PURPOSE: To clearly discriminate the brand from other brand by inverting a character font and executing a reverse display, based on reverse information added to brand name information.

CONSTITUTION: To a central processor 12, a function for reversing and outputting a character font outputted from a recorder 13, and reverse information for reversing to information for recording brand name information or not are added, and on an input device 11, as well, a reverse information input is provided, and a reverse display is executed. In such a way, when it is designated by the input device 11 to execute the reverse display at the time of registering a brand name, an inversion processing is executed by an inversion processing part extended in the center processor 12, the reverse display can be executed, and two displays can be executed by one character font. In such a way, a brand which is allowed to have a meaning can be displayed, and it can be discriminated exactly.