{"id":3765,"date":"2021-03-12T15:21:08","date_gmt":"2021-03-12T14:21:08","guid":{"rendered":"https:\/\/orangeacademy.cz\/clanky\/?p=3765"},"modified":"2021-03-07T22:22:29","modified_gmt":"2021-03-07T21:22:29","slug":"jak-vymyslet-nazev-firmy","status":"publish","type":"post","link":"https:\/\/orangeacademy.cz\/clanky\/jak-vymyslet-nazev-firmy\/","title":{"rendered":"Jak vymyslet n\u00e1zev firmy a vyhnout se zbyte\u010dn\u00fdm chyb\u00e1m?"},"content":{"rendered":"<p><strong>Zakl\u00e1d\u00e1te-li novou firmu nebo se chyst\u00e1te p\u016fvodn\u00ed p\u0159ejmenovat, p\u0159e\u010dt\u011bte si tento \u010dl\u00e1nek, ve kter\u00e9m se dozv\u00edte, jak vymyslet nov\u00fd n\u00e1zev firmy a vyhnout se zbyte\u010dn\u00fdm chyb\u00e1m, kter\u00e9 by v\u00e1s st\u00e1ly \u010das i pen\u00edze nav\u00edc.<\/strong><\/p>\n<p>A\u0165 u\u017e stoj\u00edte p\u0159ed rozhodnut\u00edm vymyslet n\u00e1zev firmy poprv\u00e9 nebo s n\u00edm ji\u017e m\u00e1te zku\u0161enosti, ale p\u0159esto hled\u00e1te tipy, jak zvolit opravdu ten nejlep\u0161\u00ed, p\u0159e\u010dt\u011bte si tento \u010dl\u00e1nek, kter\u00fd v\u00e1m usnadn\u00ed spr\u00e1vn\u00fd v\u00fdb\u011br a z\u00e1rove\u0148 upozorn\u00ed na kroky, na n\u011b\u017e nesm\u00edte zapomenout!<\/p>\n<h2>Jak\u00e1 krit\u00e9ria by m\u011bl TOP n\u00e1zev firmy spl\u0148ovat? <\/h2>\n<p>A\u017e budete nov\u00fd n\u00e1zev spole\u010dnosti vym\u00fd\u0161let, pamatujte na to, \u017ee ten TOP by m\u011bl spl\u0148ovat n\u00e1sleduj\u00edc\u00ed krit\u00e9ria:<\/p>\n<ul>\n<li><strong>zapamatovateln\u00fd<\/strong> &#8211; aby si lid\u00e9 nov\u00fd n\u00e1zev snadno a dob\u0159e pamatovali, m\u011bl by: <\/li>\n<ul>\n<li>b\u00fdt kr\u00e1tk\u00fd, <\/li>\n<li>lehce zapsateln\u00fd, <\/li>\n<li>sklonn\u00fd,<\/li>\n<\/ul>\n<li><strong>vyvol\u00e1v\u00e1 cht\u011bn\u00e9 asociace<\/strong> &#8211; p\u0159edstav\u00ed si d\u00edky n\u00e1zvu to, co m\u00e1 vystihovat, resp., co chcete, aby si s n\u00edm spojily?<\/li>\n<li><strong>souvis\u00ed s va\u0161\u00edm segmentem<\/strong> &#8211; pojmenov\u00e1n\u00ed firmy by m\u011blo odr\u00e1\u017eet to, jak\u00e9 produkty \u010di slu\u017eby prod\u00e1v\u00e1te,<\/li>\n<li><strong>nen\u00ed zam\u011bniteln\u00fd s konkurenc\u00ed<\/strong> &#8211; n\u00e1zev by se nem\u011bl podobat v psan\u00e9 ani mluven\u00e9 podob\u011b konkuren\u010dn\u00edmu,<\/li>\n<li><strong>m\u00e1 volnou dom\u00e9nu<\/strong> &#8211; chcete-li prod\u00e1vat online, je\u0161t\u011b ne\u017e u\u010din\u00edte fin\u00e1ln\u00ed rozhodnut\u00ed, ujist\u011bte se, \u017ee m\u016f\u017eete n\u00e1zev pou\u017e\u00edt i pro url adresu webu,<\/li>\n<li><strong>je unik\u00e1tn\u00ed<\/strong> &#8211; s pomoc\u00ed pr\u00e1vn\u00edka si ov\u011b\u0159te, zda ho ji\u017e nepou\u017e\u00edv\u00e1 n\u011bkdo jin\u00fd, jinak byste nem\u011bli n\u00e1rok na ochrannou zn\u00e1mku,<\/li>\n<li><strong>nebude v\u00e1s v budoucnu omezovat<\/strong> &#8211; pokud pl\u00e1nujete v budoucnu expandovat do zahrani\u010d\u00ed, m\u011bli byste zv\u00e1\u017eit anglick\u00fd nebo jin\u00fd cizojazy\u010dn\u00fd n\u00e1zev podle vybran\u00e9ho st\u00e1tu,<\/li>\n<li><strong>spl\u0148uje tuzemskou i evropskou legislativu<\/strong> &#8211; nap\u0159\u00edklad d\u0159\u00edv\u011bj\u0161\u00ed zna\u010dka Neml\u00e9ko se musela pozd\u011bji p\u0159ejmenovat kv\u016fli zav\u00e1d\u011bj\u00edc\u00edmu n\u00e1zvu,<\/li>\n<li><strong>zapad\u00e1 do celkov\u00e9ho brandingu<\/strong> (claimu, sloganu, loga, hod\u00ed se pro c\u00edlovou skupinu atd.)<\/li>\n<\/ul>\n<p>Budete-li p\u0159i v\u00fdb\u011bru n\u00e1zvu firmy v\u00fd\u0161e uv\u00e1d\u011bn\u00fdmi body \u0159\u00eddit, zajist\u00edte tak, \u017ee o n\u00ed budou lid\u00e9 mluvit a vyhled\u00e1vat ji na internetu. <\/p>\n<p><strong>Pozn\u00e1mka:<\/strong> Volte rad\u011bji smy\u0161len\u00e1 slova ne\u017e existuj\u00edc\u00ed, t\u00edm se l\u00e9pe vyhnete p\u0159\u00edpadn\u00e9mu ukraden\u00ed n\u00e1zvu. Existuj\u00edc\u00ed, kl\u00ed\u010dov\u00e1 slova, vystihuj\u00edc\u00ed segment podnik\u00e1n\u00ed z\u00e1rove\u0148 nem\u00e1 ji\u017e smysl v dom\u00e9n\u011b pou\u017e\u00edvat.<\/p>\n<h2>Jak vymyslet n\u00e1zev firmy: Metody pro inspiraci <\/h2>\n<p>V r\u00e1mci vym\u00fd\u0161len\u00ed pojmenov\u00e1n\u00ed firmy, m\u016f\u017eete vyu\u017e\u00edt n\u011bkolika metod, kter\u00e9 v\u00e1m pomohou sestavit seznam n\u00e1zv\u016f firmy. Z nich pak dle v\u00fd\u0161e uv\u00e1d\u011bn\u00fdch krit\u00e9ri\u00ed vyberete ten nejlep\u0161\u00ed.<\/p>\n<p>Je\u0161t\u011b ne\u017e se pust\u00edte do samotn\u00e9ho hran\u00ed se slovy, vytvo\u0159te si ve v\u00edce lidech klidn\u011b a\u017e des\u00edtky slov pomoc\u00ed tzv. <a href=\"https:\/\/orangeacademy.cz\/clanky\/brainstorming\/\" rel=\"noopener\" target=\"_blank\">brainstormingu<\/a>. Ty budou tvo\u0159it z\u00e1kladnu, s n\u00ed\u017e budete d\u00e1le pracovat. K n\u00ed p\u0159idejte dal\u0161\u00ed slova (nap\u0159\u00edklad ta vyjad\u0159uj\u00edc\u00ed, \u010d\u00edm se zab\u00fdv\u00e1te nebo jm\u00e9na zakladatel\u016f). Seznam p\u0159elo\u017ete do angli\u010dtiny a pot\u00e9 ji\u017e pou\u017eijte n\u011bkter\u00e9 z n\u00ed\u017ee uv\u00e1d\u011bn\u00fdch technik.<\/p>\n<h3>Hra se slovy <\/h3>\n<p>Jedn\u00edm ze zp\u016fsob\u016f, jak vymyslet n\u00e1zev firmy je hra se slovy. Ji\u017e p\u0159ipraven\u00e1 slova z p\u0159edchoz\u00edho kroku r\u016fzn\u011b kombinujte, r\u00fdmujte, p\u0159id\u00e1vejte p\u0159edpony a koncovky nebo n\u011bkter\u00e1 p\u00edsmena vynech\u00e1vejte. P\u0159i pr\u00e1ci v\u00e1m mohou pomoci tzv. <em>gener\u00e1tory obchodn\u00edch jme<\/em>n jako je nap\u0159\u00edklad:<\/p>\n<ul>\n<li>Namelix,<\/li>\n<li>Brandlance,<\/li>\n<li>Naminum.com,<\/li>\n<li>Wordoid.com,<\/li>\n<li>Portmanteaur.com,<\/li>\n<li>Business Name Generator.<\/li>\n<\/ul>\n<p>Ve\u0161ker\u00e9 zm\u00edn\u011bn\u00e9 n\u00e1stroje funguj\u00ed na podobn\u00e9m principu. V\u011bt\u0161ina z nich dok\u00e1\u017ee p\u0159id\u00e1vat r\u016fzn\u00e9 p\u0159\u00edpony a p\u0159edpony k z\u00e1kladn\u00edmu zadan\u00e9mu slovu. N\u011bkter\u00e9 z nich umo\u017e\u0148uj\u00ed i kontrolu voln\u00fdch dom\u00e9n. <\/p>\n<h3>Akronymy a zkratky <\/h3>\n<p>Dal\u0161\u00edm zp\u016fsobem, kter\u00e9ho m\u016f\u017eete vyu\u017e\u00edt jsou akronymy nebo zkratky. V\u00fdznam prvn\u00ed mo\u017enosti spo\u010d\u00edv\u00e1 ve vytv\u00e1\u0159en\u00ed <strong>slov slo\u017een\u00fdch z po\u010d\u00e1te\u010dn\u00edch p\u00edsmen<\/strong> nebo slabik v\u00edce slov. Pro lep\u0161\u00ed p\u0159edstavu, jak takov\u00e1 slova sestavit, se pod\u00edvejte na p\u0159\u00edklady:<\/p>\n<ul>\n<li>\u010cEDOK &#8211; \u010cesk\u00e1 dopravn\u00ed kancel\u00e1\u0159,<\/li>\n<li>KFC &#8211; Kentucky Fried Chicken,<\/li>\n<li>\u010cT &#8211; \u010cesk\u00e1 televize,<\/li>\n<li>\u010cSOB &#8211; \u010ceskoslovensk\u00e1 obchodn\u00ed banka,<\/li>\n<li>Tesco &#8211; T. E. Stockwell &#038; J. Cohen.<\/li>\n<\/ul>\n<p>Zkratky se v dne\u0161n\u00ed dob\u011b ji\u017e p\u0159\u00edli\u0161 nepou\u017e\u00edvaj\u00ed. A proto\u017ee je nelze sklo\u0148ovat, rad\u011bji zvolte akronymy. I pro jejich tvo\u0159en\u00ed existuje pom\u016fcka s n\u00e1zvem <a href=\"http:\/\/acronymify.com\/\" rel=\"noopener\" target=\"_blank\">Acronymify.com<\/a>.<\/p>\n<h3>Metafory <\/h3>\n<p>Metafora je jazykov\u00e1 a r\u00e9torick\u00e1 liter\u00e1rn\u00ed konstrukce, kter\u00e1 spo\u010d\u00edv\u00e1 v p\u0159en\u00e1\u0161en\u00ed v\u00fdznamu na z\u00e1klad\u011b vn\u011bj\u0161\u00ed podobnosti. A jak je pou\u017e\u00edt p\u0159i vym\u00fd\u0161len\u00ed n\u00e1zvu firmy? Spojte <strong>pocit, emoci nebo asociaci,<\/strong> s n\u011b\u010d\u00edm ji\u017e existuj\u00edc\u00edm (barvou, zv\u00ed\u0159etem, objektem atd.) a vlastnost\u00ed, kterou m\u00e1 va\u0161e zna\u010dka vyjad\u0159ovat a p\u016fsobit tak na z\u00e1kazn\u00edky.<\/p>\n<p>Inspirac\u00ed je nap\u0159\u00edklad spole\u010dnost <strong>Skippy,<\/strong> je\u017e \u0161ije overaly, kardigamy a dupa\u010dky pro dosp\u011bl\u00e9. D\u00edky p\u0159edstav\u011b mal\u00e9ho klokan\u010dete, kter\u00fd sed\u00ed ve vaku sv\u00e9 matky, se j\u00ed poda\u0159ilo v lidech evokovat pocit bezpe\u010d\u00ed a pohodl\u00ed. Tak vznikl anglick\u00fd n\u00e1zev Skippy, resp. klokan. <\/p>\n<p>Podobn\u00fdm p\u0159\u00edkladem je i zna\u010dka sportovn\u00edch bot <strong>Puma<\/strong> poch\u00e1zej\u00edc\u00ed od sv\u00e9ho zakladatele Rudolfa Dasslera, kter\u00fd n\u00e1zvem odkazuje na schopnosti stejnojmenn\u00e9ho zv\u00ed\u0159ete.<\/p>\n<h3>P\u0159eklady z ciz\u00edch jazyk\u016f <\/h3>\n<p>Jednoduchou metodou, jak vymyslet n\u00e1zev firmy, je i p\u0159eklad slov z ciz\u00edch jazyk\u016f. Pod\u00edvejte se na p\u0159\u00edklady, kter\u00e9 takto vznikly:<\/p>\n<ul>\n<li>Kenvelo (z hebrej\u0161tiny Ken-ve-lo: ano i ne),<\/li>\n<li>Volvo (z latiny: valit se),<\/li>\n<li>Audi (t\u00e9\u017e z latiny: poslouchat).<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2021\/03\/jak_vymyslet_nazev_firmy_2.jpg\" alt=\"jak vymyslet n\u00e1zev firmy\" width=\"1920\" height=\"1152\" class=\"alignnone size-full wp-image-3771\" srcset=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2021\/03\/jak_vymyslet_nazev_firmy_2.jpg 1920w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2021\/03\/jak_vymyslet_nazev_firmy_2-1280x768.jpg 1280w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2021\/03\/jak_vymyslet_nazev_firmy_2-980x588.jpg 980w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2021\/03\/jak_vymyslet_nazev_firmy_2-480x288.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) and (max-width: 1280px) 1280px, (min-width: 1281px) 1920px, 100vw\" \/><\/p>\n<h3>N\u00e1zvy odvozen\u00e9 od lokalit <\/h3>\n<p>Vcelku \u010dast\u00fdm zp\u016fsobem vym\u00fd\u0161len\u00ed n\u00e1zv\u016f firem je i jejich spojen\u00ed s ur\u010ditou lokalitou. Tato varianta se v\u00e1m bude hodit i v p\u0159\u00edpad\u011b, kdy chcete v m\u00edst\u011b vzniku spole\u010dnosti nab\u00edzet produkty \u010di slu\u017eby. Budete-li lokalitu v n\u00e1zvu pou\u017e\u00edvat, z\u00e1kazn\u00edci si s\u00eddlo l\u00e9pe zapamatuj\u00ed. N\u00ed\u017ee se pod\u00edvejte na p\u0159\u00edklady z praxe:<\/p>\n<ul>\n<li>Nokia &#8211; n\u00e1zev vznikl v m\u00edst\u011b zrodu zna\u010dky &#8211; v mal\u00e9 finsk\u00e9 vesnici,<\/li>\n<li>Kosteleck\u00e9 uzeniny,<\/li>\n<li>Sedl\u010dansk\u00fd hermel\u00edn.<\/li>\n<\/ul>\n<h3>N\u00e1zvy podle jmen zakladatel\u016f <\/h3>\n<p>Dal\u0161\u00ed mo\u017enost\u00ed je pojmenov\u00e1n\u00ed firmy podle jmen zakladatel\u016f: <\/p>\n<ul>\n<li>Ba\u0165a,<\/li>\n<li>Ford,<\/li>\n<li>Harley-Davidson,<\/li>\n<li>Bla\u017eek.<\/li>\n<\/ul>\n<h2>Na co pot\u00e9 nezapomenout? <\/h2>\n<p>M\u00e1te-li vytvo\u0159en\u00fd seznam n\u00e1zv\u016f, nezapome\u0148te je dle v\u00fd\u0161e uv\u00e1d\u011bn\u00fdch krit\u00e9ri\u00ed obodovat a ty nejlep\u0161\u00ed nechat lidmi otestovat pomoc\u00ed n\u00e1sleduj\u00edc\u00edch ot\u00e1zek:<\/p>\n<ul>\n<li>Co si pod n\u00e1zvem zna\u010dky vybav\u00edte?<\/li>\n<li>Co si mysl\u00edte, \u017ee by mohla firma s t\u00edmto n\u00e1zvem nab\u00edzet?<\/li>\n<li>Kter\u00e9 pojmenov\u00e1n\u00ed si vybav\u00edte? <\/li>\n<\/ul>\n<p>Na posledn\u00ed bod se zeptejte po n\u011bkolika dnech. Tak zjist\u00edte, jak\u00e9 pojmenov\u00e1n\u00ed je pro lidi nejv\u00edce zapamatovateln\u00e9.<\/p>\n<p>M\u011bn\u00edte-li n\u00e1zev firmy, nezapome\u0148te:<\/p>\n<ul>\n<li>D\u00e1t v\u011bd\u011bt o p\u0159\u00edpadn\u00e9 zm\u011bn\u011b n\u00e1zvu z\u00e1kazn\u00edk\u016fm (na soci\u00e1ln\u00edch s\u00edt\u00edch, na homepage va\u0161eho webu,&#8230;).<\/li>\n<li>Vysv\u011btlit va\u0161im zam\u011bstnanc\u016fm, pro\u010d jste firmu p\u0159ejmenovali, pamatujte, \u017ee je pro n\u011b d\u016fle\u017eit\u00e9 zn\u00e1t d\u016fvod, aby tak n\u00e1sledn\u011b mohli rebranding dob\u0159e odkomunikovat (t\u00fdk\u00e1 se nejen <a href=\"https:\/\/orangeacademy.cz\/kurzy-marketingu\/rekvalifikacni-kurz-online-marketing\" rel=\"noopener\" target=\"_blank\">marketingov\u00fdch specialist\u016f<\/a>).<\/li>\n<li>P\u0159esm\u011brovat dom\u00e9ny a d\u00e1t o zm\u011bn\u011b v\u011bd\u011bt n\u00e1stroji Google Search Console, abyste si tak zachovali pozice ve v\u00fdsledc\u00edch vyhled\u00e1v\u00e1n\u00ed.<\/li>\n<li>P\u0159ejmenovat tak\u00e9 n\u00e1zvy firemn\u00edho profilu na Facebooku a dal\u0161\u00edch soci\u00e1ln\u00edch s\u00edt\u00edch, pokud je m\u00e1te.<\/li>\n<li>Registrovat ochrannou zn\u00e1mku u \u00da\u0159adu pr\u016fmyslov\u00e9ho vlastnictv\u00ed.<\/li>\n<\/ul>\n<p>V\u011b\u0159\u00edme, \u017ee jsme v\u00e1m pomoc\u00ed tohoto \u010dl\u00e1nku problematiku dob\u0159e vysv\u011btlili, a \u017ee nebudete m\u00edt probl\u00e9m vymyslet ten nejlep\u0161\u00ed n\u00e1zev firmy a z\u00e1rove\u0148 se vyhnete zbyte\u010dn\u00fdm chyb\u00e1m, kter\u00e9 se s jej\u00edm pojmenov\u00e1n\u00edm \u010di p\u0159ejmenov\u00e1n\u00edm poj\u00ed. <\/p>\n<p><em>Zdroj: forbes.cz, hostingpill.com, mediaguru.cz<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Zakl\u00e1d\u00e1te-li novou firmu nebo se chyst\u00e1te p\u016fvodn\u00ed p\u0159ejmenovat, p\u0159e\u010dt\u011bte si tento \u010dl\u00e1nek, ve kter\u00e9m se dozv\u00edte, jak vymyslet nov\u00fd n\u00e1zev firmy a vyhnout se zbyte\u010dn\u00fdm chyb\u00e1m, kter\u00e9 by v\u00e1s st\u00e1ly \u010das i pen\u00edze nav\u00edc. A\u0165 u\u017e stoj\u00edte p\u0159ed rozhodnut\u00edm vymyslet n\u00e1zev firmy poprv\u00e9 nebo s n\u00edm ji\u017e m\u00e1te zku\u0161enosti, ale p\u0159esto hled\u00e1te tipy, jak zvolit [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":3770,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[165,9],"tags":[30,18,54,8,7],"class_list":["post-3765","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-vzdelavani","tag-jak-si-usnadnit-praci","tag-navody","tag-podnikani","tag-vzdelavani","tag-zivotni-zmena"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Jak vymyslet n\u00e1zev firmy a vyhnout se zbyte\u010dn\u00fdm chyb\u00e1m?<\/title>\n<meta name=\"description\" content=\"P\u0159e\u010dt\u011bte si \u010dl\u00e1nek, ve kter\u00e9m se dozv\u00edte, jak vymyslet nov\u00fd n\u00e1zev firmy a vyhnout se zbyte\u010dn\u00fdm chyb\u00e1m, kter\u00e9 by v\u00e1s st\u00e1ly \u010das i pen\u00edze nav\u00edc.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/orangeacademy.cz\/clanky\/jak-vymyslet-nazev-firmy\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jak vymyslet n\u00e1zev firmy a vyhnout se zbyte\u010dn\u00fdm chyb\u00e1m?\" \/>\n<meta property=\"og:description\" content=\"P\u0159e\u010dt\u011bte si \u010dl\u00e1nek, ve kter\u00e9m se dozv\u00edte, jak vymyslet nov\u00fd n\u00e1zev firmy a vyhnout se zbyte\u010dn\u00fdm chyb\u00e1m, kter\u00e9 by v\u00e1s st\u00e1ly \u010das i pen\u00edze nav\u00edc.\" \/>\n<meta property=\"og:url\" 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