List of company names. How to choose a LLC name

Real examples of choosing an original company name.

Before you start choosing the name of your future or existing business(name change required) we bring to your attention an informative selection of materials on how the “great” companies chose or changed the names of their companies.

Those great ones who, through their work, through their life in business, have proven that you need to look up to them and take the best from their experience.

Take a closer look at their decisions and stories. Perhaps these examples will inspire you to such successful creativity that will make your choice correct, final and will live with your business for many years.

Creative company names. History of 3M.

Back in 1902, five entrepreneurs from Minnesota decided to found a company and began to decide what to call their new brainchild. The first and simplest thing that came to their mind was the Minnesota Mining and Manufacturing Company.

But the founders of the company wanted to stand out in the market not only with their innovative products, but also with their name. Then they replaced the boring and long Minnesota Mining and Manufacturing Company but simple and original - 3M (Three initial letters of the words included in the original name).

Today's 3M name throughout the world represents innovative business. Abbreviations and abbreviations are an ideal means of expressing long and complex names in a company name.

How to choose a name for a company. The history of Apple or the battle of perceptions.

When Steve Jobs decided to create a company to produce computers; at that time almost no one knew anything about computers.

Therefore, when it came to choosing a name for his new business, Steve realized that the company name should be simple, catchy, friendly and would attract the attention of many people with its unusual meaning.

Steve chose the name "Apple". Subsequently, company co-founder Steve Wozniak recalled that Jobs was inspired by his stay in an apple orchard in Oregon.

The unexpected decision played a big role in promoting Apple products not only due to innovative products, but also due to the unusual and such a “tasty” name.

Sounding company names. BAPE: "Monkey bathing in warm water."

The name of the company for the production of fashionable youth clothing Bape has become a real sales engine.

The fact is that the founder of the company, music producer DJ Tomoaki “Nigo” Nagao, knew very well how to attract the attention of part of the youth to whom the brand’s business was aimed and therefore came up with an unusual and sonorous name.

In 1993, Japanese sayings were fashionable among young people. One of these sayings inspired DJ Tomoaki's name: "Monkey Bathing." Derived from the old Japanese proverb "A monkey bathing in warm water."

This name suited the audience perfectly, which was initially defined as selfish and self-confident. Therefore, when choosing a company name, first of all, think about who this name will serve and who will be interested.

An example of a successful company name. Kodak: The power of the letter “K”.

George Eastman, the founder of the world famous company Kodak, loved the letter “K” since childhood. In 1892, Eastman decided to create new company offering the market a completely new, innovative product.

Eastman understood that for such a product it was necessary to choose an unusual, modern but simple name. He decided that the name would begin and end with the letter “K.”

Moreover, he absolutely correctly thought that the name should be memorable, not mean anything and should not be distorted. After much experimentation with words and names, the name “Kodak” was chosen.

This name, like the company, existed for more than 100 years and became known to all mankind. The name has become firmly entrenched in people's consciousness as a symbol in the world of photography and pop culture.

The best name for a company. Nike Inc instead of Blue Ribbon Sports.

In 1971, Bill Bowerman and Phillip Knight, founders and owners of Blue Ribbon Sports, were preparing to release a new line of football boots featuring Carolyn Davidson's signature swoosh design, and they needed a new and very memorable name.

This name was supposed to excite the minds of sports fans, and as the owners thought, this could be done by drawing parallels with Greek mythology. Nike is the winged Greek goddess of Victory.

Everyone liked this name and attracted much more consumer attention than the boring Blue Ribbon Sports. As a result, it was decided to officially change the name of the entire business in 1978 to Nike Inc.

Beautiful name – Samsonite. "It's never too late to change."

Shwayder Trung Manufacturing Company, founded in 1910 by Jesse Shvyndar, produced fine leather suitcases and briefcases that emphasized durability and strength.

However, the company was later named after the biblical Samson, whom God gifted with supernatural powers to defeat his enemies, fight lions, and defeat entire armies.

In 1941, Shwayder first began using the “Samsonite” brand name in a separate product line, and completely changed its company name in 1966. The large suitcases that the company produced were associated with heaviness, and those who moved such heaviness were, in turn, associated with the biblical hero.

A very beautiful and successful solution.

Watch the video: “The History of Scotch® Adhesive Tape from 3M.”

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The most interesting names. Virgin: Successful challenge in the market.

Virgin (Virgo, madonna, virgin). When 20-year-old entrepreneur Richard Branson was preparing to create his own company and tell his first clients about it, he thought for a long time about what to name it correctly.

Chance helped. According to Richard Branson's biography, one of his employees said: “We are completely virgins in this market, and in business in general. Name the company "Virgin".

Richard liked this proposal so much that he immediately agreed, and the company with such an unusual name was registered in 1970. And since then the company has become one of the most famous companies in the world, and the Virgin brand has become one of the most recognizable.

Just beautiful words for the title. Haagen-Dazs: Look it up in the dictionary.

One example of how business owners used meaningless words in their name is the name of the company Haagen-Dazs.

Look in any dictionary - this name means nothing. However, in 1961, the owners of a new ice cream company, Reuben and Rose Mattus, chose this name for their business and in less than ten years made these meaningless words the most recognizable among many people and consumers.

The fact is that ice cream was originally sold in a store of the same name in the Bronx, where people of different nationalities lived and many simply did not understand the meaning of the words written in English language. The meaningless name played an excellent service to the entire business.

Interesting company names. Google: Great mistakes.

Google is a company name that initially had grammatical errors. “Googol” is exactly what the name of the world famous company should have sounded like.

Googol (from the English googol) is a number in the decimal number system, represented by a unit followed by 100 zeros. When such a name was chosen, it was thought that it should symbolize the titanic amount of information on the Internet, which the company sought to systematize with the help of its new search engine.

But, unfortunately for the owners of the new business, the domain name: Googol.com was already taken. It was then that it was decided to use the distorted Google.com. Now in all the dictionaries of the world there are two concepts: Googol and Google.

Good day! As always, I am glad to welcome you to my website, one of the frequently asked questions in my VK group “Business Secrets for a Newbie” is, - “What to name your new LLC?”

And indeed, the question of the name of the organization becomes one of the very first questions.

I have already written quite a few articles on this topic and today I decided to put all the information together so that you can easily choose a name for your LLC.

The first thing you need to do when choosing a name for an organization is to consider the restrictions on names that exist in the legislation of the Russian Federation.

Restrictions on LLC names

I will make a list of names that cannot be used when naming your LLC:

1. Name of states. It is prohibited to call your organization by the names of states, as well as derivatives from their names;
2. Name government agencies authorities. It is forbidden to name your LLC by the name of state bodies. authorities, as well as bodies local government;
3. Name of intergovernmental organizations. When choosing the name of your organization, you cannot use the names of intergovernmental and international organizations;
4. Titles public associations . You cannot call your LLC the name of a public association;
5. Obscene language. Everyone understands perfectly well that this point is self-evident.

LLC name form

I will not list the entire list of allowed brand names LLC (this is simply useless, I’ll just say that there can be up to six of them).

We are interested in only 2 options for the form of the LLC name:

1. LLC - abbreviated name of the organization;
2. Society with limited liability- full name of the organization.

Let's assume that we call the organization "Premier":

1. Premier LLC is the abbreviated name of the organization;
2. Limited Liability Company "Premier" - the full name of the organization.

I think we have decided on the form of the organization’s name (in fact, for a small business there is no need for other options).

Clarification of the name of the LLC in the tax office

Now you need to make sure that in the city in which you are opening an organization, there is no organization with the same name.

The fact is that, in general, it is not prohibited to have 2 companies with the same name in the territory of one municipality (city), but this can work against you if an organization with the same name turns out to have a bad reputation.

Therefore, before making a decision on what to name your LLC, you need to make a call to the tax office (IFTS) of the city in which the company is opening and clarify whether or not there are companies with that name.

When I was registering, I simply called the tax office in the territory where I was registering the organization and said that I wanted to open an LLC with the name "MontazhZhilStroy", without any problems, the tax inspector looked at the database and said that there was no organization with that name and I could register it.

Proprietary names

When choosing a name for opening your organization, you must, of course, not miss such a moment as patented names (trademarks).

I can immediately say that serious companies always patent their names (trademarks). And let’s say you can’t name your LLC, for example, “Coca-Cola”.

Since in this case you will simply be tormented with lawsuits and in the end you will change the name of your LLC.

Here are the requirements you need to follow when choosing a name for your organization.

At the end, I’ll give you some tips on how to name your LLC correctly.

How to name an LLC correctly

When choosing a name for your LLC, give preference to the area of ​​activity that the organization will be engaged in (after all, the first thing your potential customer will pay attention to is the name).

Here are a few examples of how to name an organization:

1. For example, you will provide plumbing services - SantekhMontazh LLC, SantekhSnab LLC, SantekhSpetsStroy LLC;
2. For example, you are engaged in electrical work - ElectroPlus LLC, ElektroSib LLC, ElektroSbyt LLC.

You can come up with thousands of names. The main thing is that it reflects the direction of your activity.

If you yourself cannot come up with anything worthwhile, just look at what LLC names are in the neighboring city or just look on the Internet.

MAIN!!! SO THAT THE TITLE YOU CHOOSE MEETS THE CRITERIA THAT I SPECIFIED IN THE ARTICLE.

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That's probably all! If you have questions, then, as always, you can ask them in my VK group "

It is impossible to register a company without a name. You will also not be able to open a bank account, enter an invoice or conclude a contract. The company name is an important component of the image and success of a business. It should be easy to remember, evoke only positive emotions among clients and partners, and also have a resource for the development of a separate brand. In the future, the LLC name will work for the owner, providing a certain level of income.

The name largely determines the prospects for business development. Some entrepreneurs take a lot of time and effort to get ahead, while others are lucky. There are statistics on positive shifts financial condition company after the name change. The LLC name should be a strong marketing tool. Experienced specialists have long developed the principles and rules for composing the optimal business name.

But don’t rush to choose a name or use the first one that comes to mind. It is difficult to overestimate the importance of words in a person’s life. Many will remember the words of Captain Vrungel: “As you name the ship, so it will sail.” The second part of the article provides important information on the energy of words. It describes how to choose the right company name so that it reflects the scope of activity and contributes to prosperity.

How to name a brand

The term "brand" comes from the Old Norse word "fire", which means successful trade or service. A brand is a high-quality product with a good reputation that is known to a wide circle consumers and is able to create a holistic image of the product in people’s minds. It has a unique name and symbolism. A brand can be any product or service: product, design, service, sign, etc.

If there are no plans to expand the business, for example, opening a small store in small town, there are fewer requirements for the name, which allows you to be guided general rules. You can survey future clients about the name or offer to choose it from a list compiled by the owner.

Successful businessmen spare no expense in creating and promoting brands, the rights to which will become a source of income. A memorable logo and a good name guarantee the success and prosperity of the company in a highly competitive market. A beautiful name should be commercial offer, be based on a positive product image and offer unique opportunities to meet consumer requirements.

A successful LLC name will help save time when significantly expanding your business.

Basic principles for choosing a name

A brand is not a product, and its name should not be a description of the characteristics and essence of the product. He must highlight important difference goods from competitors' analogues.

The name should express the company's value, create and maintain a connection between the product and the consumer. Almost any name can be successful brand, if you make efforts to unify it. For example, Marlboro reflects the area, Coca-Cola reflects the composition. The name should be related to the specifics of the product and focused on further development, regardless of the commodity situation.

1. You should not give a direct description of the product - the name should highlight, not describe. To reveal the characteristics of a product, advertising and marketing are used; repeating information in the name will be unnecessary. A descriptive title will become limiting marketing opportunities when competitors' copies of the product appear. In the future, the trade name may become an unbranded product. A striking example is the name of the first antibiotics with penicillin - Terramycine, Vibramycine. Modern drugs are produced under patented brands - Tagamet, Zantac.
2. A successful name may not reflect the characteristics of the product at all. This makes it unique for a long time (Apple).
3. The name must take into account the time factor and remain unique for a long period. Unsuccessful examples can be called Radiola, which in Latin means “heat”, but in reality this household appliance is not based on heating. Sport 2000 is a reference to the year, which in the future may give the impression of being old-fashioned. EuropAssitance - binding to the region, which prevents expansion to other continents. Silhouette (silhouette) began to promote yoghurts for the health of the body, and not for weight loss. This principle is especially important for medium-sized businesses.
4. The name must provide promising development on international market. For example, the American brand CGE is often confused with its rival GE; Nike is not eligible for registration in a number of Arab countries.

Particularly popular lately following methods creating a brand name:

• syllables or letters from the names (surnames) of the founders;
• surname + prefix К°, off;
• displaying the subject of the product in part of the name without direct mention (water, sea - Aqualor, Morenasal, Dolphin, Aquamaris).

Ideas for names can be found on specialized websites that generate lists of suitable names for free. You can also use paid services naming agencies who will select a creative name that will bring good luck.

What name will bring good luck to an LLC?

When choosing a name for a company, the reactions and emotions of potential consumers of the product are taken into account. It should be clear target audience. To make sure the name is successful, you can conduct a survey among future clients.

Naming experts have come up with several important rules:

• The names on the list should be simple, pleasant and not misleading to consumers (the Vityaz florist shop, the Elena the Beautiful restaurant are inappropriate).
• The name does not need to reflect information about the product. The main thing is that it should be easy to pronounce and evoke positive emotions.
• It is not recommended to tie the name to a geographical location. This will allow you to quickly expand your business in the future without renaming.
• If there are foreign words in the name, their meaning and interpretation should be clarified. Chevy Nova was renamed for the South American auto market, as it literally translated “doesn’t drive.”

1. Use of full names and surnames. When selling a company, problems arise or negative personal associations may form among consumers.
2. Use words that are complex or have a negative meaning.
3. Use templates and hackneyed phrases.
4. Civil Code prohibits the use of full or abbreviated names of the state, authorities and local self-government, public associations, and contrary to the principles of morality and humanity.

On the use of the words " Russian Federation", "Russia" and derivative words require special permission and an additional state fee is paid (10-50 thousand rubles).

The name of a company that does not plan large-scale development may indicate the type of activity (production or installation of air conditioners - “Breeze”). A sense of proportion is important. Names that are difficult to remember or pronounce will not bring success in business: Moskavtotransservice, Stroypromkonsalt. But the store draft beer can safely be called with a definition of the characteristics of the product.

Directions for creating successful company names

A consonant name indicating the type of activity will be an ideal option for companies with great prospects. It should consist of 1-2 simple words. Consonance with famous brands will have a negative impact on profits and may lead to legal proceedings for copyright infringement.

It is important to understand that Omsk Furniture will not be in demand in Moscow. The name should be easily readable in common languages ​​of the world. The words must at least remotely indicate the activities of the LLC - the consumer must understand what is being offered to him.

The abbreviation will not the best option for the title, since it introduces potential clients confusion and depersonalizes the company. However, there is an exception to all rules: BMW (Bavarian Motor Plant).

Owners initials

The first option for the name is always the initials of the owners. The option is good if the person is respected and famous among others.

Popular companies are named by the names of the owners or their initials: TM “Mersedes”, “Honda”, “Tinokov”. You can recall the famous company “Siemens”, founded by Werner van Siemens and “Phillips” - the name of the founders of the business.

Play on words

A good option might be a merger of two words or an acronym made from the first sounds. Global company Lego comes from the Danish phrase leg godt - “play well.” Additionally, the name is translated from Latin as “collecting.” The brand name was created by a non-professional, but its popularity is growing every year.

A good example would be FaceBook. The method is convenient for quickly creating a name. StroyGrand is a universal name that is easy to remember.

The sports shoe manufacturer Adidas is named after the company's owner, Adolf Dassler.

Good examples of names indicating the location of the company are ZIL (Likhachev Plant), KamAZ (Kama Automobile Plant).

Often names are boring and unappealing to clients. A creative name popularizes the brand.

Fictional and historical characters

Beautiful names of companies that have earned worldwide recognition were sometimes named after mythical or historical characters. A notable example is "Canon" - a modified name for the Buddhist deity Kwanon. The owners of Blue Ribbon Sports changed their name to Nike Inc in honor of the Greek goddess of victory.

On Russian market There are also companies named after famous characters - “Napoleon”, “Lincoln”. Many brands have proven to be tools of popularity for their developers. Successful brands have made their owners legends.

Associations and environment

History has known successful variants of a name with a word that describes a natural phenomenon or an abstract concept that evokes associations with the company’s product. “Hyundai” translates as “modernity”, and “Samsung” means “3 stars”.

The name according to Feng Shui, which provides for a harmonious combination of symbols with a positive meaning, can be roughly included in this category. There is a limit on the number of letters - no more than 5. The last one must be a vowel. A good example there will be a Sony brand. The name comes from the Latin sonus - “sound”, and in English it sounds like sunny - “sunny”. However, in Japanese, sonny is a loss. This was the main reason for the abandonment of one letter n in the middle of a word.

Examples of names of transport companies

Successful transport company must have beautiful name that stands out from competitors. You can use English words:

• artway - art + road;
• arrive - to arrive;

It is allowed to combine the initials of co-owners or parts of their surnames. The company name should sound easy: Azimu, AutoTrans, VestOl, TransLogistic, Rota Leasing, Inteltrans, TransAlyans. When creating a unique LLC name, you can work in the following directions:

• connect the prefixes (auto-, trans-) and part of the name (AlRosa, RusAl);
• associations with speed, transportation, road (Trajectory, Fast transportation);
• resort to metaphors or play on words (Avis - bird);
• use derivative words from “express”, “trans”, “speed”;
• apply abbreviations (BNK - Fast, Reliable, Qualitative);
• neologism is a new word.

Whatever activity the company is engaged in, its name should be easy to pronounce and quickly remembered, be harmonious, not have multiple interpretations, exclude floating stress and negative associations when pronunciated, and evoke pleasant visualizations.

Construction company name

The name of the construction company should create a feeling of trust, reliability and comfort (UyutDom, Domstroy). Similarities with competing companies and their abbreviations should be avoided as much as possible.

The name of the LLC in this area can reflect the profile of the proposed work (StroyMaster, GarantElit, StreamHouse). You can try to play on the profile word: build - Build-ka, StroyMig, PoStroy. Today there are names with prefixes (Derwold&Co).

A large number of new construction companies on the Internet does not negate the importance of the name and the principles of its composition.

Law firm name

A good lawyer must be reliable, inspire confidence and trust in clients. Similar requirements apply to legal companies. The title should not be long, which prevents quick memorization (“Right”).

The owners often put their names together in Russian or foreign language: Yukov, Spencer and Kaufmann, SayenkoKharenko. A foreign basis can be used in the slogan: Avellum - A (the first letter of the Greek alphabet) + vellum (parchment for legislative acts).

• use no more than 3 words;
• the search should begin with Russian words, then Latin;
• neologisms must be deciphered in the company slogan to indicate the scope of activity;
• an abbreviation of a name consisting of several words should be harmonious;
• avoid legal terms - banal and hackneyed;
• do not use a common name to avoid difficulties in registering a trademark.

Name law firm should reflect the professionalism and personal values ​​of employees and owners. Particular attention is paid color scheme and graphic design of a unique logo.

Furniture manufacturing company name

The product of a company in this field of activity should evoke a sense of style, leadership, luxury, and comfort. When choosing a name, use the following methods:

• use georeference: Eden;
• play with foreign words: glass (glass) - Sunglass;
• furniture base: Mebelink, MebelStyle;
• highlighting the scope of activity: Soft lines, Interior;
• emphasis on positive associations: Formula of Comfort, Residence;
• add prefixes or symbols: Prima-M, Glebov and Co;
• play with the words: Furniture, Mebelius;
• foreign base: MebelStyle;
• use first or last name: Furniture from Ivanov.

Accounting company name

The name should indicate solidity, evoke trust and positive emotions. It is strictly forbidden to play on humorous names (BukhAccountingConsultingAudit - BUKA). The name should make clear the type of activity and seriousness of the organization: ExpertPlus, Glafbukh, guarantor, Balance, Accountant, Your accountant. It is allowed to play with foreign words: TaxOff, Account.

Modern names often contain abbreviations (Accounting Reporting Tax Returns - BOND), parts of the names of the owners in a euphonious form.

How to come up with a monetary name for an LLC, taking into account the energy of words

Each letter has a digital analogue, the vibration of which it obeys. This is clearly visible in the table.

To determine the energy of the name, the numerical names of the letters are combined to obtain a common number. For a clear example, let’s look at the name “Elite”:

4 (E) + 4 (L) + 1 (I) + 2 (T) + 1 (A) = 12

After the calculation, you can proceed to deciphering the name:

• UNIT - the beginning of the beginning. It brings good luck to companies introducing new and unusual products to the market. The names are suitable for innovative developments and new technologies. The new brand will be easy to promote and will gain the trust and support of consumers. The star patron of the unit is considered the Sun, which symbolizes courage and power.
• TWO is suitable for organizations whose purpose is to care for people ( kindergarten, school, clinic). The figure is favorable for cleaning companies, landscaping companies ( landscape design, landscaping), hairdressing salons, manicures, etc. The patron of the deuce is the Moon, filled with femininity and sophistication.
• TROIKA improves the welfare of businesses in the entertainment sector: restaurants, bowling alleys, cinemas, children's play centers, attractions, cultural palaces, etc. Helps in the production and supply of food products: cafes, pizzerias. Troika will ensure the success of acting studios, advertising agencies, and design studios. Her patron is Jupiter, the fusion of opposites, their interaction and unification. Thus, the name will convey balance and perfection.
• FOUR is the number of large companies, a symbol of the birth of organized matter and creation. Will bring profit and success to agricultural, forestry, woodworking organizations. Many successful metallurgical and machine-building plants have a name consonant with the four. It is ideal for design bureaus and construction companies. The protector will be Uranus, stable and manageable.
• FIVE has favorable energy for companies in the field of recreation and sports: fishing and sporting goods store, fitness club, SPA, baths and saunas, sanatoriums. Will promote the active development of tourism organizations and guides. Will bring profit to the dealership of cars or spare parts for them. The patron is Mercury, leading to change and perfection.
• SIX is ideal for creative or artistic activities (artists, art salon). Good energy for an antique store, selling flowers and souvenirs. Everything that can decorate a house and bring comfort to its owner (furniture, decor stores) will be included in their number. Success is guaranteed to beauty salons, clothing salons, cosmetologists, medical centers. Venus will help in development. Six reflects the ideal of human perfection.

• SEVEN is the elite. It is favorable for expensive stores and elite clubs, companies with unusual and expensive products. Suitable for travel companies with exotic resorts or unusual forms of recreation. The star patron will be Neptune, symbolizing the spiritual and cultural basis of things.
• EIGHT - patron of large financial companies with big cash flow. Brings good luck to banks, accounting and audit companies. Saturn will help, combining extreme materialism and infinity.
• NINE will help charitable organizations, private educational organizations. Suitable for psychological rehabilitation centers and practicing psychologists. Patron - Mars, the end of the old and the beginning of the new.

So, before opening any business, you need to calculate everything, both literally and figuratively.

Examples of successful names

To see the importance of the energy component, you can consider several examples of successful companies:

• Sberbank - 1+2+6+9+2+1+6+3=30 3+0=3;
• Ochakovo - 7+7+1+3+7+3+7=35 3+5=8;
• Russian Sea - 3;
• Euroset - 1;
• Megafon - 6;
• Tape - 1;
• Gazprom - 8;
• Yandex - 9;
• Pharma - 2;
• Magnet - 1.

If the name is chosen taking into account the laws of numerology, then the success of the company is guaranteed; they should not be neglected. Use the recommendations above and consider your chosen name options.

Any successful business does not function fully without a beautiful name. Determining it is a complex task that requires taking into account many nuances. Regardless of the field of activity, the name of the LLC should be simple, harmonious and evoke positive associations. The name of the company should make people want to cooperate with it.

Be sure to take into account the scale of the business: large companies inappropriate to call fairy-tale characters or words in a diminutive form. An associative word would be an excellent option.

If you can’t find a beautiful name on your own, you can contact agencies that specialize in naming. For their services, specialists can demand up to 30 thousand rubles. A free source of ideas will be sites with name generators that will provide a list of suitable names.

Remember that the name determines the marketing policy and product promotion on the market.

Method #2 - Name

Method No. 3 - Last name

McDonald's restaurant chain

Method #4 - Nature

Internet hypermarket "Platypus"

Method #5 - History

Method #6 - Mythology

Mikhail Goncharov,:

Method #7 – Compound Word

Method #8 – Acronym

Method #9 – Quote

For hobbyists, the product brand does not matter much. They are often indifferent to which company produces cardboard blanks. The main thing is that the product is of high quality and satisfies the need for creativity. This gives the Leonardo company scope to create its own brands, bypassing the difficult path of dealership of international brands. Read more naming, which is part of branding and dedicated to the development of commercially effective names for brands, has at least 30 main methods. It is worth noting that the brand name should not only please its owner, but also evoke the associations necessary for positioning among the target audience and be based on iconic symbols and established concepts. All this is achieved through appropriate research. In addition, the brand name must be protectable. Before investing money in promoting a brand, it is important to clearly understand that the latter has exclusive rights in relation to the corresponding goods and services.”

Today for professional naming - developing a commercially effective name for trademark, businessmen are more willing to pay good money. But before you pay money to naming specialists, you can try to come up with a name yourself. Often, the result of such an amateurish approach, after an examination carried out by reputable branding specialists, is considered very successful. About the 10 most simple methods developing a name for a brand that can be adopted by every businessman, says Vadim Gorzhankin, CEO PR & Brand agency "Krasnoe Slovo", an expert in the field of marketing communications.

Method No. 1 - Toponym (geographical name)

Pay attention to where your business is located or where your product or key ingredient comes from. Based on this principle, brands such as the Rublevsky meat processing plant, mineral water“Essentuki”, “Klinskoe” beer, “Vologodskoe” butter, “Finlandia” vodka, “Ochakovsky” kvass, “Shatura” furniture, “Winston” cigarettes, “Malibu” liqueur, telecommunications company “Nokia”.

Method #2 - Name

One of the most simple ways naming a company or product is the name of a person. Based on this principle, such brands as chocolate “Alenka”, beer “Afanasy”, frozen semi-finished products “Daria”, men’s magazine “Maxim”, women's magazine“Liza”, a “Mersedes” car, a chain of dry cleaners and laundries “Diana”, instant food products “Alexandra and Sophia”.

We initially planned that the brand would be a first-price product in its price segment. This is where the name came from, which seems to say “put me on the end”. And our main task is to participate in promotions, this is the peculiarity of promotion.

Method No. 3 - Last name

Along with the name, the surname can be the basis of the brand. As a rule, the brand name becomes not just a surname, but the surname of the company founder. For example, the Ford automobile concern, A. Korkunov chocolate products, Bochkarev beer, Smirnoff vodka, McDonald's restaurant chain, Levi's jeans, Brooke Bond tea, Jacuzzi hydromassage equipment ", Martini vermouth, Boeing airplanes, Parker pens, sportswear manufacturer Adidas.

Method #4 - Nature

Nature can be a source of inspiration not only for artists and musicians, but also for naming specialists. It is worth noting that often an animal, plant or natural phenomenon is associated with the properties of a product: the Grad multiple launch rocket system, the Sapsan high-speed train, the Utkonos online hypermarket, the Kangaroo chain of salons for children and expectant mothers, cars Jaguar, Puma sportswear, Alligator car alarms.

Method #5 - History

Often, a significant historical event or character becomes the name of a brand. It is worth noting that the exploitation of history is especially often used to form restaurant names. Examples include the Moscow restaurants Godunov, Pushkin, Graf-Orlov or Petrov-Vodkin. Many examples of “historical naming” are found in other areas of business: Napoleon cognac, Stepan Razin beer, Belomorkanal cigarettes, Lincoln cars, the Borodino trading and production group of companies.

Method #6 - Mythology

Naming specialists have not ignored mythology, which has become one of the most productive sources for brand names. For example, the Mazda automobile concern received its name in honor of the Zoroastrian god of life named Ahura Mazda, and the idea for the name of the drink “Sprite” was born in the 40s of the 20th century. At that time in advertising campaigns Little Sprite was especially popular - an elf with silver hair and a wide smile, who wore a drink cap instead of a hat. A little later, his name became the name of a new carbonated drink - “Sprite”.

Mikhail Goncharov, On the network development strategy in the new market:

– We did not translate the name of the network in any way; the spelling will be in Latin transcription – Teremok. It doesn’t bother anyone that the phones are called Apple. There is a pharmacy chain called Duanereade in the USA, you can’t even read it. In America, strange names do not bother anyone. And we can tell you that there is a fairy tale in Russia about a teremok.

Method #7 – Compound Word

Quite often, a brand name becomes a compound word formed by adding two words together. For example, commercial bank Alba Bank, Aeroflot airline, operator cellular communications"BeeLine", automobile concern "Volkswagen", toothpaste“Aquafresh”, line of hair care products “Sunsilk”, credit cards “MasterCard”, TV channel “Euronews”, weekly socio-political magazine “Newsweek”.

Method #8 – Acronym

An acronym is an abbreviation formed from initial letters, parts of words or phrases, pronounced as a single word rather than letter by letter. Example: the abbreviation “GUM”, derived from “Main Supermarket” is pronounced as a single word gum, not ge-u-um. i.e. not by letter. Well-known acronyms include the name of the musical group “ABBA”, formed from the first letters of the names of its members: Agnetha, Björn, Benny, Anni-Frid, or the name of the automobile brand “VAZ” (Volzhsky Automobile Plant).

Method #9 – Quote

A well-remembered brand name due to its consolidation in the minds of consumers can be a name or expression from a mass-produced work. artistic culture: cinema, animation, music, literature, etc. Examples include such brands as dairy products “Prostokvashino”, the restaurant “White Sun of the Desert”, the chain of leather and fur stores “Snow Queen”, the chain of stores building materials"Old Man Hottabych."

We held a master class at the Leonardo hobby hypermarket. Is it always necessary to create your own brand?

For hobbyists, the product brand does not matter much. They are often indifferent to which company produces cardboard blanks. The main thing is that the product is of high quality and satisfies the need for creativity. This gives the Leonardo company scope to create its own brands, bypassing the difficult path of dealership of international brands. Read more naming, which is part of branding and dedicated to the development of commercially effective names for brands, has at least 30 main methods. It is worth noting that the brand name should not only please its owner, but also evoke the associations necessary for positioning among the target audience and be based on iconic symbols and established concepts. All this is achieved through appropriate research. In addition, the brand name must be protectable. Before investing money in promoting a brand, it is important to clearly understand that the latter has exclusive rights in relation to the relevant goods and services."

“Whatever you call the boat, that’s how it will float.” This simple rule also applies to business laws. When organizing your own business, it is worth remembering that choosing the right business name is the first step to success.

The importance of choosing the right business name

Exist different approaches to choosing a company name. This includes promoting the brand, which consists of derivatives of its own surname and first name. Some argue that the secret to success is in the use of industry specifics and the abstractness of the name. Some even argue that the name may not have any meaning.
After all, there are examples of companies that approached the choice of their name in exactly this way, but still managed to win the love and devotion of consumers, as well as a stable position in the market. But even taking into account such contradictions, there are uniform rules and recommendations when choosing a name that will make it possible to turn it into a brand and ensure the company’s competitiveness in the market for the provision of goods and services.

1. Conducting marketing research. This is required in order to determine the target audience for which the company will continue to act. The name needs to be targeted specifically at the group of consumers who will be interested in the activities of the future company. But if external marketing research involves clarifying the preferences and needs of consumers, then internal marketing research involves studying the pricing policy, assortment and niche in the market that the company plans to occupy. For example, you should not use the words “Economy” and “ low prices“if you plan to open a boutique or store for very wealthy clients who care about the prestige of things and their quality. And it would not be entirely correct to make a sign about the availability of things for every taste, if the store only has women's or men's items, or only a certain wardrobe item (only dresses, for example).

2. Do not use names in the title. Call the company by your name, the name of your beloved woman, daughter, etc. – this is impractical. Rather, this option will be perceived as the director’s narcissism or a banal lack of imagination. Consumers want to be communicated in their language. Moreover, companies with such personal names are much more difficult to sell. And don’t forget about the psychological component. For some people, names may be associated with some unpleasant or bad events in their lives, which means this may discourage them from visiting your company.

3. The name must be remembered. It is necessary to select a phrase or word as a name that will be simply perceived by a person and easy to remember. This name will create the reputation of the enterprise. If you choose the name poorly, then consumers themselves will call your company a more convenient option, and this is already a risk.

4. Comfort. The name of your company should evoke positive associations in the consumer. A potential buyer should want to come to you on a subconscious level, at least out of interest. And in this case, the rule works: a random visit becomes permanent.

5. Occupation. Don't forget what your company is going to do. The market is very merciless towards those enterprises whose name does not correspond to their occupation. There shouldn't be anything superfluous in the title. descriptive information. A person may get lost in the descriptions and go to competitors with a simpler and more understandable name.

: nuances and examples.

Business without leaving home: native walls?

LLC company names

In accordance with the law, when registering, both the full name of the LLC and its abbreviated version are indicated. The full name is used for official documentation, and the abbreviated name is used for business correspondence and internal documents. Example full name: limited liability company "Magic Lamp", abbreviated as LLC "Magic Lamp".

Mandatory legal requirement: the full name must be in Russian. But the additional abbreviation can be in a foreign language. This method is most often used by those companies that operate in the international market. All names must be indicated in official documents, otherwise they become invalid.

What cannot be used in the name of an LLC?

• The word “Russia” is prohibited, including its derivatives (for example, the word “ros”). To use them, you will need permission from the Government of the Russian Federation, obtained in in the prescribed manner, and pay the state fee.
• The ban also applies to the words “Moscow” (and derivatives), “federal”, “Russian Federation”.
• You cannot use the names of cities, subjects, regions of the Russian Federation.

When choosing a name for an LLC, you should start with the type of activity performed. If we are talking about a hairdresser or beauty salon, then you can choose the name of a famous beauty or a beautiful goddess: Venus, Aphrodite, Marilyn. A good option would be to use the word “beauty.” For example, “secrets of beauty.”

If you have not yet decided on the range of activities, then it is better to choose something neutral: Triumph, Premier, etc.

Name for a construction company

One way to quickly come up with a company name is to survey future employees. It is quite possible that one of them will be able to offer a completely suitable option. Such a survey will allow you to collect a decent database of options with which you can work. Using this method " brainstorming“You can make a list of the most preferred options, among which you can choose the best one. Name for construction company must contain sufficient semantic load. For example, the name “Dubovik” does not meet this requirement.

But the name “StroyNadezhServis” is quite suitable. It emphasizes reliable service and the competitiveness of the enterprise, coupled with the precise execution of a given task.

The following examples would be quite successful:

• "Slate" - building materials;
• "ReMake" - reconstruction services;
• “Trowel” - tools;
• "ZhilStroy" - construction of houses.

Name for a law firm

To choose a name, remember that law firm should be associated by clients with reliability and professionalism. Therefore, in the name you should use words that indicate such qualities. The name should convey the message that the company employs real professionals who you can rely on. Should be used simple words, which would be well-known. You can use legal terms to emphasize the type of activity, but only common names will do. The name “Legal Standard” will be successful, but “Verdict” and “Veto” will fail due to their banality and hackneyed nature.

Suitable names:

• "Justina";
• "Consult";
• "PravoGrad";
• "Yuvesta".

Name for furniture companies

It’s worth starting by identifying future consumers. You need to accurately represent the needs of your target audience. It is important to understand who will buy from your company, at what price and what. It is possible that media consumers will prompt you to the name of the company. The furniture market is located in constant development. Therefore, in order to successfully name a company, you need to avoid repetition. A thorough study of competitors will help with this. It’s worth making a list of already taken titles and trying to beat the ones you like.

To choose a name, you can use furniture themes (words and phrases related to furniture). It will also be successful to focus on the area of ​​application of the furniture (why it is purchased and where it will be used). In the second case, the use of verbs is allowed.

You should check the sound of the chosen name and how it will be pronounced when conjugated. This is important both for sellers and managers, who will pronounce it many times during the working day, and for buyers. The title should be clear and precise and easy to understand.

Examples:

• “Residence” is a large furniture center;
• “Verona” is an Italian furniture store (the name is based on the place of production of the products);
• "Count's Kitchen" - a custom kitchen store;
• "Comfort" - furniture for the home.

Name for a travel company

It should be suitable for the activity being carried out (recreation, tourism, travel). The name should be associated with this area, but not be formulaic (the names “Tourism”, “Travel”, “Equator” would be unsuccessful). Banal names are not only uninteresting, but have long been taken. The name should indicate that the company is competent and ready to work with every client.

Examples:

• "Mont Blanc";
• "Oasis";
• "Rose of Wind";
• "Lagoon".

Using these simple rules and showing a little ingenuity, you can find a very original name for your future company. The brighter and fresher it is, the stronger the position of your company in the market, and the faster consumers will be able to remember you.

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