Charmasson G trade mark. The art of creating the ruble sign. Approximate word search

The Trademark is a very useful book. Its author, Henry Charmasson, talks about the basic principles that it is desirable to use when developing names and logos for products and their companies. He illustrates his recommendations and conclusions with an example famous companies and their products - Kodak, Apple, Xerox, Sony and many others. However, his principles for creating successful brands can be useful in other situations as well. In any case, knowledge of these principles would help many participants in the Sign of the Ruble contest to avoid mistakes. In order not to be unfounded, I will give specific examples.
CHARMASSON G. TRADEMARK: HOW TO CREATE A NAME THAT WILL BRING MILLIONS. SPB .: PETER, 1999.224 p.

We read the preface to the book: "The study of modern practice of choosing commercial names shows that most often they are selected empirically without using any objective criteria. The most popular method is to make a long list of euphonious words, and then dwell on one of them ... Once a consultant presented six hundred name variations to Consolidated Foods management related to its business. The board reviewed the list but found none that matched. " For example, Georgy Bezborodov and Maxim Baryshnikov followed this path, submitting as many as 25 works to the "Sign of the Ruble" competition. At the same time, it seems that they have previously sorted out almost all the variants of striking out the Latin letters R and r, as well as the Russian letter P and the number 1 with one or two strokes. However, the procedure was not completed - they did not "stop at one". Personally, I also would not call any of their signs successful. And this is understandable: from all the variety better job(well, at least three) even the authors themselves could not choose - all their signs are good in their own way, but they all look the same. However, the final word is for the jury of our competition.
But back to Charmasson's preface: "The method brainstorming for a group of employees who are interested, but not always competent in this area, this is another favorite way of creating new names. " a small creative team spun their brains and came to the conclusion that when creating the ruble sign, we must remember our good old penny, on which George the Victorious hits another snake, which in Russia is still to fight and fight. We propose to depict a spear with a snake planted on it ... This sign will contain both the national idea and the symbol of the ancient Russian currency ... The spear should be directed upwards - the direction of the growth of the national currency's significance. The serpent should resemble a question mark - a mysterious Russian soul, etc. The advantages of this squiggle can still be enumerated and enumerated, but, alas, there is a lot of work. ”Comments are unnecessary. best sign it is a ruble, not a penny.
Charmasson continues: “Professionals working in this field (trademark development - b) often consider the process of creating new names from the point of view of their main specialty - marketing, linguistics or object design. Most of them ignore the requirements of all disciplines except their own For example, a designer who knows the product to the last screw will offer one of the most important technical characteristics instead of a simple expressive name that can attract the attention of the consumer. "Typical examples of this approach are Dmitry Anokhin's" delicious bread bagel "and" a descendant of ancient Slavic patterns ", as well as Natalia Shlykova's" egg-shaped "and" symbol of universal success ".
So which is the right way? I will not take away the "delicious bread bagel" from the publishing house "Peter" and disclose the technology - it is well described in Charmasson's book. I will only note that creating a successful symbol is a long and painstaking work, involving a combination of all of the above and many other procedures. To quote Charmasson again: "The art of creating names for companies and their products does not require flashes of inspiration or successful discoveries, but organization, hard work and an understanding of the demands of originality." This is exactly what happens with the "Sign of the Ruble" competition.

Bad TM names:

§ personal surnames (problems may arise during the sale of the enterprise, in case of a quarrel between family members, if desired, start new business under the same name, etc.); (Klaus)

§ description terms (easy extraction of competitors, impossibility of registering a monopoly right to use);

§ names already in use by others (legal problems, possible confusion of companies in the minds of consumers);

§ abbreviations from initial letters (difficult to remember due to lack of meaning, difficult to obtain legal protection);

§ terms that have inappropriate homonyms or translations

Nice title:

§ target, i.e. address a specific circle potential consumers;

§ motivating that is, to encourage the consumer to choose the goods or services offered by the firm;

§ memorable, that is, to remain in the memory of the buyer;

§ strong with legal point of view, that is, individual.

Naming strategies. Legal aspects of naming.

Lectures by M. N. Bychkova + Charmasson G. "Trademark: how to create a name that will bring millions" + Federal Law of the Russian Federation "On Trademarks, Service Marks and Appellations of Origin of Goods" dated October 17, 1992.

Naming strategies

1) Create a name by distinctive feature;

§ To name an object according to its distinctive feature, which can be expressed figuratively. (a miniature model of the "Whirlwind" vacuum cleaner was named "Mini-whirlwind").

§ A derivative can be formed from a word denoting a feature of an object (powder "Chistol" = pure + suffix - ol (from persol, polish, etc.);

§ A numerical index is added to the word-name (radio receiver "Riga-3").

2) Titles - descriptions of activities(Salon of ritual services);

3) Abbreviations, abbreviations;

§ It is used both for the names of firms (ZIL - the Likhachev plant) and for the signs of the objects themselves (ERA - electrographic reproductive apparatus).

§ Abbreviations may be supplemented with numerical indices that reflect the serial number of the model (aircraft designed by A.S. Yakovlev - Yak-42)

§ In addition to sound and letter abbreviations, syllabic ones are used (the name of the fermented milk product for children "Biolact" from the Greek. Bios - life and Latin. Lactens - milk)

4) Geographic names("Tomsk beer");

5) Name of the founder of the company(Johnson & Johnson) BUT! The reputation of the founder can both increase the capital of the company and affect it negatively.

6) A name describing the activities of the company.(American Telephone and Telegraph (AT&T Corporation))

§ The name of the company, which tells about the nature of its origin and main activity, as a rule, turns out to be very long and cumbersome. In addition, it will not stand out among the many similar names.

7) "Collective names"- names composed by a combination of different words, parts of words or initial letters different words(Kodak).

§ Advantages - the new word received has no dictionary meaning, therefore it can be applied to any area of ​​business.

§ An extremely unique name, which does not cause problems with the coincidence of the name of another company.

Naming strategies according to Charmasson G .:

There are 2 methods: borrowed from any language, and partially or completely drawn up from fragments of words combined into a new, never-before-seen name.

Borrowing method	Construction method
Symbolism is the expression of an abstract concept by replacing it with some concrete or tangible object (for example, animals (lion - strength and superiority), (Jaguar cars).	Composition is a combination of two or more whole words (Terranova). Avoid hyphens, they break the word!
Metonymy is a technique of speech, when the name of one object is used for another, associated with the first or implied by it, the use of a part instead of a whole, and vice versa. (" The White house"-" President "), (" Sushi World ").	Merging is the process of joining two or more words by overlapping identical parts of these words ("Perfumania" online store)
An appeal to memories is a reference to any well-known things, images, sensations (cigarettes "Peter I").	Accession (word formation) - adding a prefix or suffix to an already existing word. (TC Megapolis) Abbreviation (regression, reverse word formation) is a process opposite to joining, in which the beginning or end of a word is discarded. ("Look pro")
Onomatopoeic words are formed from sounds associated with the object they denote ("Agusha").	Imitation names are various types of artificial names disguised as loan words. ("Percini")
Rhythm and poetry (Coca-Cola)	Analogies - combine both the meaning of the roots from which they are composed and the impression of the word that they imitate (CONDORMINIUM (condor room in San Diego) by analogy with condominium (English association of apartment owners).
Humor (non-drinker shoemaker chain of shoe shops)	Semantation is the formation of a new word from existing elements. (Rosgosstrakh) Ideophones are letters or syllables that do not rise to the level of real semantics, but nevertheless can barely express thoughts and feelings, sometimes at a subconscious level. (skl- or smooth-, in words smooth, slide, suggests sliding or smoothing movement)
Complex use of methods (The name CALIBAKER for the bakery concern is obtained by a combination of two methods - abbreviation (Call from California) and the combination of Cali with backer (English baker).

We can say about the mechanics of sympiptism from question # 1.

Legal aspects of naming:

1) It is impossible to use the names of states in the names of companies, including abbreviated ones; (American express hotel Russia ???)

2) It is unacceptable to use the names of any power structures of the Russian Federation and their subjects;

3) The use of names of other international, intergovernmental and public organizations;

4) The use of obscene, obscene, immoral words and expressions in the title is excluded;

5) It is unacceptable to create names that resemble too much already existing titles brands (protected by copyright law) (Studio 46/54).

If you do not adhere to these rules, then the owner of the organization may face serious lawsuits and claims, which in the end will turn out great for him. financial losses and prohibitions for the further use of the chosen name, which means the loss of an already promoted brand.

Legal protection a trademark (hereinafter TK) in the Russian Federation is provided on the basis of its state registration... Applications for TK are submitted to Russian Agency for Patents and Trademarks, where the verification of their protectability and novelty is carried out. TK will not be protected if it contains designations (not protected, which means you cannot sue for plagiarism):

§ without distinctiveness (lack of originality and individuality);

§ state symbols;

§ entered into general use as the names of goods of a certain type (for example, "checkers" on a taxi);

§ which are generally accepted symbols and terms (for example, a bowl with a snake for medical institutions);

§ indicating the type, quality, quantity, properties, purpose, value of the goods, as well as the place and time of their production and sale;

§ contrary to the principles of humanity and morality, as well as images capable of misleading the consumer regarding the product or its manufacturer;

§ designations that reproduce brand names known on the territory of the Russian Federation, as well as industrial designs belonging to other persons;

§ designations that reproduce the names of works of science, literature and art known in the Russian Federation, or characters and quotations from them, works of art or their fragments without the consent of the copyright holder;

§ designations that reproduce surnames, first names, pseudonyms and their derivatives, portraits and facsimiles of famous persons without the consent of these persons, their heirs or the competent authority;

§ designations that are identical or confusingly similar to those previously registered or filed for registration.

A certificate is issued for a registered TK, it is valid for 10 years, an extension is possible upon application for every 10 years. Nobody can use TK protected in the Russian Federation without the permission of the owner. Illegal use TK, as well as other actions detrimental to the owner of TK, entail civil and (or) criminal liability (spinners, the owner of which does not receive money).

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