I can’t tell you the specific name. You have to analyze it yourself. I hope the following materials will be helpful to you in choosing a name.
1. Principles for naming a company:
p>(1) Pay attention to people and people, and strive to explore the cultural heritage of the company name when naming;
(2) Pay attention to geographical location, and strive to expand the historical potential of the company name when naming;
< p>(3) Pay attention to the time, and strive to develop the contemporary connotation of the company name when naming;(4) The iconic and identifying functions should be strengthened to avoid similarity;
(5) Should Strengthen the unity of company names, brands, and trademarks;
(6) Characteristic company names should be avoided and the "personality" of the name should be highlighted.
2. Company naming skills
(1) The company name should be short and crisp. The name has fewer words and fewer strokes, which makes it easier to communicate with consumers and facilitate their memory. It can also arouse the imagination of the public and have richer meanings. (As shown in the picture) The ordinate in the figure represents the average public awareness of the company name, the abscissa represents the number of words in the company name, and the striped squares in the figure represent awareness. It can be seen from the figure that the number of words in a name has a certain impact on the level of cognition. The fewer the number of words, the higher the degree of recognition, that is, the shorter the name, the more communicable it is. For example, the word "nanhuo" in the "nanhuo" store and the word "dang" in the pawnshop summarize the content and characteristics of its business in short words, which are easy to remember and understand.
(2) The company name should be in line with the company's philosophy and service purposes, which will help shape the company's image. For example, the word "Blue Bird" in the Blue Bird Building is really like an island in the blue ocean, quiet and peaceful. It provides a place for people to rest and pours out "Blue Bird Love" to consumers, thus establishing a Create a good company image.
(3) The company name should have its own uniqueness. A unique company name can avoid being similar to other company names to prevent confusion in public memory, and can deepen the public's impression of the company. For example, names such as "Beichen" in Beichen Group, "Tiandi" in Tiandi Express, and "Lenovo" in Lenovo Group all have unique personalities and are impressive.
(4) The company name should be unique, impactful, bold and shocking. For example, the "Sitong" of Stone Group is taken from the English homophone of STONE, which means stone, symbolizing the continuous impact of solid stone on the cutting-edge of high and new technologies.
(5) The company name should be loud and easy to pronounce. For example, the word "McDonald's" is loud and rhythmic, so it has great communication power. The name is difficult to pronounce, has a weak sense of rhythm, is not conducive to pronunciation, and is not conducive to communication, making it difficult to reach public awareness.
(6) The company name should be auspicious. For example, the "Goldlion" of Goldlion Far East Co., Ltd. was originally called "Golden Lion". Considering that when expressed in some local dialects, "Golden Lion" has the meaning of "Gold Loss", which is a taboo and unlucky name, so "Goldlion" was changed to "Goldlion". "GOLDLION" was changed to "Goldlion", which means bringing people a lot of money. Just imagine, who doesn’t like such a company and who wouldn’t be willing to associate with it?
(7) The choice of company name should be contemporary. A contemporary name is distinctive, conforms to the trend of the times, and can be quickly accepted by the public.
(8) The company name should consider its universality around the world.
The names of the company and its products have a direct impact on consumers' purchase decisions. Therefore, every company operator, without exception, carefully designs the name of the company and is deeply aware of its role in competition. Akio Morita, the founder of Sony, said, "Choose a resounding name to arouse good associations among customers and increase the visibility and competitiveness of the product." This sentence proves the importance of the company name to a certain extent. Sony is a well-known company with great influence in Japan and even in the world's electronics industry market. Sony's products are well-known and sold all over the world, mainly due to its high-quality products and services, and it also has a lot to do with its name. Please read a passage from Akio Morita. He said: "We felt that we really needed a company name to spread our message. We spent a long time deciding on the name of the company. We wrote down many possible names every day. Whenever we had time, We asked for a new name that would be easily recognized around the world and could be pronounced equally in any language. We did dozens of experiments, looking in various dictionaries, to find a name that would ring true.
"Sony Corporation searched many dictionaries to find a company name that had a unique style, was eye-catching, short, could be spelled in Roman letters, and had to have the same pronunciation no matter which country it was in. They looked up a lot of dictionaries. In Latin, they saw The word "SONUS" may be the prototype of "SOUND". The pronunciation of this word is close to the pronunciation of the word "business" in Japanese. They thought it could be adopted. In addition, there was a word "SONNY" or "SONUSBOY" at that time. It is also very popular, and it means "cute little guy", which exactly has the optimistic and cheerful meaning they expected. After weighing the two, they chose the latter among "SONUS" and "SONNY", but later found out that " If the word "SONNY" is spelled out in Romaji, its pronunciation is exactly the same as the word "loss" in Japanese. The word "loss" is a taboo for businessmen, so they took out one N in "SONNY" and it became "SONY". "SONY" not only sounds like "SOUNS" but also means "SONNYBOY". It also means optimism and integrity. Mr. Morita couldn't help but think of the trademark of the company's products. "SONY" is easy to understand and easy to remember. All products are marked with "SONY", and the company name has been officially changed from "Tokyo Communications Industry" to "Sony". Under its quality assurance, "SONY" has become a symbol of high quality; Sony has become well-known to the world. Famous brand companies. A company name with a high degree of generalization and strong appeal will have an impact on the public's visual stimulation and psychology. A company name with a unique design, easy to read and remember, and rich in art and image can quickly. Capturing the public's vision, stimulating their strong interest and rich imagination, and leaving a deep impression on them. In the Japanese film market, there was such a competition. The two competing companies were Fuji and Sakura. In the 1950s, Sakura had more than half of the film market. However, as times changed, Fuji's market share became larger and larger, and it finally defeated Sakura and became the film company. Market dominance. According to market research, the key to this competition lies in the company name. In Japanese, the word "Sakura" connotes the image of "peach, softness, and blur", while "Fuji" is associated with the blue sky of Mount Fuji in Japan. The association with white snow gives people a good image. Since "Sakura" is affected by the bad image, all kinds of advertisements are of no avail and can only be defeated. Therefore, when choosing a name for the company, consumer psychology and market developments should be carefully studied. , choose an impressive, contemporary and impactful name for the company. The establishment of a company name has different colors in different countries and different eras. It is closely related to the development of a country's political system, economic system, and ideological and cultural development. It has a lot to do with it. Under the conditions of private ownership of the means of production, the name of a company is usually determined by the name of the company's founder or factors such as auspiciousness, loudness, subtlety, and interest. In our country, after the founding of the People's Republic of China, the planned economy was implemented. Therefore, the company's name is determined by the company's competent department in accordance with the principle of national unity, and the company itself has no right to establish or change its name. At that time, the composition of company names was mostly "three-part" or "four-part". The so-called "three-stage formula" is the place name + business name + company organizational form, such as Shanghai Soda Drink Factory. The so-called "four-stage type" refers to the "three-stage type" plus the form of property liability, such as the state-owned Nanjing Radio Factory. Using these two methods to name a company, on the one hand, it can be seen whether the company is owned by the whole people or collectively owned, which clearly shows the color of a planned economy; on the other hand, it can be seen where the company is located and what products it produces. , but the popularity and competitiveness of the company's products cannot be seen at all. The development of the market economy has brought about major changes in company names and their composition, which is the emergence of trade names in company names. For example, Beijing Sitong Office Equipment Co., Ltd., where "Sitong" is the company's trade name. Moreover, as a company name to distinguish different companies, the basic composition becomes a "two-part", or a place name + a business name, such as "Shanghai SC Johnson"; or a business name + a business name, such as "Chunlan Air Conditioning"; or a business name + a business name Company organizational form, such as "Haier Group". No matter what kind of "two-stage style" it is, it is essential to have a business name. Therefore, under market economy conditions, as the main way to identify economic entities, company names actually refer to trade names. Only the trade name is the image element in the company name, and it is something that can be protected by the exclusive right of name. Therefore, the company name used as a company logo in this book actually refers to the business name.
Although a business name is just a combination of several Chinese characters, it expresses more than just the inherent meanings of several Chinese characters. As a company logo, it stores information such as the company's credit and the market competitiveness of its products. This makes it a carrier of goodwill and has property value. At the same time, for a certain business name, it also reflects the cultural taste of the company and precipitates the cultural mentality and business pursuits of a specific era, a specific region, and a specific group. , has potential cultural value. Obviously, a well-known business name is indeed a very important intangible asset. However, many companies in China have still neglected their own business names, leaving many regrets in the fierce market competition. The harsh reality that many Chinese products are synonymous with cheap products abroad is the bitter fruit of many of them being stagnant business names and low reputation. Abroad, business names have already become billions of dollars in assets. The goodwill of "Marlboro" has reached 31 billion US dollars, equivalent to two parts of its annual turnover. The well-known "Coca-Cola" has a goodwill worth US$24.4 billion. As early as 1967, the Coca-Cola Company claimed that even if the company was reduced to ashes overnight, it could still come back to life, because with its goodwill, big banks would immediately come to them for loans. This is the unique charm of a famous company. The loss of business name consciousness in China's corporate world is a shortcoming left by the long-term single planned economic system. Companies are regarded as appendages of government departments, and their names are usually only named with provincial, city, and county names to show their nature or level; Sometimes when there are several companies of the same type in the same area, they simply use serial numbers to distinguish them, such as the Third Cotton Textile Factory, the No. 11 Radio Component Factory, etc.; but the only thing missing from the company name is its own name - the trade name. It is gratifying that Chinese companies are now waking up, and many companies already have their own business names. As the incarnation of the company as a whole, the company name has been given weight by more and more companies. How to cultivate a company's own trade name is an arduous and fruitful exploration in the Chinese corporate world. With the transition to a market economy, many companies in our country are bound to face the problem of changing their names because the "three-stage" or "four-stage" naming method no longer meets the requirements for company identification. In recent years, a number of companies in Guangdong Province are undergoing a wave of rebranding under the baptism of the market economy. For example, the Guangdong Zhujiang Refrigerator Factory that Comrade Deng Xiaoping inspected during his southern inspection tour is now renamed "Kelon Group Company". The company was originally a national first-class company and is now renamed Kelon, which means "Science Dragon". This is a public declaration that the company will march towards science and gradually develop from the original production model to adapt to market needs. Production and research type. Paying attention to company naming is to a large extent the inevitable result of the impact of the reform trend. As the environment changes, it is necessary for some companies to change their names. However, a company name change must be done with caution as it is detrimental to maintaining the stability of the company's image. Changing a company's name is a strategic decision that must be made after careful consideration of various factors. The biggest reason for a company name change is the lack of a trade name in the company's original name. And if the company name originally had a trade name, the reason for the name change is that the trade name is not famous. Although the change of the company's name is superficial, it also reflects its substantive content in a certain sense, expanding the company's visibility and thus expanding product sales. The timing of a company name change is also important. When a company's operations change or the nature of the company changes, it is generally a good time for the company to change its name, such as when it changes from a state-owned company to a joint-stock company. If the company has a long history, you can also consider using an old trade name. For example, the Shanghai Soda Drink Factory has re-activated the 130-year-old "Zhengguanghe" trade name. Now there is a name-changing craze in Southern Company. It is also a signal of qualitative changes in the development of China's export-oriented companies. In other words, this is the need to get rid of the Chinese regional limitations or other oversights in naming in the early stages of development, and to connect with international business practices and cultural habits of other countries. Exported goods are faced with consumers from unfamiliar cultural backgrounds. How to avoid the psychological barriers to purchase caused by misunderstanding of names is a major issue that company operators can no longer afford to take lightly in today's global economic integration. The arbitrariness and preference of decision-makers in naming when starting a business are often not visible under closed conditions. Once the company develops to face the global market, the narrow cultural horizons of the time are revealed, and the name is understood. Deep issues with company culture. It can be seen from the above that naming a company and products is a big science. Nowadays, many countries have professional naming companies. The members of the company include linguists, writing talents, planning talents, "ghosts" with particularly rich imagination, etc.
The American company Nemleber specializes in naming. It has been around for more than 20 years and is quite influential. It often charges up to 100,000 US dollars for a name, which shows that naming is a unique creative thinking activity. 1. Company naming principles: (1) Pay attention to people and people, and strive to explore the cultural heritage of the company name when naming; (2) Pay attention to geographical location, and strive to expand the historical potential of the company name when naming; (3) Pay attention to weather and timing, and strive to develop it when naming The contemporary connotation of the company name; (4) The iconic and identifying functions should be strengthened to avoid similarity; (5) The unity of the company name with the brand and trademark should be strengthened; (6) Featureless company names should be avoided and the name should be highlighted "personality". 2. Company naming skills (1) The company name should be short and crisp. The name has fewer words and fewer strokes, which makes it easier to communicate with consumers and facilitate their memory. It can also arouse the imagination of the public and have richer meanings. (As shown in the picture) The ordinate in the figure represents the average public awareness of the company name, the abscissa represents the number of words in the company name, and the striped squares in the figure represent awareness. It can be seen from the figure that the number of words in a name has a certain impact on the level of cognition. The fewer the number of words, the higher the degree of recognition, that is, the shorter the name, the more communicable it is. For example, the word "nanhuo" in the "nanhuo" store and the word "dang" in the pawnshop summarize the content and characteristics of its business in short words, which are easy to remember and understand. (2) The company name should be in line with the company's philosophy and service purposes, which will help shape the company's image. For example, the word "Blue Bird" in the Blue Bird Building is really like an island in the blue ocean, quiet and peaceful. It provides a place for people to rest and pours out "Blue Bird Love" to consumers, thus establishing a Create a good company image. (3) The company name should have its own uniqueness. A unique company name can avoid being similar to other company names, which may confuse the public's memory, and can deepen the public's impression of the company. For example, names such as "Beichen" in Beichen Group, "Tiandi" in Tiandi Express, and "Lenovo" in Lenovo Group all have unique personalities and are impressive. (4) The company name should be distinctive, impactful, bold, and shocking. For example, the "Sitong" of Stone Group is taken from the English homophone of STONE, which means stone, symbolizing the continuous impact of solid stone on the cutting-edge of high and new technologies. (5) The company name should be loud and easy to pronounce. For example, the word "McDonald's" is loud and rhythmic, so it has great communication power. The name is difficult to pronounce, has a weak sense of rhythm, is not conducive to pronunciation, and is not conducive to communication, making it difficult to reach public awareness. (6) The company name should be auspicious. For example, the "Goldlion" of Goldlion Far East Co., Ltd. was originally called "Golden Lion". Considering that when golden lion is expressed in some local dialects, it has the meaning of "gold loss", which is a taboo and unlucky name, so "Goldlion" was changed to "Goldlion". "GOLDLION" was changed to "Goldlion", which means bringing people a lot of money. Just imagine, who doesn’t like such a company and who wouldn’t be willing to associate with it? (7) The choice of company name should be contemporary. A contemporary name is distinctive, conforms to the trend of the times, and can be quickly accepted by the public. (8) The company name should consider its universality around the world. For example, when the Coca-Cola Company formulated its Chinese market strategy in the 1920s, it decided to literally translate the company's name "CoCa-CoLa". So the translators arranged and combined Chinese characters with similar pronunciations of the name and used it on the packaging of the beverage. When bottled drinks printed with these Chinese characters appeared on the market, very few people paid attention to them. The reason is that the original translated Chinese characters literally mean "wax mare" or "tadpoles biting wax products". Just imagine, who would want a drink produced by a company with such a name? Therefore, the Coca-Cola Company redesigned its name, and the Chinese characters written on the bottle were changed to "Happiness in the Mouth" - Coca-Cola. In short, the criteria for judging the quality of a company name are whether it is easy to remember, whether its image is clear, whether it has strong expressive ability, how unique it is, and whether it is easy to spread, etc. The company name should be a perfect combination of "sound, shape, and meaning" to achieve the effect of being good-looking, easy to remember, and good impression. In the past, many companies often adopted a multi-dimensional approach in using names, that is, the company name was separated from the product name, and different products had different names. Although this method can enable the company to reduce business risks, it also has many shortcomings, such as: increased expenses, such as design fees, advertising fees, and packaging design fees; it is difficult for consumers to distinguish, thus causing confusion; the company name and brand Inconsistency is not conducive to the establishment and dissemination of the company's image.
With the advent of the information age, information dissemination media and channels are becoming increasingly numerous. Therefore, in order to avoid the above shortcomings, company names and brand names should be as unified as possible to complement each other. If a company uses its famous brand product as its company name, it can increase the company's popularity. Then, if a product uses the name of a famous brand company as its brand, it can also increase the market share of the product. "SONY" company is a good example. model.