强大词语战略
词语战略 品牌命名 强大原型 强大形象 产品开发 营销传播 品牌全案

美国安进

生物医药产业

项目背景:
        Amgen公司是由一群科学家和投资商于1980年创建的。原供职于雅培公司的George B.Rathmann博士是该公司的创始人之一,并担任首任董事长兼CEO。公司地址选在学术氛围很浓的加洲Thousand Oaks,这里靠近加利福尼亚大学和加洲理工学院。1992年安进公司跻身财富,当年公司产品销售突破10亿美元。2000年财富,安进公司排在455位。2000年在医药50强中排在21位。2013年,美国Amgen公司作为更大的独立生物科技公司,位列2012年福布斯企业第212位,市值533亿美元。目前,Amgen公司已拥有数千名员工,公司分部遍布,拥有极强的研发能力和产品优势,坚持在疾病治疗的生物技术领域内发展,主要涉足的领域有人类基因组,癌症,神经科学和小分子化学等。
        公司为适应中国市场,让品牌识别度进一步提升,Amgen公司找到了先知中国为其中文词语战略和子品牌做中文词语战略。
Project background:
        Amgen company was founded in 1980 by a group of scientists and investors. Dr. George B.Rathmann at the Yu Yapei company is one of the founder of the company, and served as the first chairman and CEO. Company address selection is very strong in the academic atmosphere of the California Thousand Oaks. In 2013, American Amgen company as the world's largest independent biological tech logy company, in 2012 Forbes 500 strong enterprises 212nd, a market value of $53300000000.At present, Amgen company has thousands of employees, branch offices all over the world, has strong ability of R & D and product advantages, adhere to the development in the field of biotech logy for disease treatment, and mainly involved in the field of the human ge me, cancer, neuroscience and small molecule chemical etc..
        Company to adapt to Chinese market, let the brand recognition and further improve, Amgen company found the Wewin Chinese strategyd for its Chinese and sub brand to do Chinese strategyd.

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面临挑战:
        医药行业属于高科技产业,国际间的竞争非常激烈,要想维持安进现在的地位和谋求进一步的发展,中国市场是不可或缺的,因此中文词语战略显得尤其重要。为了能给AMGEN做好中文词语战略和子品牌词语战略,先知对医药市场中已有品牌和旗下的其他药品品牌名称进行分析,总结得出医药公司、品牌名称需传达信任感、差异性和持续性。医药品牌关乎生命,信任必然是其重要因素,另外,医疗领域竞争比以往更加激烈,医药品牌的前景也比以往更加混乱模糊。由于产品之间的差异化逐渐减小,一个品牌需要更加努力地让自己叫得响亮才能被目标客户群关注。更后持续性保证了品牌的灵活度,一方面是为了适应市场变化,另一方面也是为了日后给产品申请专利。持续性的标准延伸至长期的品牌机会,即品牌的“未来适用性”。比如亚马逊、维珍等,其品牌的“弹性尺度”早已在各领域得到证实。虽然医药品牌自有其不同的局限性,但品牌延展能力却不可小视。比如,生物制剂的数量就有可能代表不同的状况。如果企业想建立长期性的品牌,就有必要在非处方药的情境中建立处方药的品牌资产。同时,品牌资产也应该适用于品牌的长期价值。在推广品牌三年之前确立的名字应该与品牌终生的潜力相匹配,因为企业都想在药品的专利有效期过后仍然使用品牌资产。
Facing the challenge:
        The pharmaceutical industry is a high-tech industry, international competition is very fierce, wants to maintain the status of Amgen w and seek further development, Chinese market is indispensable, so Chinese naming is particularly important. In order to be able to do Chinese strategyd AMGEN and sub brand strategy, brand strategy of other drugs Wewins existing brand and its pharmaceutical market under the analysis, concluded that Medicines Co, brand strategy to convey a sense of trust, diversity and sustainability.Medical brand for life, trust is the important factor, in addition, the medical field competition is fiercer than ever, pharmaceutical brand prospect is also more clutter. Due to the differences between the product decreases, a brand needs to work harder to make my strategy loud to target customers attention. Finally, continuous assurance brand flexibility, in order to adapt to changes in the market, on the other hand also to future product patent. Persistent standard extension to the long-term brand opportunity, strategyly the brand of "future applicability". Such as Amazon, virgin, the brand of "elastic scale" already in the field are confirmed. Although the pharmaceutical brands have different limitations, but can t be the capability of brand extension. For example, the number of biological agents may represent different conditions. If the enterprises want to establish long-term brand, it is necessary to set up a prescription in the n prescription drugs in the context of brand assets. At the same time, the long-term value of brand assets should also be applicable to the brand.

解决方案:
        强大词语是一门科学,既要考虑到产品的共性,又要考虑不同药品的特点,而做到这一点需靠专业词语战略机构的系统词语战略流程,美国安进公司的词语战略供应商先知中国与众多行业的企业都曾有过合作,拥有丰富的词语战略及品牌全案经验,志在帮助企业及品牌在各行业中以全新的面貌崭露头角,赢在起步。
        先知全案团队在接受这一方案后,立即对项目开始了精细的市场调研,从医药厂商到消费者,先知收集了大量的资料。经过一系列严格的词语战略流程,为安进公司提供了数套精选的词语战略及全案解决方案,公司更终选择了“安进”这一品牌名称。“安进”一名有平安、进取的美好寓意,对于生物制药公司来说,消费者的健康平安是位的,这也是安进一直在努力做的。安进作为公司名来说,发音朗朗上口,笔画简单,非常容易记忆,对于品牌传播和推广来说都可以起到事半功倍的效果,后续品牌系统也有系统的竞争力。
        公司定名之后,子品牌的名字就可以根据安进“平安、健康、进取”这一调性进行词语战略了。通过多方考虑,更终定名“维必安”。分析“维必安”这个名称,无论是从听觉还是视觉,都能传达一种承诺的力度,代表的是医药厂家对产品的自信以及对消费者的品牌承诺。这是能带给消费者品牌联想和信任度的名字,对于医药行业来说非常有记忆度。同时,品牌名称用字构造也考虑了汉字结构的对称美和方圆结构,符合目标消费者的审美及文化习惯。
Solutions:
        The strategy is a science, it is necessary to consider the product characteristics, but also to consider the characteristics of different drugs, the need to rely on professional naming authority system strategyd process, America Amgen strategyd supplier Wewin China with many well-k wn enterprises of the industry have had cooperation, has strategyd and rich experience in brand design aimed at helping enterprises and brand, in the industry with the most perfect face cut a striking figure, win at the starting.
        The Wewin strategyd team in the acceptance of this proposal, immediately on the project began a fine market research, from pharmaceutical manufacturers to consumers, the Wewin to collect a lot of information. After a series of strict naming process, the Wewin strategyd team provides a number of sets of selected Naming Scheme for the company, the company ultimately chose the "into" the brand strategy. "Into" a safe, progressive meaning beautiful, for pharmaceutical companies, consumers' health and peace is the first, this is also the Amgen has been trying to do. Amgen as company strategys, pronunciation GetWord, simple strokes, very easy to remember, for brand communication and promotion can play a multiplier effect.
        Company strategy, brand strategy can according to Amgen "peace, health, enterprising" the tone was strategyd. Through lateral thinking, eventually strategyd "dimension must be installed". Analysis of "dimension will be an" this strategy, whether it is from the auditory or visual, can convey a sense of commitment, is the representative of the pharmaceutical manufacturers of product confidence and on consumer brand promise. This is to give consumers the brand association and the trust's strategy, the pharmaceutical industry is very memory.At the same time, the brand strategy word structure is considered Chinese characters structure symmetry and a structure, meet the aesthetic and cultural habits of the target consumer.
 

Perspectives

邦悦

邦悦

   通过对客户群体的深入分析,先知创意了一批符合网站特色,同时也兼具

长信医疗

长信医疗

  背景: 长信医疗集团是由北京中医药大学东直门医院疼痛中心主任、北京中医

通惠河畔

通惠河畔

    通惠河畔这个名称本身就很有诗意,仿佛回到了古代的运河文化中,回到了

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