The proverb has long been known: "As you call a yacht, it will sail." It is fully applicable to business. After all, the first thing a potential customer, customer or customer is faced with is the name of the company. Examples of when the trademark and the real name of the company differ can also be often found, however, the general trend in this direction is that they be united and maximize the company among competitors.
Previously - and you can verify this yourself - when creating an LLC or a closed joint-stock company, businessmen did not particularly "bother" with what will be indicated in the registration data. Therefore, there were such incidents as “Damn”, “Vladimir Central” (a network of cafes), “Psarki”, banks “Unique” and “Padun”. Not to mention the associations that cause such letter combinations, they are simply dissonant. Now the original name of the company (we will give examples below) can not only be patented (therefore, it will become the object of copyright and related rights), but it will also be the face of the company in the form of a domain name, on business cards, in Russian and foreign catalogs.
In addition, recently in naming (this is the name of the branch of creative marketing and advertising that deals with the “invention” of names of products, brands, companies), requirements have been tightened. For example, thinking up a name for an enterprise, you need to find out if 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, requirements to change or transfer to someone the object of your intellectual property. “Adidas”, “Ikea”, “Rambler”, “Yandex” - both in Latin and in Cyrillic recordings turned out to be unique, sonorous, words that do not cause unpleasant associations. They are easy to pronounce and memorize. They are pretty easy to dictate.
There is another important point that must be taken into account when inventing the name of the company. Examples of funny and absurdly sounding Russian brands (Suki - a salon of linen or Ebano - a cafe) clearly emphasize that if an enterprise wants to enter the international arena, it is necessary to analyze how the company name will be perceived in other languages. For this, naming and branding agencies use the services of translators. In addition, some kind of creative tenders are often held that help to choose successful company names. Examples of such solutions can be observed already on the network. In recent years, several sites have appeared where competitions are announced for the best name of the enterprise. Users train in creative abilities and ingenuity, and the options that 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, peculiar instructions (or recommendations) are drawn up on how to come up with the name of the company. 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 - on the scales of "good-bad", "hot-cold." From a sound point of view, a good company name (examples: Kodak, Nike, Tonar, Lukoil, Siberia) is short, consists of 2-3 syllables. Not every abbreviation is suitable for a company name. A company name that is too complicated (examples: Remstroysnabsbyt, Tekhkhimnadzor, Santekhutuyut) will be difficult to translate or transliterate, it will not be possible to select a domain right away. So, the name of the company is an important component of success, although by no means the only one.