Although the company name (trade name) is only a combination of several Chinese characters, it shows more than the inherent meaning of several Chinese characters. As a corporate logo, it stores information such as corporate credit and market competitiveness of its products. This makes it a carrier of goodwill and has property value, and it also reflects the cultural taste of the enterprise, and it also reflects the cultural mentality and commercial pursuit of a specific era, a specific region and a specific group, and has potential cultural value. A company name with high generalization, strong attraction and potential cultural value will have an impact on the visual stimulation and psychology of the public. 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. Excellent company name has a great influence on establishing a good image of the enterprise and is an important intangible asset of the enterprise.

-----------. For business operators, it is also very important to give a good name to products. The name is well named, everyone likes it, and consumers are easy to remember it. In addition, other production and operation links are also done, and the products are popular, which will soon become a brand. Therefore, it is not an exaggeration to say that "names are also productive forces".

some people think that naming seems to be insignificant compared with the investment in equipment hardware such as technical equipment. However, countless lessons in the market reality tell us that this seemingly insignificant link is often a key investment in intangible assets, which not only has a rate of return far beyond expectations, but also affects the market value of tangible assets to a certain extent. Scientific and reasonable naming will make the overall investment of the enterprise exert its ultimate benefits. Looking at well-known trademarks, such as Haier, K of Hearts, Wahaha, Robust, EXXON, SONY and ACER, they all benefited from attaching great importance to naming this investment link. The successful big enterprises in the world all pay attention to renaming this investment link. For example, an American oil company invited experts from all walks of life to design a name that is in line with the customs and laws of all countries. It took six years and cost more than 1 million US dollars to investigate 55 countries and regions. Finally, one trademark was selected from more than 1, trademarks designed, which is the famous EXXON. Now its brand value has reached tens of billions of US dollars. Other names, such as "SONY" and "ACER", are also a huge investment, and of course, the final return is also quite rich.

however, at present, many domestic enterprises lack this investment awareness in brand design. At least, in their minds, the concept of "name is also productivity" is still lacking. They often treat it by patting their heads or even drawing lots, which brings negative effects to the development of enterprises. Because we didn't seriously study the science of naming products and enterprises at the beginning, many domestic brands were featureless, lacked individuality and even had the same names. As a result, the greater the scale of enterprises, the more problems were exposed in the initial naming investment. In Guangdong, for example, a few words have been circulated: "Cotton trees are everywhere, the Pearl River is everywhere, Wuyang is everywhere, pandas are everywhere, triangles are everywhere, diamonds are everywhere, Yangcheng is everywhere, and Guangdong ears are everywhere." This is an accurate description of the phenomenon of the same name. In fact, there are many such phenomena in other places, such as the Three Gorges, Sanmenxia, Mount Tai and Huangshan. This phenomenon is really time to change.

Second, the name is the intangible asset of the enterprise. Generally speaking, the name of a company or enterprise is different from the factory building, machinery, equipment and other items, and it can produce and process products; It is also different from the goods that are sold in the market and can participate in circulation. That is, the name of a company or enterprise is not a tangible thing that directly creates value and earns profits.

However, the name of a company or enterprise can indirectly create value. Sometimes, the value it creates is even greater than those of factories, machines, equipment, and even tangible assets. In today's world, there are by no means a few valuable enterprise names. For example, Coca-Cola Company, IBM Company, Nestle Company and Motorola Company are all names worth billions and tens of billions of dollars. The name of a good company and enterprise belongs to the intangible assets of the enterprise, and although its value can be roughly evaluated by tangible figures, it is impossible for anyone to buy it out. Specifically, the reason why the name of a company or enterprise is an intangible asset of an enterprise is mainly manifested in the following points:

1. The name of a company or enterprise is a passport for enterprises to participate in the market. In modern society, whether a manufacturer or a seller wants to enter the market and participate in various activities of market trading, they must occupy a certain venue and give it a name.

Name is the support of an enterprise. Without a name, an enterprise cannot become a real enterprise or make money.

The names of "Wang Er Barbecue Shop", "Zhang Yu Tea House" and "Lisi Snack Bar" are vulgar, but it is better to have a name than no name. The market requires companies and enterprises to have names, and consumers also require companies or enterprises to have names. When people go shopping and spend money, they can't always say "go this way" and "go that way". Moreover, people also like to go to companies or enterprises whose names are loud and pleasant, which can give people a sense of enjoyment and satisfaction. Therefore, which company has a good name, which one can better go to the market and participate in market activities.

2. The name of the company or enterprise is the carrier of the identity of the boss and the strength of the enterprise.

In business activities, the name of a company or enterprise represents the worth of the boss and reflects the strength of the enterprise.

No matter how casual and simple they are, the bosses of famous companies will never be looked down upon. Because the name of the enterprise or company itself can explain everything, it determines people's judgment on the boss's worth and enterprise strength. It is precisely because of this that business owners who are not well-known always want to associate their company names with well-known enterprises by all means, or simply take refuge in the names of those enterprises. This is a good way to improve social status and show strength. The purpose of doing so is, of course, to better engage in business transactions and achieve their own business goals.

3. The name of the company or enterprise is the spokesperson of the corporate image. The quality of corporate image has a very important impact on the business activities of enterprises.

there are many factors that can represent the corporate image and help the enterprise to create a good image. For example, the product quality, service status, and concern for social welfare undertakings of enterprises. Besides these, the name of the company or enterprise is also one of the most important factors. The reason why the name of a company or enterprise can become the spokesperson of corporate image is that corporate image comes from people's impressions, and people's impressions of the name of the company or enterprise are the first and initial part of the impression of the company.

A company or enterprise has a good name. Even if people just hear about it but have never been to or dealt with it, they will have a good impression and then have the idea of seeing and dealing with it. On the other hand, if the name of a company or enterprise is not good, people will feel disgusted and rejected.

third, the name is the "sucker" of the company's wealth

1. The name of the company is the condensation of corporate culture. The name of a company or enterprise is a very important part of corporate culture. It can be said that the existence and quality of corporate culture can be judged by its name to a great extent. For example, the name "Tong Ren Tang" is a typical example. It can not only make customers feel good, but also make the employees of the enterprise have cohesion, and give a good feeling of "colleagues" and "brothers all over the world".

2. The name of a company or enterprise is a symbol of products and services. In daily life, we often hear some people say with pride, "My coat is made in XX factory." "I use the mobile phone of XX company." "The water heater in our house belongs to XX company." People who say this are likely to have the psychology of showing off. And the reason why they want to show off is because what they call "××" has something to show off and is worth showing. It is not difficult to see that the name of a company or enterprise has become a symbol of products and services. 3. The name of the company or enterprise determines the visibility and reputation of the enterprise. The popularity of an enterprise and whether it can be praised and praised by people also depend on the quality of its name. For example, a beauty salon named "Beauty in Beauty" is sure to spread quickly and widely, and also get praise and praise from customers. Its popularity and reputation will increase rapidly. On the other hand, it is unacceptable for anyone to name a beauty salon as "autumn water in cold weather" or "skin-repairing hall".

if a company or enterprise wants to improve its popularity and reputation, it must make people willing to listen to its name and spread it, and also make people feel beautiful and associate it with beautiful things.

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A good corporate name can leave a deep memory, and a good impression is easy to remember, read, catchy, clear, catchy and easy to write. If it is difficult to identify the name of a company or brand, the words that are too long and difficult to recognize are not conducive to writing and memory, which often makes people have primitive resistance and hinders the public's impression.

It has unique and new characteristics, and it is not easy to be vulgar, and it is not easy to be confused with the name of the same product in the same industry. For example, confusion is easy to produce a vague sense, aiming at the main consumption, groups, psychological needs during the satisfaction period, targeting men, women, the elderly, children, culture and consumption motives. People pursue happiness, beauty and curiosity. At this time, the basic characteristics of human beings, a lasting name, are the first to have.

The necessary conditions for marketing are: first, a loud and catchy name, which is easy to remember and understand; The second is advertising; The third is business strategy; The fourth is the excellent technical quality of products.

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1. Naming a store from the consumer's point of view

Most of the traditional naming methods are named from the operator's point of view, that is, according to the needs of the operator, one chooses one's favorite name. This naming method has been abandoned by many people now. Because although it can meet and suit the needs of operators, it may not meet and suit the needs of customers, and even make customers feel disgusted.

For example, "Wanli Business Firm" and "Youcai Store" often give people the impression of "profiteers".

nowadays, naming from the customer's point of view has become the first choice for many businesses and enterprises.

this naming idea requires that the name should meet the needs of customers, so that customers can have a good impression and get some psychological satisfaction.

For example, Timely Rain Pawnshop, Banquet Hotel, Convenience Supermarket, Limin Footwear, wu mart and so on. 2. Naming from the operator's point of view

Although naming from the operator's point of view has been abandoned by many people, this does not mean that it cannot be named from the operator's point of view at all. The key is to be clever and natural when naming from the operator's point of view, and to consider avoiding certain restrictions.

The most common way to name a store or business from the operator's point of view is to use one's own name as the name of the store or business.

there are many stores with their own names at home and abroad.

for example, "hemp seed scissors shop" and "JOHNDEERE" are two obvious examples.

3. Naming from the perspective of products and services

Naming from the perspective of products, the common method is to highlight the characteristics of your own products. For example, the "Meilianmei Supermarket", which is used to show its business characteristics, tells consumers that the things here are cheap and trustworthy. This can win the favor of customers more psychologically than "supermarkets".

"worry-free housekeeping", "moving from mountain to mountain", "matchmaking agency" and "justice law firm" are all named after their own services to customers.

4. Naming from the perspective of the place of origin

This naming idea is usually suitable for those shops dealing in local products or restaurants with a unique flavor.

For example, barbecue shops can be named as "Inner Mongolia Barbecue House" and "Xinjiang Barbecue Restaurant" to show that they provide customers with authentic products. Another example is that "Korean restaurants" and "Japanese restaurants" are also named according to this idea.

when naming from the point of origin, it should be noted that the origin used is preferably a well-known and famous origin. If it is a little-known place, I am afraid it will be difficult to play a very good role.

5. Naming from the perspective of target market

After positioning their target market in advance, shops and businesses can be named from the perspective of target.

In the Chinese area of San Francisco, USA, there is a restaurant called "Xiangyin Pavilion", and its business is very prosperous. Most of the guests here are from China, and many Chinese who have been living overseas for many years feel homesick. After work, they can get together with their fellow villagers to comfort their homesickness, and the Xiangyin Pavilion has become their best place to go. A good store name must be suitable for the psychological needs of its target customers, the business purpose and emotional appeal of the store, so as to establish a good image and increase its appeal to customers.

6. Naming from the perspective of culture

When naming themselves, businesses can inject specific cultural elements to make them have certain cultural connotations. Not only can you improve your grade and taste, but you can also attract more customers' attention.

for example, "Rong Baozhai" is a typical example. This name fully embodies the characteristics of China's traditional culture. In some time-honored firms in China, such names are more common, such as "Tongrentang", "Jingxiutang" and "Liubiju". In recent years, some new firms have also realized the influence of traditional culture on business, and started to explore the essence of traditional culture when naming their names. For example, the famous chain pharmacy "Jiashitang" in Beijing is a successful example.

7. Naming a store from the perspective of competition

The name of the store is a silent weapon in market competition. If the name is good, you can increase your competitive advantage.

For example, the "half-profit shop" is named from the point of view that "half-profit shops" compete with each other. Your name is "wu mart"