重写内容：给新生儿取名字至关重要，因为名字不仅代表身份和传统文化，还会影响人际关系、职业发展和幸福生活。一个好的名字具备以下特点： 1. 含义简单明了、郑重有力，易记，无歧义或负面联想； 2. 读音优美流畅，易发音； 3. 与宝宝性格和命运契合，给人温暖亲和感。 对于公司来说，取名也同样重要，因为好名可以带来好运势和财气。好的公司名应： 1. 与业务和文化核心契合，凸显特点，易记； 2. 读音悦耳，口语表达流畅，易传播； 3. 无负面联想，不引争议或负面影响。 起名时，姓氏也是考虑因素之一，综合考虑姓氏与名字相容程度及含义是否一致。

品牌建设一：如何起一个好的品牌名？

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品牌建设一：如何起一个好的品牌名？

什么是品牌？

品牌是品牌属性、名称、包装、价格、历史、声誉、广告方式的无形总和。

品牌往往标志着企业的信用和形象，是企业最重要的无形资产。

所以，想出一个品牌名称是品牌建设最重要的步骤之一。一个经过深思熟虑的名称可以推动您的公司向前发展，而错误的名称可能成为营销的噩梦。如果亚马逊坚持原来的名字 Cadabra，或许现在就不存在了。

通常，创始人认为他们知道什么是好的品牌名称。但是选择一个模糊的参考或有远见的理想（如 Cadabra）作为名称可能会使客户感到困惑。

命名一个品牌并不像创造一个虚构的词或选择一个在纸上看起来很棒的名字那么简单。

幸运的是，建立一个品牌命名过程可以确保你的名字是相关的、令人难忘的和有意义的。它可以帮助您选择一个吸引人们注意力且易于记忆的名称，从而使营销、销售变得更加简单。

为了帮助您的企业成为家喻户晓的品牌，我们将探讨如何提出品牌名称、涵盖品牌命名指南、概述品牌命名流程，并分享热门公司如何决定其品牌名称的示例。

品牌建设一：如何起一个好的品牌名？

一、什么是好的品牌名称

一个好的品牌名称是创意和策略的结合。它突出了您公司的使命、愿景和价值观，同时展示了个性和创造力。

Gusto 的首席执行官乔什·里夫斯 (Josh Reeves) 在描述他的团队如何想出公司名称时说：“选择一个好的品牌名，将推动包括视觉设计、你向团队传达信息的方式、你与客户谈论它的方式等一切事情向前发展。所以如果你想要把时间和精力投入到别的事情上，应该先完成这个。”

强大的品牌名称往往属于以下一个（或多个）类别：

描述性：品牌名称可以准确地告诉潜在买家您是做什么的。例如：Dude Wipes、The Weather Channel、Booking.com 和 PayPal。

具有启发性：这些名称使用隐喻和暗示来表达公司的创造力，暗示其价值观，并讲述品牌故事。例如：Nike, Amazon, Virgin, Uber, and Patagonia。

混合词：将两个词组合成一个新词的名称如今很流行，它们可以被认为是描述性的和令人回味的。示例：Photoshop、WhatsApp、Headspace、Airtable 和 YouTube。

虚构词：虚构名称是区分您的公司和展示您独特品牌标识的好方法。但是你必须做更多的工作来讲述你的公司的故事并让客户了解你的产品。示例：Google、Pixar、Garmin、Slack和Zoom。

缩略词：好的品牌名称简短易记，因此如果您不想要一个长名称，可以选择使用首字母缩略词。但请记住，首字母缩略词通常会删除含义，因此它不是讲故事的最佳选择。例如：VRBO、BMW、IKEA、UPS 和 IBM。

品牌建设一：如何起一个好的品牌名？

二、品牌命名指南

选择公司名称时，边界是必要的。如果没有结构或限制，您最终可能会得到与您的品牌无关的古怪名称。这些品牌名称指南可以帮助您在整个过程中保持正确，从而最终获得适合您业务的名称。

01

易于发音和拼写

即使是知名品牌也会遇到发音错误的问题。但是您应该不希望利益相关者、潜在客户或员工在互联网搜索来了解您公司的名称。保持朗朗上口和易于拼写，这样就不会分散人们对您的产品或服务的注意力。

容易被误读的品牌名称示例

品牌建设一：如何起一个好的品牌名？

02

值得注意的

我从来没有跑去商店买“面巾纸”，Kleenex（面巾纸）、Chapstick（唇膏）和 Band-Aid（创可贴）等品牌都是如此值得注意的名称，人们将它们用作通用术语。所以，当你想出一个品牌名称时，选择一个能让人印象深刻的品牌，以帮助您提高在竞争对手面前的知名度。

品牌建设一：如何起一个好的品牌名？

03

有意义的

暗示公司故事的品牌名称使客户更容易将您的价值观与品牌联系起来。想想投资平台，罗宾汉。这个虚构的故事是关于一个强盗从富人那里偷东西给穷人的，这与公司“为所有人投资”的精神相吻合。

品牌建设一：如何起一个好的品牌名？

04

强大的视觉识别

文字有力量，但看一个标志大约需要10秒钟的时间，人们才能对你的品牌形成印象。除了其他因素外，你的品牌名称在纸上和网上都必须很好看。尝试文本徽标和图形，看看名称是否过长或难以设计。

品牌建设一：如何起一个好的品牌名？

三、如何命名品牌

既然你已经有了命名的灵感和指导方针，现在是时候探索如何命名品牌的细节了。这种方法与您的品牌定位策略相结合时最为有效，因此在开始命名过程之前，请花时间完成这项工作。

01

概述您的品牌目标和标识

定义自己的身份和目标可以让您在竞争中脱颖而出。您可以从您的定位声明中提取此信息。如果您还没有，问自己以下问题：

你的公司为什么存在？这就是你的愿景。

你的公司是做什么？这是你的使命。

你怎么做？这是你的价值观。有趣的是，89%的购物者都忠于与他们价值观相同的品牌。

你想创建什么品牌标识？这就是你的品牌个性。

你想用这个品牌来完成什么？也许你想让客户立即了解你的产品，或者你想突出你的创新精神。

一旦你回答了这些问题，就该向外看了。

02

考虑您的客户和竞争对手

没有一个品牌能在孤岛中取得成功，因此选择一个能引起观众和行业共鸣的名称至关重要。这是因为人们经常以他们购买的品牌来认同自己。这对公司来说是个好消息，因为与品牌有情感关系的客户的生命周期价值要高出306%。

提出品牌名称时，考虑客户评论和调查。此反馈可以显示人们如何看待您的品牌，这在头脑风暴名称时很有帮助。如果客户谈论与您的团队合作并使用您的产品是多么的有趣，那么采用一个严肃的品牌名称或角色是没有意义的。

另一个重要的考虑因素是你的行业。命名规范是什么？你的竞争对手在做什么？根据你的品牌定位，你必须决定是遵循行业规则，还是选择一个让你的品牌脱颖而出的非传统名称。

03

头脑风暴

是的，是时候打开白板了。但在你加入之前，先组建一个团队来讨论意见。您需要定义参与决策过程的人员。如果您是一位个体经营者，你可以邀请一些值得信赖的同龄人或同事参加。

用脑海中浮现的任何想法填满你的黑板，如果你陷入困境，想想：

描述您的服务、产品或品牌的形容词

客户如何看待您的品牌，或者您希望他们如何看待

您希望与您的业务相关的词语

在你构思的过程中，思考一下你认为什么是好的品牌名称，并考虑一下你对命名主要担忧的事情。

04

完善您的想法

你可能有一长串的品牌名称，这是一件好事。取消比创造容易。通过考虑每个名字的以下因素，开始筛选你的名单：

它符合你的品牌个性吗？

它有情感共鸣吗？

它是否有意义或与您的公司故事相关？

它在纸上和屏幕上看起来如何？

它有什么商标吗？

域名和社交媒体是否可用？

它在竞争中脱颖而出吗？

它是否简短、令人难忘、易于拼写和发音？

为下一步创建10-15个名字的短名单。如果你的数量少于这个数字，那没关系——只需瞄准三到五个选项。

05

获得反馈

没有什么比向您的团队、客户、利益相关者或同事征求反馈意见更好的了。你会很快了解到品牌名称是否难以发音或者是否会出现错误。如果可能的话，单独询问不同人的意见，这样你就不会遇到群体思维问题。

收集反馈后，明智的做法是了解最终选项如何跨语言翻译。考虑一下你的公司将在哪里运营，你希望在哪里扩张。Wix艰难地吸取了这一教训，但这个以幽默为导向的品牌处理得很好。

在做出最终决定之前，先看看一些受欢迎的公司是如何想出自己的品牌名称的。

品牌建设一：如何起一个好的品牌名？

四、案例

有很多故事突出了品牌命名过程的创造性和复杂性。看看这三个品牌是如何决定一个名字的。

01

Gusto

Gusto最初命名为ZenParoll，在推出三年后重新命名。该公司有数千名客户和一个团队，他们考虑是否需要一个新名称。首席执行官兼联合创始人乔什·里夫斯（JoshReeves）表示，最初的名称是出于方便而选择的。但创始人知道这是暂时的。

为了将工资单服务扩展到医疗保险领域，ZenParoll需要一个新的名称和徽标。团队希望将他们当时的价值观——安心、平静、热情、信任和充满活力——与他们对未来的愿景结合起来。里夫斯说：“我们想把重点放在工作人员身上。”。

结果如何？Gusto，意思是做某事时的乐趣或活力。以下是Gusto的演变，从最初的品牌到今天的演变。

品牌建设一：如何起一个好的品牌名？

ZenParoll，Gusto的原始品牌名称

品牌建设一：如何起一个好的品牌名？

更名后不久Gusto的标志

品牌建设一：如何起一个好的品牌名？

Gusto的当前标志

02

Warby Parker

该公司联合创始人兼联合首席执行官尼尔·布卢门撒尔（NeilBlumenthal）表示：“作为一个创始团队，想出‘WarbyParker’这个名字是我们做得最艰难的事情之一。”。据报道，在选择最终品牌名称之前，该团队在六个月的时间里提出了 2,000 多个想法。

他们的灵感？纽约公共图书馆的杰克·凯鲁亚克展览，其中包含一本日记，里面有两个有趣的人物：Warby Pepper 和 Zagg Parker。 创始人都受到凯鲁亚克和走人迹罕至之路的垮掉一代精神的鼓舞。不久之后，叛逆的Warby Parker品牌诞生了。

品牌建设一：如何起一个好的品牌名？

03

HubSpot

HubSpot联合创始人Brian和Dharmesh注意到，消费者非常善于忽视干扰性广告和吸引他们注意力的出价。他们创立 HubSpot 的理念是“入站”，即人们宁愿得到帮助，也不愿受到营销人员和销售人员的骚扰。

根据布莱恩·哈里根（BrianHalligan）和大卫·米尔曼·斯科特（DavidMeermanScott）的《感恩死者的营销教训》（Marketing Lesson from the Greated Dead）一书，HubSpot这个名字源于创建基于集线器的生态系统的愿景，该生态系统将软件、教育和社区结合起来，以帮助企业更好地发展。这个想法，“再加上波士顿的双关语（绰号[宇宙的中心]）……使它成为一个不错的选择。”

有了强大的品牌名称，您就可以设计出使其栩栩如生的视觉效果。了解如何打造吸引客户的独特品牌标识，成功推出产品，并创建一个让人们不断回头的品牌。

COZMOX拥有丰富的品牌出海服务经验，不仅能在广告制作和商业投放方面提供解决方案，还能提供全球KOL营销、海外联盟营销、DTC品牌建设、海外社媒运营等服务，全方面服务出海品牌。

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    蚌埠市公安局党委委员、副局长、二级高级警长侯红专涉嫌严重违纪违法，目前正在接受纪律审查和监察调查。（滁州市纪委监委） 来源：安徽纪检监察网

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  • 抵的意思~（抵的具体含义是什么） 公司起名

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