the name of the enterprise should conform to the enterprise concept and service purpose, which will help to shape the corporate 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 the feeling of Bluebird to consumers, thus establishing a good corporate image.
the enterprise name should have its own uniqueness. An enterprise name with individuality can avoid being identical with other enterprise names, so as to avoid confusing the public's memory and deepen the public's impression of the enterprise. For example, Beichen of Beichen Group, Tiandi in Tiandi Express, Lenovo of Lenovo Group and other names all have unique personalities and are impressive.
The enterprise name should have extraordinary verve, impact, verve and shock people. For example, STONE Group's Stone is taken from the English homonym of Stone, which means stone, symbolizing the constant impact of hard stone on the cutting edge of high technology.
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.
the name of the enterprise should be full of auspicious colors. For example, the original name of Goldlion in 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 gold loss, which is an unlucky name to be taboo, so the Golden Lion was changed to Goldlion to bring people a lot of money. Just imagine, who doesn't like such an enterprise and who doesn't want to associate with it!
the choice of enterprise 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.
the name of an enterprise should be universal around 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 a mare made of wax or a tadpole biting wax products. Imagine who would want the drinks produced by an enterprise with such a name. Therefore, the Coca-Cola Company redesigned its name, and the Chinese characters on the bottle were changed to Happy in Mouth-Coca-Cola.
in the past, many enterprises often used multi-dimensional methods to use names, that is, the names of enterprises and products were separated, and different products had different names. Although this method can reduce business risks, it also has many shortcomings, such as: increasing costs, such as design fees, advertising fees, packaging design fees; It is unfavorable for consumers to distinguish, thus causing confusion; The inconsistency between corporate name and brand is not conducive to the establishment and dissemination of corporate image. With the advent of the information age, there are more and more media and channels for information dissemination. Therefore, in order to avoid the above shortcomings, enterprise names and brand names should be unified as much as possible to complement each other. If an enterprise takes its own brand-name products as its name, it can improve its visibility, then a product can also increase its market share if it uses the name of a brand-name enterprise as its brand. SONY is a good example.
In short, the criteria for judging the quality of a corporate name are whether it is easy to remember, whether its image is vivid, whether it has strong expressive ability, how unique it is, and whether it is convenient to broadcast. The enterprise name should be the perfect combination of sound, form and meaning, so as to achieve the effect of good-looking, easy to remember and good impression.