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品牌命名是创立品牌的第一步，今天，世界各国的企业在创立自己的品牌之前，一般都能有效地重视品牌命名的问题。现在国内大部分企业会委托广告商或专业的命名专家来设计制定品牌名称。品牌命名已成为广告领域内的一个分支，除了广告文案人员从事品牌命名工作以外，国外还有专门为品牌设计名称的机构，他们的主要业务就是命名。 在国外，给产品命名已成为一个产业。据报道，全球命名市场份额已达百亿美元。随着工商业的发展，商品越来越多，好的名称资源越来越少，而给产品命名变得更加困难，要设计制定一个新颖不重复的品牌名称已是很有挑战的工作。随着其它边缘科学的发展，品牌命名已成为一门学科。与此相适应，就出现了一些专业的命名机构，广告公司也提供品牌命名服务，于是品牌命名产业应运而生。 目前全球著名的命名机构有英国的Interbrand(国际品牌集团)，中国的Wewin Naming Lab(先知命名实验室)、和美国的Namestormers(命名风暴公司)。下面简要介绍一下三个品牌发展机构及其命名程序、命名方法、命名观点、主要作品等，供大家参考。

　　■ 国际品牌集团(Interbrand Group) 国际品牌集团是全球最著名的有关品牌战略方面的"智囊团"，它1974年成立于英国伦敦，它为全球企业提供品牌命名、品牌策划、品牌评估、企业形象、环境设计、包装设计、商标调查、品牌管理等。Inrerbrand尤以品牌评估闻名于世，它每年都要为全世界评估出最驰名的国际性品牌，是一个比较权威的品牌评估机构。它每年出版《世界超级品牌》(World’s Greatest Brands)。品牌命名 Interbrand认为名称是成功品牌的基础，是巨大的无形资产。有效的品牌名称可以体现产品、服务、公司的个性形象，还应该激发消费者对它所代表产品的质量和身份的有益联想。 Interbrand是科学品牌命名发展的先驱，开发出科学的命名程序，已为全球不同国家、不同行业的产品提供过成千上万个命名。它最近几年设计的主要品牌名称有： Aptiva(IBM计算机)、Zeneca(化工)、Prozac(药品)。 品牌评估：Interbrand集团是全球性的品牌评估机构，它有一套品牌评估的科学统计方法，它根据品牌收入和品牌力量来评估，评估的指标有领导地位、稳定性、市场、国际性、趋势、支持、?；さ认钅俊Ｆ放破拦朗橇炕桓銎放凭眉壑档墓ぞ?，对品牌管理有重要意义。到目前为止，Interbrand已评估了1600个品牌。 (官网http://www. Interbrand.com)

　　■先知命名实验室(Wewin Naming Group)是中国第一家专业命名机构，90年代即开始服务客户，先知公司正式注册于2005年，自它成立以来，已为全球5000多家公司及个体业主提供了上万次的命名服务。尤其擅长本土企业定位策划及命名，对中国文化及商业环境有系统的研究，因此成为国际企业实现中国本土化的首选命名公司。著名的案例有：韩国喜来健、美国Amsted、美国HayDay Farms、韩国LG、韩国SK、西班牙 El Corte Inglés、三星集团、韩国Wonandwon中文的本土化命名,或为其子品牌提供命名。国内知名企业案例有首开集团、朵维、中国一汽、工商银行、中信出版社、新华联合、华冉集团、京博集团、鼎基矿业、金茂威斯汀、长虹集团、远洋国际、乐天玛特、西奥中心、晶城秀府、香港新世界、远洋地产、红旗乳业、申达集团、金盛福、新辣道、南京扬子、国电、常州化工、中石化、唐山启奥。先知命名实验室，先知设计研究院，先知传统文化研究等三个事业部门，相互之间有融合与协调。先知拥有不同领域里的专家，如语言学、图像设计、营销战略、品牌策划、法律等，拥有知名的品牌及文化专家，如思翰教授，清华培训专家。先知命名实验室的工作方法是:a、行业洞察：这是整个命名项目工作的出发点。通过对所属行业的深入分析，我们为命名做出精准定位，并提炼出相关行业的关键词。b、目标受众分析：根据产品定位锁定目标人群，为命名风格奠定基调，如快乐、健康、时尚、安全等。c、竞争对手分析：分析行业标杆及竞争对手的命名方法及风格，寻找差异化，形成区隔。d、品牌定位：根据客户自身的战略构想、核心技术、竞争优势以及差异化等诸多因素进行定位，并以此作为命名策略的重要参考依据。e、产品诉求分析：根据产品的属性、功能、构成成分、工艺、产地、历史、文化等多个角度，充分挖掘其背后的文化价值和附加价值。f、传播策略： 我们的命名工作始终服务于品牌传播，高效的传播力可以帮助一个品牌建立起知名度和消费者忠诚度，为品牌未来的发展奠定坚实的基础。g、创意发散：根据前期针对市场、受众以及竞品所做的调研结果，搜集创意元素，通过多种命名策略进行创意延展发散。这一阶段将会有大量的名称产生。h、筛选排除：以客户诉求、大众传播理论、广告学、社会学、接受心理学以及各大方言区域语音、文化习俗为依据，对备选方案进行逐一测评、排除、遴选。j、商标查询与法务审核：根据商标及工商法规，通过相关行业或地区的法务查询审核，确保注册无风险。k、提案：在合同规定的时间内提交命名方案，根据客户反馈的意见及时调整方向，修改或提供新的方案。(官网http://www.xianzhi.net)

　　■ 命名风暴公司(Namestormers) 命名风暴公司1986年成立于得克萨斯州拉格维斯特市，创始人是麦克·卡尔。它能为公司设计品牌名称，这些名称能够满足公司营销和品牌方面的要求，同时又能符合法律要求。它在美国是与命名实验室齐名的命名机构，它已为几千家公司提供命名，主要命名实例有Auto Source、Sensible Chef、Aequis、Aegis、Genex、Puron、Synchrin、Infinium、Imagineer、Powerdigm、Nenova、Fortra、Coologic、Itzakadoozie、Pandora’s Secrets、Visual Edge、SatisFAXtion等等。它比较喜欢采用现有的英文词汇，并且喜欢运用命名创意技巧。它的命名步骤如下：先和客户会面，了解其产品情况，名称要传达的信息，目标市场和顾客，如何使用品牌名称等问题。然后公司成立一个由4～6个专业人员组成的命名小组，通过头脑风暴或计算机工具等方法制定出不同风格的众多名称，这些名称具有创意性和人文性，不是计算机软件设计的"冷冰冰"的名称。命名小组选出50～100个符合标准的名称，每个名称须在内容2百万个注册商标的数据库中进行商标检测和域名检测，以及在5种主要语言中检查是否有消极意义。这些检测的结果是产生一系列符合以上条件但又具有不同风格特点的名字。 然后命名风暴给客户提供三个名称：易记但风险大的名称、新创词又具独特性的名称、能激动人的名称?？突Э筛菪枰褪导是榭鲎约貉≡瘛?(官网http://www. namestormers.com)

　　Introduction of World--famous Brand Naming and Design Companies

　　Naming is the first step of brand building and nowadays emphasized by companies all over the world. Most domestic companies commission advertising companies and naming experts to create brand names. Brand naming has become one branch of advertising industry. Besides professional advertising copywriters, there are also organizations specializing in brand naming overseas. Product naming has already become an independent industry in abroad. It is reported that the market shares of naming industry is beyond $10 billion. There are more and more products in market and more good names are in need, while good names are not easy to get. To create an innovative and attractive name is facing many challenges. There are several world-known naming organizations such as the Interbrand from UK, Wewin from China and Namestormers from U.S.A. Here is a brief introduction of the three organizations and their naming processes, methods, opinions and works.

　　Interbrand

　　Interbrand is the most famous brain trust specializing in brand strategy building. It started in 1974 in London and provided such services as brand naming, planning, evaluation, corporate image, environment design, package design, brand investigation and brand service. Interbrand is especially famous for its brand evaluation, and is a quite authoritative in this field. It takes charge of selecting the annual most famous brands and publishing World’s Greatest Brands every year.

　　Brand Naming: Interbrand believes name is the foundation of building a successful brand and is an intangible property. An effective brand name shall not only embody the product, service and company image but also motivate consumers to the quality it represents. Interbrand pioneered the scientific naming process and its scientific process has offered tens of thousands of services to various products in different countries. The recent famous cases of Interbrand include, Aptiva (An IBM computer) , Zeneca (chemical industry), Prozac (Pharmacy) .

　　Brand Evaluation: Interbrand is a worldwide brand evaluation company which formed a series of scientific evaluation methods. Position, stability, market, tendency, support and protection are all its criteria of evaluation. Brand evaluation is a tool to quantize a brand and has a great meaning of brand management. Till now, the number of brands evaluated by Interbrand is over 1600. (Web: http://www. Interbrand.com)

　　Wewin Naming Lab

　　Wewin Naming Lab is China’s first professional naming organization. It started to provide service to clients from 1990s and registered in 2005. It has provided service to more than 5000 enterprises and clients all over the world. With a systematic research on Chinese Culture and business environment, it is especially good at local brand naming and planning and is always the first choice for brand localization of global companies. Its famous cases include: Ceragem (Korea), Amsted Industries Group (USA), HayDay Farms (USA), LG (Korea), LG(Korea), SK(Korea), El Corte Inglés (Spain) Samsung (Korea)and Wonandwon (Korea). Domestic famous cases include: Shoukai Group, Doov, China FAW, ICBC, CITIC Press, Xinhua Association, Huaran Group, Jingbo Group, Dingji Mining, Westin Hotels & Resorts , Changhong Group, Sino-Ocean, LotteMart, Team Center, Jingcheng Xiufu, Hong Kong New World, Hongqi Dairy, Shenda Group, Jinshengfu, Spicy Way, Nangjing Yangtze, State Grid, Changzhou Chemical Industry, Sinopec and Tangshan Qi’ao.The three departments of Wewin, namely Wewin Naming Lab, Wewin Design Research Institute and Wewin Traditional Culture Research Institute cooperated together. Wewin has many experts in different fields like linguistic, graphics, marketing strategy, brand planning and law, it also has a famous brand and culture expert, Professor Wang Sihan.Naming process: a. Insight into industry. It is the starting point of naming process. Wewin form an exact positioning and get naming key words after an insight into the industry. b. Target audience analysis. Wewin uses the target audience to determine the mood of naming to be happy, healthy, fashionable or safe, ect. c. Analysis of competitors. Through the analysis of naming methods and style of competitors and benchmark in same industry, we try to establish our own way and apparent difference. d. Positioning. We found a right position of the brand by strategic concept, core technology, and competitive edges of the clients. This process is a very important chain of building naming strategy. e. Analysis of product appeal. We try to find the cultural values and added values of the brand by analyzing the property, function, compositions, craft, producing area, history and culture of products. f. Communication Strategy. An effective communication strategy can not only help create brand awareness and consumer fidelity but is the firm base in the brand development in a long run. Our naming serves for communication constantly. g. Creating. After finishing investigation and research on market, audience and competitors, we gather creative elements and do brainstorming. Lots of names will come out in this period. h. Screening and elimination. Screening the names by criteria of customer demands, massive communication theory, advertising, sociology, psychology, dialects and cultural traditions and eliminate the ones failed to these requirements. j. Trademark checking and legal verification. Check the trademark or name in accordance with relevant laws and regulations in relevant bureaus to make sure the plan we provide can be registered with no risk. k. Proposal. Submitting the proposal obeying to the contract and make modification and even submit a totally new one according to the feedbacks from clients. (Web: http://www.xianzhi.net)

　　Namestormers

　　Namestormers was founded by Mike Carl in 1986 in Lagerkvist Texas U.S.A. It creates names which meet the demands of marketing and advocating and the requirements of laws. Till now, it has served thousands of companies and accumulated many famous examples such as Auto Source, Sensible Chef, Aequis, Aegis, Genex, Puron, s Secrets, Visual Edge, SatisFAXtion ect. Namestormers tends to apply naming skills to native words. The naming strategy of Namestormers is: a. Meeting. Meeting clients and getting to know the product, the mission, target market and consumers and the marketing channels. b. Naming team. A naming team of 4 to 6 people will create various names by brainstorming and software. All names re creative and of humanity not the ones without any meaning or emotion. c. Screening. 50 to 100 names will be selected to go through data base screening which contains as much as 2 million registered trademarks. Then they will be tested in five languages to see if any negative meaning exists. Namestormers will offer three different names, a risky but memorable one, a special and newly created one, and a motivating and attractive one for clients to choose. (Web: http://www. namestormers.com)