2024 Author: Howard Calhoun | [email protected]. Last modified: 2023-12-17 10:16
The proverb has long been known: "Whatever you call a yacht, so it will float." It is fully applicable to business as well. After all, the first thing a potential customer, client or buyer encounters is the name of the company. Examples of when the trade mark and the real name of the enterprise differ can also be often found, however, the general trend in this direction is that they should be the same and distinguish the company from competitors as much as possible.
Earlier - and you can see for yourself - when creating an LLC or CJSC, businessmen did not particularly "bother" what would be indicated in the registration data. Therefore, such incidents as "Damn", "Vladimirsky Central" (a chain of cafes), "Psarki", "Unikal" and "Padun" banks appeared. Not to mention the associations that suchletter combinations, they are simply dissonant. Now the original name of the company (we will give examples below) can not only be patented (hence, it will become the object of copyright and related rights), but will also be the face of the company in the form of a domain name, on business cards, in Russian and foreign directories.
Besides, recently in naming (this is the name of the branch of creative marketing and advertising that is engaged in the "invention" of product names, brands, companies) are tightening requirements. For example, when coming up with a name for an enterprise, it is necessary to find out whether the corresponding domains are free - most often, in several zones (at least.ru and.com). This will help in the future to avoid unnecessary disputes, requests to change or transfer to someone the object of your intellectual property. "Adidas", "Ikea", "Rambler", "Yandex" - both in Latin and in Cyrillic records turned out to be unique, sonorous words that do not cause unpleasant associations. They are easy to pronounce and remember. They are fairly easy to dictate.
There is another important point to consider when coming up with a company name. Examples of funny and ridiculous Russian-sounding brands (Suki - a lingerie salon or Ebano - a cafe) clearly emphasize that if a company wants to enter the international arena, it is necessary to analyze how the company's name will be perceived in other languages. To do this, naming and branding agencies use the servicestranslators. In addition, original creative tenders are often held, which help to choose good company names. Examples of such solutions can already be seen on the net. In recent years, several sites have appeared where competitions for the best name of the enterprise are announced. Users are trained in creativity and ingenuity, and the options the customer likes are rewarded with cash.
Phonetic, or rather, phonosemantic analysis, as well as other achievements of psycholinguistics, are used more and more often. On their basis, original instructions (or recommendations) are drawn up on how to come up with a company name. Examples of these principles: do not use unpleasant, "hard" sounds, as well as whistling and hissing (u, x, g), prefer open vowels. This is due to the fact that all phonemes are perceived by a person evaluatively - according to the scales "good-bad", "hot-cold". From a sound point of view, a successful company name (examples: Kodak, Nike, "Tonar", "Lukoil", "Siberia") is short, consists of 2-3 syllables. Not every abbreviation is suitable for a company name. Too complex company name (examples: "Remstroysnabsbyt", "Techkhimnadzor", "Santehuyut") will be difficult to translate or transliterate, it will not be possible to choose a domain right away. So, the name of the company is an important component of success, although it is far from the only one.
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