A good name can conquer a thousand miles, and a good name can conquer the east. Giving the company a good name will allow the company to quickly expand into the market and gain a foothold, so how to name the company? Today, Teacher Jiang will share with you a complete strategy for naming a company. I hope it will be helpful to everyone.
Three situations of company naming:
The first category: companies are named based on location characteristics or original allusions, and are companies that operate alone in the industry.
For example, the Chinese and English names of Shanghai Wangbaohe Hotel are completely different. The Chinese name: Wang Baohe Hotel comes from the fact that the original site of the hotel was a famous crab-eating restaurant in Shanghai, which was called "Wang Baohe". After the hotel was built, the hotel managers still adopted the original name, and at the same time invited The original chef of the original crab restaurant came here, and the catering feature introduced in the hotel is crab eating. Chinese and foreign customers who come here to eat crabs can not only eat "Wang Bao and Crabs" at the original location, but the environment for eating crabs has been in line with international standards. The catering of big hotels is also very popular because of the crab effect.
It is worth mentioning that the English name of the hotel is Central Hotel Shanghai, not WangBaoHeHotelShanghai. It is said that the hotel hired an internationally renowned marketing expert to choose this English name. The name was based on the location of the hotel, as the hotel is located in the center of Shanghai, next to the famous Nanjing Road Pedestrian Street. Using this English name, it is very easy to gain recognition and recognition from customers when selling in the international market. Guests who come to this hotel for the first time will recognize it as the Central Hotel in Shanghai. If the English name "Wang Baohe" is used, even though the hotel is in the best location in the city center of Shanghai, it will cause sales difficulties. The three words "Wang Baohe" will not make customers have any association with the hotel.
Category 2: The company name is a hotel owned by a well-known international or domestic group.
For example, Holiday Inn, Shangri-La, etc., no matter where the hotel opens, just add the city name after the group brand name. The operators of hotels with such names are the luckiest. The group's decades of brand effect has made the hotel known to passers-by as soon as it opened, saving a lot of advertising expenses. The advantages in business promotion are self-evident.
Category 3: The company name is chosen at random and ignores the company’s functions.
For example, the big hotel invested and built by China Civil Engineering Construction Corporation is named: China Civil Engineering Construction Hotel, the big hotel invested and built by Communications Trading Group is named: Tongmao Hotel, Petroleum and Coal Hotel The hotel invested and built by the Ministry of Finance was named: Petroleum and Coal Hotel. The English names of these hotels generally use pinyin and literal translation of the original meaning. The result of these arbitrary names has caused great difficulties for hotel promotions. From a customer's perspective, no matter what booking method is used, the reason for choosing a hotel is awareness of it. When a hotel does not have a brand effect, it is very critical whether the hotel's name is attractive to customers. With a hotel name like Tongmao, customers will not feel it. With a hotel name like Zhongtu, Petroleum and Coal, customers may not have the idea of ????trying it out even if they don't have a hotel to stay in. I feel very sorry for the managers of this type of hotel, because from an investor's perspective, the negative effects of the hotel's name will not be considered in the requirements for managers. But the facts show that it is the name of the hotel that makes the hotel managers spend more energy and money than other hotels with good names, but they are unable to achieve the desired results.
Principles of company naming
1. Easy to remember and conducive to communication.
Don’t deliberately modify the company name, try to keep the name simple and clear. You must know that only large companies and enterprises can have very profound names. Small companies only need to win their own market share. A mysterious name will make people confused.
2. Suitable for writing
Designing fonts under difficult circumstances will inevitably make people shake their heads and sigh. Since the communication of modern company names is diversified, some print media need to use the written effect of the company name when promoting it. Therefore, good writing, easy recognition, and visual effects that are easy to remember are also important considerations for whether a company name is good or not.
3. Conducive to long-term development
Sustainable development and brand uniqueness Newly established companies generally do not have a brand, but once the company develops, it may quickly create its own brand status. There are two points to note here:
1. The name of the newly established company should not be accentuated or similar to the existing company name or market brand. This is mainly because once we get involved in an infringement dispute, not only will we give others publicity in vain, but our human and financial investment will also be wasted. 2. Once the brand of a newly established company is launched, other companies in other fields may seize the opportunity. The most important thing in the market is information. Second is the corporate brand.
4. Fully convey the corporate philosophy
Pay full attention to personalization, fully reflect industry characteristics, highlight national characteristics, pursue simplicity and clarity, and fully reflect artistry. Do not use currently fashionable words or some temporal nouns as your company name.
5. Reflect the company’s strength
Some naming clients constantly ask the naming company to say that it must be grand and must be like multinational and international names such as General Motors, IBM, China Mobile, etc. . We often say that names are also information. The name should be suitable for the person, and the name of the company should also be based on the stage of development of the company. Misname is a major taboo among Chinese people. Some naming clients even do not understand the national regulations of company names, and they must establish a company with the prefix "China" or "国"! It is really difficult to do this. Sometimes even the boss is not clear about his own cultural characteristics. ”!
Things to note when naming a company
When naming a new company, the company name, word-of-mouth name (trade name) must be auspicious. The general name of the company should also be auspicious in mathematics and the meaning of the words should be good. The five elements of numerology should complement and support the five elements of numerology of the person in charge (legal representative). It is important to avoid conflicting or overcoming the five elements of the company name with the five elements of numerology of the person in charge.
When naming a company, you need to pay attention to the following matters:
1. Fully convey the corporate philosophy and reflect the corporate spirit
2. Pay full attention to personalization
3. Fully reflect the characteristics of the industry
4. Highlight the national characteristics and love the country and the people
5. Pursue simplicity and clarity
6. Fully Reflect artistry
7. Pursue word meaning, pronunciation is auspicious, healthy, easy to remember, and conducive to communication
8. Pursue strokes that are auspicious in mathematics and physics, and consistent with the five elements of the industry
< p>9. Pursue reasonable font structure10. Consider Yin Yang and Five Elements
Several misunderstandings in naming companies
1. Naming a company is too straightforward and confusing. Meaning
The company name contains meanings such as excellent product quality, outstanding functions, and significant effects, which is conducive to inducing consumers' desire to purchase. This is originally a good wish and is also widely used in trademark design. Productive design principles.
However, if the trademark design is too straightforward and obvious to boast, and at the same time also implies derogation of other similar trademarks (such as XX King, XX Ba, etc.), it will make consumers feel high. Unattainable or difficult to identify with. This will blur consumers' identification and judgment, and the trademark design will not conform to consumer psychology. The result will inevitably restrict its development and growth under the psychological resistance of consumers' rebelliousness.
2. The ability of a company name to span cultures and geographies is weak
Due to the different historical and cultural traditions, different languages, customs, values, and aesthetic tastes of various countries, for a company The perception and association of trademarks also vary greatly. If a trademark cannot transcend the limitations of geographical and cultural boundaries, it will become a huge obstacle to trademark operations.
In practice, due to the fact that the name and communication of trademarks in different regions are not in line with the social and cultural environment of the target market, sales are hindered and even the image of the trademark is affected.
3. The company name should not lack beauty and strength
A trademark that is too bland, popular, and lacks beauty and strength is not in line with the aesthetic taste and moral concepts that keep pace with the times. It is true that some of the old trademarks handed down in old China are not of high quality, such as "Wang Mazi", "Goubuli", etc., but they are all products of that old era and are consistent with the social culture at that time. of.
Nowadays, the cultural level and aesthetic taste of consumers have greatly improved. At this time, the appearance of weird and vulgar low-style trademarks will be counterproductive because they are inconsistent with the contemporary cultural atmosphere.
Not only that, vulgar trademarks also conflict with the relevant provisions of my country’s Trademark Law (texts and graphics that are detrimental to socialist morals or have other adverse effects are not allowed to be used as trademarks), making it difficult to obtain trademark rights through registration. Therefore, it cannot be protected by the Trademark Law.
4. Avoid similarities in company names
Similar company names are a taboo in trademark operations. Because the ultimate goal of trademark operation is to surpass competitors by continuously improving trademark competitiveness. If the design of a trademark is similar to that of competitors, it will not only be difficult for consumers to identify it, but it will also increase the cost of trademark communication and reduce the effectiveness of trademark communication (when companies promote their own trademarks, they consciously or unconsciously substitute similar or similar trademarks for competitors) publicized). In this way, it will be difficult to achieve the ultimate goal of transcendence.