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完美的字母組合

????股票代碼標(biāo)志著一家公司在華爾街占有一席之地。它可不僅僅是一串字符的簡(jiǎn)單合體。如果股票代碼取得好，或是排在字母表靠前的位置，那么可能還真會(huì)起到鶴立雞群之效。有些企業(yè)甚至可能為了股票代碼而改名。

????有些公司的股票代碼已經(jīng)變得和他們的品牌一樣家喻戶(hù)曉，比如谷歌（Google）的股票代碼GOOG，哈雷戴維森（Harley Davidson）的代碼HOG，美國(guó)西南航空公司的（Southwest Airlines）代碼LUV——這個(gè)代碼取自達(dá)拉斯的愛(ài)田機(jī)場(chǎng)（Love Field），也就是西南航空公司的總部所在地。

????除了GOOG、HOG和LUV之外，近日又有另一個(gè)另類(lèi)的股票代碼XOXO現(xiàn)身紐交所。下面就為大家介紹一下這些另類(lèi)的交易代碼何以得名。

戰(zhàn)略酒店與度假公司

Letter perfect

????Ticker symbols are more than just a few letters that mark a company's spot on Wall Street. A clever ticker or one high in alphabetical order can really stand out, and it can even make a company change its own name.

????Some tickers have become as ubiquitous as their companies' brands, such as Google's GOOG, Harley Davidson's HOG, or Southwest Airlines' LUV (which is actually named for Love Field in Dallas, where the airline is headquartered).

????GOOG, HOG, and LUV recently got more company when XOXO hit the New York Stock Exchange. Here's a look at the reasons behind that new symbol -- along with six other tickers that stand out.

Strategic Hotels & Resorts

交易代碼：BEE

????戰(zhàn)略酒店與度假公司（Strategic Hotels & Resorts）在美國(guó)開(kāi)設(shè)了多家豪華酒店。你可能會(huì)好奇，這家公司為什么要取BEE這么一個(gè)八竿子打不著的股票代碼。事實(shí)上該公司一度使用其首字母縮寫(xiě)SLH作為股票代碼。但后來(lái)它發(fā)現(xiàn)，那個(gè)代碼讓公司泯然于華爾街眾人，完全沒(méi)有卓而不群的效果。

????戰(zhàn)略酒店與度假公司在美國(guó)開(kāi)設(shè)了20多家高檔酒店，旗下的酒店品牌有費(fèi)爾蒙特酒店（Fairmount）、四季酒店（Four Seasons）、洲際酒店（Intercontinental）和麗思卡爾頓酒店（Ritz-Carlton）等。后來(lái)該公司重新設(shè)計(jì)了它的Logo，將其設(shè)計(jì)成一只蜜蜂，并且將股票代碼也改成了BEE。該公司的首席執(zhí)行官勞倫斯?蓋勒表示：“我們旗下的酒店就像蜂房里的蜜蜂一樣努力而勤勉，在必要的時(shí)候，我們也敢于‘亮刺’?！?/p>

????不過(guò)蓋勒還指出，該公司之所以選擇了這個(gè)代碼也是因?yàn)锽在字母表中的排位較高，會(huì)使該公司的代碼出現(xiàn)在股市代碼表的前列。

古根海姆基金

Symbol: BEE

????You might wonder why shares of a major luxury hotel owner would trade under the symbol BEE. Strategic Hotels & Resorts did once operate under the more obvious acronym SLH, but it found it didn't add any value in distinguishing itself on the Street.

????The company, which operates over a dozen hotels under the Fairmont, Four Seasons, Intercontinental, and Ritz-Carlton brands, redesigned its logo to that of a bee with a matching ticker. "Just like bees in a hive, Strategic Hotels is industrious, hard working, and willing to use its stinger when necessary," says CEO Laurence Geller.

????Geller also noted that the company selected a symbol starting with the letter B to appear higher on ticker lists.

Guggenheim Funds

交易代碼：TAN、FAA

????當(dāng)年古根海姆基金（Guggenheim Funds）進(jìn)入EFT基金界時(shí)，也曾試圖另辟蹊徑，使它的產(chǎn)品看起來(lái)與眾不同。后來(lái)他們發(fā)現(xiàn)，取一個(gè)能突出重點(diǎn)的股票代碼就是個(gè)好方法。該公司的一位發(fā)言人解釋道：“人們談到基金的時(shí)候，只會(huì)提到它們的代碼，而不是提它的全名?！?/p>

????基于這一理念，古登海姆為其在紐交所上市的一支太陽(yáng)能ETF基金取了“TAN”作為股票代碼（TAN有曬黑的意思），并為另一支航空股ETF取了“FAA”作為股票代碼（FAA與美國(guó)聯(lián)邦航空局的英文縮寫(xiě)相同——譯注）。該公司表示，如果某支ETF基金的股票代碼起得好，那么在交易員和機(jī)構(gòu)投資人翻閱基金目錄的時(shí)候，他們就會(huì)優(yōu)先想到這支基金。不過(guò)要注意的是，曾經(jīng)有公司申請(qǐng)使用FBI這種縮寫(xiě)作為股票代碼，但遭到拒絕，可見(jiàn)使用政府機(jī)構(gòu)的縮寫(xiě)也不見(jiàn)得總能行得通。

芝士蛋糕工廠(chǎng)

Symbol: TAN and FAA

????When it moved into the world of ETFs, Guggenheim Funds was looking for a way to make its products stand out. Focus-driven tickers were the answer. "People refer to funds by their symbols, not their names," a company spokesman explained. "So if it discusses the strategy, it'll then connect to the strategy much more quickly."

????By that logic, a Guggenheim ETF for solar energy shows up as TAN on the NYSE, while an ETF in air travel lists as FAA. The company said that cleverly named ETFs will come quicker to traders' and institutional investors' minds as they sift through lists of funds. But note this: Symbols such as FBI have been rejected in the past, so using a government agency's acronym doesn't always fly.

The Cheesecake Factory

交易代碼：CAKE

????這個(gè)代碼可以讓人迅速聯(lián)想起這家公司的名字，以及它最出名的產(chǎn)品。因此，芝士蛋糕工廠(chǎng)（The Cheesecake Factory）認(rèn)為這個(gè)代碼是展示自己的一種“有趣且好記”的方式。另外，芝士蛋糕工廠(chǎng)賴(lài)以成名的芝士蛋糕乃是CEO大衛(wèi)?奧佛頓已故的母親伊芙琳的杰作。因此這個(gè)股票代碼也有向這位老太太致敬的意思。

????芝士蛋糕工廠(chǎng)的一位發(fā)言人坦承道，他們的股票代碼的確會(huì)讓新股民們覺(jué)得好笑，但它確實(shí)會(huì)牢牢印在他們的腦子里。

布林克國(guó)際公司

Symbol: CAKE

????Aware of the immediate association with both its corporate name and its most established product, The Cheesecake Factory thought CAKE would be a "fun, memorable way" to represent itself. It also pays tribute to the legacy of Chairman and CEO David Overton's late mother, Evelyn, the mastermind behind the brand's eponymous dessert.

????A Cheesecake Factory spokesperson acknowledged that the ticker may amuse newcomers but said that it does stick in their minds.

Brinker International

交易代碼：EAT

????上世紀(jì)90年代初，Chili’s漢堡連鎖店的所有人諾爾曼?布林克（已故）給他的公司起了一個(gè)新名字，同時(shí)他也希望為他的公司取一個(gè)新的股票代碼，好與他那日益壯大的餐飲帝國(guó)相稱(chēng)。時(shí)任總裁的羅恩?麥克道格爾負(fù)責(zé)了起名事宜，為此他找來(lái)了好幾家廣告公司和一家外部的企業(yè)形象設(shè)計(jì)公司共同參謀，還舉辦了一場(chǎng)內(nèi)部的征名競(jìng)爭(zhēng)。在所有的三個(gè)字母組合的備選代碼中，EAT這個(gè)言簡(jiǎn)意賅的組合最終勝出，成為不二之選。

????和戰(zhàn)略酒店與度假公司一樣，布林克國(guó)際公司的一位發(fā)言人也表示，該公司之所以選擇了EAT作為代碼，也是考慮到了它在字母表上的排位較高，同時(shí)與公司的核心業(yè)務(wù)有關(guān)之故。

OM集團(tuán)

Symbol: EAT

????When Chili's late owner Norman Brinker was rechristening his company in the early '90s, he wanted a ticker symbol that would reflect his growing restaurant empire. Then-president and CEO Ron McDougall led the selection effort, enlisting ad agencies, an external corporate identity firm, and an internal contest. Of all the three-letter combinations available, EAT won out as the obvious choice.

????As with Strategic Hotels' symbol, a Brinker spokesperson said the company chose the ticker because it was alphabetically high on listings while still relating to its core business.

OM Group

交易代碼：OMG

????OMG（意為“噢，我的天哪！”——譯注）這個(gè)代碼如果用在一個(gè)專(zhuān)門(mén)迎合青春期少女的零售店身上倒是很合適。但是OM集團(tuán)卻是一家主打金屬業(yè)務(wù)的化學(xué)材料公司。你八成不會(huì)把這家公司與某個(gè)小女生的尖叫聲聯(lián)系在一起吧。

????OM集團(tuán)的名字來(lái)自一起并購(gòu)，并購(gòu)的雙方各貢獻(xiàn)一字，即為OM，加上一個(gè)表示集團(tuán)（Group）的G字，就構(gòu)成了本文介紹的唯一一個(gè)以公司首字母縮寫(xiě)組成的代碼，但它廣為人知顯然另有原因。OM集團(tuán)的發(fā)言人稱(chēng)，該公司也考慮過(guò)如何使OMG這句口頭語(yǔ)的流行性為其所用，但這位發(fā)言人坦承這并不是一件簡(jiǎn)單的事。

????OM集團(tuán)的員工很喜歡買(mǎi)一些恰好印有“OMG”字樣的小玩意兒，但是他們也發(fā)現(xiàn)很難在搜索引擎上找到自己的公司。顯然，交易代碼如果過(guò)于朗朗上口也是要付出一些代價(jià)的。

????（譯者：大海）

Symbol: OMG

????The ticker OMG sounds like a great fit for a retailer catering to tweener girls, but metal-based chemical company OM Group deals in materials you probably don't want to associate with someone shouting, "OMG!"

????OM's name comes from a merger that combined the first letters of each party to form "OM." Add "Group," and you have our only acronym of the batch -- but one better known for other reasons. An OM spokesman said the company has considered how to take advantage of OMG's popularity but admitted it's having a hard time finding a way.

????OM Group employees are known to buy tchotchkes with OMG coincidentally printed on them, but they're finding it harder to find their own company on search engines. Clearly, the benefits of a catchy ticker symbol are not without some sacrifice.