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新產品命名的五大原則
2015/1/21 下午 03:36:00 | 發表人: 蔡沛庭 | 瀏覽人次:6053
文章分類
.PM行不行
.產品新鮮事
講師簡介
夏松明
創新企劃學院特約講師
現任某管理顧問公司的夏松明總經理曾任宏碁、友訊資深產品經理。夏老師學經歷完整,具備多年跨國公司新產品開發與管理實務經驗,並擁有美國德州農工大學MBA、交大EMBA、「WBSA高階經營策略規劃師」、「PMP®國際專案管理師」、「NPDP產品經理國際認證」等專業資歷,是業界少數兼具「新產品開發」、「經營管理」、「品牌行銷」專業領域的資深顧問。
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<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>「</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333'>…</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>中部某大學園藝試驗場推出用俗稱地瓜的甘藷釀酒,取名『甘吟釀』,讓民眾嚐鮮。</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333'>…</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>」這是筆者前兩周看到的新聞,不知道讀者朋友們對這個產品的名字覺得如何?拆開來看,三個字都能表達該產品的獨特的利益(</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333'>Benefits</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>),但組合起來怎麼就覺得怪怪的呢?</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333'><BR><BR></SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>過去數月經常拿到手機銷售冠軍的『</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333'>htc ONE(M8)</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>』,看到這個產品名稱,不知道大家有沒發現:</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333'>htc</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>官方竟然以開發代號</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333'>M8</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>做為新手機的名字,而且是以括號的方式加註。這種在產品正常名稱中出現括號的案例,相信各位讀者也會覺得很新鮮吧!</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333'><BR><BR></SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>對於做產品的人來說,產品要能大賣,除了產品本身要有優勢之外,一個響亮、好記的產品名稱,更是不可或缺的要素之一。</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333'><BR><BR></SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>對應到新產品開發流程,產品經理在進行產品命名時,應注意以下五大原則:</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333'><BR><BR></SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>第一:產品命名原則首先要想到消費者心目中對其產品名稱的形象,簡單的說就是該產品的價值主張(</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333'>Value Proposition</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>),所以產品命名原則要清新高雅,不俗氣,從產品命名能知道商品的高品味和價值,從而對企業有著加分的形象。例如:</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333'>Starbucks</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>的命名是以赫曼.梅維爾在《白鯨記》一書著作中的大副之名</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333'> (Starbuck)</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>而命名的。那位冷靜又愛喝咖啡的大副史塔巴克,這個名字讓人連想到海上冒險故事,也讓人憶起早年咖啡商人走遍各地尋找好咖啡的傳統。</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333'><BR><BR></SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>第二:產品命名原則要有區別性,就是產品命名的時候要和其它產品區別開來,不管是音還是義都不能相同,相近的名字,一個長遠的企業都不會以別人相近的名字做產品命名,不會投機取巧,企業的獨特是非常重要的。例如:蘋果的</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333'>iPad</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>幾乎是平板電腦的代名詞,但如果各家品牌大廠也用</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333'>XX Pad</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>做為產品名稱,相信不僅討不到便宜,還可能會因此潰不成軍。</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333'><BR><BR></SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>第三:產品命名原則要對消費者有著直觀的利益,通過較強的視覺刺激,消費者一看就知道產品的用處,從而對企業的知名度有所提升,例如:</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333'>P&amp;G</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>的洗髮精產品『飛柔』,一看到名稱再搭配貌美的</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333'>MODEL</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>馬上就能聯想到長髮飄逸、飛揚柔順的感覺。另一個例子是大陸知名的感冒藥產品『白加黑』,該產品廣告訴求即為:「治療感冒,黑白分明」,所有的廣告傳播的核心資訊是「白天服白片,不瞌睡;晚上服黑片,睡得香。」,產品名稱和廣告資訊都在清晰的傳達產品概念。</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333'><BR><BR></SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>第四:產品命名原則要符合大眾,這樣能使消費者有購買的動機心理,比如,女性用品的產品命名,要漂亮、小巧、優美,男性用品的產品命名要雄健、粗獷,兒童用品產品命名要活潑、可愛、天真,老年人的用品產品命名要吉祥、健康、穩重,一個好的產品命名,會給消費者帶來很強的注意力外,還能有所潛在的聯想,例如,香料的產品命名,加是玫瑰二字,可以讓香氣更濃;但是內衣的產品名字就不能用玫瑰了,如果用玫瑰,別人會感覺有刺,所以一個好的產品命名就會聯想到很多事情,都不是那麼容易的事情。</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333'><BR><BR></SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>第五:產品命名原則要注意到民族習慣和國際的通用性,要符合各個地區和國家的名字使用,不能有奇怪的意義和讀法,因為各個地區和國家的名字使用都有各自不同的意義。例如:美國通用汽車</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333'>NOVA </SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>銷到中南美洲就發生一個問題,因為</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333'>NOVA</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>在西班牙文的意思是「跑不動」,這個例子後來成了一個國際笑話。罐裝蔬菜品牌綠巨人(</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333'>Green Giant</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>)到了中南美洲也是一個行不通的品牌。中南美洲有很多熱帶雨林,熱帶雨林是綠色的,也是疾病的來源,因此綠色在中南美洲代表的是疾病。你把代表疾病的綠色用到食品帶到中南美洲賣,這個品牌當然不能賣。所以取好一個產品命名不是那麼容易的事情。</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333'><BR><BR></SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast'>對產品經理來說,一個好的產品名稱除了有助於提升品牌的競爭力之外,更能夠讓你的產品在眾多競爭對手當中脫穎而出,此外,對公司的競爭優勢及業績成長更是錦上添花。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt"><?xml:namespace prefix = "o" ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></SPAN></P>