Life,  Tech

How to Name a Category for Your Product to Increase Sales

People who heard about the “Internet celebrity” small appliance air fryer for the first time will definitely ask: How do you fry things with air?

In fact, the air fryer was invented as early as the 1990s. It was called a fat-free fryer at first, but it did not become popular. In 2010, Philips named this product Airfryer, the air fryer, and this category quickly became a bestseller. Instead of frying, high-speed rotating hot air is used to quickly heat food. People who understand this category will naturally accept its health concept, and complete the process of paying attention and “planting grass” unconsciously.

A brand is rooted in a category. If the category name is not well obtained, the market ceiling of this category will be lowered. Some marketing experts have summed up the main points of naming categories: roots, goodwill, and straightforwardness.

First, there is root. The root determines which track you are on and who you compete with. For example, soy milk and yogurt are two completely different things, but because they use the same root, they are substitutes for each other. For another example, the coconut drink, called coconut juice, is in the fruit juice track; it is called coconut milk, and it is in the plant milk track-the two tracks are completely different. There is also a drink called apple cider vinegar, which is actually fermented apple juice. One of the important reasons why this kind of beverage has not become popular is that the category name is not well obtained. It is called apple cider vinegar, which makes people think that it is a kind of vinegar and should not be drunk directly.

Second, favorability. For example, vegetable butter also extracted from soybeans, soybean butter, vegetable butter, margarine, which one gives you the highest favorability? Soybean butter, sounds very close to the soybean oil we usually eat. For food, familiarity is good; vegetable butter has no effect; and margarine, the worst effect, it is almost “natural ingredients” Antonyms, people don’t want to buy when they hear it.

For another example, hybrid cars have not been selling well in China, because in the Chinese context, “mixed” is not as good as “pure”, and hybrid cars are naturally shorter than pure electric cars. Just imagine, if the hybrid car is changed into a dual-power car or a dual-engine car, “dual” is better than “single”, and the disadvantages become advantages all of a sudden.

Third, be straightforward. The naming should highlight the core functions and characteristics. For example, nano silver antibacterial socks are not as good as deodorant socks. The category name of the balance bike is not intuitive. It is better to call it a vertical bike to distinguish it from all sitting and driving cars.

There are many good category names, such as chewing gum. Before Green Arrow entered China, the product that Chinese people were familiar with was bubble gum, which was chewed and played by children. In order to show the difference, Green Arrow created a new category name—chewing gum, to highlight the function of refreshing breath, which is easy to remember and intuitive. Interestingly, the name of the sub-category under chewing gum, Green Arrow’s Yida uses sugar-free chewing gum, while Lotte pushes xylitol chewing gum. In the minds of consumers, “nothing” is worse than “yes”, xylitol Chewing gum has a big advantage.

If a brand is a ship, a category is a river. In many cases, the category name determines how far the brand can go.

error: Content is protected !!