1. Avoid using unlucky words in the company name.

Unlucky means the taboo of enterprise naming. Because this will not only make the owner of the name have a bad association, but more importantly, it will affect others' acceptance of the subject, whether it is people, enterprises or commodities, or even politics. 1987 February 18 Reference News reprinted a message entitled "For good luck, the name of the governor should be cleared": "The Hong Kong government and London announced that the 27th governor of Hong Kong will be renamed Wilson, and he will arrive in Hong Kong on the afternoon of April19, accompanied by his wife and 65438. The new governor, who just turned 52 on Valentine's Day, changed his pronunciation to' Wei Dewei' in Mandarin, and was criticized by many Hong Kong people for changing his name: Wei and Wei are incompatible, Wei is homophonic, dangerous, symbolizing bad luck and so on. Based on the advice provided by the Hong Kong government, the new governor decided to adopt the name change proposal. A spokesman for the Hong Kong government explained that the new name was adopted mainly because Cantonese pronunciation was closer to his English name. The name Wilson stands for trust and defense, and Wei also means radiant. " Incredibly, a bad name is actually related to people's acceptance of an official, which shows the great influence.

For a commodity, an unlucky name means losing a lot of business. It is said that there has been a sales war between "Brandy" (France) and "Whiskey" (England) in Hong Kong. As a result, more than 4 million bottles of brandy were sold, but only100000 bottles of whisky were sold, which was only a fraction of brandy. In terms of quality and popularity, "whisky" is not worse than "brandy", so why did "whisky" fail miserably? After investigation and analysis, the problem lies in the Chinese translation of whisky. "Whiskey" is even a taboo for whisky. Who wants to buy it? Look at "brandy", what a poetic and lovely name. From this example, we can see that when people buy things, they don't just shop, but buy an invisible thing, which is Geely.

2. The company name shall not be identical or similar.

Shame on family seems to be a common problem in China. You choose a brand with three words, and I will try to be like you to confuse consumers. Your name is Bomi, and my name is Xmi. If you are Yikang, my name is X Kang; If you are seven stars, I will become XX. The above is still the same and similar technique of gentleness and elegance.

What's more, someone simply homophones with you (with the mentality of confusing everyone). The service labels in several brands such as washing powder are very self-disciplined. It can not only be completely different from others, but also establish a unique brand style. Such as "A Spoon of Elves", "Prynne", "The Lion King", "Tide", "Vigor" and "Panda" all have the knowledge that well water does not interfere with river water (no word in the brand is similar or the same)! In VCD player brands, it is obvious that they are too similar and similar to each other. At least "King xx" and "Big X" are two brands that easily confuse consumers.

3. Avoid using polyphonic words in company names.

Using polyphonic words in naming, just like using obscure words, will bring great inconvenience to people's address, and the meaning itself is not clear enough. When a name has two or more pronunciations, it is easier to feel overwhelmed. For example, in restaurants, "le" has two pronunciations, one is "le" and the other is "yue", which makes people wonder what sounds better. For example, there are two words to read: OK, OK, Sheng, Chong, Qian, Chao, Zhao and so on. Of course, we don't mean that we must not use polyphonic words as names. But at least make sure that others can confirm their pronunciation and won't mispronounce it.

4, the company name to avoid bad intentions.

For example, you happen to be engaged in the manufacture and sale of cosmetics, so you are whimsical. I want to register "heroin" as a trademark and let consumers buy it by name. Then you may have entered the Trademark Office on a whim and come out disappointed! Because the word "heroin" is synonymous with drugs, it has obviously violated the so-called principle of good manners and customs. Besides, the propaganda is a bit poisonous! Harm others and yourself! Maybe you will reply: the brands of famous foreign perfumes are more "poisonous", such as "opium" and "poison". Why do they log in through trademarks? Why is the pink girl so eager to try? This can only be said that the eastern and western countries are different, with different customs and political styles. For example, naked swimming and sunbathing are allowed in foreign countries, but in China, the relevant units will immediately judge whether you mean something like "obstructing weathering" or "violating good customs".

5. Avoid using incomplete words when naming companies.

Brand names are for consumers, and the popularization of words should be considered. But unfortunately, some trademarks also have some very serious problems in naming words. A soybean protein powder factory uses "Feng Gang" as its trademark to produce soybean protein powder, instant soybean milk and other products. Don't say that ordinary farmers and citizens don't know such trademarks. I'm afraid I don't even know the teachers in the university. It is hard for us to imagine that such a trademark can become a brand-name trademark, and it is hard to imagine that goods with this trademark can sell well in the market.

Some people choose names with obscure words because they think that a good name depends on choosing a good word. So when it comes to naming, the first thing I want to list is to turn over Kangxi Dictionary. As everyone knows, the reality is just the opposite.

A good name, like a good article, is to see the magic in the plain, rather than using uncommon words, multiple words and variant characters. Stone, Founder, Jin Linong and Master Kong, which sound very sweet, are not common words.

6. The company name should not be obscure.

Implicit means that the pronunciation is too profound for others to understand. It's like choosing an obscure word. Although the meaning is good, no one understands it. No matter how good the meaning is, it doesn't make sense.

The enterprise name and trademark have the function of indicating the nature of the enterprise and suggesting the function of the product, which requires strong readability. For example, Guangming Daily reported that there is a famous museum in Lanxi City, Zhejiang Province. They first gave themselves a meaningful name, "Chishi Chengyang". However, after the sign is hung, others don't understand. The owner quickly added the brand of "Lanxi Corporate Culture Service Agency" next to the store name signboard as a supplement. What is "turning stones into sheep"? According to the ancient book Fairy Biography, in ancient times, Huang Chuping met a Taoist and was taken to a stone room in Jin Huashan. His brother started looking, but he saw white stones. At the beginning of the day, all the stones turned into sheep. No wonder people can't understand the name of a small shop serving the public, which contains such mysterious allusions. Both are famous museums. "Brewing a famous museum" and "Zheng Mingzhai" are well-known and memorable, and the name of the store itself is an excellent advertisement.

The company name emphasizes not only continuity, but also internationality, pronunciation and conciseness, which is more difficult than simply naming goods. But we should pay attention to the following twelve rules to get the ideal name.

Rule 1: empathize with others.

It is best for the newly established company to have continuity with the old company, so that consumers can feel the same. For example, Procter & Gamble has a variety of shampoos and washing products produced by the same company. "Shengbao Enterprise" and "Xinbao Technology" are also examples of empathy. If there is a brand or company name of "the taste of the sea" after "the taste of love" and a brand or company name of "Master Ma" after "Master Kang", the corporate image will be more lasting in the public mind, so it is easy to be associated!

Rule 2: Upgrade

If you can't upgrade the old goods after the emergence of new firms, it will easily drag down the corporate image! Even if you use a one-to-one name. "XXX purified water" that appeared after "XXX Coke" is an example. Conservative companies usually use parent brand to drive sub-brands to ensure the upgrading effect.

Rule 3: Different works cannot achieve the same result.

After many arguments such as "hero belt" and "good back", there is still no argument. The public said it was fair, and the old woman said it was correct.

Rule 4: the influence of fame

Advertisers talk about "influence" all the time, but unfortunately, there are too few names accompanying it. The company that really has an impact on customers is still yesterday. Rule 5: The world can do it. A car named "NOVA" landed in Spain, only to find that NOVA is "something that can't walk" in Spanish. The naming staff at that time almost shed tears in Barcelona.

Rule six: unambiguous.

A Japanese cake company so happily took a Latin name "Laputa". As a result, when marketing in Portugal, the word became "fireworks girl". Who dares to sell meat pies for a living? It can be seen that the same naming will still have the effect of changing the world under different national conditions.

Rule 7: One family in the world

When naming a company or enterprise, it is necessary to establish a global awareness, and the pronunciation should conform to the pronunciation habits of foreigners. For example, the commonness of Kodak, Canon and Fuji is "concise, powerful and rhythmic".

Rule 8: Chinese and English are consistent

If you don't care about the expressive force of Chinese characters in English, then make Da Hong a grand duke or Kaiyuan a joke. Then please don't read the rules of the game carefully, lest your eyes "flash". Without artistic conception, it is difficult for commodities to become attached to the public.

Rule 9: reflect the strength of the company

Seriously, it's hard to do this. Sometimes even the boss is "unhappy" with his own cultural characteristics!

Rule 10: Suitable for remote viewing.

Because the outdoor billboard industry is becoming more and more popular around the world, if your company name can't be recognized by distant drivers or passengers, the advertising effect will be greatly reduced.

Rule 1 1: Suitable for writing.

The result of reluctantly designing glyphs is bound to make people shake their heads and sigh.

Rule 12: Don't "contradict yourself"

Trade names and companies are engaged in industries that "cannot contradict each other". If the name of the company is "land, sea and air import company" but it sells sesame cakes, if the name of the company selling tobacco becomes "Shangri-La", it will be contradictory and inappropriate!

Knowledge of the Intel name

Reporter: The company we chose today is Intel Corporation, the largest computer chip manufacturer in the world. The guest commentator invited today is Associate Professor Zhao Hao from cheung kong graduate school of business.

Zhao Hao: Hello, netizens.

Reporter: Let me introduce Professor Zhao Hao first. He is a doctoral student at the University of Rochester, an assistant professor at Rutgers University, and now an associate professor of marketing in cheung kong graduate school of business. Professor Zhao Hao has many years of MBA and EMBA teaching experience in the United States, Hongkong and Singapore. Please ask Professor Zhao Hao to briefly introduce your views and research direction in brand building and marketing.

Zhao Hao: As for brands, we know that this is a hot topic in China recently. I have been back to China for three years and have made some efforts in this regard. I think some enterprises have done a good job in brand building, but most of them have weak links. The overall development of China's economy needs structural improvement and value chain improvement. I think brand building is the most important means.

Reporter: What do you think of Intel's brand?

Zhao Hao: As you just said, Intel is obviously a technology giant and a brand giant. The two are interdependent. Intel obviously started with technology. Chip technology has occupied a leading position from the beginning and has been maintained until today. In the process of development, it has also established great brand value in the eyes of consumers in terms of technical image. So now for ordinary consumers, even if he doesn't understand the complex technology of Intel chips, he knows Intel and the chips introduced by Intel. Ordinary consumers will know that this chip may be the latest technology and trust this chip more, which is the embodiment of Intel brand value.

Reporter: At present, the very famous Intel CPU brand Pentium has been abandoned and replaced by Core 2. What do you think of why Intel made such a big and shocking decision?

Zhao Hao: We may start from the early days of Intel. In fact, most of us, I first learned that Intel's chip was 286, and the first personal computer I bought was Intel 386 chip. At that time, 386 was a revolutionary chip, ranging from 286,386 to 486, but because of legal reasons, numbers could not be legally protected, so later. Pentium was launched at the beginning of 1993, so at that time Intel realized that Intel itself was a value brand, and the brand itself would have a huge impact on consumers.

Zhao Hao: From 1993 until recently, Intel has launched a series of CPU brands with continuously improved performance, but it has always used the Pentium brand. Now it has changed, which I think is related to the cyclical changes in the whole computer and personal computer market. We can see that from 1993 to 1956, computers and personal computers actually developed rapidly, and Intel occupied an absolute market position at this time, with a market share of over 80%. At this time, we will see who mainly bought computers before 1998. Technical talents, including university professors, students and engineers, gradually spread to the family field in the later period. So Pentium computer can be said to have improved and perfected itself.

Zhao Hao: But the biggest change recently is actually that we have turned from the computing age to the network age. Nowadays, one of the main functions of people buying personal computers is surfing the Internet. What can they do online? We can do many things, chat, download music and movies. At this time, people's requirements for chips are different from before. In the Pentium era, or even earlier, Intel has always stressed that you can get the fastest speed with a computer equipped with Intel, and you can do a lot of calculations with speed. Nowadays, most computers are not used for computing, or for computing a lot of information, but for multimedia, and many people play games and so on. With the maturity of computers, there are more and more computers now, and the market is even saturated. It is absolutely saturated in the United States and has reached a very mature stage in China. In this case, the chip speed that everyone considers when using a computer is not as important as it was in the 1990s. The improvement of speed is not so significant to the function improvement of computers and consumers themselves. What everyone wants more is to improve the network speed, and the absolute bandwidth is stronger than CPU. In this case, Intel must ensure its position in the market and change it through technical means.

Zhao Hao: So we can see that Pentium has been used for more than ten years, and everyone will think of Pentium, especially the name China is well translated. When people think of Pentium, they think of speed, but now speed is not so important, so under this consideration, Intel decided to change its brand "core". What can Core bring to consumers? In addition to speed, Intel now emphasizes to consumers that in addition to Core, it can also delay the service life of batteries, because everyone generally uses laptops, and battery life is very important, and it also supports the use of various multifunctional computers, not just calculating speed. So in this respect, from the computing age to the network age, Intel changed its brand from Pentium to Core, which is the most important thing.