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REDFLAGNamingStrategy“PresentationforNewBrandNameDevelopment”REDFLAGNamingStrategyContents1WorkFlow2FactFindings3CompetitiveBrands4Strategy5NamingConcept&KeyWords6NameCandidates7ConsumerSurvey8RecommendationREDFLAGNamingStrategy1WorkFlowFactFindingsOrientationMainTargetFGICompetitiveanalysisBrandStrategyNamingConceptRefinementStrategicNamingConsumerPreferenceSurveyLegalityCheckVerificationRecommendationPTFinalNameSelectionRecommendationLogotypedevelopmentPackagedesignSelectingfocusednamelist(5candidates)REDFLAGNamingStrategyFavoriteBusinessCarsAudiVolkswagenCadillacBUICKFordLINCOLNVOLVOLEXUS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:foundername;enterprisingLEXUS:luxury东方之子:onlyChineseAnotherNewBrandPrerequisitesforAnothernew?Classic&luxurystyling;Asymbolofpower;FocusonBusinessmen&governmentofficials;DesiredImage:AspiritofenterpriseClassic&LuxuryPowerArbitraryNameLuxury3-1CompetitiveBrandAnalysisDescriptiveNameStartswiththemostspecifiednamingbuthavelonghistoryandsuccessfullyshiftsitsimagebyadsandvisualcommunicationREDFLAGNamingStrategyMediumtolargeHigh-InvolvementLow-InvolvementEmotionalLogicalREDFLAGNamingStrategy3-1CompetitiveBrandAnalysisSoundSymbolHardness(Sound)TenseSoftGraceful(Meaning)REDFLAGNamingStrategy3-1CompetitiveBrandAnalysisLanguageusageEuropeorAmericastyleChinesestyleTheNumberofletter108642REDFLAGNamingStrategy(Latin)(America)(America)(Latin)(German)(America)(America)(French)3-1CompetitiveBrandAnalysisREDFLAGNamingStrategyPerformingshouldbebetterRedFlagKeyPlayersTargetBusinessmen&Governmentpeople40~agedmalerationalappealbalancingbetweenpower&luxuryCoreValue:makeyoufeelpowerelevatingyourselfimageAttribute/functioncommunicativenaming,appealingtospecialtargetaudienceNewRedFlagBrandNameimplyingmorechoiceofcarjustfitforyou,notme-toobrandCoreValue:goodforyouridentity4Strategy:PositioningCadillac,LINCOLN,LEXUSImageAspiritofenterprise&PowerappealREDFLAGNamingStrategyNewLanguageforNewPowerCarNewPowercarVersion-upcarComfortableElegantflavoredBigspaceSoftlyPower/LuxuryPalace/Crown/GoldSuccessful/Sure-footedRationalityappealingANewcarneverfunctionbetter&proundUserImageAttractiveActivePoliticalAbilityandefficiencyCharacteristicBorninnobilityContemporaryCountry5NamingConcept&KeyWordsREDFLAGNamingStrategy6-1CandidateNames:comfortable&luxuryAriaTourLuxTour+LuxuryREDFLAGNamingStrategy6-1CandidateNames:comfortable&luxuryExLuxXPalaceExtended+LuxuryREDFLAGNamingStrategy6-1CandidateNames:standinginproud&powerLeoneChairmanREDFLAGNamingStrategy6-1CandidateNames:standinginproud&powerSovereignRoyalREDFLAGNamingStrategy6-1CandidateNames:UserImagehope&attractiveEosThegoddessofthedawn.CoeusCO=commandingofficer&coexistGodofintelligenceREDFLAGNamingStrategyhyperionrunfeel6-1CandidateNames:UserImagehope&attractivesun+moon+sunriseREDFLAGNamingStrategyComfortable&LuxuryUserImageProudandPowerCar6-2PerceptualMatrixBorninnobilityAbilityandefficiencyPoliticalVerveRationalityPowerAria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ProductDescriptiveImageorientedREDFLAGNamingStrategy6-2PerceptualMatrixBorninnobilityAbilityandefficiencyPoliticalVerveRationalityPowerAria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REDFLAGNamingStrategy7-1ConsumerSurveyRespondentsMethodologyDate100samplesQuestionnaireTocheckcategoryrelevance,Userassociation,ConsumerPreferenceofthe6Candidates.Torecommendthemostappropriatebrandname.2008.12.03~ObjectivefemalemaleTotalGovernmentpeople(35~55age)Businessman(35~55age)Universityteacher(35~55age)1stchoice:2ndchoice:Pleasefillinfreelywhatyouassociatedfromthefollowing6namesasacandidateofpower&vervenewRedFlagCarbrands.CategoryAssociation:①luxurycar②middle-bigcar③middlecar④minicarNameJob/LifeStyleUserAssociation:age/genderwhy:why:SelecttwoofyourfavoritesasanewnameforluxurycarandwhyyoudidPleasefillinaboutyourprofile.Thankyousomuchforyouranswers.gender()age()job()Checktwowhichsoundsmostverve()()Checktwowhichsoundsmosthandness()()Checktwowhichsoundsmostunique()()①Aria抒情调②TourLux途雅③Leone狮王④Royal王室⑤Eos希望女神⑥Coeus智慧REDFLAGNamingStrategy7-2SurveyResults:CategoryAssociation①luxurycar②mid-bigcar③midcar④minicarOthers①Aria抒情调②TourLux途雅③Leone狮王④Royal王室⑤Eos希望女神⑥Coeus智慧REDFLAGNamingStrategy7-3SurveyResults:Top2ofEachAttributesSoundsmostverveSoundsmosthandnessSoundsmostunique①Aria抒情调②TourLux途雅③Leone狮王④Royal王室⑤Eos希望女神⑥Coeus智慧