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草元锅命名

来自大草原的民族火锅品牌

项目背景:品牌对于火锅产业而言,重要性不言而喻。市场的竞争最后必将是归结于品牌之间的竞争,谁的品牌力更强,谁就能拥有更广阔的市场,品牌力成为火锅企业逐鹿市场的关键。品牌力也是吸引消费者最为关键的因素,随着人们对就餐环境、体验、服务等方面的要求越来越高,很多人都喜欢选择到一些“名气大”、“品牌响”的餐厅就餐,既能享受良好就餐体验,又很有面子,同时也吃的放心。一些火锅企业之所以能够获得成功,除了产品力很强以外,品牌力可谓是其中的关键。本次任务为内蒙古餐饮管理有限公司企业及品牌中文命名,要求行业属性强,为日后的长远发展奠定基础。充分体现行业风格,与竞争对手形成良好的形象区隔;符合目标受众的接受习惯,得到受众的认可和接受。

Project background: rand for hot pot industry, the importance is self-evident.Market competition will eventually be attributed to the competition between brands, whose brand is stronger, who can have a broader market, the brand influence has became the key to hot pot enterprises competing in the market. Brand is also the most critical factor in attracting consumers, as people require highly on dining environments, experiences and services, those "famous", "notable" restaurants are favored to be chosen. They can enjoy a good meal, by the meantime eat healthy. Some hotpot enterprises are able to be success, except their strong products , brand is also critical.This time is enterprise and brand name for Inner Mongolian Catering Management Limited Corporation in Chinese, the name was required to have strong  attribution and laying the foundation for long-term development in the future.The name also require fully embodies the industry characteres and form a good image segmentation with its competitors;It should also in accordance with target audience's habits, get the audience recognition and acceptance.

 

面临挑战:“小趋势影响大产业”,这句话说的是趋势分析对产业未来发展的重要性。火锅产业作为餐饮业的一个重要类别,未来的发展趋势一方面是与餐饮业的总体发展趋势相吻合的,另一方面,它作为一种特色鲜明的业态,未来的发展也有着区别于餐饮业其他业态的独特性。拥有“肯德基”品牌的美国洋快餐巨头百胜餐饮集团,最终吞并了中国第一火锅股“小肥羊”,优秀品牌不断被收购将不利我国实施培育民族品牌战略,在“小肥羊”之后谁将扛起民族火锅的大旗?先知命名团队所面临的巨大挑战是将如何重塑民族火锅的本土化领导品牌。

Facing challenges:"A little trend influence the whole industry," the words is saying the importance of trend analysis to industry's future development Hot pot industry as an important category in catering industry , its developing trend in the future is in conformity with the general development trend , on the other hand, as a kind of distinctive and unique segmentation, it also differs from other segmentations in the restaurant industry in future's development.Yum Brands Group, the United States foreign fast food giant with "KFC" brand , eventually annexing the first Chinese hot-pot unit "Little Sheep", excellent brand is constantly being acquired which will be negative in developing China's national branding strategy, after "little sheep" who will carry the national flag ? The huge challenge that Wevin named team facing is how to restore its national leading brand of the hot pot in China.

 

解决方案:先知团队根据对内蒙古草原文化和火锅起源文化的深入了解和分析,根据其“纯天然、绿色”的品牌定位,为其量身打造出“草元锅”这一极具草原特色的品牌名称。“草元锅”一名具有鲜明的地域特色,向消费者传达了新品牌的核心信息。通过重新构词,赋予了更丰富的含义。“草元”音同“草原”,“元”既突出了历史文化感,又是“第一”的意思,象征高品质的餐饮经营服务。名称采用固有词,更容易记忆与传播。

Solutions: Based on the deep understanding  and analysis of  Inner Mongolia grassland culture and pot culture origin, according to its "natural, pure, green" brand positioning, we create "grass yuan pan" this extremely grassland characteristics of brand names."Grass" yuan pan a with distinct regional characteristics, the core of the new brand message to consumers.Through reconstructing, the name endowed with more abundant meaning."Grass yuan" with "the prairie", "yuan" is highlighted the sense of history and culture, but also the meaning of "first", the symbol of high quality food and beverage management services.Inherent word was adopted, the name is easy to memory and spread.

 

 

Perspectives

伊利

伊利

  伊利作为一个乳业公司的名称非常的清新、悦耳,朗朗上口,容易被识记。尽管从字面看不出特殊的含义,但却

保食安

保食安

  保食安这个名称很直接地传达出了公司产品的属性和功能,即保证食品的品质符合要求。先知在为保食安做品牌

北极泉

北极泉

  北极泉这个名字用于纯净水,真的是一种绝妙的选择,北极这两个首先会让我们联想到冰天雪地、远离人类生活

Work


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