Private enterprises should avoid grand view when naming
Do not use polyphonic characters
The use of polyphonic characters in the name of the Book of Changes will bring great inconvenience to people's calls just like the use of obscure characters. The implication itself is not clear enough. It is easier to feel at a loss when the name has two or more pronunciations. For example, Lehai Restaurant has two readings of "Le", one is le, the other is yue, which makes people wonder what sound is better. For example, the following words have two pronunciations: line (xing, hang), province (sheng, xing), heavy (chong, zhong), qian (xi), chao (zhao), etc. Of course, we don't mean that we should never use polysyllabic characters when naming Zhouyi. But at least make sure that others can determine its pronunciation, so as not to mispronounce it.
Avoid bad intentions
For example, you happen to be engaged in the manufacturing and selling of cosmetics, so you have a whim. You want to log in "Haloin" as a trademark and let consumers buy by name. Then you may enter the Trademark Office with pleasure but fail! Because the word "heroin" is not only homonymous but also synonymous with drugs, it has obviously violated the principle of so-called good customs. Besides, the propaganda means are a little more toxic! Harmful to both others and yourself! Perhaps you will reply that foreign famous perfume brands are more "toxic", like "opium" or "poison"? Why do they log in through the trademark? Why are pink beauties eager to try? It can only be said that the eastern and western countries are different, customs are different, and the political style is different. For example, naked swimming and naked sunbathing are allowed abroad, while in China, the relevant units will immediately judge that you mean the same thing by "hindering weathering" or "violating good customs".
Avoid using slanted words
Trademark names are for consumers to call, and the popularization of words should be taken into account. However, it is regrettable that some trademarks also have some very serious problems in the naming of Zhouyi. A soy protein powder factory named Zhou Yi "Gang Feng" for its own brand of soy protein powder, instant soy milk and other products. Not to mention that ordinary farmers and citizens do not know such trademarks, I am afraid that even teachers in universities may not be known by everyone. It is difficult for us to imagine that such a trademark can become a famous brand trademark, and it is also difficult to imagine that the goods with such a trademark can sell well in the market.
The reason why some people use the obscure word Zhouyi to name themselves is that whether they can get a good name from Jianhuiyu can get a good word. Therefore, when it comes to the naming of Zhouyi, the first thing I want to list is to look at the Kangxi Dictionary. However, the actual situation is just the opposite.
A good name, just like a good article, is to see the magic in the insipidity, rather than relying on obscure characters, multi stroke characters and variant characters. Which is not a common word, such sweet and beautiful names as "Stone", "Founder", "Jinlinong" and "Master Kang".
Obscure meanings of taboo words
The implication is that the pronunciation is too profound for others to understand. It is like choosing an obscure word. Although the meaning is good, no one understands it. No matter how good the meaning is, it is meaningless.
Private enterprises and trademark names have the functions of indicating the nature of private enterprises, suggesting product functions, etc., and require strong readability. For example, according to Guangming Daily, there is a naming hall of Zhouyi in Lanxi City, Zhejiang Province. They first gave themselves a meaningful name, "Chishi Chengyang". However, after the sign was put up, no one understood it. The shopkeeper quickly added the sign of "Lanxi Private Enterprise Cultural Service Agency" next to the shop name sign as a supplement. What is meant by "chiding the stone into a sheep"? According to the ancient book "The Legend of Immortals", it is said in ancient times that Huang Chuping's sheep were led to the stone room of Jinhua Mountain by a Taoist. His brother first looked for it, but saw white stones. At the beginning, all stones become sheep. It's no wonder that people can't understand the name of a small shop facing public service, which contains such mysterious allusions. It is also the Naming Hall of the Book of Changes. "Niangminglu" and "Zhengmingzhai" are popular and memorable. The shop name itself is an excellent advertisement.
Avoid using unlucky words
Unfortunate meaning is a big taboo in business naming. Because it not only makes the owner of the name have bad associations, but more importantly, it will affect others' acceptance of the subject, whether the subject is a person, a private enterprise, a commodity, or even politics. On February 18, 1987, the Reference News reprinted a message entitled "In order to win good fortune, the Governor of Hong Kong is righting his name": "The Hong Kong government and London announced to the time that Sir Wei Dewei, the 27th Governor of Hong Kong, was renamed Wilson. He will arrive in Hong Kong on the afternoon of April 19 to take his new post. He will accompany him to Hong Kong, including his wife and 18-year-old son. On Valentine's Day, the new Governor of Hong Kong, 52 years old, changed his name to "Wei Dewei" according to the pronunciation of Putonghua, which was criticized by many Hong Kong people: Wei and Wei Shuanggui were out of line, Wei was homophonic and dangerous, symbolizing bad luck, etc. According to the advice provided by the Hong Kong government, the New Port Governor decided to adopt the proposal of name change. The Hong Kong government spokesman explained that the new name was adopted mainly because the Cantonese pronunciation was closer to his English name. The name Wei Yixin represents trust and protection, while Yi means to be in high spirits. " It is unbelievable that the bad name is actually related to people's acceptance of an official, which shows the great impact.
For commodities, an unlucky name means that it will lose a lot of business. It is said that there was a sales war between "brandy" (France) and "whisky" (Britain) in Hong Kong. As a result, more than four million bottles of "brandy" were sold, while only 100000 bottles of "whisky" were sold, which is only a fraction of "brandy". In terms of quality and popularity, "whisky" is no worse than "brandy", so why did "whisky" fail? After investigation and analysis, the problem lies in the Chinese translation of "whisky". "Whisky"?? Even a warrior should not be afraid. Who is willing to buy it? And then look at "brandy", what a poetic and lovely name. From this example, we can see that when people buy goods, they are not just shopping, but also buying an invisible thing, which is Geely.
Avoid sameness and approximation
It seems to be a common fault of Chinese people not to see others' good situation. If you choose the brand with three words, I will try to use two words like you to confuse consumers. Your name is "Bo Mi" and my name is "X Mi". If you are "Yikang", I will call you "xkang": if you are "seven stars", I will become "x stars". The above is the same and similar technique of gentleness.
What's worse is that someone will simply have a homonym with you (there is a mentality of trying to confuse everyone). For example, the service labels of several brands of detergent are "self disciplined" very well. It can not only completely separate itself from others, but also establish a unique brand style. Like "Yispoonling", "Bailan", "Lion King", "Tide", "Vitality", "Panda" and so on, they all have the consensus that well water does not violate the river water (there is no similar or identical word in the brand)! In the VCD brand, it is obvious that they are too similar. At least, "xx Wang" and "x Da" are two brands that are easy to confuse consumers.
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