( 1) The company name should be short and lively. Names have fewer words and strokes, and are easy to communicate with consumers, which is convenient for consumers to remember. At the same time, they can also arouse the imagination of the public and have richer meanings. In the figure, the vertical axis represents the average cognition degree of the public to the company name, the horizontal axis represents the number of words in the company name, and the striped squares in the figure represent the cognition degree. As can be seen from the figure, the number of names has a certain influence on the cognitive level. The fewer words, the higher the degree of understanding, that is, the shorter the name, the more powerful it is. For example, the word "South Goods" in the "South Goods" store and the word "Dang" in the pawnshop all summarize the contents and characteristics of its operation in short language, which is easy to remember and understand.
( 2) The company name should be in line with the company's philosophy and service purpose, which will help to shape the company's image. For example, the word "Bluebird" in Bluebird Building is really like an island in the blue ocean, which is quiet and peaceful. In order to provide people with a place to rest, it has poured out "Bluebird's love" to consumers, thus establishing a good corporate image.
( 3) The company name should have its own uniqueness. A company name with personality can avoid being identical with other company names, so as to avoid confusing the public memory and deepen the public's impression of the company. For example, the names of Beichen Group's "Beichen", Tiandi Express's "Tiandi" and Lenovo Group's "Lenovo" are all unique and impressive.
( 4) The company name should have extraordinary boldness of vision, impact and boldness of vision, and give people a shock. For example, STONE Group's "Stone", which is taken from the homonym of English stone, means stone, symbolizing the constant impact of hard stone on the cutting-edge of high technology.
( 5) The company name should be loud and catchy. For example, the word "McDonald's" is loud and rhythmic, so it has great communication power. The name is awkward, the sense of rhythm is not strong, which is not conducive to the pronunciation effect, and it is also not conducive to the spread, so it is difficult to achieve the public's * * * knowledge.
( 6) The company name should be full of auspicious colors. For example, the original name of "GOLDLION" of Goldlion Far East Co., Ltd. was "Golden Lion". Considering that when the golden lion is expressed in some local dialects, it has the meaning of "golden loss", which is an unlucky name to be taboo, it is changed from "Golden Lion" to "Goldlion", which brings people a lot of money. Imagine who doesn't like such a company and who doesn't want to associate with it!
( 7) The choice of company name should be contemporary. A name with a sense of the times is distinctive, conforms to the trend of the times, and can be quickly accepted by the public.
( 8) The company name should be universal all over the world. For example, when the CoCa-CoLa Company formulated its marketing strategy in China in the 192s, it decided to translate the company's name "Coca-Cola" literally, so the translator arranged and combined the Chinese characters with similar pronunciation and applied them to the packaging of drinks. When bottled drinks printed with these Chinese characters appeared in the market, few people were interested. The reason is that the original translated Chinese characters mean "mare made of wax" or "tadpole biting wax products". 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 on the bottle were changed to "Happy in the Mouth"-Coca-Cola. In short, the criteria for judging a company's name are whether it is easy to remember, whether its image is distinct, whether it has strong expressive ability, how unique it is, and whether it is convenient to spread. The company name should be the perfect combination of "sound, shape and meaning" in order to achieve the effect of good-looking, easy to remember and good impression.
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