Three situations of company name:
The first category: the company name belongs to a single company in the industry according to its location characteristics or original allusions.
For example, the Chinese and English names of Wang Baohe Hotel are completely different. Chinese Name: The origin of Wang Baohe Hotel is that the original site of the hotel is a famous crab-eating restaurant in Shanghai called "Wang Baohe". After the completion of the hotel, the hotel management still uses the original name, and at the same time, the original chef of the crab-eating restaurant is invited. The catering feature of the hotel is eating crabs. Chinese and foreign customers who come here to eat crabs can not only eat "Wang Baohe Crab" at the original site, but also the environment for eating crabs has been in line with international standards. The restaurant in the hotel is also very popular because of the crab effect.
It is worth mentioning that the English name of the hotel is CentralHotelShanghai, not WangBaoHeHotelShanghai. It is said that this English name was named by an internationally famous marketing expert, and it was named according to the geographical location of the hotel, because the hotel is in the center of Shanghai-next to the famous Nanjing Road Pedestrian Street. With this English name, it is very easy to be recognized and recognized by customers when selling in the international market. Guests who come to this hotel for the first time will think that this hotel is the central hotel in Shanghai. If you use Wang Baohe's English name, although the hotel is located in the best location in the center of Shanghai, it will cause sales difficulties. Wang Baohe can't let customers have anything to do with the hotel.
Category II: The company name is a hotel owned by a famous international and domestic group.
Such as HolidayInn, shangri-la and so on. No matter where the hotel is located, just add the city name after the group brand name. The operator of a hotel with such a name is the luckiest. The brand effect of the group for decades has made the hotel known to passers-by as soon as it opened, saving a lot of advertising expenses. The advantages in business promotion are self-evident.
The third category: the company name is taken at will, and the company function name is ignored.
For example, the hotel invested by China Minjian is named: China Earth Building Hotel, the hotel invested by Communication and Trade Group is named: Tongmao Hotel, and the hotel invested by the Ministry of Petroleum and Coal is named: the hotel invested by the Ministry of Petroleum and Coal. The English names of these hotels generally adopt pinyin and literal translation. The result of these messy names has caused great difficulties in the promotion of hotels. From the customer's point of view, no matter what booking method is adopted, the reason for choosing a hotel is the cognition of it. When a hotel has no brand effect, it is very important whether the name of the hotel is attractive to customers. Customers will not think that a hotel name like Tongmao. Even if there is no hotel stay, customers will probably not have the idea of trying. I am unfair to the managers of such hotels, because from the perspective of investors, the negative effects of hotel names will not be considered in the requirements for managers. But the fact shows that it is the name of the hotel that makes the hotel managers spend more energy and expenses than other hotels with nice names, but they can't achieve the expected results.
Principles of company naming
1. Easy to remember and spread.
Don't deliberately decorate the company name, try to be simple and clear. You know, only large companies and enterprises can have a profound name, and small companies only need to win their own market share, but a mysterious name makes people unknown so.
2. Suitable for writing
The result of reluctantly designing glyphs is bound to make people shake their heads and sigh. Because the spread of modern company names is diversified, some print media need to use the written effect of company names in propaganda. Then, good writing, easy identification and visual effect are also an important factor in considering the company name.
3. Conducive to long-term development
Sustainable development and brand uniqueness Newly established companies generally have no brand, but once they develop, they may soon establish their own brand position. There are two points to note here:
1. The name of the newly established company should not be emphasized or similar to the existing company name or market brand. This is mainly because once the infringement dispute is contracted, it not only promotes others, but also wastes our manpower and capital investment. 2. As soon as the brand of the newly established company is launched, it may be preempted by other companies in other fields. The most important thing in the market is information. Followed by corporate brands.
4. Fully convey the corporate philosophy
Pay full attention to individuality, fully reflect the characteristics of the industry, highlight national characteristics, pursue simplicity and vividness, and fully reflect artistry. Don't use fashionable words or some time nouns as company names.
5. Reflect the strength of the company
Some famous enterprise customers always ask famous enterprises to say that they must have such atmospheric and international names as GM, IBM and China Mobile. We often say that names are also information, names should be suitable for people, and the names of enterprises should be based on the stage of enterprise development, which is a taboo for people in China. Even some famous enterprise customers don't understand the national regulations of company name, and they want to set up a company with the prefix of "China" and "China"! It is really difficult to do this, sometimes even the boss is "confused" by his own cultural characteristics!
Matters needing attention in company naming
When naming a new company, the company name and word-of-mouth name (trade name) should be mathematical and auspicious. Enterprises and companies should also have luck in mathematics and physics, which is meaningful. The five elements of mathematics should complement the five elements of numerology of the person in charge (legal representative), and the five elements of company name should not conflict with the five elements of numerology of the person in charge.
When naming an enterprise, the following items should be considered respectively:
1. Fully convey the enterprise concept and embody the enterprise spirit.
2. Pay full attention to individuality
3. Fully reflect the characteristics of the industry
4. Highlight national characteristics and love the country and the people.
5. Pursue conciseness and liveliness
6. Fully embody artistry
7. Pursuing the meaning of words, the pronunciation is auspicious, healthy and easy to remember, which is conducive to communication.
8. Pursuing mathematical auspiciousness of strokes is in line with the five elements of the industry.
9. Pursuing a reasonable font structure
10. consider yin and yang and five elements.
Several misunderstandings about the company name
1. The company name is too straightforward and meaningless.
The company name includes excellent product quality, outstanding function and remarkable effect, which is conducive to inducing consumers' desire to buy. This was originally a beautiful wish, and it is also a widely used and effective design principle in trademark design.
However, if the trademark design is too straightforward, it is obviously boastful, and it also implies the depreciation of other similar trademarks (such as XX Wang and XX Ba, etc.). ), it will make consumers feel unattainable or difficult to agree. This will blur the identification and judgment of consumers, and the trademark design that does not conform to consumers' psychology will inevitably restrict its development and growth under the psychological resistance of consumers.
2. The company name is weak in cross-culture and cross-region.
Due to the different historical and cultural traditions, languages, customs, values and aesthetic tastes of different countries, the cognition and association of a trademark are also very different. If a trademark cannot transcend geographical and cultural boundaries, it will become a huge obstacle to the operation of the trademark.
In practice, the brand name and communication between different regions do not conform to the social and cultural environment of the target market, which leads to sales obstruction and even affects the brand image.
3. The company name should not lack beauty and strength.
Trademarks that are too plain, popular and lack aesthetic feeling and strength do not conform to the aesthetic taste and moral concept of keeping pace with the times. Admittedly, some time-honored trademarks handed down from the old China have a low style, such as "Wang" and "Goubuli", but they are all products of that old era, which is consistent with the social culture at that time.
Now consumers' cultural level and aesthetic taste have been greatly improved. At this time, the appearance of unfamiliar and vulgar low-style trademarks will be counterproductive because it is inconsistent with the contemporary cultural atmosphere. Not only that, vulgar trademarks also violate the relevant provisions of China's Trademark Law (words and graphics that are harmful to socialist morality or have other adverse effects cannot be used as trademarks), so it is difficult to approve registration and obtain trademark rights, so it cannot be protected by the Trademark Law.
4. The company's naming should avoid similarity.
The company name is the same, which is the taboo of trademark operation. Because the ultimate goal of trademark operation is to surpass competitors by constantly improving the competitiveness of trademarks. If the design of a trademark is similar to that of a competitor, it will not only be difficult for consumers to identify it, but also increase the communication cost of the trademark and reduce the communication effect of the trademark (when an enterprise promotes its own trademark, it intentionally or unintentionally promotes the similar or similar trademarks of its competitors). It is difficult to achieve the ultimate goal of transcendence.