红旗品牌命名方案.ppt

RED FLAG Naming Strategy “Presentation for New Brand Name Development” RED FLAG Naming Strategy Contents 1Work Flow 2 Fact Findings 3 Competitive Brands 4Strategy 5 Naming Concept Aristocratic enterprising LEXUS : luxury 东方之子: only Chinese Another New Brand Prerequisites for Another new? Classic A symbol of power; Focus on Businessmen Desired Image: A spirit of enterprise Classic & Luxury Power Arbitrary Name Luxury 3-1 Competitive Brand Analysis Descriptive Name Starts with the most specified naming but have long history and successfully shifts its image by ads and visual communication RED FLAG Naming Strategy Medium to large High-Involvement Low-Involvement EmotionalLogical RED FLAG Naming Strategy 3-1 Competitive Brand Analysis Sound Symbol Hardness (Sound) Tense Soft Graceful (Meaning) RED FLAG Naming Strategy 3-1 Competitive Brand Analysis Language usage Europe or America style Chinese style The Number of letter 108642 RED FLAG Naming Strategy (Latin) (America) (America) (Latin) (German) (America) (America) (French ) 3-1 Competitive Brand Analysis RED FLAG Naming Strategy Performing should be better Red FlagKey Players Target Businessmen & Government people 40 aged male rational appeal balancing between power & luxury Core Value: make you feel power elevating your self image Attribute/function communicative naming, appealing to special target audience New Red Flag Brand Name implying more choice of car just fit for you, not me-too brand Core Value: good for your identity 4 Strategy: Positioning Cadillac, LINCOLN, LEXUS Image A spirit of enterprise & Power appeal RED FLAG Naming Strategy New Language for New Power Car New Power car Version-up car Comfortable Elegant flavored Big space Softly Power/ Luxury Palace/ Crown/ Gold Successful/ Sure-footed Rationality appealing A New car never function better & pround User Image Attractive Active Political Ability and efficiency Characteristic Born in nobility Contemporary Country 5 Naming Concept & Key Words RED FLAG Naming Strategy 6-1 Candidate Names: comfortable & luxury Aria TourLux Tour + Luxury RED FLAG Naming Strategy 6-1 Candidate Names: comfortable & luxury ExLux XPalace Extended + Luxury RED FLAG Naming Strategy 6-1 Candidate Names: standing in proud & power Leone Chairman RED FLAG Naming Strategy 6-1 Candidate Names: standing in proud & power Sovereign Royal RED FLAG Naming Strategy 6-1 Candidate Names: User Image hope & attractive Eos The goddess of the dawn. Coeus CO= commanding officer & coexist God of intelligence RED FLAG Naming Strategy hyperion runfeel 6-1 Candidate Names: User Image hope & attractive sun + moon + sunrise RED FLAG Naming Strategy Comfortable & Luxury User ImageProud and Power Car 6-2 Perceptual Matrix Born in nobility Ability and efficiency Political Verve Rationality Power Aria 抒情调 XPalace 路上宫殿 ExLux 致雅 TourLux 途雅 Leone 狮王 Royal 王室 Sovereign 金磅 Chairman 主席 Eos 希望女神 runfeel 飞驰 感觉 hyperion 罗盘 Coeus 智慧 Product DescriptiveImage oriented RED FLAG Naming Strategy 6-2 Perceptual Matrix Born in nobility Ability and efficiency Political Verve Rationality Power Aria 抒情调 XPalace 路上宫殿 ExLux 致雅 TourLux 途雅 Leone 狮王 Royal 王室 Sovereign 金磅 Chairman 主席 Eos 希望女神 runfeel 飞驰 感觉 hyperion 罗盘 Coeus 智慧 RED FLAG Naming Strategy 7-1 Consumer Survey Respondents Methodology Date 100samples Questionnaire To check category relevance,User association,Consumer Preference of the 6 Candidates. To recommend the most appropriate brand name. 2008. 12. 03 Objective femalemaleTotal Government people(3555age) Businessman(3555age) University teacher(3555age) 1st choice: 2nd choice: Please fill in freely what you associated from the following 6 names as a candidate of power & verve new Red Flag Car brands. Category Association:luxury car middle-big car middle car mini car Name Job/Life Style User Association: age/gender why: why: Select two of your favorites as a new name for luxury car and why you did Please fill in about your profile. Thank you so much for your answers. gender () age ( ) job ( ) Check two which sounds most verve () ( ) Check two which sounds most handness () ( ) Check two which sounds most unique () ( ) Aria 抒情调 TourLux 途雅 Leone 狮王 Royal 王室 Eos 希望女神 Coeus 智慧 RED FLAG Naming Strategy 7-2 Survey Results: Category Association luxury carmid-big carmid carmini carOthers Aria 抒情调 T