Introduction:
A complete collection of business names, by Liu Bingliang, published by China Business Press. The book talks about how to use marketing, psychology, sociology, communication, linguistics, philology and other aspects of knowledge to scientifically name your company store.
Basic information:
Naming company stores is not only a science, but also an art.. Since it is science, it must have scientific spirit; Under the guidance of scientific spirit, we should comprehensively apply the knowledge of marketing, psychology, sociology, communication, linguistics, philology and so on. Since it is art, we must have thinking in images, be full of creativity, and give full play to our artistic talent and innovative ability.
only by combining these two aspects skillfully and giving consideration to both can we give a well-known name to the enterprise and bring huge business opportunities and profits to our own enterprises.
Extended information
Contents:
Chapter I Introduction to Commercial Naming
1. Market-based principle
1. Enterprise name is gold mine
2. Company name is image
3. Good business name is prosperous
2. Beneficiaries of business and enterprises are fundamental
1. Business projects are the core
1. Names to attract business
2. Names to create images
4. Taking the long-term development of enterprises as the guide
1. Creating a sustainable name
2. Creating a name with generalization and attraction
3. Business names should have international standards
Chapter II Principles of Business Names < The breakthrough point of business name
1. Name from the perspective of satisfying customers
2. Name from the perspective of management itself
5. Name from the perspective of product service
4. Name from the perspective of place names
5. Name from the perspective of market objectives
6. Name from the perspective of cultural connotation
7. Name from the perspective of market. Naming from the perspective of modern fashion
III. Taboos for business names
1. Avoid using bad words for business names
2. Avoid using similar words for business names
3. Avoid using obscure words for business names
4. Avoid using multi-tone words for business names
5. Avoid using bad intentions for business names
6. Boasting of status
2, boasting of high craftsmanship
3, boasting of high manufacturing technology of goods
4, boasting of good quality
5, boasting of low price
3, special customary naming method
1, customary words used in some industries
2, in the long-term naming process, Formed a word that some industries especially like to use
IV. Noble and elegant naming method
V. Auspicious Koucai naming method
VI. Common saying and oral naming method
VII. Name integration naming method
VIII. Deep meaning and implicit naming method
IX. Catering to customers naming method
X. Metaphorical homophonic naming method. Trademark brand naming method
XV. Beautiful font naming method
Chapter IV Application of Commercial Naming Phonology
I. Phonetic naming method
1. Try to avoid indecent homophony
2. Pay attention to the elegance of phonology
2. Phonological naming method
1. Tone
2. Notes on the number of business names 81
III. Application of five-element mathematics in industry
1. Mathematical selection of industry nature
2. Mathematical classification of industry
3. Selection of font
4. Classification of five-element attributes of industry
1. Gold industry
2. Wood industry
3. The current situation of trademarks in China
1. There are only 1 million trademarks in 8 million enterprises
2. Trademark warning record
3. Trademark is the "top priority"
2. How to name trademarks
1. Business names should be prepared
2. Business names should be different
3. Business names should be kind and beautiful
8. Business names should have an effective vision
3. Trademark naming skills
1. Basic principles of product naming
2. word mark is the best
3. It is accompanied by beautiful English names
4. Trademark uniqueness is very important
5. Integration of business names and brand trademarks
6. Understand several factors involved in product naming
IV. Criteria for judging brand names
1. Criteria for brand personalization
2. Criteria for brand internationalization
3. Criteria for brand culture
4. Criteria for brand appeal
5. Criteria for brand identifiability
Chapter VII: Origin of the names of eight famous enterprises
1. Tongrentang-a time-honored brand with far-reaching implications
IV. Robust-the legend of the brand
V. Coca-Cola-the origin of the brand name
VI. Marlboro brand comes from the name and place
VII. Ford-the rise and fall history of the brand of automobile company
VIII. Exxon-the most expensive name change so far
Orientation of building name
3. Building name has entered the standard era
2. Automobile brand name
1. How to name a new car
2. Psychological principle of automobile brand design
3. Highlight the characteristics of automobile products
4. Induce good associations
5. Comply with cognitive rules
6. Pay attention to brand logo. Appreciation of the name of famous cars
3. The name of wine products
1. The geographical naming protection products of Shaoxing wine
2. The naming and market operation of health wine
3. There are many criticisms about the name of "Black Boss" wine
4. The naming of street areas
1. Speaking of Beijing place names
2. The logic of street naming
. Cosmetic naming
1. Cosmetic naming is not allowed to be "whitewashed"
2. Four major functions of cosmetics meet the requirements
3. Nearly 1 words in three categories are prohibited
4. Product name labeling should be accurate
6. Drug brand naming
1. Principles of drug brand naming
2. Principles of drug generic name naming
. Methods and cases of clothing brand naming
3. Translation of clothing brand names
8. Names of tourist attractions
1. Names of tourist attractions
2. Origins of landscape naming
Appendix:
1. Provisions on management of enterprise name registration
2. Legal protection of enterprise trade names
3. Appreciation of well-known enterprise names.