If a trading company wants to have a name that not only meets the performance characteristics of the product but also meets the psychological needs of consumers, it will have to put a lot of effort into it. Let’s take a look at how to name a trading company.
Requirements for naming a trading company
First, "few, short, and loud", strive to have fewer words, fewer strokes, and the glyph structure conforms to aesthetic principles, making it easy to write and remember. In the same information transmission process, the shorter the product name, the better, and the shorter it is, the more advantageous it is. Therefore, product names generally do not exceed four syllables, because characters with fewer strokes are easier for the public to remember. "Few, short, and loud" is one of the conditions for determining the success of a name, such as Japan's Sanyo, Hitachi, Toshiba, Sony, Germany Mercedes-Benz is a model of short and resounding names.
Second, the product name should be easy to read and have a crisp and clear effect. If the name is difficult to pronounce, it will also affect the communication effect.
Third, the meaning must be correct and not indecent.
Zeng Xianzi, the founder of Goldlion Far East Co., Ltd., once specifically talked about the naming process of his famous brand product "Goldlion". The original English meaning and literal translation of Goldlion should be called "Golden Lion". The Golden Lion tie was put on the market immediately after it was produced. The tie was first given away for promotion, but people politely thanked it and refused to accept this brand of tie. Mr. Zeng was very confused. One day, Mr. Zeng brought two gold lion ties to one of his relatives. Unexpectedly, the relative said with an unhappy face: "I won't bring your tie! Net loss, net loss, what?" They all lost." It turns out that in Guangdong and Hong Kong dialects, the pronunciations of "jin" and "jing", and "lion" and "lose" are similar, and Mr. Zeng's relative is a very caring person. There are many people in Hong Kong, and it is obvious that the word "lose" is taboo. Mr. Zeng stayed up all night that night, racking his brains to change the name "Golden Lion". Finally, Goldlion was changed to an auspicious name "金利来" that combines free translation and transliteration, that is, Gold is translated as "金" and Lion is transliterated as "利来". The name was quickly accepted by everyone, and many businessmen wearing ties wanted to "golden profit".
Fourth, the name must be pleasing to the ear and must comply with phonetic rules, with beautiful rhythm and cadence. If the name is all flat, the name will sound flat and have no sense of rhythm. If all the words are without consonants, it will take a lot of effort for people to pronounce it and it will sound monotonous. Therefore, the name is composed of two tones, flat and oblique, which produces a rhythmic and harmonious melodic effect, which is pleasant to the ear.
Fifth, do not infringe on the exclusive right of product names of similar companies.
Sixth, product information discriminability. The pronunciation and meaning of a product name will affect consumers' preconceived intuitions or feelings. For new names, consumers generally have an intuitive judgment: the name should be a certain type of product. For example, the products of "Wahaha" and "Big Bubble Gum" are obviously food targeted at children and teenagers. Therefore, product naming involves product concept, product function, product special performance, market positioning, usage method, satisfaction brought to consumers, relationship with competitor products, media communication plan, product and company name and existing trademarks relationship, etc.
Seventh, the image is consistent. The company's products must have a consistent image with the company, and the product name must not be inconsistent with the company's industry. NIS design names can better achieve the purpose of unified image.
Eighth, the proper name is dedicated and worthy of its name.
The name is the exclusive symbol of something. Only when the name is consistent with the reality can it accurately reflect the characteristics of the thing and make it easy for people to speak and hear. This is what the ancients said, "the name is justifiable". Therefore, "according to the name" is an important principle of naming.