Eight skills of enterprise brand naming!

The name of the enterprise should be short and lively. Names have fewer words and strokes, which are easy to communicate with consumers and easy for consumers to remember. At the same time, they can also arouse the imagination of the public and have richer meanings. The number of words in a name has a certain influence on the cognitive level. The fewer words, the higher the understanding, that is, the shorter the name, the more powerful it is. For example, the word "South Goods" in the South Goods Store and the word "Dang" in the Pawnshop all summarize the contents and characteristics of their operations in short language, which is easy to remember and understand.

The enterprise name should conform to the enterprise concept and service purpose, which is helpful to shape the enterprise image. For example, the word "Bluebird" in Bluebird Building is really like an island in the blue ocean, which is quiet and peaceful. In order to provide people with a place to rest, it poured out the feeling of bluebird to consumers, thus establishing a good corporate image.

The enterprise name should have its own uniqueness. A personalized enterprise name can avoid being identical with other enterprise names, avoid confusing the public's memory and deepen the public's impression of the enterprise. For example, Beichen of Beichen Group, Tiandi Express, Lenovo of Lenovo Group and other names all have unique personalities and are impressive.

The enterprise name should have extraordinary verve, impact and verve, which gives people a shock. For example, STONE of STONE Group is taken from the English homonym of Stone, which means stone, symbolizing the constant impact of hard stones on the high-tech frontier.

The name of the enterprise should be loud and catchy. For example, the word McDonald's is loud and rhythmic, so it has great communication power. The name is awkward and the sense of rhythm is not strong, which is not conducive to the pronunciation effect, nor to communication, and it is difficult to reach a consensus among the public.

Enterprise names should be full of auspicious colors. For example, Goldlion Far East Co., Ltd. Goldlion's original name is Golden Lion. Considering that Golden Lion is a taboo and unlucky name when expressed in some local dialects, it is changed to Goldlion to bring people a lot of money. Imagine who doesn't like such a company and who doesn't want to associate with it!

The choice of enterprise name should have a sense of the times. A name with a sense of the times is distinctive, conforms to the trend of the times and can be accepted by the public quickly.

The enterprise name should consider the universality of all parts of the world. For example, when the CoCa-CoLa Company formulated its marketing strategy in China in the 1920s, it decided to translate the company name Coca-Cola literally, so the translator arranged and combined Chinese characters with similar pronunciations and applied them to the packaging of beverages. When bottled drinks with these Chinese characters appeared on the market, few people were interested. The reason is that the original translation of Chinese characters means that mares or tadpoles made of wax chew wax products. Just imagine, who would want a drink produced by such a company? As a result, the Coca-Cola Company redesigned its name, and the Chinese characters on the bottle were changed to Happy in the Mouth-Coca-Cola.

In the past, many enterprises often used multi-dimensional methods to use names, that is, enterprise names were separated from product names, and different products had different names. Although this method can reduce business risks, it also has many shortcomings, such as: increasing costs, such as design fees, advertising fees, packaging design fees; It is not conducive to consumer differentiation, thus causing confusion; The inconsistency between enterprise name and brand is not conducive to the establishment and dissemination of enterprise image. With the advent of the information age, there are more and more media and channels for information dissemination. Therefore, in order to avoid the above shortcomings, the enterprise name and brand name should be unified as much as possible to learn from each other. If an enterprise takes its own brand-name products as its own name, it can improve its popularity, so if a product takes the name of a brand-name enterprise as its own brand, it can also improve its market share. Sony is a good example.

In short, the criteria for judging a company's name are: whether it is easy to remember, whether its image is distinct, whether its expressive ability is strong, how unique it is, and whether it is easy to spread. The name of an enterprise should be a perfect combination of sound, form and meaning, so as to achieve a good-looking and memorable effect.