A company has a good name and its products have a good brand. This is a world-recognized "intangible" asset. As the saying goes: fame and fortune, fame and fortune, fame is beneficial. Fame comes first, benefit comes after. Fame comes first, then benefit. Only with a good reputation can there be good benefit. This is easy to understand. For example, Yunnan Tianyuan Mining Company, as a "giant" listed company in the resources industry, owns a large amount of scarce mineral resources, but its development in recent years has been unsatisfactory. The outbreak of the mining pollution incident was recognized as a major environmental emergency by relevant departments, which directly affected Tianyuan Mining's suspension of trading in the securities market for one day. Yunnan Tianyuan Mining Company continues to be weak in the market. We believe that the reason is: the confusion of company names has affected the development prospects of Yunnan Tianyuan Mining. Counting the major mining companies across the country, there are many companies named after "Tianyuan Mining". There are numerous companies with similar names such as "Liaoning Haicheng Tianyuan Mining", "Hunan Zhangjiajie Tianyuan Mining", "Shijiazhuang Tianyuan Mining" and so on. The numerous “brothers and sisters” of Tianyuan Mining confuse the distinction between companies and can easily leave a vague impression on the public. Without a clear and unique positioning, Yunnan Tianyuan Mining will eventually be diluted and forgotten by the market. In addition, starting from the name of the company itself, the composition of the name of Yunnan Tianyuan Mining is actually a standardized "three-part formula", that is, place name-business name-organization form of the company. Using this method of naming, although the company's identity can be seen at a glance The location and what the company mainly operates does not reveal the company's popularity and competitiveness at all, and lacks freshness and unforgettable highlights. Although the success of an enterprise does not entirely depend on the quality of its name, its name is undoubtedly an important factor affecting its development. As the saying goes, a thousand pieces of gold are easy to come by, but a good reputation is hard to find.