For a company store, an unlucky name means that it will lose a lot of business. Therefore, in the process of naming, it is generally taboo to use taboo words to name. The name of a company should give people a feeling of good luck and good luck, and arouse people's beautiful association. For example, the name of Coca-Cola Company is not only loud and catchy to read, but also gives people a pleasant feeling. Therefore, when Coca-Cola entered the China market, it quickly occupied the beverage market. Another example is GOLDLION Company, whose English name is Goldlion "Golden LION", which is translated into GOLD in Chinese, and its pronunciation is translated into Lilai, which makes the name Goldlion not only catchy, but also auspicious and pleasant-the money bonus keeps coming, so it is particularly favored by people and has been selling well for a long time. On the contrary, if the company's store name is not well obtained, it may cause unsalable products. For example, if a company is named "Bishu" company, because the word "Bishu" reminds people of "losing", when it entered the Hong Kong market, Hong Kong people who like playing mahjong and are superstitious hated this brand name, thus making this product unattractive. A car produced by General Motors of the United States is called "NOVA", and "noca" means neo star in English. The name is really beautiful, but no one cares in Latin American countries. This is not because the product price is high or the product quality is not good. In fact, as a world-famous automobile manufacturer, General Motors enjoys a high reputation in Latin America. The problem lies in the brand name "NOVA". Although the English meaning of NOVA is quite good, it can be found in Spain. Because of the unlucky language, few people buy it. Coincidentally, American AIDS company once enjoyed a good reputation all over the country because residents provided timely emergency services, and its business was booming. However, since the 198s, people have turned away from the AIDS ambulance that they loved very much in the past, and no one wants to take the company's ambulance any more. The reason also lies in the name. Since the 198s, AIDS has been popular in western countries, and AIDS happens to have the same name as the company ambulance. If people get on this kind of car, they will be infected with AIDS and will die, so how can people not be afraid to avoid it? Therefore, when an enterprise names a product brand, it must carefully study the differences in semantics, phonetics and countries, and at the same time, it must carefully study the changes in the social environment, so as to prevent the brand name from containing unlucky meanings. Second, avoid ominous pronunciation. Choosing a word with ominous pronunciation is a big taboo for naming. The ominous pronunciation of words, including polyphonic words, homophonic words and miniature words with unclear meanings, will affect the accurate dissemination of commodity information, bring great inconvenience to people's understanding and affect the sales of products. If the name is given with polyphonic characters, it is more likely to make people feel at a loss when the name has two or more pronunciations. For example, in le Hai restaurant, there are two readings of "Le", one is Le, and the other is yue, which makes it impossible for people to read what sound is better. For example, there are two readings of the following words, such as xing, hang, sheng, meng, chong, qian, xi and chao. Of course, we don't mean that we should never use polyphonic words in naming, but at least we should ensure that others can determine their pronunciation and not mispronounce it. For another example, homophonic words often mislead people's understanding of trademark names and have adverse consequences. If there is a "Bile" advertising company, the legal person is Mr. Ma. Since the date of registration, it has not done a business for five years. Of course, it is difficult to exert its hands and feet because "Ma" is tightly strangled. A certain "Hendricks" limited liability company specially chose these three words that are quite meaningful to them when it was founded: "Hendricks is accessible", and it is smooth, as if everything is prosperous; "Cui is jade, which means treasure, and it is also green and green, with the meaning of development"; "Thinking" means thinking, thinking, which means having brains and wisdom. The combination of the three words should be perfect, but since the establishment of the company, it has not developed much, even on the verge of frequent closure? However, as long as we analyze it carefully, we will find that Hendricks, looking at the original words, every word is very good. If they are combined together, it will become another situation: "Heng" and "Hum" are homonyms, which is a painful sound, "Cui" and "Wei" are homonyms, and "Wei" means overwork, such as bowing. Thinking about the ancient sound of "death", "death" means going to death, going to Jedi, and it is difficult to develop. The combination of the three words is: first make a painful "hum" sound, then be exhausted, and finally go to death, how can such a company develop? Third, avoid the similarity and counterfeiting of enterprise names is a specific symbol of the difference between enterprises, but unfortunately, there are more and more similarities in enterprise names in China. Some enterprises do not rely on their own efforts to create their own reputation and popularity, but try their best to use the names of other famous enterprises to mislead consumers and expand their influence. After Beijing Stone Group was approved for registration in 1986, with the improvement of its popularity, there were many enterprises applying Stone Company in China, including 17 in Shenyang in 199 and 6 in Beijing in 1993. Tianjin "Goubuli" has a history of 13 years, and now there are at least 2 counterfeit "Goubuli" in China. In China, there are countless businesses named after Great Wall, Panda, Chinese Businessman, Huaxia and Kehai, such as Peony, Panda and Great Wall, which are often used repeatedly. As far as tea is concerned, its naming is almost dominated by monkeys, including monkey brand, monkey trump card and golden monkey brand. There used to be such a doggerel: "Cotton trees bloom everywhere, the Pearl River flows everywhere, no sheep run all over the street, and pandas walk everywhere." It satirizes the phenomenon that the names of domestic enterprises are similar to each other, echoing others' opinions and picking up others' wisdom, which is the taboo of naming. Naming is also a creation, which should be unique. Many famous companies in the world are the result of careful creativity. For example, "fool melon seeds", "Wang Mazi Scissors" and "Wahaha" in China are all household names because of their unique and resounding names. First, brands and trademarks with different characters but similar pronunciation and the same meaning, such as Sanyang and Goat, Feiyan and Feiyan, 555 and Sanwu, Shuangling and Shuangling, Shanhe and Heshan. Such as "Tianmin" brand and "Damin" brand, "Jinfeng" brand and "Goldwind" brand. When a company is named, it is forbidden to follow suit. Today's society is an information society. Only by creating a novel and unique name can a company be amazing. The company's name must hold the belief of being the first in the world and striving for the best in the world. Sony, Marlboro, Coca-Cola and other world-famous brands were named unprecedented at that time. The way to avoid the misunderstanding of similar names is to be unconventional. What needs to be pointed out here is that in China, some enterprises with ulterior motives deliberately adopt brand names similar to famous brands, so as to deceive consumers and seek ill-gotten gains. This practice is usually a kind of infringement, and the enterprises that do this are often investigated and dealt with by the industrial and commercial administration departments. Fourth, avoid breaking the rules. When naming a company, the product name should not violate national and religious beliefs. If this happens, not only will the product not be sold, but it will also cause strong opposition from people. Countries and regions in the world have different preferences and taboos. When naming trademarks, we should fully consider the living habits and psychological characteristics of people in the areas where goods are sold. For words that are difficult for others to understand or easy to cause misunderstanding and ambiguity, words that are taboo or things that local people don't like, we must carefully design and resolutely avoid them when naming export commodities. Try to choose the names of things that people like to see in the main sales areas. For example, "FANGfang" brand cosmetics, whose pinyin is "Fang", which means the fangs of poisonous snakes in English, will not be liked by the British, and even make people feel terrible. A name like this is not suitable for the trademark of export commodities. For example, Indians worship cows, and if footwear products use cows as trademarks, they will fail. In addition, different countries and regions have great differences in cultural customs, such as the same animals or plants, which will have different symbolic meanings. For example, bear hunting is very popular in China and even in most countries and regions, and it is a symbol of "peace" and "friendship". However, in Islamic countries or regions that believe in Islam, consumers are very taboo because it looks like a fat pig. For another example, cranes are regarded as a symbol of longevity in China and Japan, while in France they are regarded as representatives of fools or prostitutes. Chrysanthemum is regarded as the national flower in Italy, but it is regarded as an unlucky symbol in some countries in Latin America. For example, if China's Chrysanthemum brand electric fans are exported to these countries, the sales prospects will inevitably be bleak. It can be seen that cultural factors in the international market must be considered when naming goods. Bad name selection, especially taboo, will make consumers dislike the famous goods, and the result is of course not selling well. For example, the white elephant brand battery of a company in China is impeccable in quality and decoration. The trademark pattern is a lovely White Elephant with its nose rolled up among the green palm trees, in which two English words "White Elephant" are written, with the words "Made in China" written below. China people think that both the name and the logo are very good. However, when this commodity was sold abroad, it was ignored and sold back to China. Later, I realized that the original trademark name made a big taboo. "White elephant" is compared to "heavy and cumbersome thing" in English. Since it is a waste, what's the use of buying it? Therefore, when naming goods, don't be "taboo". Once "taboo", it will not only lose the charm of attracting consumers, but also make consumers feel disgusted and hate, causing undue losses.