Avoid using polyphonic words.

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.

Avoid bad intentions

For example, you happen to be engaged in the manufacture and sale of cosmetics, so you are whimsical. You 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".

Avoid using incomplete words.

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 actual situation 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.

Avoid vague meanings.

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.

Avoid using unlucky words.

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 "Good luck, the name of the governor should be clear": "The Hong Kong government and London announced that the 27th governor of Hong Kong will be renamed Wilson and 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.

Avoid similarity and approximation

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.

One of the naming methods: thinking and understanding of Tao.

The second naming method: phonological naming method

The third naming method: conception naming method

The fourth naming method: psychological expression