In social life, what we often see are trade names, such as shop names, company names, product names, trademark names, etc. These trade names are mostly the result of painstaking efforts and concise wording, because whether a trade name is appropriate directly affects the business and image of merchants. As merchants, regardless of the size of their capital, they attach great importance to their trade names.
Trade naming is a commercial activity, so it must follow commercial principles and be named according to one's own trade projects, products, target consumers, etc. Adapting measures to local conditions and varying according to the product is an important feature of trade naming.
1. Business-attracting names
In real life, shop signs (shop names) with high summarization ability and strong appeal are very important for visual stimulation and psychological impact on consumers. Whether the shop name is good or not is the key to whether it can attract consumer curiosity and make the shop sign well-known. Some old-established stores often use elegant, ancient, and sophisticated names, such as Lumingchun, Tongrentang, Tianhetang, Rongbaozhai, Quanjude, etc. These store names have become golden signs that attract business.
When naming a shop, the following aspects should be considered: 1. The shop name must be in line with the operating goods. Shop naming methods should reflect the characteristics of the operator's business or reflect the excellent quality of the main business shop, making it easy for consumers to identify the scope of the shop's business and generate purchasing desire. For example, Tongrentang and Derentang, as old-established Chinese medicine shops, are known to all, and "Tang" has become a recognized identification mark for Chinese medicine shops. Therefore, when people see the sign of "Tongrentang" or other "Tang" signs, they know it sells Chinese medicine. Another example is "Haoshilin", which reflects the operator's expertise in cooking vegetarian dishes.
2. The shop name must be novel, unconventional, and able to quickly capture the attention of consumers. Shop names must be fresh and interesting, attracting consumers to patronize the shop. For example, names like "Yikouxian", "Dasan yuan", "Goubuli", etc., make consumers interested and curious.
3. The shop name should be concise, easy to read and remember. Shop names should not be too complicated, otherwise it may have negative effects. For instance, some shops like to use difficult characters as their names, making customers unable to recognize them and even unable to pronounce them. To avoid this situation, people generally do not enter shops with such hard-to-recognize names. On the contrary, names like "Wanke Lai", "Ban Fen Li", "He Kouwei", etc., are clear and concise, making them easy to spread.
4. The shop name should give people a sense of beauty and artistic cultivation. A good shop name has cultural depth, making consumers feel comfortable. For example, names like "Lou Wai Lou" and "Taotao Ju". The main methods of shop naming are as follows: (1) Naming related to the nature of the operated products, such as "Guangming Eyewear Store", "Yishen Tea House", "Kangle Pharmacy", etc. (2) Naming related to folklore or historical figures, such as "Dongpo Winehouse", "Qianlong Imperial Cuisine", "Chang'e Fashion", "Xiangfei Beauty", etc. (3) Naming related to the spirit of doing business, such as "Zhirou Shop", "Bai Bang Service", "Chengxin Department Store", "Maoyuan Daily Goods", etc.
Two, Image-building Names
Building an image is very important for every enterprise. It can be said that it concerns their survival. The first step in building an image is to choose a good company name. In modern society, market competition is fierce, and commercial battles are frequent. To ensure one's market share, expand the market, stabilize and attract numerous consumers, it is necessary to have a hard-hitting product brand and a well-known company name.
1. Auspicious meanings
For example, China Changhong Co., Ltd., its name "Changhong" means after the rain clears up, symbolizing magnificent beauty, "the sun is the reddest, Changhong is the newest." Similarly, Kangjia Company, famous for producing color TVs, its name means "a happy life, with fine products." Shenzhen Sanjiu Pharmaceutical Group Corporation, its name "Sanjiu" implies countless pursuits in ancient Chinese. Jian Nan Chun Distillery, its name "Jian Nan Chun" implies full of vitality and boundless opportunities.
2. Concise and easy to remember
Good corporate names are usually not strange or hard to read and remember. To facilitate public memory, most corporate names adopt two characters, a few use three characters, and individual cases use four characters. Such naming conforms to the usual word formation rules of Chinese characters and also fits the habit of Chinese people in naming. These names are more direct and simple in meaning, such as Xunda Elevator Company, Qingqi Motorcycle Industry Company, Zhongyi Electrical Company, Quick Courier Company, etc.
3. Name with Affinity
A good corporate name should not give people a too serious feeling, nor should it give people a feeling of being unwelcoming. Instead, it should have a sense of warmth and trustworthiness, at least giving people a feeling of approachability. For example, Shanxi Xinghuacun Fenjiu Factory. The name Xinghuacun comes from the Tang Dynasty poet Du Mu's poem "Pure Brightness". The phrase "Where can I find a wine shop? The shepherd boy points to Xinghuacun." This name gives a sense of urban charm and makes passers-by feel close. Another example is Sichuan Tiange Group Company, where the name "Tiange" comes from the Tang poem "Goose, goose, goose, bending neck singing to the sky," intentionally...