
این چند خط حاصل و جمعبندی چند پیام واتساپی من با دوستی بود که در کار نامگذاری برای یک کسبوکار است. همانطور که میگویند یکی از حقوق فرزند بر والدینش انتخاب نام نیکوست در ایجاد یک کسبوکار نیز چنین حقی برای بنیانگذار وجود دارد. گاهی ندیدن چشمانداز یا افق و آیندهی یک کسب و کار خیلی زود نامگذار را با مشکل مواجه میکند و مجبور میشود که نام را خیلی زود تغییر دهد و خدا میداند این تغییر نام چقدر هزینه و چقدر ریسک دارد. میخواهم طبق عادتم در این سالها خیلی کوتاه و موجز بنویسم که در کمتر از پنج دقیقه همهی آنچه که میخواهم را منتقل نماید.
من بعد از این مکاتبه چهار مدل نامگذاری را از هم تفکیک کردم. این یادداشت ادعا ندارد که همهی اقسام نامگذاری را پوشش میدهد انتظارتان از آن یک یادداشت سرپایی باشد. این بخشبندی میتواند همپوشانی نیز داشته باشد.
نامگذاری بر اساس اسمی که دوست داریم. اسمی که اسم فرزندمان است مانند مینو که سالها قبل برای گروه صنعتی مینو انتخاب گردید و اینطور که شنیدهام نام دختر علی خسروشاهی موسس این هلدینگ بزرگ است. نام معروف دیگری که خود من نیز با توجه به جناسی که با نامخانوادگی من دارد خیلی دوستش دارم گلنار است. گلنار هم از برندهای موفق است و البته برندینگ غیررسمی آن باعث حواشی زیاد حول و حوش این برند شده است. از این نمونه دهها نمونهی دیگر نیز داریم. پشمک حاجعبدلله که از وجه تسمیهی آن بیخبرم نیز را میتوان در این گروه قرارداد. این گروه خیلی عضو دارد و از معروفترین و قدیمیترینهای آنها میتوان به کبریت توکلی نیز اشاره کرد. یکی دیگر از نامها افقکوروش است که بیتردید از موفقترین برندینگها و پروژههای این چند سال اخیر است. البته وجود کوروش در این نام هم مزایایی برای این برند به ارمغان آورده است و هم در عین حال مثلا قم مجبور به برندینگ بدون این پسوند شدهاند.
نامگذاری خلاقانه بر اساس نامی که ارتباطی با کالا یا کسب و کار دارد. یکی از معروفترین این قبیل اسمها گلرنگ است که تناسب تام و تمامی با محصولاتی که در چند دهه قبل تولید میکرده است داشته و توسط فقط سعید حاجآقای فضلی انتخاب شده است . شامپوی داروگر را نیز میتوان در این گروه گنجاند. البته گاهی موفقیت برندها آنقدر رهزن میشود که نامگذاری شرکت و هلدینگ را تحتالشعاع قرار میدهد. برای مثال برند گلرنگ شاید چند درصد از کل گردش مالی گروه صنعتی گلرنگ نباشد اما بر روی آن گذارده شده است و البته چندان مشکلی ایجاد نمیکند اما نام گذاری شرکتی با عنوان مثلا شرکت شامپو سدر صحت آن را مجبور میکند که تغییر نام دهد.
نامگذاری با برساختن کلمهی جدیدی که پیش از این سابقهای نداشته است. قدیمیترین این قبیل نامها آنقدر که به خاطر دارم پفک است که بسیار خلاقانه توسط جناب خسروشاهی به دلیل ماهیت محصول برساخته شده است. این روزها از این نامها کم نمیبینیم که خصوصا در استارتاپها مورد استفاده قرار میگیرد. از بهیادماندنیترین این نامها دستکم برای من تپسی است که با تغییری در تکسی (تاکسی) برساخته شده است. نام دیگری که من خیلی دوست دارم میاره است که از یک فعل نشات گرفته است و به خوبی ماموریت شرکت را متبادر میکند و از طرف دیگر نامی جدید و خاص را برساخته است.
نامگذاری با اسمهای عمومی که با ماموریت و افق کسبوکار تناسب دارد. معروفترین نامی که به خاطر دارم آمازون است. دوست داشتم فقط نامهای ایرانی را بیارم اما چیزی به خوبی این مثال به خاطر نیاوردم. آمازون بزرگترین جنگل بارانی دنیاست و البته امروز گمان میکنم قبل از به یادآوردن آن جنگل، خردهفروشی آمازون به ذهن بیاید.
نامگذاری با استفاده از کلمات انگلیسی که به ذهن خارجی بودن را متبادر کند یا استفاده مستقیم از یک برند خارجی. چون این گروه کالا را متضمن اصالت نمیدانم مثالی از آن نمیآورم اما همهمان دهها نمونه از آنها را سراغ داریم. تایید میکنیم این فرهنگ مرغ همسایه غاز پنداری در این انتخابها بیتاثیر نیست.
سدر صحت یا صدر سحت
سدر صحت یا صدر صحت؟؟
خودمم اشتبا نوشتم
ممنون از تصحیحتون.
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