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The name of the company and the company's products have a direct impact on consumers' purchase decisions. Therefore, every company operator, without exception, carefully designs the name of the company and is deeply aware of its role in competition. Akio Morita, the founder of Sony, said, "Choose a resounding name to arouse good associations among customers and increase the visibility and competitiveness of the product." This sentence proves the importance of the company name to a certain extent. Sony is a well-known company with great influence in Japan and even in the world's electronics industry market. Sony's products are well-known and sold all over the world, mainly due to its high-quality products and services, and it also has a lot to do with its name. Please read a passage from Akio Morita. He said: "We felt that we really needed a company name to spread our message. We spent a long time deciding on the name of the company. We wrote down many possible names every day. Whenever we had time, We asked for a new name that would be easily recognized around the world and could be pronounced equally in any language. We conducted dozens of experiments and looked through various dictionaries to find a name that would ring true. The company searched many dictionaries to find a company name that was unique, eye-catching, short and could be spelled in Roman letters and had the same pronunciation no matter which country it was in. They saw a word "SONUS" in Latin, which may be the prototype of "SOUND". The pronunciation of this word is close to the pronunciation of the word "business" in Japanese, and they thought it could be adopted. In addition, the word "SONNY" or "SONUS BOY" was also very popular at that time, which means "cute little guy", which exactly has the optimistic and cheerful meaning they expected. When weighing the two aspects, between "SONUS" and "SONUS BOY" Among "SONNY", they chose the latter. But later they discovered that if the word "SONNY" is spelled out in Roman characters, its pronunciation is exactly the same as the word "loss" in Japanese, and the word "loss" is a taboo for businessmen, so they changed the N in "SONNY" Drop one and become "SONY". "SONY" not only harmonizes with the sound of "SOUNS" but also embodies the meaning of "SONNY BOY". At the same time, it is full of optimism and integrity. Mr. Morita couldn't help but think of the trademark of the company's products. "SONY" is easy to understand and remember, so all products are marked with "SONY", and the company name was officially changed from "Tokyo Communications Industry" to "Sony". Under its quality assurance, "SONY" has become a symbol of high quality; Sony has become a well-known brand company around the world. A company name with high generalization and strong appeal will have an impact on the public's visual stimulation and psychology. A company name with unique design, easy to read and remember, and rich in art and image can quickly capture the public's vision, arouse their strong interest and rich imagination, and leave a deep impression on them. The company name has a significant impact on establishing a good image of the company. In the Japanese film market, there once was such a competition between Fuji and Sakura. In the 1950s, Sakura Company held more than half of the film market. However, as times changed, Fujifilm's market share became larger and larger, and it finally defeated Sakura Company and became the dominant player in the film market. According to market research, the key to this competition lies in the company name. In Japanese, the word "Sakura" connotes the image of "peach-colored, soft and fuzzy", while "Fuji" is associated with the blue sky and white snow of Mount Fuji in Japan, giving people a good image. Due to the negative image of "Sakura", all kinds of advertisements are of no avail, and they are only losing ground. Therefore, when naming your company, you should carefully study consumer psychology and market developments, and choose a name that is impressive, contemporary and impactful. The establishment of a company's name has different colors in different countries and in different eras. It has a great relationship with the development of a country's political system, economic system, and ideology and culture. Under the conditions of private ownership of the means of production, the company name is generally determined based on the name of the company founder or factors such as auspiciousness, loudness, subtlety, and interest.

For example, the word "McDonald's" is loud and rhythmic, so it has great communication power. The name is difficult to pronounce, has a weak sense of rhythm, is not conducive to pronunciation, and is not conducive to communication, making it difficult to reach public awareness. (6) The company name should be auspicious. For example, the "Goldlion" of Goldlion Far East Co., Ltd. was originally called "Golden Lion". Considering that when expressed in some local dialects, "Golden Lion" has the meaning of "Golden Loss", which is a taboo and unlucky name, so "Goldlion" was changed to "Goldlion". "GOLDLION" was changed to "Goldlion", which means bringing people a lot of money. Just imagine, who doesn’t like such a company and who wouldn’t be willing to associate with it? (7) The choice of company name should be contemporary. A contemporary name is distinctive, conforms to the trend of the times, and can be quickly accepted by the public. (8) The company name should consider its universality around the world. For example, when the Coca-Cola Company formulated its Chinese market strategy in the 1920s, it decided to literally translate the company's name "CoCa-CoLa". So the translators arranged and combined Chinese characters with similar pronunciations of the name and used it on the packaging of the beverage. When bottled drinks printed with these Chinese characters appeared on the market, very few people paid attention to them. The reason is that the original translated Chinese characters literally mean "wax mare" or "tadpoles biting wax products". Just imagine, who would want a drink produced by a company with such a name? Therefore, the Coca-Cola Company redesigned its name, and the Chinese characters written on the bottle were changed to "Happiness in the Mouth" - Coca-Cola. In short, the criteria for judging whether a company name is good or bad are whether it is easy to remember, whether its image is clear, whether it has strong expressive ability, how unique it is, and whether it is easy to spread, etc. The company name should be a perfect combination of "sound, shape, and meaning" to achieve the effect of being good-looking, easy to remember, and good impression. In the past, many companies often adopted a multi-dimensional approach in using names, that is, the company name was separated from the product name, and different products had different names. Although this method can enable the company to reduce business risks, it also has many shortcomings, such as: increased expenses, such as design fees, advertising fees, and packaging design fees; it is difficult for consumers to distinguish, thus causing confusion; the company name and brand Inconsistency is not conducive to the establishment and dissemination of the company's image. With the advent of the information age, information dissemination media and channels are becoming increasingly numerous. Therefore, in order to avoid the above shortcomings, company names and brand names should be as unified as possible to complement each other. If a company uses its famous brand product as its company name, it can increase the company's popularity. Then, if a product uses the name of a famous brand company as its brand, it can also increase the market share of the product. "SONY" company is a good example. model.