Some people may think that naming seems insignificant compared to investment in hardware such as technical equipment. However, the reality of the modern market tells us that this seemingly inconspicuous link is often a critical investment in intangible assets. Not only does its return rate far exceed expectations, but it will also affect the investment in tangible assets to a certain extent. market value. Therefore, we will specifically analyze the characteristics and related methods and techniques of company naming.
The company name should have two major characteristics:
First, from the internal information point of view, the company name should complement the five elements of the industry to which it belongs. The choice of glyphs and strokes must be mathematically correct. The five elements of the business project; the name of the company should be complementary to the horoscope of the legal representative of the company, and its five mathematical elements should be in harmony with the horoscope of the legal representative; the name of the company should be auspicious in mathematics and have good meanings, and the company's line number, industry, and full name must complement each other. .
Secondly, from the perspective of external information, the company name should highlight its unique personality, be extraordinary and distinctive, be concise, lively, elegant, loud, easy to read and remember, have a sense of rhythm, and have strong communication power. Strong, it must contain meaning and be consistent with its business philosophy, service purpose, product image, and activity identification.
Specifically, the company naming techniques can be summarized as follows:
1. The company name should be short and crisp.
A concise company name is easy to spread. Being concise, concise and clear at a glance not only easily attracts customers, greatly improves the communication power of the company name, but also conveys a wide range of meanings to consumers, helping to arouse brand association and arouse the desire to communicate. For example, Motorola simplified its trademark from Motorola to Moto because of this consideration. Names such as "Master Kong" and "Wangwang" are short and concise, creating extraordinary benefits for the enterprise. Another example is Schindler, Qingqi, Zhongyi, Express, etc., which are all short and lively examples.
2. The company name should conform to the company's philosophy and service purpose
The company name should not only be consistent with its business philosophy and activity identification, conform to and reflect the content of the company's philosophy, but also reflect the company's The service purpose and product image make people feel the company's business philosophy when they see or hear the company's name, and they can have pleasant associations and have a good impression of the company. This helps the company establish a good image. For example, the name "Blue Bird" is really like an island in the blue ocean, quiet and peaceful, providing a place for people to rest, expressing the love of Blue Bird to consumers, thus establishing a good company image.
3. The company name should have its own uniqueness
The company name should have its own uniqueness. A unique company name can avoid being similar to other company names, which may confuse the public's memory, and can deepen the public's impression of the company. For example, names such as "Beichen" in Beichen Group, "Tiandi" in Tiandi Express, and "Lenovo" in Lenovo Group all have unique personalities and are impressive.
All the successful large companies in the world value renaming. For example, the famous American oil company Exxon invited experts from various fields to design a scientific, reasonable and resounding name. It lasted 6 years and cost more than 100 million US dollars, and finally selected the current trademark from more than 10,000 trademarks designed. , and now its brand value has reached tens of billions of dollars. Another example is "Haier, K of Hearts, Wahaha, Robust, SONY, ACER" and other good brands. They all benefited from the great emphasis on naming as an investment link.