ACER is a brand name and the company name is Acer [hóng qi]. Founded in 1976, it is an international private brand company, mainly engaged in the research and development, design, marketing, sales and service of smart phones, tablet computers, personal computers, display products and servers, and actively develops cloud technology and solutions in combination with the Internet of Things. It is an enterprise integrating software, hardware and services. Acer ranked fourth in the world in terms of PC shipments in 214, with revenue of $1.39 billion and about 7, employees worldwide.

when Taiwan Province Acer was founded, it used the Multitech brand for more than ten years. Shi Zhenrong, the chairman of Acer Group, found that the name was too long to remember, and it was easy to duplicate trademarks with other high-tech companies, so he decided to redesign a new brand and vowed to make it a world-famous brand. In 1987, Shi Zhenrong stood alone and thought that enterprises should change their untimely names for different missions and tasks in the long-term development and decided to give up the brand of Multitech, which is worth 2 million dollars [8]? .

Acer is selected from more than 4, names by computer. Acer comes from the Latin word, which means "active? , keen, capable, sharp, strong and dexterous ",stands for bright, lively, insightful, keen and energetic, short and loud, and has no homophonic negative association, which conforms to Acer's corporate culture and shows that Acer is" keen and sharp "to grasp the market trend and" actively "to provide consumers with the freshest products in the ever-changing computer industry. In addition, Acer also comes from the root of ACE, which implies the meaning of "king", represents an excellent figure and conveys Acer's belief in pursuing world-class quality and credibility. On the other hand, Acer has low similarity and is convenient for brand promotion; Easy to remember, you can catch the audience at the moment of advertising, which is more conducive to communication. Moreover, in all kinds of exhibitions, materials and indexes, the original logo(21) requires the names of manufacturers to be sorted alphabetically, and Acer often ranks first, which has the effect of catching a glimpse.

the left half of p>Acer's trademark is an "arrow" symbol, representing momentum and speed, and the right half is a shining diamond, representing solidity and value, which means "long-term, noble and high-quality". Bow arrows and diamond diamonds represent the new image of Acer, which entered its second venture-innovation and high technology, and coincide with its original values.