Phoenicians were Canaanites. “Canaanites” in biblical Hebrew means “merchant.”
The root word for “Phoenician” is the Greek phoinikē, meaning “red.” There are two general theories as to why the Greeks called them “red men.” One is that the Phoenicians’ complexion was thought of as “red” to the Greeks. The other associates the name with the famed dye produced in the region.
Roths
Rothschild (German): "red shield"