For a company store, an unlucky name means it will lose a lot of business. Therefore, in the naming process, it is generally taboo to use taboo words in naming. The name of a company should give people a sense of auspiciousness and arouse people's association with beauty. For example, the name of Coca-Cola Company not only sounds loud and catchy, but also gives people a pleasant feeling. Therefore, when Coca-Cola enters the Chinese market, It quickly occupied the beverage market. Another example is Goldlion Company, whose English name is GOLDLION. The Chinese word for GOLD is translated as gold, and the pronunciation of LION is translated as Li Lai. This makes the name Goldlion not only catchy but also makes people feel auspicious and happy. - Money dividends come in a steady stream, so it is particularly favored by people and has been selling well for a long time. On the contrary, if the company's store name is not obtained well, the products may be unsalable. For example, a company named "Bishu" because the word "Bishu" reminds people of "must lose". As a result, when it entered the Hong Kong market, Hong Kong people who like to play mahjong and are very superstitious were not interested in this brand name. It's so annoying that no one cares about this product. A car produced by General Motors of the United States is named "NOVA". "noca" means neo star in English. The name is indeed beautiful, but no one cares about it in Latin American countries. This is not because the product price is high or the product quality is not good. In fact, as a world-famous automobile manufacturer, General Motors enjoys a high reputation in Latin America. The problem lies in the brand name "NOVA". Although NOVA has a good meaning in English, in Spain, because this word is unlucky, few people buy it. Coincidentally, the American AIDS company was famous throughout the country for providing timely first aid services to residents, and the company's business was booming. However, since the 1980s, people have shunned the AIDS ambulances that they loved so much in the past, and no one is willing to ride the company's ambulances anymore. The reason also lies in the name. Since the 1980s, AIDS (AIDS) has become popular in Spanish-speaking countries. AIDS happens to have the same name as the company’s emergency vehicle. If you get on this kind of vehicle, people will be infected with AIDS. This is a trend towards Death, so how can people not avoid it? Therefore, when companies name product brands, they must carefully study the semantics, pronunciation, and differences between countries. At the same time, they must carefully study the changes in the social environment, and avoid brand names containing Unlucky meaning. 2. Avoid names with ominous pronunciations. It is a big taboo to name a character with an ominous pronunciation. Unlucky pronunciations, including names with polyphonic characters, homophones, and abbreviations with unclear meanings, will affect the accurate dissemination of product information, bring great inconvenience to people’s understanding, and ultimately affect the sales of the product. If the name is polyphonic, it is easier for people to feel confused when the name has two or more pronunciations. For example, in Lehai Restaurant, the word "乐" has two pronunciations, one is "le" and the other is "yue", which makes people confused as to which pronunciation is better. For example, the following characters all have two readings, such as Xing (xing, hang), Sheng (sheng, xing), Meng (meng, meng), Chong (chong, zhong), Qian (qian, xi), Chao (chao, zhao) etc. Of course, we are not saying that polyphonic characters must not be used in naming, but at least we must ensure that others can determine its pronunciation and avoid mispronunciation. For another example, homophonic words often mislead people’s understanding of trademark names and produce adverse consequences. For example, there is a "Biller" advertising company, whose legal representative is Mr. Ma. Since the date of registration, it has not done any business in five years. Since the "horse" is tightly "strangled", it is naturally difficult to use its hands and feet. "Heng Cuisi" Co., Ltd. in a certain place specially chose these three words that they think have great meanings when establishing the company: "Heng means Tongda", which means smooth, as if everything goes well; "Cui means jade, which means treasure." , also called green, emerald green, with the meaning of development; "Si" means thought, thinking, which means having brains and wisdom.
The combination of the three words should be perfect, but the company has not developed much since the establishment of the company, and it is even on the verge of death every year? However, as long as we analyze it carefully, we will find: Hentai Si, look at the original word, Every word is very good, but if combined together, it becomes another situation: "heng" and "hum" have the same pronunciation, which is a painful sound, "cui" has the same pronunciation as "瘁", and "瘁" is excessive The meaning of labor is like working hard and being exhausted mentally and physically; thinking about the ancient sound of "death", "death" means heading towards death, towards the end of the road, and it is difficult to develop. The three words put together are: first making a painful "hum" sound, then being exhausted mentally and physically, and finally dying. How can such a company develop? 3. Avoid Similarity and Counterfeiting Company names are specific symbols that distinguish companies from each other. Unfortunately, there are more and more similarities in the names of companies in our country. Instead of relying on their own efforts to create their own reputation and popularity, some companies try their best to use the names of other well-known companies to misunderstand consumers in order to expand their influence. After Beijing Stone Group was approved and registered in 1986, as its popularity increased, many companies across the country adopted "Sitong" companies. In 1990, there were 17 "Sitong" companies in Shenyang, and in 1993, there were 60 "Sitong" companies in Beijing. Tianjin's "Goubuli" has a history of 130 years, and now there are at least 200 fake "Goubuli" stores across the country. In our country, there are countless business names named after "Great Wall", "Panda", "Huashang", "Huaxia", "Kehai", etc. For example, Peony, Panda, and Great Wall are often used repeatedly. As far as tea is concerned, other names are Naming is almost "ruled" by monkeys, including Monkey Card, Monkey Ace Card, Golden Monkey Card, etc. There was once a limerick like this: "Red cotton is blooming everywhere, the Pearl River is flowing everywhere, no sheep are running all over the streets, and pandas are walking everywhere." It satirizes the phenomenon of domestic enterprises having similar names to each other, echoing what others say, and picking up others' opinions. This is a taboo in naming. Naming is also a creation and should be unique. Many well-known companies in the world are the result of careful creativity. For example: my country's "Foolish Melon Seeds", "Wang Mazi Scissors", "Wahaha", etc. are all household names due to their unique and resounding names. One is brands and trademarks with different words but similar pronunciation and the same meaning, such as "Sanyang" and "Goat" brands, "Feiyan" brand and "Feiyan" brand, "555" brand and "Sanwu" brand , "Shuangling" brand and "Shuangling" brand, "Shanhe" brand and "Heshan" brand are trademarks with similar appearance although they have different pronunciations and meanings. Such as "Tianmin" brand and "Damin" brand, "Golden Phoenix" brand and "Golden Wind" brand, etc. When naming your company, avoid following what others say. Today's society is an information society. Only by creating a novel and unique name can you be famous. When naming a company, you must have the belief to dare to be the first in the world and strive for the first place in the world. The naming of world-famous brands such as Sony, Marlboro, and Coca-Cola was unprecedented at the time. The way to avoid the misunderstanding of similar names is to be new and different. What needs to be pointed out here is that in our country, there are some companies with bad intentions that deliberately use brand names that are similar to famous brand names in order to deceive consumers and make ill-gotten gains. This practice is usually an infringement, and companies that do this are often investigated and punished by the industrial and commercial administration departments. 4. Avoid violating the precepts When naming a company, product names must not violate national beliefs and religious beliefs. If this happens, not only will the product not be sold, but it will also arouse strong opposition from people. Different countries and regions in the world have different preferences and taboos. When naming a trademark, we must fully consider the living habits and psychological characteristics of the people in the area where the goods are sold. Words that are difficult for others to understand, or are prone to misunderstanding and ambiguity, are taboo for local people. Words or things you don’t like must be carefully designed when naming export goods trademarks and resolutely avoid them. Try to choose the names of things that are popular among the people in the main sales areas of the product. For example, the "Fangfang" brand cosmetics, the pinyin of "Fang" is "FANG", which in English means the fangs of poisonous snakes. British people will not like it, and even make them feel frightened. A name like this is not appropriate to use as a trademark for export goods. For example, Indians worship cows, and if footwear products use cows as trademarks, they will fail. In addition, different countries and regions have very different cultural customs. For example, the same animal or plant will have different symbolic meanings.
For example, bear hunting is very popular in our country and even in most countries and regions, and is a symbol of "peace" and "friendship". However, in Islamic countries or areas that believe in Islam, consumers are very taboo because it looks like a fat pig. . Another example is that the crane is regarded as a symbol of longevity in both my country and Japan, while in France it is regarded as a representative of fools or prostitutes. The chrysanthemum is regarded as the national flower in Italy, but in some countries in Latin America, the chrysanthemum is regarded as an unlucky symbol. If my country's Juhua brand electric fans are exported to these countries, the sales prospects will be bleak. It can be seen that when naming products, cultural factors in the international market must also be considered. A poorly chosen name, especially one that violates taboos, will cause consumers to feel disgusted with the named product, and the result will of course be unsaleable. For example, the Baixiang brand batteries of a Chinese company have impeccable quality and decoration. The trademark pattern is a cute, white elephant with an upward curled nose among green palm trees, with two English words White Elephant written on it, and below it is written People's Republic of China and Made in China. From the perspective of Chinese people, both the name and the logo are very good. However, when this product was sold abroad, no one cared about it and it was sold back to China. Later I realized that this trademark name was a taboo. "White elephant" is a metaphor in English for "heavy and cumbersome things". Since it is a waste, what is the use of buying it? Therefore, when naming products, do not violate "taboos". Once "taboos" are violated, not only will it lose the charm of attracting consumers, but it will also cause consumers to feel disgust and hatred, causing undue losses.