The word 招牌 (zhāopái) is a compound noun formed by combining the character 招 (zhāo), meaning "to beckon" or "to attract", with 牌 (pái), meaning "a plaque" or "a signboard". Literally, it translates to "beckoning sign", directly describing a physical shop sign designed to draw in customers. Over time, its meaning expanded metaphorically to represent the established reputation, hallmark, or signature offering of a business or person, thus encapsulating both the tangible sign and the intangible prestige it symbolizes.