Abstract: Brand is not only the externalization of a business management’s philosophy and the embodiment the times’cultural development. The name of a brand is one of the most important marketing strategies in economic activities. A proper and novel name can be an important means to increase a company’s benefits. However，as the number of brands drastically increases in China，brand naming has gone astray；“ancient”“tricky”“fake”and“weird”names go rampant. The mess of brand names is a complex problem influenced by various factors including cultural quality and atmosphere， esthetic standard，and awareness of law. The problem of brand naming should be solved from the aspects of society，language and national culture. Observing the rules of the Chinese language，vigorously promoting the standard use of the language among the public， enhancing education of personnel in supervision departments and businesses，emphasizing but not limited to national culture while products enter the world market，the brand naming will be able to better serve the building of socialist spiritual civilization and also promote the prosperity and development of the cultural industry.

Key words: brand naming, brand creativity, business innovation, philosophy of management, marketing strategy