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Sometimes I get asked if I have a suitable brand when launching a product.
It's like naming a name that a person will be called for their entire life. Today, I'm going to talk about naming strategy, which is part of brand strategy.
[Music] Ugh, ugh.
[Music] Ah,
hello. I'm Kim Young-eun, CEO of Keyman Commerce, a distribution club. Today, I'm going to talk about brand naming strategy.
Common noun names like Cooking.com or Furniture.com are too plain and don't give consumers a big shock, and they
don't seem to have any emotional elements at all. Naturally, they become names that are difficult to remember. Brand names that are provocative and still exist
are effective on the Internet. I think names like Yahoo or Amazon.com are like that.
This is because these names evoke an emotional response. With a shocking name,
you need to instantly establish both the category and the brand's unique strengths. This is a great brand strategy for a startup.
So today, I'd like to look at an example of a great branding strategy. The first example is a brand that is very long or has only one letter.
There was a time when there was a strong trend in the product industry to have long brand names. So, very long or very long names. Here is a specialized strategy that uses short, single letters.
This strategy is especially happening in the food industry these days, and it
means that branding based on trust is becoming a trend. As you can see in the screen below, Daesang Cheongjeongwon released a 7-day good, reduced, crispy, and savory
stone-cut half-seaweed brand, No. 1 free 20 20 letters Imsa Sempio Foods, slowly dried beef to make softer noodles
17gol Let's listen to it 19 letters Brandy Na, hand-picked in a field, hand-cooked boneless fish,
traditional Japanese cuisine, raw fish soup, and then later, milk that is fresh from the ranch, etc.
This is an example of highlighting the strengths of a product by linking it with the characteristics of milk, where freshness is key due to its short shelf life. This trend of preferring seaweed names in the food industry is likely to continue in the future.
I think it is because it can be used in storytelling marketing that explains in detail
the characteristics of the product, manufacturing method, raw materials, and production region in the brand name.
In the case of food, it is relatively inexpensive, and unlike durable goods,
there is no big loss even if you make a mistake, so the consumer's purchasing decision is easy. It's simple and quick.
So, among the numerous products on display, consumers have to make a choice in an instant at the counter, so
it's becoming important to convey the product's features by including a lot of branding. So, if the product name is clear, consumers can quickly understand the product's features.
However, if the name is too long, there is a disadvantage in that consumers cannot easily choose it.
Branding that stands out makes consumers stop for a moment while shopping. Why? Because it's fun.
There are cases where this is the exact opposite. There are also markets where a one-letter brand boom is taking place.
Telecommunications companies, telecommunications-related brands,
etc. It's hard to find brands that don't have Korean letters. You corrected that. Instead of long product names that can immediately convey the product's characteristics and attributes to consumers,
a thin, single-letter name like this works in the telecommunications industry. In the era of Five, due to the fast-paced nature of the telecommunications industry,
the perception that the shorter the brand name, the better is taking hold. The second example is this linear naming strategy. According to the d2 industry, recently
, a naming strategy that leaves an easy and strong impression is 1. This forest. It is capturing the hearts of those who are interested in the world. As
the world becomes more complex, there is a tendency to prefer product names that convey the characteristics of a product in a direct and fun way rather than abstract or overly complicated ones.
For example, Lotteria, Aje Burger, online shopping mall SSD, Com.com, brand
Ins, At Id House, eye shadow syrup, takeout, scented candles, bubble bath, etc. are all benefiting from these names.
Chloe is a spa brand that puts special effort into its naming strategy. Heattech Air Rhythm Button
is the third example of a coexistence hit by putting forward a product name that clearly and intuitively expresses the characteristics of the product. Crossbreeding brand naming. Brand names
can crossbreed like beer. This is similar to the crossbreeding strategy in marketing. In other words,
combining words from completely different fields to convey a different feeling is a new on-friend. Among domestic cosmetics brands, there is a new
product called Skin Barista. It is a combination of the English word Skin, meaning skin, and the word Barista, who makes
coffee on the spot to suit the customer's taste. The word "Jo" means that the product provides the necessary ingredients right away according to the skin type, and
although it is a cosmetics brand, we tried to give it a unique charm by intentionally bringing in the baristas that you can meet in cafes that are easily accessible to everyone.
And do you know the job called "Pook So Mulwi"? The word "So Mulwi" originally
refers to a professional who recommends wines that go well with the dishes ordered by customers in restaurants. In Japan,
it started to be used to mean a bookstore employee who selects books for customers, and then it came to Korea. As I mentioned earlier, boutique beer is actually one of the crossbreeding names that came from Japan.
Boutique originally referred to a store that handled cool and unique things like "Ururu" and "Ururu",
and it is rising in the fashion world. 2 Inspired by this,
we created the word "Bouti" to mean beer produced by small breweries. In New York, they call it "Local Beer", but the Japanese
started changing it this way. In this way, brand names these days are either concise or too long, but an element of fun should be mixed in here.
However, in the future, our existing presence in new product lines will B temperature products that are outside
the industrial group are starting to appear. Let me give you an example. What are
your opinions and what kind of branding should we do for this new industry? Please leave your thoughts in the comments.
Recently, meat substitutes such as plant-based meat and lab-grown meat created in the US and Europe are emerging as a food trend.
So there is a controversy over their identity. Those raising the issue are
those in the existing meat and livestock industry who have to defend the market by competing with new products. There is a naming war going on over whether a long cycle can be called a grain.
Naturally, the existing meat and livestock industry is requesting a revision of the law to ban the use of the word grain in things like
hamburgers and sosil made from plant-based ingredients.
In this situation, what kind of branding do you think we should do? Yes, it was a friend naming strategy with a strange distribution term, Udan Kim.
I will see you next time. Ugh, ugh, ugh.
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WEBVTT Kind: captions Language: en 00:00:00.000 --> 00:00:07.170 Sometimes I get asked if I have a suitable brand when launching a product. 00:00:07.170 --> 00:00:17.150 It's like naming a name that a person will be called for their entire life. Today, I'm going to talk about naming strategy, which is part of brand strategy. 00:00:17.150 --> 00:00:23.580 [Music] Ugh, ugh. 00:00:23.580 --> 00:00:26.200 [Music] Ah, 00:00:28.030 --> 00:00:34.930 hello. I'm Kim Young-eun, CEO of Keyman Commerce, a distribution club. Today, I'm going to talk about brand naming strategy. 00:00:34.930 --> 00:00:47.620 Common noun names like Cooking.com or Furniture.com are too plain and don't give consumers a big shock, and they 00:00:47.620 --> 00:00:57.670 don't seem to have any emotional elements at all. Naturally, they become names that are difficult to remember. Brand names that are provocative and still exist 00:00:57.670 --> 00:01:04.720 are effective on the Internet. I think names like Yahoo or Amazon.com are like that. 00:01:04.720 --> 00:01:15.070 This is because these names evoke an emotional response. With a shocking name, 00:01:15.070 --> 00:01:20.650 you need to instantly establish both the category and the brand's unique strengths. This is a great brand strategy for a startup. 00:01:20.650 --> 00:01:31.740 So today, I'd like to look at an example of a great branding strategy. The first example is a brand that is very long or has only one letter. 00:01:31.740 --> 00:01:41.979 There was a time when there was a strong trend in the product industry to have long brand names. So, very long or very long names. Here is a specialized strategy that uses short, single letters. 00:01:41.979 --> 00:01:47.979 This strategy is especially happening in the food industry these days, and it 00:01:47.979 --> 00:01:59.229 means that branding based on trust is becoming a trend. As you can see in the screen below, Daesang Cheongjeongwon released a 7-day good, reduced, crispy, and savory 00:01:59.229 --> 00:02:09.940 stone-cut half-seaweed brand, No. 1 free 20 20 letters Imsa Sempio Foods, slowly dried beef to make softer noodles 00:02:09.940 --> 00:02:18.970 17gol Let's listen to it 19 letters Brandy Na, hand-picked in a field, hand-cooked boneless fish, 00:02:18.970 --> 00:02:28.510 traditional Japanese cuisine, raw fish soup, and then later, milk that is fresh from the ranch, etc. 00:02:28.510 --> 00:02:40.989 This is an example of highlighting the strengths of a product by linking it with the characteristics of milk, where freshness is key due to its short shelf life. This trend of preferring seaweed names in the food industry is likely to continue in the future. 00:02:40.989 --> 00:02:47.830 I think it is because it can be used in storytelling marketing that explains in detail 00:02:47.830 --> 00:02:57.459 the characteristics of the product, manufacturing method, raw materials, and production region in the brand name. 00:02:57.459 --> 00:03:02.680 In the case of food, it is relatively inexpensive, and unlike durable goods, 00:03:02.680 --> 00:03:09.129 there is no big loss even if you make a mistake, so the consumer's purchasing decision is easy. It's simple and quick. 00:03:09.129 --> 00:03:20.980 So, among the numerous products on display, consumers have to make a choice in an instant at the counter, so 00:03:20.980 --> 00:03:28.629 it's becoming important to convey the product's features by including a lot of branding. So, if the product name is clear, consumers can quickly understand the product's features. 00:03:28.629 --> 00:03:34.720 However, if the name is too long, there is a disadvantage in that consumers cannot easily choose it. 00:03:34.720 --> 00:03:43.209 Branding that stands out makes consumers stop for a moment while shopping. Why? Because it's fun. 00:03:43.209 --> 00:03:50.049 There are cases where this is the exact opposite. There are also markets where a one-letter brand boom is taking place. 00:03:50.049 --> 00:03:56.500 Telecommunications companies, telecommunications-related brands, 00:03:56.500 --> 00:04:07.120 etc. It's hard to find brands that don't have Korean letters. You corrected that. Instead of long product names that can immediately convey the product's characteristics and attributes to consumers, 00:04:07.120 --> 00:04:18.280 a thin, single-letter name like this works in the telecommunications industry. In the era of Five, due to the fast-paced nature of the telecommunications industry, 00:04:18.280 --> 00:04:26.349 the perception that the shorter the brand name, the better is taking hold. The second example is this linear naming strategy. According to the d2 industry, recently 00:04:26.349 --> 00:04:33.490 , a naming strategy that leaves an easy and strong impression is 1. This forest. It is capturing the hearts of those who are interested in the world. As 00:04:33.490 --> 00:04:42.940 the world becomes more complex, there is a tendency to prefer product names that convey the characteristics of a product in a direct and fun way rather than abstract or overly complicated ones. 00:04:42.940 --> 00:04:49.090 For example, Lotteria, Aje Burger, online shopping mall SSD, Com.com, brand 00:04:49.090 --> 00:05:00.789 Ins, At Id House, eye shadow syrup, takeout, scented candles, bubble bath, etc. are all benefiting from these names. 00:05:00.789 --> 00:05:12.460 Chloe is a spa brand that puts special effort into its naming strategy. Heattech Air Rhythm Button 00:05:12.460 --> 00:05:22.659 is the third example of a coexistence hit by putting forward a product name that clearly and intuitively expresses the characteristics of the product. Crossbreeding brand naming. Brand names 00:05:22.659 --> 00:05:29.590 can crossbreed like beer. This is similar to the crossbreeding strategy in marketing. In other words, 00:05:29.590 --> 00:05:38.560 combining words from completely different fields to convey a different feeling is a new on-friend. Among domestic cosmetics brands, there is a new 00:05:38.560 --> 00:05:46.330 product called Skin Barista. It is a combination of the English word Skin, meaning skin, and the word Barista, who makes 00:05:46.330 --> 00:05:55.930 coffee on the spot to suit the customer's taste. The word "Jo" means that the product provides the necessary ingredients right away according to the skin type, and 00:05:55.930 --> 00:06:06.580 although it is a cosmetics brand, we tried to give it a unique charm by intentionally bringing in the baristas that you can meet in cafes that are easily accessible to everyone. 00:06:06.580 --> 00:06:15.520 And do you know the job called "Pook So Mulwi"? The word "So Mulwi" originally 00:06:15.520 --> 00:06:24.190 refers to a professional who recommends wines that go well with the dishes ordered by customers in restaurants. In Japan, 00:06:24.190 --> 00:06:32.319 it started to be used to mean a bookstore employee who selects books for customers, and then it came to Korea. As I mentioned earlier, boutique beer is actually one of the crossbreeding names that came from Japan. 00:06:32.319 --> 00:06:38.409 Boutique originally referred to a store that handled cool and unique things like "Ururu" and "Ururu", 00:06:38.409 --> 00:06:47.110 and it is rising in the fashion world. 2 Inspired by this, 00:06:47.110 --> 00:06:54.610 we created the word "Bouti" to mean beer produced by small breweries. In New York, they call it "Local Beer", but the Japanese 00:06:54.610 --> 00:07:02.800 started changing it this way. In this way, brand names these days are either concise or too long, but an element of fun should be mixed in here. 00:07:02.800 --> 00:07:12.219 However, in the future, our existing presence in new product lines will B temperature products that are outside 00:07:12.219 --> 00:07:20.979 the industrial group are starting to appear. Let me give you an example. What are 00:07:20.979 --> 00:07:27.219 your opinions and what kind of branding should we do for this new industry? Please leave your thoughts in the comments. 00:07:27.219 --> 00:07:37.090 Recently, meat substitutes such as plant-based meat and lab-grown meat created in the US and Europe are emerging as a food trend. 00:07:37.090 --> 00:07:45.639 So there is a controversy over their identity. Those raising the issue are 00:07:45.639 --> 00:07:53.139 those in the existing meat and livestock industry who have to defend the market by competing with new products. There is a naming war going on over whether a long cycle can be called a grain. 00:07:53.139 --> 00:07:59.800 Naturally, the existing meat and livestock industry is requesting a revision of the law to ban the use of the word grain in things like 00:07:59.800 --> 00:08:05.610 hamburgers and sosil made from plant-based ingredients. 00:08:05.610 --> 00:08:15.120 In this situation, what kind of branding do you think we should do? Yes, it was a friend naming strategy with a strange distribution term, Udan Kim. 00:08:15.120 --> 00:08:26.030 I will see you next time. Ugh, ugh, ugh.