The enterprise has a good name, and its success is closer. It is not only the intangible asset of the enterprise, but also the golden signboard that countless people have dreamed of. In the process of naming a company and building its reputation, the most important strategy is to name a company. Naming a company is a discipline, which needs to convey the value concept and industry characteristics of the enterprise in a limited number of words.
Conform to industry characteristics
The name should reflect the characteristics of its own industry, so as not to be submerged in the vast market. Shakespeare said: "Roses will not be so fragrant if they are called by other names." It can be seen that a good company name will change people's view of the company's personality characteristics. For example, the name of a trading company should highlight the nature of its products, and such names can be trusted by people, such as Jingfukang Group, Kangmei Pharmaceutical, etc. The name of the restaurant company should be consistent with the business it runs. The name of any type of restaurant should be the same, such as restaurants, restaurants, restaurants, etc.
Keep it short and easy to remember
Many enterprises, in order to highlight their differences from other enterprises, often choose some very long names or overly artistic names. The result is counterproductive. The name is too complex, which is not only difficult to remember and spread, but also causes inconvenience in communication. Therefore, short naming can achieve the good effect of being easy to remember, and has become the pursuit of many enterprises and the trend of the times. Today, we are familiar with some brands, such as 999, Quick, Midea, and so on.
Must be easy to spread
I heard that it is the fastest way to spread information. A good company name must be catchy and clear. It is difficult for consumers to remember the company name if it is difficult to say, read and speak, especially for those who cannot distinguish the pronunciation of some Chinese characters. On the contrary, sweet and catchy names are easy to remember. "They are concise and clear", such as "Huawei" and "Pulse" are typical examples. These trendy and catchy names can save a lot of advertising expenses for enterprises.
Suitable for self selection
The company's name is good or not. In addition to my own feelings, it also needs to be tested by the market and consumers. However, the market is in disorder, and the name cloning has become popular. "Master Kang" has become "Master Kang Shuai Fu", and "Harmony" has become "Governance". If you don't look carefully, you can't find some. However, when these products are launched, they often imitate other people's second-class names, which is not enough to sell, and even cause brand disputes. It seems low to blindly copy big brands. It is better to build your own brand. The old method of "based on the past" may make brand names nondescript. Forget the past, reposition, there will be a new company image.
Relevant laws and regulations
The commonly used legal basis is the Regulations on the Administration of the Registration of Enterprise Names issued in 1991, in which Article 9 explicitly stipulates that the following contents and words cannot be used in the naming of enterprises: 1. It is harmful to the national and social public interests; 2. It may cause deception or misunderstanding to the public; 3. Names of foreign countries (regions) and international organizations; wait. To name a company, we must understand certain laws and regulations, achieve legal compliance, and take this first step of success.
Precautions for company naming
Do not use polyphonic characters
The use of polyphonic characters in naming, just like the use of obscure characters, will bring great inconvenience to people's calls, and the implication itself is not clear enough. It is easier to feel at a loss when a name has two or more pronunciations after a polyphonic character. For example, there are two readings of "Le" in Lehai Restaurant, one is LE, the other is YUE, which makes people wonder what sound is better. For example, the following words have two pronunciations: Xing, HANG, SHENG, XING, CHONG, QIAN, XI, CHAO, ZHAO, etc. Of course, we do not mean that polyphonic characters should never be used in naming. 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, nude swimming and sunbathing are allowed abroad, while in China, the relevant units will immediately judge that you mean the same thing as "harm to the public" or "violate 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 naming words. A soy protein powder factory named its own brand of soy protein powder, instant soy milk products and other products "Gangfeng". 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 obscure words to name themselves is that they think they can choose a good name from Jianhuiyu. Therefore, when it comes to naming, 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.
The names of enterprises and trademarks have the functions of indicating the nature of the enterprise and suggesting the function of the product, which requires strong readability. For example, according to Guangming Daily, there is a naming hall in Lanxi City, Zhejiang Province. They first gave themselves the meaningful name "Chishi Chengyang". However, after the sign was put up, no one understood it. The shopkeeper quickly added the sign of "Lanxi Enterprise Culture 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. Both are naming halls. "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, an 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, who was 52 years old, changed his name to 'Wei Dewei' according to the pronunciation of Putonghua, and was criticized by many Hong Kong people for changing his name: Wei and Wei Shuanggui were out of character, 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 signs 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.
Setting up a company is not a simple matter. One detail may determine success or failure. If you want to stand out in this competitive environment, you must do well in every aspect. Although it is not certain that a grand company name will bring success to the company, it is the first step to the success of the company.
