It is said that naming a brand is an interesting knowledge. It is said that Zong Qinghou spent a lot of time naming the nutritional oral liquid produced by the company. The company solicited names from the public through the news media, and then organized experts to conduct research and demonstration on hundreds of applied names in marketing, psychology, communication, sociology, linguistics and other disciplines, and finally selected 'Wahaha' : Firstly, 'Wahaha' is easy to remember and read, and is easily accepted by children; secondly, 'Hahaha' expresses laughter and joy; thirdly, the children's song "Wahaha" with the same name is widely circulated, which can greatly increase brand awareness. The naming of Balabala children's clothing is similar to it. Parents who have taken their children to specialty stores may feel strongly about it. Basically, as long as they walk through it once, children will remember that this brand is so catchy. There is also a brand name called "Born Star Face", such as Jumping Fish. This brand, which started out as leather shoes, was only two or three years old when Pan Enkao, a Wenzhou businessman, founded this brand. A brand operator came to the door and asked to act as an agent for the brand operation in the field of Tiaodiaoyu clothing. The other party explained that it is because this brand is very international. Sure enough, by operating as an agent for international brands, the other party has successfully introduced Dipping Fish's clothing into many mid-to-high-end department stores in China, which has greatly boosted its leather shoe industry. Of course, more Wenzhou brand names have a certain degree of "arbitrariness". In 1988, Wang Zhentao started with 30,000 yuan and founded the Yongjia Aolin Shoe Factory, the predecessor of Aokang Group. The word "Olin" means "Olympic". Later, I went to the Industrial and Commercial Bureau to register a trademark. The staff of the Industrial and Commercial Bureau said that "Olin" could not be registered, so I simply named it "Aokang" with the meaning of "Olympic Healthy Development". The brand name of Kangnai was born after the Wulin incident, when the Wenzhou shoe industry was at a low point. It is said that at that time, he took the trademark to the industrial and commercial department to register the "Great Wall" that was consistent with the company name at that time, but found that it had already been registered, so the industrial and commercial personnel suggested that we simply call it Kangnai. "Healthy development, what can I do?" In 1990, three brothers and sisters Huang Zhenzhong founded a shoe factory in Wenzhou, but they didn't know what to name the company. , he saw someone in the "Under the Banyan Tree" column of Wenzhou Daily who helped name the company, so he wrote to ask for help. The reporters and editors of the daily newspaper named their company ‘Royal’ based on the surnames of the three brothers and sisters. This is the origin of the business name ‘Royal Shoes Co., Ltd.’. Huang Zhenzhong recalled that later because the word "Royal" could not be registered as a trademark, the company produced women's shoes and the brand was called "Huangmei". There is another kind of name that is quite embarrassing. Because of the various homophonic sounds, it has become a joke in the industry and it is believed that no consumers will be willing to buy it. The most typical ones include Zhuoshini (women's shoes), Meters (casual wear), Xiameng (suits), etc. They were born in an era when chrysanthemums were still flowers and 2B was still pencils. It has still achieved results that many brands with beautiful names cannot achieve. The joke has become a good story. There is no doubt that a good name means a good start for a new brand, but in the Internet era where Chinese characters are evolving every day, it is becoming increasingly difficult to choose a good and sustainable name. Entrepreneurs, think about the predecessors who braved the "Thunder Formation" to blaze a trail. It is better to choose a brand name "arbitrarily" and seize the opportunity to expand the market.