For a long time, phở bò (beef noodle soup) has been considered a familiar food for Hanoians. Pho stalls and restaurants are popping up everywhere. To make a good impression on customers, owners of phở restaurants not only think of the most sophisticated way of making their phở but also focus on business organizations. One of the "tricks" that contributed to their success was the creation of unique or even strange brand names. Names like "Vui" (Fun), "Sướng” (Happy), or "Thật" (Truth) must have left an unforgettable mark in the hearts of Ha Thanh diners over the years./.