A good name wins a thousand miles, and a good name wins the victory in the East. Giving a good name to the company will enable enterprises to quickly open up the market and gain a firm foothold, so how to name the company? Today, Mr. Jiang will share with you the whole strategy of the company's name, hoping that it will be helpful to everyone.

There are three situations in which a company is named:

The first category: the company is named after its location characteristics or original allusions, and belongs to a company that fights alone in the industry.

Like Wang Baohe Hotel, Chinese and English names are completely different. Chinese name: The origin of Wang Baohe Hotel is that the original site of the hotel is a famous crab-eating restaurant in Shanghai, which is called "Wang Baohe". After the completion of the hotel, the hotel management still adopts its original name, and at the same time, the original chef of the crab-eating restaurant is invited, and the catering feature introduced in the hotel is to eat crabs. Chinese and foreign customers who come here to eat crabs can not only eat "Wang Baohe Crab" at the original site, but also the environment for eating crabs has been in line with international standards. The dining in the hotel is also very popular because of the crab effect.

It is worth mentioning that the English name of the hotel is CentralHotelShanghai, not WangBaoHeHotelShanghai. It is said that this English name was given by an internationally famous marketing expert, and the name was 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, it is very easy to get customers' recognition and cognition when selling in the international market. Guests who come to this hotel for the first time will agree that this hotel is the CentralHotel in Shanghai. If WangBaoHe's English name is used, although the hotel is located in the best location in the center of Shanghai, it will cause difficulties in sales. Wangbaohe cannot make customers have any association with the hotel.

category ii: the company name is a hotel owned by famous international and domestic groups.

such as HolidayInn,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 brand effect of the group for decades 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 category: the company name is randomly selected, ignoring the company function name.

Like the hotel invested by China Civil Construction Corporation, it is named: China Earth Building Hotel; the hotel invested by Communication and Trade Group is named: Tongmao Hotel; and the hotel invested by the Ministry of Petroleum and Coal is named: Petroleum and Coal Hotel. The English names of these hotels generally adopt pinyin and literal translation. The result of these random names has caused great difficulties to the promotion of hotels. From the customer's point of view, no matter what reservation method is adopted, the reason for choosing a hotel is the cognition of it. When a hotel has no brand effect, it is very important whether the name of the hotel is attractive to customers. Customers will not feel the name of a hotel like Tongmao. Even if there is no hotel to stay in, customers will probably not have the idea of trying it. I am very unfair to 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. But the fact shows that it is the name of the hotel that makes the hotel managers spend more energy and expenses than other hotels with good names, but they can't achieve the expected results.

The principle of company name

1. Easy to remember and easy to spread.

don't embellish the company name, try to make it simple and clear. You know, only large companies and enterprises can make a profound name, and small companies only need to win their own market share, but a mysterious name makes people unknown so.

2. Suitable for writing

The result of designing glyphs with reluctance is bound to make people shake their heads and sigh. Because the spread of modern company names is diversified, some print media need to use the written effect of company names in propaganda. Then, good writing, easy recognition and visual effect are also an important factor to consider whether the company name is good or not.

3. It is conducive to long-term development

Sustainable development and brand uniqueness. Newly established companies generally have no brands, but once they are developed, they may soon establish their own brand position. There are two points to note here:

1. The name of the newly established company should not be stressed or similar to the existing company name or market brand. This is mainly because once we are infected with infringement disputes, we not only make publicity for others, but also waste our manpower and capital investment. 2. As soon as the brand of the newly established company is launched, it is possible that other companies in other fields will take the lead. What is the most important thing in the market is information. Followed by corporate brands.

4. Fully convey the corporate philosophy

Pay full attention to individuality, fully embody the characteristics of the industry, highlight the national characteristics, pursue conciseness and vividness, and fully embody artistry. Don't use fashionable words or some temporal nouns as company names.

5. Reflect the strength of the company

Some famous customers always ask for a name company, saying that it must be atmospheric, like multinational and international names such as GM, IBM and China Mobile. We often say that a name is also information, and the name should be suitable for people and the name of an enterprise should be based on the stage of enterprise development, which is a big taboo for people in China. Even some famous customers don't understand the national regulations of the company name, and they want to set up "China" and "China" prefix companies! It is really difficult to do this, sometimes even the boss is "confused" about his own cultural characteristics!

Precautions for company name

When naming a new company, the company name and word-of-mouth name (trade name) should be mathematical and auspicious. Enterprises and companies should also be lucky in mathematics and physics, and their meanings should be good. The five elements of mathematics should be complementary to the five elements of numerology of the person in charge (legal representative), and the five elements of company name should not conflict with the five elements of numerology of the person in charge.

when naming an enterprise, we should pay attention to the following matters:

1. fully convey the enterprise concept and embody the enterprise spirit

2. fully pay attention to personalization

3. fully embody the characteristics of the industry

4. highlight the national characteristics and love the country

5. pursue simplicity

6. fully embody the artistry

. And in line with the five elements of the industry

9. Pursuing a reasonable font structure

1. Considering the five elements of Yin and Yang

Several misunderstandings in the company's name

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

The company's name contains excellent product quality, outstanding functions and remarkable effects, which is conducive to inducing consumers' desire to buy, which was originally a good wish and was widely used in trademark design.

However, if the trademark design is too straightforward and obviously boastful, and at the same time, it also implies to some extent the depreciation of other similar trademarks (such as XX Wang, XX Ba, etc.), it will make consumers feel unattainable or difficult to agree. 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 psychological resistance of consumers.

2. The ability of company name to cross culture and geography is weak

Due to different historical and cultural traditions, different languages, different customs, different values and different aesthetic tastes, there are also great differences in cognition and association of a trademark. If the trademark can not go beyond the geographical and cultural boundaries, it will become a huge obstacle to the operation of the trademark.

In practice, the brand name and communication between different regions do not conform to the social and cultural environment of the target market, which leads to sales obstruction and even affects the brand image.

3. The company name should not lack aesthetic feeling and strength.

A trademark that is too plain and popular and lacks aesthetic feeling and strength does not conform to the aesthetic taste and moral concept of keeping pace with the times. It is true that some old trademarks handed down in old China are not high in style, such as "Wang Ma Zi" 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 consumers have been greatly improved. At this time, the appearance of strange and vulgar low-style trademarks will be counterproductive because it is inconsistent with the contemporary cultural atmosphere. Not only that, vulgar trademarks are also contrary to the relevant provisions of the Trademark Law of our country (words and graphics that are harmful to socialist morality or other adverse effects shall not be used as trademarks), so it is difficult to approve the registration and obtain trademark rights, and thus they cannot be protected by the Trademark Law.

4. The company name should avoid similarity

The company name is similar, which is a taboo for trademark operation. Because the ultimate goal of trademark operation is to surpass competitors by constantly 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, but also increase the communication cost of the trademark and reduce the communication effect of the trademark (enterprises consciously or unconsciously promote the similar or similar trademarks of competitors when promoting their own trademarks). In this way, it will be difficult to achieve the ultimate goal of transcendence.