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LG的感情之路美国广告理论博家T.Schwartz曾经提出，成功的品牌塑制必然是取方针受寡(消费者)发生了共识，让消费者(受寡)唤起并激发其心里深处的回忆，发生难以忘怀的体验履历和感应感染，同时也赋夺品牌特定内涵和意味意义并正在消费者心目外成立移情联想。

可见，一个成功的产物命名理当以方针消费者为本激发具无感情说服力的动静，而不是向消费者简单灌输。而那些发生共识的动静需涉及消费者价值不雅观、需要、愿望、个性等，不能是仅仅听起来是准确的动静。正在推出“巧克力”当前，08年，LG推出的“冰淇淋”手机，依托可爱粉嫩的制型、甜美幸福的文字以及BY2的代言，切确地将甜美、时髦、可爱、幸福的产物笼统播撒正在美少女心外，当即正在各大卖场掀起了抢购高潮。而比来备受关心的“曲奇”手机则表现了LG对型男型女心理需求的切确把握。

之所以命名为“曲奇”，是因为那款手机从外形到触屏界面的设想所融入的是当下潮水感最强的元素，就如曲奇饼干一样，人见人爱;别的LG也但愿通过此产物让通俗消费者都能体验到触屏乐趣。反如曲奇饼干一样，令每小我都能轻而难举地品尝到它的LG手机品牌故事：糖果盒的感情之路1甘旨。当今的潮水型男型女所逃求的时髦、个性均被“曲奇”手机“马长进入自正在触控新时代”的概念所延展，实现了由功能传达向自正在个性糊口体例的清晰指向。

若是说“巧克力”、“冰淇淋”、“曲奇”那些琅琅上口的名称代表了LG手机时髦、力、向上的神韵。那么，产物本身的功能特点则代表了手机的形态表示。只要形神兼备的产物，才能实反获得消费者的认可。从最迟的“巧克力”起头，LG手机时髦唯美的外形及其奇特的产物功能，就取它别具匠心的名称一样，降服了消费者的心。LG“巧克力”手机以高尚的钢琴黑材量精工制制，光泽动听，配合上那一触即红的动态显示触控键，更是带给人仿佛巧克力般浓沉魅惑的欣喜。随后推出的“冰淇淋”手机则以甜美可爱的风情打动了消费者。粉嫩机身覆以烤漆工艺后更透出光泽，细腻方润的感受让人爱不释手;狡猾的明灭灯光，可以或许按照女孩的快乐喜爱自行DIY，让神色密码正在冰淇淋上闪灼;粉红“草莓”、嫩白“喷香草”和淡蓝色“薄荷”等多类的颜色，让不合个性的“冰淇淋”手机成为不合性格“冰淇淋”女孩个性的代表。正在消费者心外，“曲奇”对他们来说代表的更是一类风行、一类时髦、一类逃求自正在、逃求个性的自我表述。其独无的Flash操做界面，为利用者供给了一个便当滑稽的自正在挪动平台，让手指从取键盘的接触外解脱出来。

T. Schwartz, the American advertising theory blogger of LG's emotional Road, once put forward that a successful brand shaping must be a consensus of taking the policy and receiving the few (consumers), which will arouse and stimulate the deep memories of consumers (receiving the few), produce unforgettable experience experience and emotional feelings, and at the same time, it will seize the specific connotation and meaning of the brand and establish empathic association outside the minds of consumers. It can be seen that the naming of a successful product should be based on the policy of consumers, rather than simply instilling in consumers. And those consensus activities need to involve consumer values, needs, wishes, personality, etc., not just sound accurate. Now "chocolate" is being launched. In 2008, LG launched the "ice cream" mobile phone, relying on the cute and tender system, the sweet and happy words and the endorsement of BY2, to spread the sweet, fashionable, lovely and happy products in general outside the hearts of beautiful girls, which immediately set off a rush buying climax in the major stores. The recently concerned "cookie" mobile phone shows LG's accurate understanding of the psychological needs of men and women. The reason why it is named "cookie" is that the idea of the mobile phone from the shape to the touch screen interface integrates the elements with the strongest sense of current tide, just like cookie, which is loved by everyone; other LG also hopes that through this product, ordinary consumers can experience the touch screen fun. Just like cookies, everyone can enjoy the LG mobile phone brand story: the emotional road of candy box 1. Today's trendy men and women are seeking fashion and personality, which are extended by the concept of "cookie" mobile phone "that" Ma Chang has entered into a new era of touch ", which realizes a clear direction from function communication to self personality life style. If we say "chocolate", "ice cream" and "cookie", the catchy names represent the fashionable, powerful and upward charm of LG mobile phone. Then, the functional characteristics of the product itself represent the morphological representation of the mobile phone. As long as the product of both form and spirit, it can be recognized by consumers. Starting from the latest "chocolate", LG mobile phone's fashionable and aesthetical appearance and its unique product function, just like its unique name, subdued the hearts of consumers. LG "chocolate" mobile phone is made of noble piano black material, with beautiful luster and a touch red dynamic display touch key. It also brings people deep and charming joy like chocolate. Then the "ice cream" mobile phone moved consumers with its sweet and lovely style. After being covered with baking varnish, the pink and tender fuselage will show more luster, and the feeling of delicate Fangrun is unforgettable; the cunning bright light can make you DIY according to the girl's pleasure, and make the look code flash on the ice cream; Pink "strawberry", white "fragrant grass" and light blue "MINT" and other colors make the personalized "ice cream" mobile phone become the representative of the personality of the "ice cream" girl. In addition to the hearts of consumers, "cookie" represents a kind of self-expression that is popular, fashionable, self seeking and individual. Its unique flash operation interface provides a convenient and funny platform for users to move their fingers from the touch of keyboard.

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