Tips on business naming

In addition to relying on the operator’s knowledge, ability, social relations, etc., the development of a company or enterprise also has a great deal to do with whether there is an appropriate and good name. relationship. The business name is related to whether the business name conforms to the general principles of naming. The general principles of business naming are:

(1) Identification

The name of a company or brand is the same as other names. A logo that distinguishes a company or brand must be identifiable and original, avoid duplication, and allow people to identify which company or brand it is when they see the name.

The reason why a company names itself is to facilitate consumers' choices and make its company or brand stand out among similar products. Therefore, a business name that meets the requirements should avoid being similar to other company names to avoid confusing the public's memory and deepen the public's impression of the company. Novelty and uniqueness are undoubtedly important principles in commercial naming. A novel name can arouse consumers' interest, quickly capture their attention, and attract their patronage. Business names such as Goubuli and Olay have strong recognizability that consumers will remember and be familiar with. This brand generates interest and curiosity.

(2) Uniformity

The company name should be qualitatively consistent with other images of the company and cannot contradict itself.

The business naming method can usually reflect the business characteristics of the operator, or the excellent quality of the main store or company, so that consumers can clearly understand the scope of their operations and services, and create a desire to purchase. For example, "Liubiju" and "Shaguoju" are well-known as time-honored food stores, and "Ju" as a food store has become a conventional identification mark. Therefore, as soon as people see the signboard of Liubiju or other signboards with the words "XXJU", they will know that it sells food. If someone runs a publishing company, but gives his company a name similar to a barber shop, others will think of a barber shop when they hear the name of the company, which is obviously not conducive to the development of the publishing company. In addition, the store name must be considered based on the actual situation of the local consumer market, such as competitive environment, spending power and other factors.

(3) Communication

The company name is concise, clear, easy to write and easy to remember, which is a necessary condition for communication.

Business names should not be too complex, otherwise they can easily cause side effects. For example, some stores like to use complicated and difficult characters as their store names, so that customers not only cannot recognize them, but also cannot pronounce them. To avoid this situation, stores with such difficult-to-understand names are generally not allowed to enter. Store names such as "Yu Jian" and "Yi Yi Bu She" are clear, concise and easy to spread. Therefore, when naming, try to be easy to understand and don't be literal. For example, some bosses think they are in the timber business, so they add the word "Mao" to their business names, while others, for good luck, deliberately write the simplified Chinese characters in their names into traditional Chinese characters. In this way, even if you do well in aspects such as service quality, many customers will not recognize your name, which will greatly affect the spread of word-of-mouth among consumers and fail to be effective to other potential customer groups. publicity. In addition, although the business name should be popular, it should not be too vulgar.

(4) Reasonability

Commercial naming must respect culture and transcend geographical restrictions.

Due to certain differences in the history, culture, customs, values, etc. of countries and regions around the world, they have different or even completely opposite views and understandings of the same brand. For example: a company's name may seem very good to people in this country, but in another country, its meaning may be completely opposite.

Take the brand in a business name, for example, "bat". In my country, "bat" and "blessing" are homophonic, and the name "bat" evokes beautiful associations, so there are "bat" electric fans in China; In English, "Bat" is translated into English as "Bat", but it means "vampire", which can easily make people feel unhappy. Most of the brands in our country are named after only Chinese characters, which makes the locals feel confused when they go abroad. Some brands use Chinese Pinyin as a workaround, which has proven to be unworkable because foreigners do not understand Pinyin. the meaning it represents. For example, "Changhong" uses the Chinese pinyin "CHANGHONG" as an additional trademark, but "CHANGHONG" has no meaning in the eyes of foreigners. "Hisense" has a global strategic vision and has registered the English trademark "HiSense". It comes from "highsense", which means "high sensitivity and high definition", which is very consistent with its product characteristics. At the same time, "highsense" can also be translated as "high vision", which reflects the brand's lofty ideals.

It can be said that brand names have become a threshold for the globalization of domestic brands. In the international naming of Chinese brands, some brands have made a fool of themselves due to their lack of understanding of foreign cultures. The trademark of "Fangfang" brand cosmetics in foreign countries has been translated as "FangFang", and the word "fang" in English refers to "poisonous snake teeth". In this way, it is also Who dares to put poisonous things on their body? It is reasonable for Fangfang Cosmetics to be frustrated.

Of course, in addition to domestic brands, international brands also make mistakes when entering different countries and regions.

This shows how important it is for business naming to respect culture and transcend geographical restrictions.

(5) Contemporary

The choice of business name must be contemporary.

Times are constantly changing, and the culture produced in a certain era will also change accordingly. In order to comply with the development trends of the times and cater to the aesthetic tastes of modern consumers, some companies pay attention to choosing names with modern connotations when naming their companies or their products. Such names generally give people a sense of foreignness and can Attracting many consumers who pursue taste. For example: Capdino, Bosden, Romon, Youngor, Meiqi Hairdressing, Triumph, Oris Cosmetics Company, Maxam Cosmetics Co., Ltd., etc. It should be noted that there are more and more corporate names that directly translate the pronunciation of foreign languages ??into Chinese and pursue foreign flavors. However, many names only focus on the gorgeous meaning of the word, including a few with modern meanings

< It is composed of the words p>. As for the meaning of the name, we will no longer pay attention to it. This kind of corporate name will eventually lose its cultural connotation and become a symbol.