招牌 zhāopai signboard
signboard; shop sign; reputation of a business
How to remember 招牌: 招 to summon + 牌 card = signboard.
Characters
How it is used
- A shop sign, and by extension a brand/hallmark - 老字号招牌 (lǎozìhào zhāopai) an old brand's signboard, 招牌菜 (zhāopai cài) signature dish.
- Note neutral tone pai. Literal shopfront sign plus the figurative sense of reputation/trademark specialty.