Why aren’t German wolf claws called jack wolf pelts?

Chinese people are very particular about naming. When naming a business, you have to look at the name of the founder. When naming a child, you have to look at the birth date and the five elements to see what is missing and what is missing. Brand naming is even more important. If it hits the ears like thunder and the bright moon shines in the sky, even if something is not good, it can still make a name for itself. You may not have noticed that Leonardo da Vinci’s furniture is Italian, and the old man is also Italian. That’s all because of the careful naming. The naming of outdoor brands is also very particular. According to the current national outdoor sales rankings, the top five are: Columbia, Pathfinder, The North Face, Wolf Claw, Ozark (only estimated based on various outdoor data that I personally referenced. If there are differences, please do not criticize this article. Only the naming issue is discussed) columbia: Colombia, no need to introduce it, it is the name of a country and the name of a theater. It goes without saying that it is famous. The only flaw is that the specificity is not high. Fortunately, the people at Swire are from retail backgrounds, and they have made such a brand the largest in the country, and the name also adds points. There is also a problem: the country name cannot be registered as a trademark. Pathfinder: The number one outdoor brand in China. The name is well chosen and the fortune is good. The first batch of products were listed on the GEM. It is considered to be at the right time. THE NORTH FACE: As a former employee of FACE, I can only say that I hate iron but cannot make steel. The first name used was: Les Faces. It gradually became famous. As soon as VF took over, it was renamed: North Face. Coupled with the folklore: North Face; abbreviation: TNF; NORTH FACE, it becomes confusing. The Qin Dynasty knew how to unify weights and measures, but the United States didn't know how to unify the weights and measures. No, foreign companies sometimes don't pay much attention to us in China, especially in the past few years. Look at NIKE, it used to be called Nike, Nike, and Nike, but it doesn't affect NIKE's status as the boss. It tells us a truth: for a brand that is so awesome, its name is no longer important. The problem is that all brands cannot be too big if they want to suddenly emerge, so you have to learn from the following two typical cases of pros and cons: JACK WOLFSKIN: If this brand was translated into: Jack Wolfskin, I don’t know if it would still be so popular. , anyway: the name Wolf Claw and the LOGO complement each other, providing strong support for Wolf Claw’s rapid rise to the top. Therefore, the Huskies also followed the same routine, and I have to admire Lianya's skill. ozark: Ozark, you say you are a Chinese brand, but you also have a foreign name. You started first, but your success has been tepid. Sponsoring the national mountaineering team is not popular, it should be! Who asked you to give you a foreign name? Finally, let’s discuss another French brand: SALOMON: Previously, SALOMON was tepid in the outdoor channel, but it has a domineering name for leak detection – Salomon. I like this name very much. Although it is rare in the market, I could easily remember it 6 or 7 years ago. Since 2013, the brand company Amer Sports Direct has registered a new name: Salomon! To be honest, I really don't agree with this name. Solomon, just be Solomon. If you can’t register, then you can’t register. Anyway, just remember it. I heard that the logo will be changed in 2013. You can change it to a better-looking one. The one that looked like gossip before was quite good-looking, but now it looks like this. What do you think?