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企业和产品名称是人们对其产生印象并借以识别企业和产品的主要标志,是企业的无形资产。如果企业和产品拥有能够准确鲜明地反映其特色的美好名称,便会先声夺人,达到美化形象、名声远扬、竞争能力倍增的目的。然而,我国长期处于计划经济下的指令生产,企业和产品的名称无需具有特色,因而在转向市场经济后,对其如何命名便缺少经验,再加上企业经营者的素质存在差异,所以尽管有些企业和产品已经有了较好的名称,但另有一些企业和产品的名称则陷入了误区,不但损害了企业和产品形象,而且有损于精神文明,在社会上造成了不良影响。所以,这一问题应该引起人们的重视和有必要加以研究解决。
Corporate and product names are the main symbols that people have to make an impression on and identify businesses and products. They are intangible assets of the company. If enterprises and products have good names that can accurately and clearly reflect their characteristics, they will start to win people, achieve the goal of beautifying the image, reputation and competitiveness. However, China’s long-term command production under the planned economy, the names of enterprises and products do not need to have characteristics, so after the transition to a market economy, there is a lack of experience in how to name them, and there are differences in the quality of business operators, so although some Enterprises and products have already got a good name, but some other companies and products have been misunderstood, which not only damages the image of enterprises and products, but also harms the spiritual civilization and has caused bad influence in society. Therefore, this issue should arouse people’s attention and need to be studied and solved.