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„A Good Name is better than Riches“ (Miguel de Cervantes in „Don Quixote“)
Companies and products need names or symbols by which customers can identify them quickly and easily. Companies often make big mistakes when they use wrong name for their business category. Financial services companies want to sound reliable and trustworthy, not edgy and wild. On other hand, wild sounding names would be okay for a business that manufactures athletic apparel. In creating a name, businesses must cater to specific needs, styles and preferences of their targeted business audience. The special challenge is to find an available name that is both distinctive and descriptive.
Winning Name Game
When it comes to generating names, there are always those who are likely to make a quick decision, concocting something on their own and worrying about consequences later. But business executives, especially those acting internationally, should be aware of how far-reaching naming decision can be. When launching a global brand, many companies fail or drastically underestimate effort required to make sure their brand is globally embraced or relevant to target markets throughout world. Brands are rooted in culture. Effective brand names consider cultural differences. The arbitrary nature of a machine based wizard cannot replace creativity of expert. The name creation will take into account status and aim of company, its products, its place in industry, and its vision as described in company information. In principle it will be based on: Creativity Distinctiveness Memorability Commercial availability
„In real life, unlike in Shakespeare, sweetness of rose depends upon name it bears“(Hubert H. Humphrey)
Date of birth: 16 May 1952 Place of birth: Gmunden, Austria Citizenship: Austrian 1971 - 1977 Universität Salzburg - Lanquage studies 1979 - 1980 Liverpool Polytechnic:Library and Information Studies Since 1980 Research in terminology 2002: Registered Trade Mark Agent of CIPO; Trade Name Designer Author of numerous scientific articles in the fields of terminology, education, international cooperation, information business, and knowledge management.