A company name with high generalization and strong attraction will have an impact on people's visual stimulation and psychology. A company name with unique design, easy to read and remember, and rich in art and image can quickly grasp the public's vision, arouse their strong interest and rich imagination, and leave a deep impression on it. The enterprise name has a great influence on establishing a good image of the enterprise.
the establishment of enterprise names has different colors in different countries and different eras, which has a great relationship with the development of a country's political system, economic system and ideological culture. Under the condition of private ownership of means of production, the establishment of enterprise name is generally determined by the name of the founder of the enterprise or by auspicious, loud, implicit and interesting factors.
In China, the planned economy was implemented after the founding of New China, so the names of enterprises are determined by the competent departments of enterprises according to the principle of national unity, and enterprises themselves have no right to establish or change their names. At that time, the composition of enterprise names was mostly three-stage or four-stage. The so-called three-stage type means place name+business name+enterprise organization form, such as Shanghai soda factory. The so-called four-stage type is to add the form of property liability to the three-stage type, such as the state-owned Nanjing wireless power plant. Using these two methods to name enterprises, on the one hand, we can see whether enterprises belong to national ownership or collective ownership, which obviously shows the color of planned economy; On the other hand, we can see the location of the enterprise and what products the enterprise produces, but we can't see the popularity and competitiveness of the enterprise products at all.
with the development of market economy, great changes have taken place in enterprise names and their composition, that is, trade names have appeared in enterprise names. For example, Beijing Stone Group, in which Stone is a business name. Moreover, as the enterprise name that distinguishes different enterprises, the basic composition becomes two-stage, or place name+trade name, such as Xi' an Jansen; Or trade name+business name, such as Chunlan air conditioning; Or a firm+enterprise organization form, such as Haier Group. No matter what kind of two-stage type, the trade name is essential. Therefore, under the condition of market economy, as the main style of identifying economic subjects, enterprise names actually refer to trade names. Only the trade name is the image element in the enterprise name, which can be protected by the exclusive right to use the name.
Although a trade name is only a combination of several Chinese characters, it shows more than the inherent meaning of several Chinese characters. As a corporate logo, it stores information such as corporate credit and market competitiveness of its products. This makes it a carrier of goodwill and has property value. At the same time, as far as a trade name is concerned, it also reflects the cultural taste of the enterprise, which embodies the cultural mentality and commercial pursuit of a specific era, a specific region and a specific group, and has potential cultural value. Obviously, a famous firm is indeed a very important intangible asset. However, many enterprises in China have left many regrets in the all-powerful market competition because they still neglect to reveal their trade names. The harsh reality that many China goods are synonymous with cheap goods abroad is that many of them are the bitter fruit caused by the low reputation of the firms.
in foreign countries, trade names have already become huge intangible assets. Marlboro's goodwill has reached $44 billion, equivalent to twice its annual turnover. Coca-Cola, a household name, has a goodwill of $33.4 billion. As early as 1967, 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 immediately came to the door for loans, which is the unique charm of famous firms. And enterprise naming has become an industry abroad, which shows that foreign countries attach importance to enterprise naming.
The loss of trade name awareness in China's business circles is a long-standing shortcoming under the single planned economy system. Enterprises are regarded as the appendages of government departments, and their names are usually only preceded by the names of provinces, cities and counties to show their nature or level; Sometimes when there are several similar enterprises in the same area, they are simply distinguished by serial numbers, such as the third cotton textile factory and the eleventh radio component factory. However, the name of an enterprise is the only one that lacks its own name-trade name. Thankfully, the business community in China is waking up now, and many enterprises already have their own trade names.
At present, many domestic enterprises have changed their names, which is also a signal of qualitative change in the development of China enterprises from inward-oriented to outward-oriented. In other words, this is the need to get rid of the geographical limitation of Chinese or other negligence in naming in the early stage of development and connect with international business practices and cultural habits of other countries. Export commodities are faced with consumers in a strange cultural background. How to avoid the psychological obstacles caused by misreading names is a big problem that business operators can no longer take lightly in today's global economic integration. At the beginning of starting a business, the arbitrariness and preference of decision makers in naming are often invisible under closed conditions. Once the enterprise develops to face the global market, it will see the narrow cultural vision at that time and understand that the name is enterprise culture.