取个好名万利来

• 作 者: 彭诗金
• 出 处: 企业研究
• 发表日期: 1996年06期
• 关键词: 市场销路 普罗克特 菲亚特集团 心理学教授 美国东海岸 经营绩效 名牌意识 休伯特 赫伯 美国可口可乐

莎士比亚曾经说过,玫瑰不论取一个什么名字,闻起来都是香的。实际上,这种观点是片面的。你看到的是要看的东西,闻到的是你要闻的东西,玫瑰取了别的什么名字,也许闻起来就不那么香了。有很多例子可以说明名字的力量。加勒比海中的猪岛一向默默无闻,直到它改了名字,叫极乐岛,才成为旅游胜地。我国的“茉莉”花茶开始时在东南亚市场销路不佳,原因是当地“茉莉”的谐音

Shakespeare used to say that roses smell fragrant regardless of a name. In fact, this view is one-sided. What you see is what you want to see. What you smell is what you are going to smell. Rose has taken other names. Maybe it smells less fragrant. There are many examples that illustrate the power of names. The pig island in the Caribbean has always been obscure until it was renamed, called Gele, and it became a tourist destination. China’s “Jasmine” tea began to sell poorly in the Southeast Asian market because of the homonym of the local “Jasmine”.