A good name wins thousands of miles, and a good name wins the East. A good name for the company will enable the enterprise to quickly expand the market and gain a firm foothold. So how to name the company? Today, I would like to share with you the general strategy of the company's naming. I hope it will be helpful to you.

Three cases of company naming:

The first category: the name of the company is based on the location characteristics or original allusions, which belongs to the company fighting alone in the industry.

For example, the Chinese and English names of Shanghai Wangbaohe Hotel are totally different. Chinese name: The origin of Wangbaohe Hotel is that the original site of the hotel is the famous crab eating restaurant in Shanghai, which is called "Wangbaohe". After the completion of the hotel, the hotel managers still adopted the original name, and invited the original chefs from the original crab eating restaurant. The catering feature launched in the hotel is eating crabs. Chinese and foreign customers who come here to eat crabs not only can eat "Wang Bao and crabs" at the original site, but also the environment for eating crabs has been in line with international standards. The catering of the hotel is also very popular because of the crab effect.

It is worth mentioning that the English name of the hotel is Central Hotel Shanghai, not Wang Bao He Hotel Shanghai. It is said that the English name was given to the hotel by an internationally famous marketing expert, based on the location of the hotel, because the hotel is in the center of Shanghai, next to the famous Nanjing Road pedestrian street. With this English name, sales in the international market can easily be recognized and recognized by customers. Guests who come to the hotel for the first time will agree that the hotel is a Central Hotel in Shanghai. If the English name of Wang Baohe is used, although the hotel is in the best part of downtown Shanghai, it will cause difficulties in sales. The words Wang Bao He cannot make customers have any association with the hotel.

The second category: the company name is a hotel owned by a famous international and domestic group.

For example, Holiday Inn, Shangri La, etc., no matter where the hotel opens, just add the city name after the group brand name. The operators of hotels with such names are the luckiest. The decades old brand effect of the Group has made the hotel known to passers-by as soon as it opened, saving a lot of advertising expenses. The advantages in business promotion are self-evident.

The third type: the company name is chosen at will, ignoring the name of the company function.

For example, the hotel invested and built by China Civil Engineering Construction Corporation is named as Zhongtu Mansion Hotel, the hotel invested and built by Communication Trade Group is named as Tongmao Hotel, and the hotel invested and built by the Ministry of Petroleum and Coal is named as Petroleum and Coal Hotel. The English names of these hotels are generally in pinyin and literal translation. The result of these arbitrary names has caused great difficulties for the promotion of hotels. From the perspective of customers, no matter what reservation method is used, the reason for choosing a hotel is its cognition. When a hotel has no brand effect, it is very critical whether the name of the hotel is attractive to customers. Customers will have no feeling about the names of hotels like Tongmao. Customers may not have the idea to try the names of hotels like Zhongtu and Petro Coal even without hotels. I am very unfair for the managers of such hotels, because from the perspective of investors, the negative effects of hotel names will not be considered in the requirements for managers. However, the fact shows that it is the reason of the hotel name that makes the hotel managers spend more energy and expenses than other hotels with good names, but can not achieve the desired effect.

Principles of company naming

1. Easy to remember and easy to spread.

Don't deliberately modify the company name, try to make it simple and clear. You should know that only large companies and enterprises can name deeply, and small companies can only win their own market share. It is unclear why a mysterious name is given.

2. Suitable for writing

When we are reluctant to design a font, the result is bound to make people shake their heads. Because the spread of modern company names is diversified, some print media need to use the written effect of company names when they are publicized. Therefore, good writing, easy recognition, and visual effects that are easy to remember are also important considerations for the quality of company names.

3. It is conducive to long-term development

Continuous development and brand uniqueness New companies generally have no brand, but once the enterprise develops, it may soon establish its own brand status. There are two points to note here: 1. The newly established company name should not be accented or similar to the existing company name or market brand. This is mainly because once we get involved in infringement disputes, we not only give publicity to others for nothing, but also waste our human and capital investment. 2. Once the brand of the newly established company is launched, other companies in other fields may seize the opportunity. What is most important in the market is information. The second is enterprise brand.

4. Fully convey the enterprise concept

Fully pay attention to individualization, fully reflect industry characteristics, highlight national characteristics, and pursue simplicity, clearness, and fully reflect artistry. Don't use fashionable words or some temporal nouns as the company name.

5. Reflect the strength of the company

Some naming customers have always asked naming companies to say that they must be grand, like multinational and international names such as General Motors, IBM, China Mobile, etc. We often say that names are also information. Names should be suitable for people, and enterprise names should also be based on the stage of enterprise development. It is a taboo for Chinese people to associate with names that are not true to reality. Even some named customers don't understand the national regulations of the company's name, so they need to set up a company with the words "China" and "China"! It's really hard to do this, sometimes even the boss can't understand his own cultural characteristics!

Precautions for company naming

When naming a new company, the company name should have good reputation (trade name). The general name of enterprises and companies should also be auspicious in mathematics and physics, with good meaning. The five elements of mathematics and physics should help the responsible person (legal representative) with the five elements of life, and the five elements of the company name should not conflict with the five elements of life of the responsible person.

When naming an enterprise, the following items should be considered:

1. Fully convey the corporate philosophy and reflect the corporate spirit

2. Pay full attention to personalization

3. Fully reflect industry characteristics

4. Highlight national characteristics and love the country and the people

5. Pursue simplicity

6. Fully reflect artistry

7. Pursue the meaning of words, sound auspicious, healthy, easy to remember, and conducive to communication

8. Pursue the mathematical and physical auspiciousness of strokes and match the five elements of the industry

9. Pursue reasonable font structure

10. Consider Yin Yang and Five Elements

Several Mistakes in Company Naming

1. The company's name is too straightforward and has no meaning

The company's name implies that the product quality is excellent, the function is prominent, and the effect is remarkable, which is conducive to inducing consumers' desire to buy. This is originally a good wish, and it is also a widely used and effective design principle in trademark design.

However, if the trademark design is too straightforward and obvious to boast, it also implies to some extent that other similar trademarks are depreciated (such as XX Wang, XX Ba, etc.), which will make consumers feel unattainable or difficult to identify with. This will blur the identification and judgment of consumers, and the trademark design that does not conform to consumers' psychology will inevitably restrict its development and growth under the counter attack of consumers' rebellious psychology.

2. The company name is weak in crossing culture and geography

Due to different historical and cultural traditions, different languages, different customs, different values, and different aesthetic tastes, countries also have different perceptions and associations of a trademark. If the trademark can not go beyond the geographical and cultural boundaries, it will become a huge obstacle to trademark operation.

In practice, because the appellation and communication of trademarks in different regions do not conform to the social and cultural environment of the target market, sales are blocked, and even the image of trademarks is affected.

3. The company name must not lack beauty and strength

The trademark is too plain, popular, and lacks aesthetic feeling and strength, which does not conform to the aesthetic taste and moral concept of keeping pace with the times. Admittedly, some old trademarks handed down in old China are not very high in style, such as "Pockmarked Wang" and "Goubuli", but they are all products of that old era and are consistent with the social culture at that time.

Nowadays, the cultural level and aesthetic taste of the majority of consumers have been greatly improved. At this time, the appearance of strange and vulgar low-key trademarks will be counterproductive because they are inconsistent with the contemporary cultural atmosphere. Moreover, vulgar trademarks are also contrary to the relevant provisions of the Trademark Law of our country (words and graphics that are detrimental to socialist morality or other adverse effects shall not be used as trademarks). It is difficult to approve the registration and obtain trademark rights, so they cannot be protected by the Trademark Law.

4. Avoid similarity in company naming

The similarity of company names is a big taboo for trademark operation. Because the ultimate purpose of trademark operation is to surpass competitors by continuously improving the competitiveness of trademarks. If the design of a trademark is similar to that of a competitor, it will not only be difficult for consumers to identify it, but also increase the cost of trademark communication and reduce the effect of trademark communication (when enterprises promote their own trademarks, they consciously or unconsciously promote similar or similar trademarks of competitors). In this way, it will be difficult to achieve the goal of ultimate transcendence.

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