{"id":10610,"date":"2017-11-26T10:46:08","date_gmt":"2017-11-26T07:46:08","guid":{"rendered":"https:\/\/www.ibtdi.com\/?p=10610"},"modified":"2017-11-26T10:46:08","modified_gmt":"2017-11-26T07:46:08","slug":"%d9%83%d9%8a%d9%81-%d8%aa%d8%ae%d8%aa%d8%a7%d8%b1-%d8%a7%d8%b3%d9%85-%d8%b9%d9%84%d8%a7%d9%85%d8%aa%d9%83-%d8%a7%d9%84%d8%aa%d8%ac%d8%a7%d8%b1%d9%8a%d8%a9-%d8%a8%d8%b0%d9%83%d8%a7%d8%a1%d8%9f","status":"publish","type":"post","link":"https:\/\/www.ibtdi.com\/en\/%d9%83%d9%8a%d9%81-%d8%aa%d8%ae%d8%aa%d8%a7%d8%b1-%d8%a7%d8%b3%d9%85-%d8%b9%d9%84%d8%a7%d9%85%d8%aa%d9%83-%d8%a7%d9%84%d8%aa%d8%ac%d8%a7%d8%b1%d9%8a%d8%a9-%d8%a8%d8%b0%d9%83%d8%a7%d8%a1%d8%9f\/","title":{"rendered":"How to Choose Your Brand Name Wisely"},"content":{"rendered":"

\"Image<\/a><\/p>\n

 <\/p>\n

Why is a business name important? A business name is especially important to the success of small businesses. The right name gets people talking about your company, <\/span><\/p>\n

\u0627\u0644\u0646\u0627\u0633\u060c\u00a0\u0628\u064a\u0646\u0645\u0627\u00a0\u0627\u0644\u0627\u0633\u0645 \u063a\u064a\u0631 \u0627\u0644\u0645\u0646\u0627\u0633\u0628 \u0642\u062f \u064a\u0638\u0647\u0631 \u0634\u0631\u0643\u062a\u0643 \u0628\u0623\u0646\u0647\u0627 \u063a\u0627\u0645\u0636\u0629 \u0623\u0648 \u062d\u062a\u0649 \u0641\u0627\u0634\u0644\u0629.<\/span>\u00a0\u0648\u064a\u0643\u0648\u0646 \u0627\u0644\u0627\u0633\u0645 \u0645\u062b\u0627\u0644\u064a\u064b\u0627 \u0625\u0630\u0627\u00a0\u0648\u0636\u062d \u0642\u064a\u0645\u0629 \u0648\u062a\u0641\u0631\u0651\u062f\u00a0\u0627\u0644\u0645\u0646\u062a\u062c \u0623\u0648 \u0627\u0644\u062e\u062f\u0645\u0629<\/span><\/p>\n

the product or service your company offers.<\/span><\/p>\n

Some experts believe the best brand names are abstract\u2014a blank canvas that lets customers form their own impression of the company. Others believe <\/span><\/p>\n

brand names should be clear and communicate enough about the company for customers to understand what your business does right away. Still others <\/span><\/p>\n

believe that invented brand names (made up of one or two words) are more memorable than other words, while some think names like <\/span><\/p>\n

these are quickly forgotten.<\/span><\/p>\n

In reality, any brand name can be effective when supported by the right marketing strategy. Here are some tips to help your business find<\/span><\/p>\n

\u0627\u0644\u0635\u063a\u064a\u0631 \u0639\u0644\u0649 the most suitable brand name<\/a> \u0648\u062a\u0623\u062b\u064a\u0631\u0627\u064b:<\/span><\/p>\n

.<\/p>\n

Get help from an expert to get started<\/span><\/h2>\n

Coming up with a great business name can be challenging. You may want to consult an expert, especially if you\u2019re in an industry where your company\u2019s brand name could affect <\/span><\/p>\n

your business\u2019s success. Professional naming firms have developed systems for creating new names and understand the ins and outs of trademark law. They can <\/span><\/p>\n

warn you against choosing bad names and explain why other options might work well.<\/span><\/p>\n

The downside is the cost. Professional naming firms may charge $80,000 to come up with a business name, <\/span><\/p>\n

According to Laurel Sutton, president of Catchword Brand Name Development, the fee typically includes the company\u2019s identity and graphic design as part <\/span><\/p>\n

Starting at the group rate. Naming services that cost less than $50 are available, but spending a reasonable amount to get advice from <\/span><\/p>\n

quality experts early on may save you money in the long run.<\/span><\/p>\n

.<\/p>\n

What\u2019s in a name?<\/span><\/h5>\n

First, decide what you want your business name to convey. It should reinforce the core elements of your business and help highlight them.<\/span><\/p>\n

That effort will help you choose the right logo and the message your business represents.<\/span><\/p>\n

The clearer your business name is about what you do, the less effort you\u2019ll spend explaining it to customers. According to naming experts, entrepreneurs should <\/span><\/p>\n

They tend to favor real or compound words over invented ones, because people prefer words they can relate to and understand, <\/span><\/p>\n

which is why professional brand-naming experts around the world agree that using a string of numbers or initials is a poor choice.<\/span><\/p>\n

On the other hand, a brand name can be too literal. Common pitfalls include geographical or generic names, <\/span><\/p>\n

For example, imagine \u201cSan Pablo Disk Drives.\u201d What if the company wanted to expand beyond San Pablo, California? And what would<\/span><\/p>\n

that name mean to consumers in Chicago or Pittsburgh? What if the company wanted to diversify from disk drives into computer software <\/span><\/p>\n

or educational computer manuals?<\/span><\/p>\n

How can a business name be inclusive and meaningful? Descriptive names convey something tangible about the business, such as what it offers, where it\u2019s located, and more. <\/span><\/p>\n

Suggestive names, by contrast, are more abstract and focus more on what the business is about.<\/span><\/p>\n

\n

NameLab president Michael Barr: \u201cInvented words can carry more semantic meaning than words that already exist.\u201d<\/span><\/p>\n<\/blockquote>\n

For example, \u201cItalia Tour\u201d is a name created by a naming firm to promote travel to Italy, even though it isn\u2019t a real name <\/span><\/p>\n

\u2014it still has meaning, and consumers can immediately tell what\u2019s being offered. Better yet, \u201cItalia Tour\u201d sparks excitement about traveling abroad.<\/span><\/p>\n

.<\/p>\n

Whatever kind of business you\u2019re starting, keep these tips in mind when choosing a name:<\/span><\/h6>\n

Choose a business name that works not only for you, but also for the consumers you\u2019re trying to attract.<\/span><\/p>\n

Choose a familiar, appealing business name that evokes pleasant memories when people read it, helping them connect with your brand emotionally.<\/span><\/p>\n

Don\u2019t choose a long or complicated name.<\/span><\/p>\n

Avoid wordplay in your business name that only you will understand.<\/span><\/p>\n

Don\u2019t add \u201cLimited\u201d after your business name unless your company is actually a limited company.<\/span><\/p>\n

.<\/p>\n

\u0643\u064f\u0646 \u0645\u0628\u062f\u0639\u0627\u064b<\/span><\/h5>\n

With most words already used in business names, choosing creative, newly coined names has become more common. Examples include Acura \u2013 <\/span><\/p>\n

Acura and Compaq, names created by NameLab, a company specializing in brand naming.<\/span><\/p>\n

NameLab president Michael Barr stated: \u201cInvented words can be more meaningful than existing words. For example, <\/span><\/p>\n

Acura has no dictionary meaning, but the name suggests precision engineering\u2014the impression the company wanted. The NameLab team created the name Acura from <\/span><\/p>\n

\u201cAcu,\u201d part of a word meaning \u201cprecision\u201d in several languages. Barr said the company creates distinctive new words with clear associations by working <\/span><\/p>\n

with meaningful word parts\u2014or what linguists call morphemes\u2014such as \u201cAcu.\u201d<\/span><\/p>\n

However, Barr acknowledged that inventing words to create names is not the right solution in every case. New words can be complicated and may suggest that the product, service, or <\/span><\/p>\n

This approach can be complex, and it may not always work. What\u2019s more, newcomers to brand naming may find this kind of word blending beyond their abilities.<\/span><\/p>\n

An easier solution is to use a new spelling or form of an existing word. For example, NameLab coined the word \u201cCompaq.\u201d <\/span><\/p>\n

When a new computer company approached them to promote its new laptop, the team reworked the word \u201ccompact\u201d to come up with<\/span><\/p>\n

\u201cCompaq,\u201d which they considered more appealing.<\/span><\/p>\n

.<\/p>\n

Test Your Brand Name<\/span><\/h5>\n

Once you\u2019ve narrowed your options down to four or five distinctive, descriptive brand names, you\u2019re ready to research other trademarks. Not every <\/span><\/p>\n

A project can become a brand as long as you\u2019ve received approval from your city government and don\u2019t infringe on other trademarks. However, you should consider<\/span><\/p>\n

hiring a trademark attorney\u2014or at least engaging a specialist company to conduct a trademark search\u2014to make sure your new business name doesn\u2019t<\/span><\/p>\n

infringe on another project\u2019s trademark.<\/span><\/p>\n

To illustrate the risks of infringing on an existing trademark, imagine this: You own a new manufacturing company, and it\u2019s about to ship its first order. At the same time, <\/span><\/p>\n

another company in a different city claims that your business name infringes on its trademark and drags you into a legal battle that bankrupts your business. You can <\/span><\/p>\n

avoid this by asking experts for help. The extra money you spend now could save you from countless disputes and expenses in the future.<\/span><\/p>\n

.<\/p>\n

Final Analysis<\/span><\/h5>\n

If you\u2019re lucky, you\u2019ll end up with three or five brand names that have passed all your tests. So how do you make your final choice? You need to <\/span><\/p>\n

remember all your original criteria and ask which brand names best align with your goals\u2014and which ones most accurately reflect how you envision your business.<\/span><\/p>\n

Some business owners make the final decision based on instinct, while others conduct consumer research or test the names with a specialized team to find out which ones are <\/span><\/p>\n

most appealing. You\u2019ll have an idea of how each brand name will look on a sign or on a product mockup. If you plan to use <\/span><\/p>\n

radio advertising or telemarketing in the future, read each name aloud and pay attention to how it sounds. Use any or all of these criteria.<\/span><\/p>\n

Keep in mind that professional naming agencies typically spend around six weeks to six months on the naming process, and you probably won\u2019t have <\/span><\/p>\n

all that time, but plan to spend several weeks choosing a name.<\/span><\/p>\n

Once you\u2019ve made your decision, get started right away and plan enthusiastically for your new brand. Your business name will be the first step toward building a strong identity for your company, <\/span><\/p>\n

and it will remain so throughout your time in business.<\/span><\/p>","protected":false},"excerpt":{"rendered":"

  \u0645\u0627 \u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u0627\u0633\u0645 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u061f \u0644\u0644\u0627\u0633\u0645 \u0627\u0644\u062a\u062c\u0627\u0631\u064a \u0623\u0647\u0645\u064a\u0629 \u0643\u0628\u064a\u0631\u0629 \u062e\u0627\u0635\u0629 \u0641\u064a \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0627\u0644\u0635\u063a\u064a\u0631\u0629\u060c \u0641\u0627\u0644\u0627\u0633\u0645 \u0627\u0644\u0645\u0646\u0627\u0633\u0628 \u064a\u062c\u0639\u0644 \u0634\u0631\u0643\u062a\u0643 \u062d\u062f\u064a\u062b \u0627\u0644\u0646\u0627\u0633\u060c\u00a0\u0628\u064a\u0646\u0645\u0627\u00a0\u0627\u0644\u0627\u0633\u0645 \u063a\u064a\u0631 \u0627\u0644\u0645\u0646\u0627\u0633\u0628 \u0642\u062f \u064a\u0638\u0647\u0631 \u0634\u0631\u0643\u062a\u0643 [\u2026]<\/span><\/p>\n","protected":false},"author":3,"featured_media":10611,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_ibtdi_aa_focus_keyword":"","_ibtdi_aa_secondary_keywords":"","_ibtdi_aa_audience":"","_ibtdi_aa_tone":"","_ibtdi_aa_summary":"","_ibtdi_aa_reviewer_name":"","_ibtdi_aa_reviewer_bio":"","_ibtdi_aa_reviewer_url":"","_ibtdi_aa_reviewed_date":"","_ibtdi_aa_service_id":"","_ibtdi_aa_related_ids":"","_ibtdi_aa_human_reviewed":"","_ibtdi_aa_disable":"","_ibtdi_aa_disable_links":"","_ibtdi_aa_sources":"","_ibtdi_aa_update_notes":"","footnotes":""},"categories":[491],"tags":[779,10037,14307,781,11216,14308,14306,797,1484],"class_list":["post-10610","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-491","tag-779","tag-10037","tag-14307","tag-781","tag-11216","tag-14308","tag-14306","tag-797","tag-1484"],"_links":{"self":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/posts\/10610","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/comments?post=10610"}],"version-history":[{"count":0,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/posts\/10610\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/media\/10611"}],"wp:attachment":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/media?parent=10610"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/categories?post=10610"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/tags?post=10610"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}