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Company name-A good company name is a cornucopia of wealth.
First, the name is also productivity. As the saying goes, "if the name is irregular, the words will not go smoothly." It is also very important for business operators to give products a good name. Good name, everyone likes it, and consumers are easy to remember. In addition, other production and operation links have also been done, and the products are popular and will soon become brands. Therefore, it is not an exaggeration to say that "names are also productive forces".
Some people think that naming seems insignificant compared with the investment in hardware such as technical equipment. However, countless lessons in market reality tell us that this seemingly insignificant link is often the key investment of intangible assets, which not only has a rate of return far exceeding expectations, but also affects the market value of tangible assets to a certain extent. Scientific and reasonable naming will make the overall investment of enterprises play the ultimate benefit. Looking at well-known trademarks, Haier, Red Heart K, Wahaha, Robust, Exxon, Sony and Acer all benefit from attaching great importance to naming this investment link. Successful large enterprises in the world pay attention to renaming this investment link. For example, an American oil company invited experts from all walks of life to design a name that conforms to the customs and laws of all countries in the world. It took six years, spent more than 654.38 billion US dollars, investigated 55 countries and regions, and finally selected a trademark from more than 654.38 billion trademarks designed. This is the famous Exxon, and now its brand value has reached tens of billions of dollars. Other names, such as "Sony" and "Acer", are also huge investments, and of course, the final return is quite rich.
But at present, many domestic enterprises lack this kind of investment consciousness in brand design. At least, in their minds, the concept of "name is also productivity" is still lacking. They often treat it by slapping their heads or even drawing lots, which brings negative effects to the development of enterprises. Because we didn't seriously study the science of product and enterprise naming at the beginning, many domestic brands have no characteristics, lack of individuality and even have the same names. In this way, the larger the enterprise scale, the more problems exposed in the initial naming investment. Take Guangdong as an example, there is a saying: "There are cotton trees everywhere, Pearl River everywhere, Wuyang everywhere, pandas everywhere, triangles everywhere, diamonds everywhere, Yangcheng everywhere and Guangdong ears everywhere." This is an accurate description of the phenomenon of the same name. In fact, there are many such phenomena in other places, such as the Three Gorges, Sanmenxia, Mount Tai and Huangshan. This phenomenon is really time to change.
Second, the name is the intangible asset of the enterprise. Generally speaking, the name of a company or enterprise is different from that of factories, machines, equipment and other items, and it can produce and process products; It is also different from the commodities sold in the market that can participate in circulation. That is, the name of a company or enterprise is not a tangible thing that directly creates value and earns profits.
However, the name of a company or enterprise can indirectly create value. Sometimes, the value it creates is even greater than the value of factories, machines, equipment and even tangible assets. In today's world, there are by no means a few valuable enterprise names. For example, Coca-Cola, IBM, Nestle and Motorola are all companies worth billions and tens of billions of dollars. The name of a good company and enterprise belongs to the intangible assets of the enterprise. Although its value can be roughly evaluated by tangible figures, it is impossible for someone to buy it out. Specifically, the name of the company or enterprise is the intangible assets of the enterprise, which mainly includes the following points:
1. The company name is the passport for the company to participate in the market. In modern society, whether manufacturers or sellers want to enter the market and participate in various activities of market transactions, they must occupy a certain place and give it a name.
Name is the support of an enterprise. Without a name, an enterprise can't be a real enterprise and can't make money.
Although these names are vulgar, it is better to have a name than no name. The market requires companies and enterprises to have names, and consumers also require companies or enterprises to have names. People can't always say "go this way" and "go that way" when shopping. Moreover, people also like to go to companies or enterprises with loud and pleasant names, which can give people a sense of enjoyment and satisfaction. Therefore, which company has a good name can better go to the market and participate in market activities.
2. The name of the company or enterprise is the carrier of the identity of the boss and the strength of the enterprise.
In business activities, the name of a company or enterprise represents the value of the boss and embodies the strength of the enterprise.
No one will look down on the bosses of famous enterprises, even if they dress casually and simply. Because the name of the enterprise or company itself can explain everything, it determines people's judgment on the boss's worth and the strength of the enterprise. Because of this, unknown business owners always try their best to associate their company names with well-known enterprises, or simply rely on the names of those enterprises. This is a good way to improve social status and show strength. The purpose of doing this is, of course, to better engage in business transactions and achieve their own business goals.
3. The name of the company or enterprise is the spokesman of the corporate image. The quality of corporate image has a very important impact on the business activities of enterprises.
There are many factors that can represent the corporate image and help enterprises create a good image. For example, the product quality, service status, and attention to social welfare undertakings of enterprises. Besides these, the name of the company or enterprise is also one of the most important factors. The name of a company or enterprise can become the spokesman of corporate image because corporate image comes from people's impression, and people's impression of the company or enterprise name is the first and initial part of the impression of the company.
A company or enterprise has a good name, even if people have just heard of it, never been there or dealt with it, they will have a good impression, and then they will have the idea of seeing and dealing with it. On the other hand, if a company or enterprise has a bad name, people will feel disgusted and rejected.
Third, the name is the "sucker" of the company's wealth.
1. The name of the company is the condensation of corporate culture. The name of a company or enterprise is a very important part of corporate culture. It can be said that the existence and quality of corporate culture can be judged by its name to a great extent. For example, the name "Tongrentang" is a typical example. It can not only make customers feel good, but also make employees cohesive, giving people a good feeling of "colleagues" and "brothers all over the world".
2. The name of a company or enterprise is a symbol of products and services. In daily life, we often hear some people proudly say, "My coat is made in XX factory." "I use the mobile phone of XX company." "Our water heater belongs to XX company." The person who said this is likely to have the psychology of showing off. And they want to show off because their so-called "XX" has something to show off, which is worth showing off. It is not difficult to see that the name of a company or enterprise has become a symbol of products and services. 3. The name of the company or enterprise determines the visibility and reputation of the enterprise. The popularity of an enterprise, whether it can be praised and praised by people, also depends on the quality of its name. For example, a beauty salon named "Beauty is Beauty" will surely spread quickly and widely, and it will also be praised and praised by customers. Its popularity and reputation will increase rapidly. On the other hand, it is unacceptable for anyone to name a beauty salon "autumn water in cold weather" or "skin repair hall".
If a company or enterprise wants to improve its popularity and reputation, it should not only make people willing to listen to its name and spread it, but also make people feel that it is beautiful and associate it with beautiful things.
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How to give a good name to the company?
A good corporate name can leave a deep memory, and a good impression is easy to remember, read, catchy, clear, catchy and easy to write. If the name of a company or brand is difficult to identify, words that are too long and difficult to identify are not conducive to writing and memory, and often cause people to have primitive resistance and hinder the public impression.
It has unique and novel characteristics and is not easy to be vulgar and confused with the name of the same product in the same industry. For example, confusion is easy to cause ambiguity, aiming at the main consumption and groups, satisfying psychological needs, aiming at men, women, the elderly, children, culture and consumption motives. People pursue happiness, beauty and curiosity. At this time, the basic characteristics of human beings, a lasting name, are first possessed.
The necessary conditions of marketing are: first, a loud and smooth name, easy to remember and understand; The second is advertising; The third is business strategy; The fourth is the excellent technical quality of products.
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Naming Small Companies-Naming from Different Angles
Choose different angles, you can have different ways to name shops and businesses.
1, named from the perspective of consumers.
The traditional way of naming shops is mostly from the perspective of operators, that is, according to the needs of operators, choose their favorite names. This naming method has been abandoned by many people now. Because although it can meet and meet the needs of operators, it may not meet and meet the needs of customers, and even make customers feel disgusted.
For example, "Wan Li Trading Company" and "Youcai Store" often give people the impression of "profiteers".
Nowadays, naming from the customer's point of view has become the first choice for many businesses and enterprises.
Such a naming idea requires that the name should meet the needs of customers, make customers feel good and get certain psychological satisfaction.
For example, pawn shops, banquet hotels, convenience supermarkets, limin shoes, Wumart and so on. 2. Naming from the perspective of operators.
Although naming from the operator's point of view has been abandoned by many people, it does not mean that it cannot be named from the operator's point of view at all. The key is to be clever and natural when naming from the operator's point of view, and to consider avoiding some restrictions.
From the operator's point of view, the most commonly used name is to use one's own name as the name of a shop or firm.
Many shops at home and abroad have their own names.
For example, "Hemp Seed Scissors Shop" and "John Deere" are two obvious examples.
3. Naming from the perspective of products and services.
From the product point of view, the common method is to highlight the characteristics of their own products. For example, the "Meilianmei Supermarket" used to show its business characteristics tells consumers that things here are cheap and trustworthy. This can win the favor of customers more psychologically than "supermarket".
"Anxin Home Economics", "Moving Mountains to Meet Mountains", "Matchmaking Agency" and "Justice Law Firm" are all named after their clients.
4. Naming from the perspective of origin
This naming idea is usually suitable for shops dealing in local products or restaurants with unique flavor.
For example, the barbecue restaurant can be named "Inner Mongolia barbecue restaurant" and "Xinjiang barbecue restaurant" to show that it provides authentic products for customers. For example, "Korean Restaurant" and "Japanese Restaurant" are also named according to this idea.
Naming from the point of origin, it should be noted that it is best to use a well-known and famous place of origin. If it is a little-known place, I am afraid it is difficult to play a very good role.
5. Name it from the perspective of the target market.
Shops and enterprises can be named from the perspective of goals after positioning the target market in advance.
In the Chinese area of San Francisco, there is a restaurant called "Xiangyin Pavilion", and its business is very prosperous. Most of the guests here are from China, and many China people who have lived overseas for many years will feel homesick. After work, they can get together with their fellow villagers to comfort their homesickness, and Xiangyin Pavilion has become their best place to go. A good store name must be suitable for the psychological needs of its target customers, the business purpose and emotional appeal of the store, so as to establish a good image and increase its appeal to customers.
6. Naming from a cultural perspective
When naming themselves, businesses will have certain cultural connotations if they can inject specific cultural elements. Not only can you improve your grade and taste, but you can also attract more customers' attention.
For example, Rong Baozhai is a typical example. This name fully embodies the characteristics of China's traditional culture. In some time-honored domestic firms, such names are common, such as "Tongrentang", "Jingxiutang" and "Liubiju". In recent years, some new companies have also realized the influence of traditional culture on business, and began to explore the essence of traditional culture when naming. For example, the famous chain pharmacy "Jiashitang" in Beijing is a successful example.
7. Naming from the perspective of competition
Store name is a silent weapon of market competition. If the name is good, you can increase your competitive advantage.
For example, "semi-profit stores" are named from the perspective of competition between "semi-profit stores". Your name is Wumei, and I will call it Meilianmei Supermarket, which is not only inexpensive, but also better than the former.
Using this naming method, the most important thing is to recognize the naming characteristics of competitors, and then give a better name according to this characteristic, thus defeating competitors.
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Name the company from a business point of view.
A good and resounding name can make the company and products even more powerful, and it plays a powerful and irreplaceable role in your enterprise.
Company names, like people's names, belong to the category of culture. Marketing is a kind of commercial behavior, and the two should not be so closely related. But in fact, if you understand this problem as a manager, you will suffer a big loss in marketing. So you should pay full attention to the role of your company name, otherwise, you will suffer.
First of all, customers are not machines, and their shopping behavior is not mechanical. When customers plan to shop, they need to do some psychological analysis and identification, and then make a decision, which to buy first.
Second, in the process of shopping, customers are shopping on the surface, but in fact they are buying a "need". This demand has both material needs and spiritual and psychological needs.
Thirdly, after the end of shopping activities, customers should also psychologically measure and judge whether the things they spend money on are "value for money". If the answer is yes, there will be repeated purchases, otherwise, the decision to give up will be made. Usually in our life, we can hear people say "spend money to buy a mood" after consumption, which is actually the truth.
From the above analysis, we can see that customers' purchase or consumption behavior is influenced by psychological activities from beginning to end. In the psychological activities of customers, the company name or product name plays a great role.
Before purchasing activities, customers will naturally think of the company name when making choices, and distinguish and judge according to the name.
In the process of purchasing, whether the customer's needs are met will also be affected by the company name factor. For example, the name is for the sake of customers, and the service is not in place. Customers will say, "This company is really outrageous, and the name seems to satirize us!" For companies that serve well, they will say, "This company is really worthy of its name!"
After the purchase activity, customers will also think of the company name when deciding whether there are repeated purchases.
It can be said that company names and product names frequently appear in the process of customers buying goods, and company names have a great influence on customers' psychological activities.
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Company name-what kind of name is a good name?
Names are your most commonly used business cards and advertisements!
An excellent company name or product name will make you even more powerful!
For managers, the name of a company or product is mainly reflected in "brand strategy".
A loud, pleasant-sounding and even very auspicious name will help businesses to open up sales for their products, thus creating a "brand effect". When a product is introduced in a shopping mall or a store, it will inevitably be marked as a product of a company somewhere. Good products but bad names will naturally affect people's desire to buy.
Therefore, a good name that has penetrated into the market is conducive to merchants to use the brand that has been launched to drive the sales of other products.
Ordinary consumers generally have such a psychology that all products produced by well-known companies are good products, even if they are not the flagship products of the company.
For example, the reason why the American company "Microsoft" dares to set foot in other industries other than the information industry and has achieved considerable success is actually to use the appeal of the name "Microsoft" in the market, while other companies are afraid of "Microsoft" because they are worried that it will use its own name to monopolize all the markets it can occupy.
Similar examples are McDonald's, KFC and other fast food chain stores and franchisees. The reason why they can't name themselves and borrow the names of these well-known fast food industries is to take advantage of the market effect of store names.
Therefore, a nice and loud name is actually more useful than a hundred excellent salesmen!
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Company name-the wealth owned by a well-known enterprise.
Just as the mathematization of names has an impact on life, the naming of enterprises also has an information-inducing effect on the operation of companies, enterprises and businesses. The inference of enterprise name should be considered comprehensively from font, meaning, phonology, orientation and mathematics. It should be noted that the common name of an enterprise should be "auspicious", and its five elements of mathematics should be in harmony with the five elements of personality of property owners and legal representatives of companies, enterprises and businesses, and should not be mutually exclusive. Choosing a good name according to the five elements of mathematics is helpful to the success and development of the cause.
Good reputation is the eternal wealth owned by enterprises and products. As long as an enterprise registers its name and trademark, it has the exclusive right to use the name. Enterprise name and brand trademark are intangible assets recognized by enterprises. Therefore, if you want to be famous and prosperous, you must carefully scrutinize and plan a good name for your own enterprise and products.
1. Enterprise name:
The naming of a company or enterprise should not only pay attention to the five elements of mathematics, but also follow the following rules: 1. Easy to read, easy to remember and catchy. 2. Simple and clear, suitable for writing. 3. The rhyme is bright and the meaning and sound are good. 4. The name is very impactful and unforgettable. 5. Consider the characteristics of Chinese-English communication.