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  3. The right business name is important. If you choose the wrong one, you might end up with something that sends all the wrong mess

The right business name is important. If you choose the wrong one, you might end up with something that sends all the wrong mess

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问题     The right business name is important. If you choose the wrong one, you might end up with something that sends all the wrong messages. To be successful, your business name needs to define your identity and say what’s special about what you are offering. Think about the market you want to sell into, and why your customer will prefer to buy YOUR product or service rather than someone else’s. A good business name is one that tells customers what to expect. For example, Early Learning Centre appeals to parents because it tells them that the toys it sells are educational.
    Illiterate names have caught on everywhere, that is, names that involve deliberately misspelled words. Kwik-Fit, the company that promises to fit car parts speedily, was one of the first in the UK. The name was the brainchild of Kwik-F it’s chief executive, who, as a schoolboy, earned extra pocket money cleaning ovens. He advertised himself as Kookers Kleaned! Some people grumble about these misspellings, arguing, for example, that children will copy them, but even these purists don’t hesitate to buy an ice cream from Phun Phlavours! These misspellings work because they catch the eye. The trouble is, as more and more are invented, they lose their impact.
    But unusual names are not always the most effective. Names like Tie Rack or Body Shop which just say what your company is about can work just as well. They are short, and they have an honest no-nonsense ring to them. Sometimes using a personal name can achieve the same effect: Laura Ashley projects a gentle and elegant image that makes the customer feel comfortable about buying that company’s products.
    Consider too the impact your name will have when people hear it or read it. What effect does it have when spoken over the telephone? Snappy Happy Snaps may describe your photographic agency, but it sounds ridiculous over the phone. When your name appears in Yellow Pages or similar directories, usually amongst a hundred others offering a similar service, you want yours to be the one that catches the eye. One trick is to ensure that the first letter of your name appears early in the alphabet. A business in Finland called itself by the meaningless name Quello, simply because there is no letter Q in Finnish, so Quello was the only entry in the directory under that letter!
    If you deal with overseas customers, check that your name won’t cause you problems. A good translation agency will help you avpid the trap of choosing a name that means something offensive in another language. There is a famous case of a stick deodorant manufactured by an Asian company who had selected a name which meant something really bad in English. The matter was made worse by the instruction printed on it in English, which read ’Push up bottom’.
According to the passage, a business name is a good one if it______.
选项 A、identifies your market needs
B、avoids confusion with other companies
C、creates a different kind of image
D、persuades people to use your company
答案D
解析
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