红旗品牌命名方案.ppt

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1、REDFLAGNamingStrategy“PresentationforNewBrandNameDevelopment”REDFLAGNamingStrategyContents1WorkFlow2FactFindings3CompetitiveBrands4Strategy5NamingConcept&KeyWords6NameCandidates7ConsumerSurvey8RecommendationREDFLAGNamingStrategy1WorkFlowFactFindingsOrientationMainTargetFGICompetitiveanal

2、ysisBrandStrategyNamingConceptRefinementStrategicNamingConsumerPreferenceSurveyLegalityCheckVerificationRecommendationPTFinalNameSelectionRecommendationLogotypedevelopmentPackagedesignSelectingfocusednamelist(5candidates)REDFLAGNamingStrategyFavoriteBusinessCarsAudiVolkswagenCadillacBUIC

3、KFordLINCOLNVOLVOLEXUS红旗东方之子2FactFinding:TargetFGI(Businessman10prs)AudiWhyAudi?StablypowerGenerousspaceInterestingname--“听吧!”(Chinese)--“Horch”(German)--“Audi”(Latin)StatussymbolBusiness&CityOKOtherBrands?OtherBrandsVolkswagen:ApproachablenameCadillac:foundername;Aristocratic&PrideBUICK

4、:foundername;enterprisingLEXUS:luxury东方之子:onlyChineseAnotherNewBrandPrerequisitesforAnothernew?Classic&luxurystyling;Asymbolofpower;FocusonBusinessmen&governmentofficials;DesiredImage:AspiritofenterpriseClassic&LuxuryPowerArbitraryNameLuxury3-1CompetitiveBrandAnalysisDescriptiveNameStart

5、swiththemostspecifiednamingbuthavelonghistoryandsuccessfullyshiftsitsimagebyadsandvisualcommunicationREDFLAGNamingStrategyMediumtolargeHigh-InvolvementLow-InvolvementEmotionalLogicalREDFLAGNamingStrategy3-1CompetitiveBrandAnalysisSoundSymbolHardness(Sound)TenseSoftGraceful(Meaning)REDFLA

6、GNamingStrategy3-1CompetitiveBrandAnalysisLanguageusageEuropeorAmericastyleChinesestyleTheNumberofletter108642REDFLAGNamingStrategy(Latin)(America)(America)(Latin)(German)(America)(America)(French)3-1CompetitiveBrandAnalysisREDFLAGNamingStrategyPerformingshouldbebetterRedFlagKeyPlayersTa

7、rgetBusinessmen&Governmentpeople40~agedmalerationalappealbalancingbetweenpower&luxuryCoreValue:makeyoufeelpowerelevatingyourselfimageAttribute/functioncommunicativenaming,appealingtospecialtargetaudienceNewRedFlagBrandNameimplyingmorechoiceofcarjustfitforyou,notme-toobran