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1、RED FLAG Naming Strategy“Presentation for New Brand Name Development”RED FLAG Naming StrategyContentsContents1Work Flow2 Fact Findings3 Competitive Brands4Strategy5 Naming Concept&Key Words6 Name Candidates7 Consumer Survey8 RecommendationRED FLAG Naming Strategy1 1 Work FlowWork FlowFact FindingsOr
2、ientationMain TargetFGICompetitiveanalysisBrand StrategyNaming ConceptRefinementStrategic NamingConsumer Preference SurveyLegality CheckVerificationRecommendation PTFinal Name SelectionRecommendationLogotypedevelopmentPackage designSelecting focusedname list(5 candidates)RED FLAG Naming StrategyFavo
3、rite Business CarsAudiVolkswagenCadillacBUICK Ford LINCOLNVOLVOLEXUS 红旗东方之子 2 2 Fact Finding:Target FGIFact Finding:Target FGI(Businessman 10prs)(Businessman 10prs)AudiWhy Audi?Stably power Generous spaceInteresting name-“听吧!”(Chinese)-“Horch”(German)-“Audi”(Latin)Status symbol Business&City OKOther
4、 Brands?Other BrandsVolkswagen:Approachable nameCadillac:founder name;Aristocratic&PrideBUICK:founder name;enterprising LEXUS:luxury东方之子:only Chinese Another New BrandPrerequisites for Another new?Classic&luxury styling;A symbol of power;Focus on Businessmen&government officials;Desired Image:A spir
5、it of enterpriseClassic&LuxuryPower Arbitrary NameLuxury3-1 3-1 Competitive Brand AnalysisCompetitive Brand AnalysisDescriptive NameStarts with the most specified naming but have long history and successfully shifts its image by ads and visual communicationRED FLAG Naming StrategyMedium to large Hig
6、h-InvolvementLow-InvolvementEmotionalLogicalRED FLAG Naming Strategy3-1 3-1 Competitive Brand AnalysisCompetitive Brand AnalysisSound SymbolHardness(Sound)TenseSoftGraceful(Meaning)RED FLAG Naming Strategy3-1 3-1 Competitive Brand AnalysisCompetitive Brand AnalysisLanguage usageEurope or America sty
7、leChinese styleThe Number of letter108642RED FLAG Naming Strategy(Latin)(America)(America)(Latin)(German)(America)(America)(French)3-1 3-1 Competitive Brand AnalysisCompetitive Brand AnalysisRED FLAG Naming StrategyPerforming should be better Red FlagKey PlayersTarget Businessmen&Government people 4
8、0 aged male rational appeal balancing between power&luxuryCore Value:make you feel powerelevating your self imageAttribute/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
9、 identity 4 4 Strategy:PositioningStrategy:PositioningCadillac,LINCOLN,LEXUS Image A spirit of enterprise&Power appeal RED FLAG Naming StrategyNew Language for New Power CarNew Power carVersion-up carComfortable Elegant flavoredBig spaceSoftlyPower/LuxuryPalace/Crown/Gold Successful/Sure-footed Rati
10、onality appealing A New car never function better&proundUser ImageAttractiveActivePolitical Ability and efficiency CharacteristicBorn in nobility ContemporaryCountry 5 5 Naming Concept&Key WordsNaming Concept&Key WordsRED FLAG Naming Strategy6-1 6-1 Candidate Names:Candidate Names:comfortable&luxury
11、comfortable&luxury Aria TourLuxTour+Luxury RED FLAG Naming Strategy6-1 6-1 Candidate Names:Candidate Names:comfortable&luxurycomfortable&luxury ExLux XPalace Extended+Luxury RED FLAG Naming Strategy6-1 6-1 Candidate Names:Candidate Names:standing in proud&powerstanding in proud&powerLeoneChairman RE
12、D FLAG Naming Strategy6-1 6-1 Candidate Names:Candidate Names:standing in proud&powerstanding in proud&powerSovereign Royal RED FLAG Naming Strategy6-1 6-1 Candidate Names:Candidate Names:User ImageUser Image hope&attractive hope&attractiveEos The goddess of the dawn.Coeus CO=commanding officer&coex
13、istGod of intelligenceRED FLAG Naming Strategyhyperion runfeel6-1 6-1 Candidate Names:Candidate Names:User ImageUser Image hope&attractive hope&attractivesun+moon+sunriseRED FLAG Naming StrategyComfortable&Luxury User ImageProud and Power Car 6-2 Perceptual Matrix 6-2 Perceptual Matrix Born in nobil
14、ityAbility and efficiencyPoliticalVerveRationalityPowerAria 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 orientedRED FLAG Naming Strategy6-2 Perceptual Matrix 6-2 Perceptual Matrix Born in nobilityAbility and effici
15、encyPoliticalVerveRationalityPowerAria 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 Strategy7-1 Consumer Survey 7-1 Consumer Survey RespondentsMethodologyDate100samplesQuestionnaireTo check category relevance,User associatio
16、n,Consumer Preference of the 6 Candidates.To recommend the most appropriate brand name.2008.12.03 ObjectivefemalemaleTotalGovernment 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
17、 of power&verve new Red Flag Car brands.Category Association:luxury carmiddle-big car middle car mini carName 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 answ
18、ers.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 Strategy7-2 7-2 Survey Results:Survey Results:Category AssociationCategory Associationluxur
19、y carmid-big carmid carmini carOthersAria 抒情调 TourLux 途雅 Leone 狮王Royal 王室Eos 希望女神Coeus 智慧 RED FLAG Naming Strategy7-3 7-3 Survey Results:Survey Results:Top 2 of Each AttributesTop 2 of Each AttributesSounds most verveSounds most handnessSounds most uniqueAria 抒情调 TourLux 途雅 Leone 狮王Royal 王室Eos 希望女神Coeus 智慧