The birth of a private enterprise starts from her name, and people know a private enterprise from her name. It can be said that naming is the first step for a private enterprise to succeed. Most Chinese and foreign private enterprises attach importance to the naming of private enterprises. A good name is the wisdom and crystallization of the labor of the namers, and it is an embodiment of ideology and culture; A good name can connect the hearts of consumers and arouse people's pursuit of spiritual and material life. The naming of Guangdong Helios Group Commercial Company is an outstanding example. The "sun" is a symbol of enthusiasm, wisdom, courage, kindness, health and creativity. It is a legend in both the eastern and western ancient topics. Taking "Helios" as the name of private enterprises, it vividly reflects the unique personality and temperament of private enterprises, closely reflects the attributes and product functions of private enterprises, and causes people to associate with and pursue all kinds of beautiful things with its high style. Facts have proved that "Helios" has brought good luck to private enterprises. Private enterprise naming is an art. As an art, there are rules to follow. Now, let's discuss the creativity and skills in the naming art of private enterprises.
Andrew Carnegie, an American steel magnate and philosopher, once said that all achievements were just an idea at the beginning. This "idea" is the word "creativity" that we are passionate about today. How to carry out naming creativity? First of all, from the perspective of transmitting private enterprise information, we should indicate the career field or spiritual concept of private enterprises. Secondly, it is necessary to take full account of the public perception and market effect, whether it can occupy a place in the minds of consumers. Thirdly, whether the meaning and transliteration of Chinese and English words are good for internationalization. Here, the author will use the example of naming Guangdong Lichen International Advertising Business Company to illustrate how to carry out the naming creativity. The predecessor of Guangdong Lichen International Advertising Business Company is Guangdong Yueqing Design and Production Business Company.
Two years ago, due to the transformation from a single design and production business company to a comprehensive advertising business company, the renaming was put on the agenda. The author is entrusted to name it. According to the idea of the general manager of the commercial company, the new name should be able to express that the commercial company stands among the strong; Chinese and English words have similar meanings and sounds, which can be quickly recognized and accepted by the public. In this regard, I proposed the naming scheme of "Lichen". "Lichen" is the transliteration of "NATUER" in English, which means "nature" and "natural force". First, it symbolizes the deep level advertising concept of "harmony between man and nature" that commercial companies strive to return to nature; Second, in the Chinese sense, "Lichen" can also be understood as a force from nature, and the force of nature, that is, "natural force", is the greatest force that no other force can match. "Lichen" means the strength and position of commercial companies in the advertising industry. "Lichen" is not only a clever embodiment of the spirit and belief of private enterprises as a strong force in the advertising industry, but also caters to consumers' pursuit of the best and powerful advertising business companies; At the same time, "Li Chen" has achieved the effect of similar meaning and pronunciation between Chinese and English. After the appearance of "Lichen", he soon gained the recognition and praise of the public, so that many people thought that this was an old advertising company.
Naming skill is actually the skill of selecting words. It is necessary to select the most ideal words that can best reflect the naming creativity, so as to produce a strong auditory and visual impact and attract and impress consumers.
1、 Selection of themes
It is named after natural nouns or adjectives, such as sun god and golden lion; Named after the attributes of private enterprise products or services, such as Kangjiamei and Yangshengtang; Name with numerical code, such as 999, one plus one; Named after allusions and legends, such as Wuyang and Hongdou; Name after surname and first name, for example: Chen Liji, Pan Gaoshou; Named after a place name, such as Guangzhou Restaurant and Zhujiang Cement Factory; It is named after the pronunciation and semantic translation of foreign languages, such as NATUER Lichen, SMILEGOD Xiwange; It is named after a combination of English initials, such as TCL Electronics and IBM computers; It is named after the combination of English letters and pinyin, such as DOCO Duokang and KOBO Gaobao.
2、 Key to naming
According to the research of the Federal Trademark Association of the United States over the years, it is found that good naming should be: concise, and the letter structure in foreign or English should not be too long (preferably no more than 8 characters, and no more than 4 characters in Chinese); Good pronunciation means good pronunciation, positive tone, accuracy and clarity; Easy to remember, simple and popular words with few strokes are easy to remember; Good Lenovo can connect with the identity and behavior of private enterprises; It's easy to write. In the case of the same text and meaning, the shorter the name of the private enterprise is, the more advantageous it is. The fewer strokes, the more convenient it is. The naming of "Lichen", with its advantages of "light, thin, short and few", fully meets the above requirements.
When some private enterprises in China name their names, they often only want lucky words and lucky strokes, in order to look forward to grand plans and good luck. However, in the face of diversified social forms and numerous competition among similar private enterprises, if there is no objective and rational market analysis to establish the differentiation and positioning of private enterprises in the market, but the untimely naming is adopted, it will affect the establishment of the image of private enterprises and the future growth of private enterprises. As the saying goes, "A good start is half the battle". Private entrepreneurs, give your private enterprise a good name!
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