Naming String

The product naming methodology applies across all categories and markets. The purpose is to have coherent and systematic naming for easy consumer understanding and shopper navigation as well as to allow for product/brand equity building. A good product name is used to distinguish the product from its competitors and can be applied to a single product or product family. Managing product portfolio is essential before applying new naming. For more details check MIP Midea International product naming regulation.

Segment & Category

Segment and category definitions are determined based on industry naming conventions used by brands and retailers. NB. Using a segment descriptor is not mandatory.

Family name

Product names are defined on product family level. There are two options available:

1. Series Number
This approach adopts Series numbers as family names to indicate hierarchy of product families in the overall category portfolio, eg. 5000 Series. A number in thousands (4 digits) is followed by the word “Series” (with capital S). See right to find how Series numbers can be grouped into Good/Better/Best value tiers.

brand + (segment) + category + family name + (capacity)
Brand + Segment + Category + Series Number + Capacity
Midea Front Load Washing Machine 2000 Series 5 kg
Midea Window Air Conditioner 6000 Series 9000 BTU/h
Brand + Segment + Category + Proposition + Capacity
Midea Front Load Washing Machine OneTouch Series 5 kg
Midea Window Air Conditioner ComfortAir Series 9000 BTU/h
Brand + Category + Proposition
Midea Kettle CoolTouch Series
 
Segment & Category examples
Segment: Front Load / Window / Built-in
Category: Washing Machine / Air Conditioner / Oven
 
Series Number examples
Good -  1000 - 3000 Series (entry-level)
Better - 4000 - 6000 Series (mid-tier)
Best - 7000 - 9000 Series (high end)
 

2. Proposition led
If the proposition is differentiated (versus competition, ie. must have USP), you can use this for the product family name. The name must reflect a key benefit or RTB, and must be meaningful. “Me-too” or generic “run of the mill” propositions are not suitable for this naming approach.

Keep in mind to differentiate a new product that is launched under the same product family. Differentiate the product by adding ‘new’ on the respective touch point. When the former product is phased out the ‘new’ differentiator can be removed and possibly added to a next product launch.

Capacity

For certain products it’s crucial to note the capacity of the product in the naming string since this can help the consumer to easily browse and find the product they want. For instance, BTU for air conditioner, KG for washing machine and Liter for refrigerator.

Proposition led example
Combine words and separate with capital letter.
Like this: One Touch Series                         Not like this: One Touch Series
Don't use too general words
Health Series
Don't use ambiguous or technical words
K2 Series
Don't use punctuation in naming
Non-Slip-Grip Series


Capacity example
Washing machine                          3kg / 5kg / 7kg
Residential air conditioning          5000 BTU/h / 9000 BTU/h / 12000 BTU/h
Refrigerator                                   200L / 400L / 800L
Microwave                                     0.7 Cu / 1.7 Cu / 2.1 Cu