right corner indicates that the technology is in the sky, and the downward arrow in the lower left corner indicates the market site, which means that the high-tech industry of the Founder Group is an upright business.
Among the “Goldbaby†trademarks, the three upward green torch types are also quite innovative: First, it symbolizes three kinds of babe bacteria and refers to three main functional bacteria in microbial products, namely, nitrogen-fixing bacteria, phosphorus-solubilizing bacteria, and potassium-releasing bacteria. The abstract deformation of the shape, these three functional bacteria is the backbone of the brand microbial manure or other microbial products play a role, it can be said that the three pillars, the close cooperation of these three functional bacteria, coordinated operations, in general dominated The situation of the entire crop micro-ecological zone can be called "the core backbone of three people." The number “three†is also well-known. From a geometric point of view, three points determine a plane, and three points will be stable. It symbolizes that “Goldbaby†is a brand with longevity and stability. It can be used by franchisees, distributors, and general users. Rest assured that "sell" or rest assured that "use." The three circles also represent the three main living "baby" heroes - nitrogen-fixing bacteria, phosphorus-solubilizing bacteria, and potassium-releasing bacteria. At the same time, it also implies that regardless of the distributors who distribute the brand products or the end-users of the brand products (whether it is the farmers who grow food, or the people plant flowers or grass, or use it on other occasions), they all make a fortune. Get "Baby" and get it all. 3, Fu Yun content, strong sense of principle of the brand, most of them have unique meaning and interpretation or interpretation. Some brands are the name of a place, some are the function of a product, and some are allusions. Fu Yun's connotative, affectionate brand, because it can evoke the consumer and the public association of the United States, and make it more popular with manufacturers.
“Red Bean†is a kind of plant that is commonly used by people and is a symbol of good feelings (also known as “Acacia†or “Acacia Beanâ€); at the same time, “Red Bean†is also the clothing brand and name of Jiangsu Hongdou Group. , "Red Bean" is a well-known brand, in April 1997 by the State Administration of Industry and Commerce as China's well-known trademarks. The reason why red beans have a high reputation is mainly because the word “red beans†is related to love, and its English is “The seed of love†(it is the seed of love). When it is mentioned, it reminds people of the age of Tang Dynasty great poet Wang Wei. The quatrains (red beans were born in southern countries) evoked people's affection. In addition, as a brand, "Red Bean" also expresses the company's care for consumers. With the help of “Red Beanâ€, the distance between companies and consumers has been greatly shortened, and couples have expressed their love for each other by giving each other “red bean†clothing. The wanderers (including overseas Chinese) who leave home use red bean clothing to cherish their homesickness. Countries such as Southeast Asia and Japan, which are deeply influenced by Chinese culture, are also optimistic about the cultural value of "red beans." Red bean clothing is "red" by the "red bean" rich traditional Chinese cultural connotation, affectionate brand.
"9" is the largest number in the figure and also symbolizes supreme supremacy. "999" (Sanjiu) is even more meaning of "doubling" or "increase." "999" is a unique brand. "999" is not only easy to read and easy to remember but also has the meaning of "longevity". It also means "every day and long-term people." This brand is complemented by medicines that guarantee the health and longevity of people (the main product of the Sanjiu Group). The best effect. The “999†brand of Sanjiu Group has left a deep impression on consumers with its rich connotation.
The world's famous ice cream brand "and Lu Xue" is marked with "dual heart" with rich human and red and yellow colors. It is also a masterpiece of Fuyun's connotation, and the hues of red and yellow are warm and welcoming. "Double Heart" is embodied. The brand concept of “cherishing life†and “happy sharing†advocated by “and Lu Xue†has been able to properly reflect the love of the company to consumers, and thus it has become an increasingly close-knit relationship between companies and consumers. bridge. Microbiology products The golden treasure icon, the three green leaves of the torch, both like a torch and like a leaf, three green leaves represent health, environmental protection, life and vitality, on behalf of the golden baby is the green food production materials, the application of the golden treasure can produce green Food, environmental protection and safety, health and worry-free; Third, at the same time, it is like an Olympic flame torch in the hands of athletes. Athletes gallop forward and their lives are full of vitality. Fourth, the three kinds of functional bacteria that are like torches are burning and cooperating with each other. They are full of vigor and vitality, each exerting their own strength, but they are also united in one mind, both attentive and generally upward, with cohesion and centripetal force. Three streamlined types of golden treasures: the "heart of the heart" in the product - the functional bacteria "baby" that the various forms of Ana, holding hands, heart to heart, quite youthful women curvy. Why do you choose "bacterial" or "worm-like" for the Chinese font of Gem? Adopting this unique English font is also a beneficial functional bacteria that takes into consideration the fact that the shape and form of the font is rather like a million living and serving human society (including animals, plants, and humans) with its “flesh and fleshâ€. Play a magical role. These lovely little creatures use their own lives to protect the lives of animals, plants, and humans. They use "living with life," "living life with their lives," and "living life with their lives." They are made up of a myriad of functional bacteria. A beautiful, but extremely powerful, flesh-and-blood Great Wall, refused to "enemies" thousands of miles away. Jinbao's English “king babyâ€: “king†has two meanings in English: one is the “king†and “the emperorâ€. This is the same as “the emperorâ€, “the dragon species†and “the dragon coat color†of the golden treasure. Color collocation is a match of nature; when the second “king†is used as a surname in English, it is usually translated into “goldâ€, such as Martin Lusakin; “baby†is “babyâ€, although the functional bacteria are small, Invisible to the naked eye, but it is a "baby" baby, the splitting and breeding speed is surprisingly fast, and more importantly, the function is very huge, not a normal baby, but a "golden" baby; besides, no regular "gold", "golden" "The use of "king" therefore shows uniqueness, profound meaning, and extraordinaryness. The naming of brands and enterprises requires “rich connotation†and “strong feelings.†In essence, it requires companies and brand names to be “popularized†and “lived†and to be humane. In the past, there was a view that "popularization" and "life-oriented" were aimed at consumer goods in general, and that many microbiological engineering products, mechanical and electrical products, IT industry products, and industrial consumer products were often named "very high-tech." The faces of the names are mostly obscure and incomprehensible, and they are unfathomable. They refuse to send people to a party thousands of miles away, and their sales force and brand propagation speed are greatly affected. Now it is different. As mentioned earlier, many companies now recognize that high-tech industries must open their veil of mystery and ignorance of the human stencil, and step down from the altar. They should be named "popularization," "popularization," and "emotionalization." "Start. Because high-tech products have already penetrated into every corner of life, the factors that affect their sales are more complex and diverse. Take microbial fertilizers as an example. For manufacturers, the end user of the product is a farmer, the purchaser is the general distributor or general agent, and the purchase decision maker is the chairman, general manager, deputy general manager or department manager of the distributor company. People, decision-affecting people are chief engineers, technical consultants, etc., and relatives, friends, etc. of the parties have the power to speak. Even though they are unprofessional and knowledgeable, their evaluation can have different degrees of product sales, sometimes Even the key influences, and their perception of the product is the first from the product's "name", so to sell a good product, get good economic benefits, the popularization of the name, popular must pay attention to. In addition to following several major principles, the brand or company name should also pay attention:
(1) Avoid the same with other brands. If the brand or image is identical, besides having no characteristics, there is suspicion of plagiarism and prosecution. At the same time, it will mislead consumers and damage their own brands.
(2) The brand or company name and the label that expresses the name should be coordinated with each other. Successful examples such as: “BENZ†uses the “trigeminal†steering wheel of the well-conceived, concise and concise, and prominent features as a sign, not only suggesting that the brand's designated product is a car, but that it can be “runningâ€. High-quality cars, this is a unique masterpiece. For another example, Nestle is an internationally renowned dairy brand. It uses the bird's nest logo as a brand name, which easily reminds people to be suckled, loving mothers, and healthy nutrition products. It also includes “Nestleâ€. The English meaning is "comfortable to sit down", "snuggle" and other meanings, and the English "Nestle" (Nestle) pattern of close integration, mutual silhouette and coordination, so that people see the name that is known graphics, view form that is known name, there is Strong charisma.
(3) Naming must also respect relevant customs and comply with relevant laws. Due to the historical and cultural traditions of consumers in countries around the world, differences in languages, customs, values, aesthetic tastes, etc. exist, resulting in differences in the perceptions and associations of consumers of different countries and regions for the same brand. Respect the relevant laws and customs of the target market. Imagine that if “Huaxia Kangyuan†first took “China Kangyuan†or “China Kangyuanâ€, I am afraid that even the registration of industry and commerce could not pass, because according to relevant laws and regulations, the terms “China†and “China†Can not be used casually for business name; if "BENZ" is translated into "dribbling to death" (also transliteration, but anxious, unlucky) sales in China, there are people who dare to buy this car? Similarly, if "Sprite" is literally translated as "fairy" (literally, it's easy but indecent), how many Chinese are willing to drink it? However, translating "BENZ" and "Sprite" into "Mercedes" and "Sprite", which are in line with the characteristics of Chinese culture, more accurately reveal the attributes of the products demarcated by the brand. ("Mercedes" is a high-quality car that can leap forward, "Sprite" is a "cool" and "cool" drink. The wonderful translations of these brands laid the foundation for their acquisition of exotic markets and are worth emulating. Some microbiological products companies or products simply use a few English letters or their transliterations as their names, and their suitability is worth pondering.
Sixth, thinking about integrating brand resources of microbiological products
1. "Matthew Effect" - Good grows faster and faster. The microbial product industry has developed rapidly in recent years. There are already some companies or brands in the industry, which are expected to become well-known companies in the industry or famous brands in the near future. At the same time, some companies or products have undergone rigorous market tests and have increasingly shown their inherent deficiencies or defects. They are likely to be eliminated in the market during the ups and downs. What is wasted is technology and wasted money as talented people. This has caused industry People's attention. 2. From "technical success" to "brand success." The real brand is an intangible asset “gold mineâ€. Its ability to increase its asset value, or its ability to bring profits, is rapidly surpassing (some of which has greatly exceeded) the ability of technological factors to bring profits, and it is simply relying on technological advantages to compete against the world. The era of technology gluttony is gone forever. If a good technology is not accompanied by a good brand or good publicity and promotion, it will not only make money, but it will probably cause huge losses. For example, a good technology can take 10 years or more to become a well-known product or brand, and a good brand, even if it is supported by a very general technology, can make a profit in that year, and it can form thousands in 10 years. Millions or even hundreds of millions, billions of huge wealth (including material wealth and greater intangible asset wealth value). 3, cats and dogs to watch home - do what they are best at doing. Several guns, a few people, get a strain of bacteria, stand up for a brand name, take a registration certificate, start a random or random name, start selling microbiological fertilizers, and play and sample the club (referring to R&D, production, and sales). , advertising and promotion, etc.) Why can we sell but do not brand? The effect of microbial fertilizers is long and lagging (several months or longer). Individual production and sales companies exaggerate their publicity or promises by using users (especially the majority of farmers) who do not understand professional skills and weak positions (waiting for trouble, long ago Fleeing away), local protectionism (foreign brand products entering the local point of entry "threshold fee"), etc., so that this model still has a living soil. However, with the opening of domestic and foreign markets and policies, and the increasing convergence with international practices, this situation will become less and less. From an economic point of view, there is no need for so many microbial plants to be used as microbiological fertilizers. There is no need for so many unfamiliar brands. Both "good technology" and "good brands" can be "shared." Similar to the "high-tech manufacturers" that can develop "different performance" products of the same brand, a "brand-strong vendor" can also use "brand assets" as a link, and this well-known brand "sends" a group of unknown or Small brands of products, its methods and means is to carry out acquisitions, mergers, leases, trademark brand transfer, equity, equity participation and so on. Such as: The product quality is acceptable, but the brand does not ring, you can work with others, borrow (rent) with a good brand of others, and can even entrust the other party to promote advertising, use other people's brands to sell their products, which is "borrowed "Shipping to the sea" saves time, money, and expenses; product quality and brand are not acceptable, and can be used exclusively as a raw material or semi-finished product supplier for other manufacturers' brands; products have been sold for years and the market has been used for many years, and promotion has also taken place. If you want to continue to do so, you may consider changing the name of a suitable brand in a pedestrian, which is economically advantageous. 6. Integrate technology and brand resources to make it "1+1>2".盘好盘活技术和å“牌资æºï¼Œå…±åŒèŠ‚约庞大的广告开支和其他é‡å¤çš„ã€ä¸å¿…è¦çš„å®£ä¼ æŽ¨å¹¿è´¹ç”¨ï¼Œæ˜¯å¾®ç”Ÿç‰©åˆ¶å“行业的å‘展趋势。如20个ä¸çŸ¥å且性能差异ä¸å¤§çš„微生物肥料产å“牌å，å‡å®šå•ä¸ªå°ä¼ä¸šä¸€å¹´çš„å¹¿å‘Šå®£ä¼ è´¹ç”¨å¹³å‡ä¸º5万元，则20个ä¼ä¸šå¹¿å‘Šå®£ä¼ 总费用为100万，还ä¸å¦‚共用一个知åçš„å“牌，用50万由一个比较专业的ä¼ä¸šè´Ÿè´£äº§å“çš„å®£ä¼ æŽ¨å¹¿ï¼Œå¹³å‡æ¯ä¸ªä¼ä¸šçš„å¹¿å‘Šå®£ä¼ è´¹ç”¨å¯èƒ½é™ä½Žåˆ°2.5ä¸‡ï¼Œè¿™æ ·ä¸ä½†å¯ä»¥åšå¾—éžå¸¸ä¸“业和到ä½ï¼Œæ•ˆæžœæ¯”æ¯ä¸ªå°ä¼ä¸šå„自å•æ‰“ç‹¬æ–—å¼ºå‡ åå€ï¼Œåˆ©æ¶¦å› æ¤å¯èƒ½å¢žåŠ 到50万或更多，å„自的ç»æµŽæ•ˆç›Šç¿»å‡ ç•ªï¼Œå› æ¤ï¼Œä»Žç»æµŽä¸Šè®²æ˜¯éžå¸¸åˆç®—的。 2005-8-9 欢迎登陆网站： 电è¯ï¼Œ62110749，å¤å…ˆç”Ÿã€‚