. Constance of the name. People get accustomed to the name. It is kept into the memory solidly. It s facilitated business contact.
. Association with product and its characteristics. A name which was chosen successfuly favoures the creation original and beautiful emblem of an organization, trademark. So on the bounds of firm s activity are outlined conditionally when the name has been chosen. It ought to avoid unwarranted rigidity, so long as a type of activity could be changed in perspective.
. Shortness, harmony, aesthetically acceptable. The name must be like that it is impossible to transform it in disharmonious by force of replacement, edition or exception of letters. It is better apprehend the name consisting of one or two words and reflected the kind of enterprise s activity. For example, Globe , Piligrim , Mostravel , etc.
. Unique of a name. If unpleasant impression is appeared about one of the firm with similar name, this impression might be transformed to another firm. A registered mark and name is protected by law. p align="justify">. An acceptability name for foreigners. The foreign words in the name may be used but their usage must de considering that avoid other meaning.good brand-name tells about good s advantages, its quality. It is recorded and memorized easy. It hasn t equivocality. It is used as the brand for wide range of different goods and has positive or neutral meaning at least in other countries and in international language.
.2 The corporate style (corporate identity)
The corporate style is a set of colorful, graphical, verbal, typographical and design constant elements (constants) providing visual and semantic unity of the products or (services), elements of corporate styletrade mark; corporate graphical inscription (logo); corporate block; corporate mottocolorscorporate print bundle; corporate hero; permanent communicator (face of the firm);
) The trade mark trade mark is the main element of a corporate style. Is a registered graphical, verbal, volume, sound designations or their combinations which are used by the owner of a trade mark for identification of the goods. The exclusive right of the owner of trade mark using is provided with legal protection from the state. p align="justify">) The corporate graphical inscription (logo); is the original tracing or the abbreviated name of firm, the goods or services made by this firm. As a rule, the logo consists of 4-7 letters. p align="justify">) The Corporate block sa traditional, often mentioned combination of several elements of the corporate style. Often it is a graphical trade mark and a logo.
) The corporate mottois an original device that permanently used by firm. Some slogans are registered as the trade mark. p align="justify">) The corporate colorcolor also is the major element of the corporate style. The color make corporate style elements more attractive and memorable more. It allows to exert a strong emotional influence. The concrete colors were fixed to some types of products and services sensibly constant. p align="justify">) The corporate print bundle.can point different specifics of the brand image, bring its contribution to the form of the corporate style. Print could be percept as manly or womanly, easier or heavy, elegant or rough, business and others. The main task of creators of firm style is to find they own print, whom a client would identified himself. p align="justify">) The corporate hero.corporate hero is the important part of the formed image. Travel agency develops the constant and stable icon of its agent. Also the corporate hero can embody the fantasy-ideal shape of a consumer, whom a client could be identified. p align="justify">) The permanent communicator.is the real man as opposed to the corporate hero. Its concrete person, that is chosen by the firm in the capacity of mediator for its communication with recipient. Also it is used synonyms, for example, the face of firm , brand-image , firm icon . Sometimes the agency uses the outer attraction of mediator. But it is not only criterion. In some case the firm is drawn by professional quality of person. Then his features are projected to image the owner of corporate stile...
