Everyone must have heard of a joke: If the people of the whole country give me one yuan, then I will be a billionaire.

　　The reason why a joke is a joke is because it is difficult to achieve in the business world. Firstly, no matter what kind of product you sell or what media you use to reach it, if you want the whole country to know about you, the marketing cost alone may not exceed tens of billions of yuan.

　　It can be seen that the premise of selling something is that the audience is large enough and the marketing is good enough. If we further narrow down the scope of discussion, we will find that brand naming is very important.

　　You should know that when running a business in China, the association caused by a name can indeed have a significant impact on its fate. For example, Empress Dowager Cixi once ordered a top scorer named Liu Chunlin. In spring, Gan Lin's Lin was actually ranked sixth in the exam. However, it happened that Hebei was experiencing a severe drought that year, and Empress Dowager Cixi quickly promoted him to first place with a stroke of her pen. The name of the top scorer means that during a severe drought, when Gan Lin meets, she will seek praise.

　　For example, in the mobile phone industry, Huawei's name is very good, meaning "China is promising", and it immediately rises to prominence upon hearing it.

　　Therefore, the text will focus on exploring the initial variable of car brand name, as the general public does not understand technology, let alone corporate strategy. The first touchpoint when encountering a certain car is the name.

　　Which is the strongest car brand to name?

　　Let's first take a look at these five names: Jiyue, Jihu, Jike, Jixing, and Jishi.

　　If you don't know much about the automotive market, can you distinguish who is who? During the Spring Festival, I found that no one could distinguish who was who while communicating with relatives and friends. In my opinion, there are six principles that can make a preliminary judgment on the quality of brand naming. That is, memorability, readability, quality, symbolism, exclusivity, and inclusiveness. Among them, memorability and readability are the most important, as these two elements directly affect the efficiency of brand communication. Symbolism and a sense of quality are important foundations for building goodwill with consumers. Names are not only code names, but also important media for communicating with consumers. Good names can create a positive impression for users, leading to secondary dissemination. And exclusivity and inclusivity will affect the future growth space of the brand. Next, I will explain using brand names such as Aion, Haobo, Xiaopeng, Nezha, Buick, Tesla, Lexus, Rolls Royce, Ideal, NIO, Mercedes Benz, and BMW.

　　From the perspective of memorability and readability, Aian's pronunciation sounds a bit awkward, and it is difficult for people who are not good at Mandarin to pronounce, making it easy to bite their tongues. However, Haobo always feels like a hotel name, which looks very high-end, but in reality, it is difficult to remember. Next are Xiaopeng and Nezha. In terms of ease of memory and readability, they are relatively easy to remember, but in terms of quality and symbolism, they always give people a stingy and cheap feeling. Next, the average ones are Buick and Tesla, easy to remember but not high-end. Next are Lexus and Rolls Royce, which may sound high-end and upscale, but from the perspective of inclusiveness, due to being too upscale, they also lack scalability and inclusiveness. The better ones are Ideal and NIO, which are easy to read and remember, and have symbolic meanings. However, NIO is much less inclusive. NIO uses homophonic puns, and for someone who is not familiar with cars, the word NIO is difficult to type. Ideal exists in various scenarios unrelated to cars and does not have exclusivity. The best are Mercedes Benz and BMW, the only names that can be associated with a car, and there is almost no probability of other meanings appearing in daily search activities.

　　Naming a car brand is best done by returning to the cultural matrix

　　Of course, the first part of this article is only a superficial analysis of the first step. In the author's opinion, the logic of brand naming, commercial communication is only superficial, and the cultural matrix is the most powerful force.

　　What is a cultural matrix? It is the part that nourishes our spiritual world and repeats itself in our lives. It can be repeated to become a common experience, knowledge, and concept for all Chinese people. This is a spiritual core that we are born with, passed down from our ancestors, and known to everyone. Moreover, everyone's ideas and behaviors are influenced by it, and even manipulated by it. If a brand is built based on a cultural matrix, that is, based on our national cultural heritage, then the brand name will have a connection with the matrix, allowing the brand to continuously absorb energy from the matrix for ten or even a hundred years. In summary, it originates from the mother body, returns to the mother body, and finally becomes the mother body, strengthening the mother body. It's a bit abstract to say that. For example, it is an example that our generation of Chinese people have witnessed helplessly: the TV Spring Festival Gala. The Spring Festival has formed very early. This is a cultural matrix. It takes a long time to form this matrix. Along the way, new things keep pouring in, enriching, strengthening, and enriching it. For example, it was not until the Wei and Jin dynasties that the custom of observing the New Year's Eve emerged. In the Tang Dynasty, New Year greetings stickers appeared. In the Song Dynasty, firecrackers and Spring Festival couplets appeared. In the Ming Dynasty, people began to worship the Kitchen God and pay respects to the Door God. In our generation, there has been a TV Spring Festival Gala. You see, the symbol of Spring Festival is constantly evolving and becoming more diverse as it evolves. When CCTV started hosting the Spring Festival Gala, it wasn't actually more intense than hosting other evening programs. However, because this product parasitizes within the cultural matrix of the Spring Festival and borrows the power of culture, it is more likely to grow stronger.

　　Until now, even though some people say that the Spring Festival Gala is not good, it is still the undisputed absolute ace in the ratings of Chinese television. Why? This is the effect of borrowing the power of cultural matrix and igniting the cultural force accumulated for thousands of years. Using this concept, let's take a look at the current Chinese independent brands. In terms of integration with the cultural matrix, they are still unsatisfactory. Most of the names, in a daze, bring people back to the beginning of the last century. For example, Great Wall Motors, this name is indeed a bonus compared to many domestic independent brands. The theme song of the 1980s movie "Huo Yuanjia" was "The Great Wall Never Dies", which inspired an entire generation during that period of great disparity. But in recent years, Great Wall Motors has introduced animal series names such as Big Dog, Red Rabbit, and Divine Beast, cat series names such as Black Cat, White Cat, Good Cat, and Ballet Cat, coffee series names such as March, Latte, Mocha, and Blue Mountain, which are not in line with the cultural symbol of Great Wall. Everyone knows that doing this is to please young people, but Great Wall Motors has nothing to do with coffee. If one day foreign car companies name themselves Taiping Houkui, Jin Junmei, Dahongpao, and Biluochun, would you also find it strange? Actually, the most regrettable thing is Changan Automobile. Chang'an is a brand named after the capital of the Han and Tang dynasties, the peak of China's feudal era. Its sub brands can fully adopt names with traditional Chinese connotations.

　　The above are the names of the 108 neighborhoods in Chang'an during the Tang Dynasty. I can say that selecting a few from them, or selecting a few representative vocabulary from the history of the Han Dynasty, is more prestigious than the existing car names. For example, in the Weiyang Palace where Emperor Wu of Han lived, Chang'an could have produced an MPV called Chang'an Weiyang Palace. Judging from the name alone, is it much more high-end and upscale than any Toyota Alphard? For example, during the Han Dynasty, the royal family hunted and relaxed in Shanglin Garden, and the imperial guards were called Yulin or Huben. So the SUVs under Changan Automobile can be called Changan Shanglin, Changan Yulin, or Changan Huben.

　　For example, during the reign of Emperor Wu of Han, the famous general Huo Qubing was conferred the title of Champion Marquis, so the high-end sedan in Chang'an can be directly named Chang'an Champion Marquis. It seems that Changan Automobile has indeed wasted a huge cultural treasure trove, which is a pity. In fact, BYD has to do the best in naming. BYD's dynasty series Qin, Han, Tang, Yuan, and Song, as well as the ocean series Dolphin, Seal, Destroyer, and Escort, have completely different styles from other independent brands. From the naming, it indicates that BYD has at least cultural confidence. As for other brands, currently, cultural confidence is still insufficient.

　　Write at the end

　　Today, this article seems to be discussing the issue of naming, but in reality, it is analyzing the issue of cultural confidence.

　　That's right, China's automotive industry has developed to such a point that it requires a large number of humanities talents to engage in verbal battles with foreigners, export our cultural charm, and package our products to make a competitive premium. However, most humanities professionals are not aware of their mission.

　　Many people do the opposite, thinking that they have learned two foreign preaching eight part essays and become cultural intermediaries and information chickens in foreign countries. They also feel that they are rational and like thieves spreading the truth. Let's take a look at two social science classics. One is "The End of History and the Last Man," which claims, "Our current system is the ultimate form of human history, and it cannot evolve or be more perfect. Ten thousand years later, humanity will still live in this system. I declare that we have built a heavenly kingdom on earth. This is the promised land flowing with milk and honey on the other side." The other is "Protestant Ethics and Capitalist Spirit," which claims, "We Protestants are the true sons of capitalism. The reason why we can promote capitalism is because of our specific morality: abstinence, harshness, being cruel to ourselves, and not doing anything else for a lifetime." Just for the glory of God. "

　　If our scholars and media professionals can have half of these people's flesh and numbness, how can humanities students still not find jobs? The Yiwu goods that were originally sold for 10 yuan cannot be inflated to 100 yuan by you? Isn't the extra 90 yuan the salary for liberal arts students? You should know that the so-called brand beliefs, in the final analysis, are all the halo of a strong country brought about by prosperity and development. When these beauty filters are scattered, everything is fleeting. The problem is that these so-called halos are now only about beauty. For example, Mercedes Benz. Mercedes, named after the daughter of an Austrian dealer of Mercedes Benz in the 20th century, would be considered a luxury car if it were acquired in China, such as the Xiuqin, Xiuying, Guilan, and Xiuzhen that many people would not look up to. If a new sedan called the Xiuqin brand were released now, would you still consider it high-end? Yes, the most obvious hidden pain of Chinese cars today is that China's China-Chic failed to beat up foreign names, allowing them to steal high positions and enter the room. In fact, it is also the greatest opportunity of this era. We hope that those who aspire will not disappoint.