Company names emphasize not only "continuity" but also "internationality", as well as many characteristics such as "pronounceability" and "simplicity and clarity", which are more difficult than simply naming products. But I think you can get the ideal name by paying attention to the following twelve rules.
Rule 1: Fall in love with each other
It is best for a newly established company to have continuity with the old company, so that consumers can have a feeling of "moving away from each other". For example, Procter & Gamble has launched a variety of shampoo and detergent products produced by the same company. “Shengbao Enterprise” and “Xinbao Technology” are also examples of empathy. If "Taste of Love" is followed by "Taste of the Sea" brand or company name, and "Master Kong" is followed by "Master Ma", the corporate image will last longer in the minds of the public, so it's easy to think!
Rule 2: Upgrade
If you cannot upgrade the old products after the new product name appears, it will easily bring down the corporate image! Even if you use a go-it-alone name. An example of this is the appearance of "XXX purified water" after "XXX Coke". More conservative companies usually use the parent brand to drive sub-brands to ensure upgrade results.
Rule 3: Different approaches cannot achieve the same purpose
The quarrel between "heroic belt" and "good back" has been going on for a long time, but there is still no answer. It is fair to say that it is reasonable. , my mother-in-law said she was right.
Rule 4: Use names with impact
Advertisers talk about "impact" all day long. Unfortunately, too few names have it in their names, and they really have an impact on customers. The company is still a thing of yesterday. Rule 5: Globally viable. A car named "NOVA" was discovered after landing in Spain. NOVA means "something that can't move" in Spanish. At that time, the naming staff almost burst into tears in Barcelona.
Rule 6: No ambiguity
A Japanese cake company was so happy to choose the Latin name "LAPUTA". As a result, when marketing in Portugal, the word became "Firework Girl". Who dares to use cakes that sell meat for a living. It can be seen that the same naming will still produce vastly different effects under different national conditions.
Rule 7: We are one family
The name of a company or enterprise should establish global awareness, and the pronunciation should conform to the pronunciation habits of foreigners, such as "KODAK", "CANON", and "FUJI" The most common features are "concise, powerful and rhythmic".
Rule 8: Chinese and English are consistent
If you don’t care about the expressiveness of Chinese characters in English, let "Dahong" become "大公", or "Kaiyuan" become "开淮 ". Then please don't read the rules of the game carefully to avoid "dazzling" your eyes. Without artistic conception, it is difficult for products to connect with the public.
Rule 9: Reflect the company’s strength
It is really difficult to do this. Sometimes even the boss is not clear about his own cultural characteristics!
Rule 10: Suitable for viewing from a distance
Because the global outdoor signage industry is becoming more and more popular, if your company name cannot be recognized by drivers or tourists from a long distance, Then, the advertising effect will be greatly reduced.
Rule 11: Suitable for writing
Designing fonts under difficult circumstances will inevitably make people shake their heads and sigh.
Rule 12: Don’t “contradict yourself”
The product name and the company’s industry “cannot contradict”. For example, the name of the company is "Sea, Land and Air Import Company" but it sells sesame cakes. For example, the name of the company that sells tobacco is "Shangri-La", which is contradictory and inappropriate!