Therightnameisimportantinthebusinessworld.Allyouhavetodoisthinkofthenamesforsomeoftheproductsyoubuyeverydayandyou’llagreethatthenameandtheproductareconnectedineveryone’smind.Inmanycountries,success
Therightnameisimportantinthebusinessworld.Allyouhavetodoisthinkofthenamesforsomeoftheproductsyoubuyeverydayandyou’llagreethatthenameandtheproductareconnectedineveryone’smind.
Inmanycountries,successfultradeorbrand(商标)namesareprotectedbylawsothatothercompaniescannotmakethesameproductbycopying.Businessesregister(注册)acompanyoraproductnamewiththegovernment.Infact,morethan1,000productandcompanynamesareregisteredeveryhour.Manycompaniesspendalotofmoneytofindtherightnamefortheirproducts.Agoodexampleofthisisinthecarindustry.Somesuccessfulnamesforcarshavepowerfulassociations(联系).TheFordMustangandtheJaguarareonlytwoexamplesofchoosingthenamesofanimalsthatarefastandstrong.
WhenaU.Scompanydecidestosellitsproductinanothercountry,ithastomakesurethattheproductnametranslates(翻译)properly.WhenCoca-ColaintroduceditssoftdrinktoChina,itlookedfortherightname.Itwantedanamethatwoulddotwothings.OnewastopresentitsimageinChineseandthesecondwastobeclosetoitsfirstbrandname—Coke.Ittooksomeeffortsbeforefindingtherightword—whichsoundssimilarandtranslatesas“happinessinthemouth”.AsiancompanynamesarenotnewtotheUnitedStates.ThebrandnamesofSamsungandSonyhavebeensuccessful.Findingtherightbrandnameisabigbusiness.Asiancompaniesthatselltoforeignmarketspaytofindanamethatwillconnectwithitscustomers.Thereareevennamingcompaniesthatofferhelpininventingproductnames.Thesecompaniescanchargeupto$100,000awordfortheirgoodnames.Butit’sworthit.Successfulcompaniesknowhowimportanttherightbrandnamesarefortheirdevelopment.
小题1:Whyaretradenamesprotectedbylawinmanycountries?A．Tomakecompaniespayfornamingservice.B．Tohelppeoplechoosethebestproducts.C．Topresentgoodimagesoftheproducts.D．Topreventgoodimagesfrombeingcopied.小题2:Whatcanwelearnfromthepassage?
A.Manycompaniescareaboutthecostoffindingtherightnames.
B.Creativetradenamescanhelpcompaniestohavealargersale.
C.Thegovern
