阅读理解
The right name is important in the business world. All you have to do is to think of the names for some of the products you buy every day and you'll agree that the name and the product are connected in everyone's mind.
In many countries, successful trade or brand(商标)names are protected by law so that other companies cannot make the same product by copying. Businesses register(注册)a company or a product name with the government. In fact, more than 1,000 product and company names are registered every hour. Many companies spend a lot of money to find the right name for their products. A good example of this is in the car industry. Some successful names for cars have powerful associations(联系).The Ford Mustang and the Jaguar are only two examples of choosing the names of animals that are fast and strong.
When a U.S. company decides to sell its product in another country, it has to make sure that the product name translates properly. When Coca-Cola introduced its soft drink to China it looked for the right name. It wanted a name that would do two things. One was to present its image in Chinese and the second was to be close to its first brand name-Coke. It took some efforts before finding the right word-which sounds similar and translates as "happiness in the mouth". Asian company names are not new to the United States. The brand names of Samsung and Sony have been successful. Finding the right brand name is a big business. Asian companies that sell to foreign markets pay to find a name that will connect with its customers. There are even naming companies that offer help in inventing product names. These companies can charge(要价)up to $ 100,000 a word for their good names. But it's worth it. Successful companies know how important the right brand names are for their development.
