在我们今天开始重视的品牌体验中,品牌的名字应该算是品牌体验的第一关。品名的好坏不一定能直接导致品牌的成功或失败(除了极端例子),但肯定对品牌成功的难易程度会有影响。好的品名可以达成事半功倍的效果,反之亦然。双音的奥妙虽然不是所有品名都能用双音,但假如你碰巧能用双音(同音)的品名,常常会给你带来意外收获。我曾经不止一次地在学生中做过这样的试验:将中国某钢琴家在国际钢琴比赛中获得的大奖一并罗列出来,让同学们猜这是哪位钢琴家。几 In the brand experience that we begin to value today, the name of the brand should be considered the first step in the brand experience. The quality of the name does not necessarily directly lead to the brand’s success or failure (except extreme examples), but certainly will have an impact on the difficulty of brand success. Good name can achieve a multiplier effect, and vice versa. Two-tone mystery Although not all names can use dual-tone, but if you happen to be able to use dual-tone (homonym) name, often give you a surprise. I’ve done this experiment with students on more than one occasion: I have to list the pianist awards that a Chinese pianist has won at the International Piano Competition so that the students can guess which pianist it is. a few