強大詞語戰略
詞語戰略 品牌命名 強大原型 強大形象 產品開發 營銷傳播 品牌全案

闲来十三水挂:美國安進

生物醫藥產業

手机游戏十三水作弊 www.gsuin.com 項目背景:
        Amgen公司是由一群科學家和投資商于1980年創建的。原供職于雅培公司的George B.Rathmann博士是該公司的創始人之一,并擔任首任董事長兼CEO。公司地址選在學術氛圍很濃的加洲Thousand Oaks,這里靠近加利福尼亞大學和加洲理工學院。1992年安進公司躋身財富,當年公司產品銷售突破10億美元。2000年財富,安進公司排在455位。2000年在醫藥50強中排在21位。2013年,美國Amgen公司作為更大的獨立生物科技公司,位列2012年福布斯企業第212位,市值533億美元。目前,Amgen公司已擁有數千名員工,公司分部遍布,擁有極強的研發能力和產品優勢,堅持在疾病治療的生物技術領域內發展,主要涉足的領域有人類基因組,癌癥,神經科學和小分子化學等。
        公司為適應中國市場,讓品牌識別度進一步提升,Amgen公司找到了先知中國為其中文命名和子品牌做中文命名。
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 named for its Chinese and sub brand to do Chinese named.

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面臨挑戰:
        醫藥行業屬于高科技產業,國際間的競爭非常激烈,要想維持安進現在的地位和謀求進一步的發展,中國市場是不可或缺的,因此中文命名顯得尤其重要。為了能給AMGEN做好中文命名和子品牌命名,先知對醫藥市場中已有品牌和旗下的其他藥品品牌名稱進行分析,總結得出醫藥公司、品牌名稱需傳達信任感、差異性和持續性。醫藥品牌關乎生命,信任必然是其重要因素,另外,醫療領域競爭比以往更加激烈,醫藥品牌的前景也比以往更加混亂模糊。由于產品之間的差異化逐漸減小,一個品牌需要更加努力地讓自己叫得響亮才能被目標客戶群關注。更后持續性保證了品牌的靈活度,一方面是為了適應市場變化,另一方面也是為了日后給產品申請專利。持續性的標準延伸至長期的品牌機會,即品牌的“未來適用性”。比如亞馬遜、維珍等,其品牌的“彈性尺度”早已在各領域得到證實。雖然醫藥品牌自有其不同的局限性,但品牌延展能力卻不可小視。比如,生物制劑的數量就有可能代表不同的狀況。如果企業想建立長期性的品牌,就有必要在非處方藥的情境中建立處方藥的品牌資產。同時,品牌資產也應該適用于品牌的長期價值。在推廣品牌三年之前確立的名字應該與品牌終生的潛力相匹配,因為企業都想在藥品的專利有效期過后仍然使用品牌資產。
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 named AMGEN and sub brand name, brand name of other drugs Wewins existing brand and its pharmaceutical market under the analysis, concluded that Medicines Co, brand name 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 name 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, namely 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.

解決方案:
        強大詞語是一門科學,既要考慮到產品的共性,又要考慮不同藥品的特點,而做到這一點需靠專業命名機構的系統命名流程,美國安進公司的命名供應商先知中國與眾多行業的企業都曾有過合作,擁有豐富的命名及品牌全案經驗,志在幫助企業及品牌在各行業中以全新的面貌嶄露頭角,贏在起步。
        先知全案團隊在接受這一方案后,立即對項目開始了精細的市場調研,從醫藥廠商到消費者,先知收集了大量的資料。經過一系列嚴格的命名流程,為安進公司提供了數套精選的命名及全案解決方案,公司更終選擇了“安進”這一品牌名稱。“安進”一名有平安、進取的美好寓意,對于生物制藥公司來說,消費者的健康平安是位的,這也是安進一直在努力做的。安進作為公司名來說,發音朗朗上口,筆畫簡單,非常容易記憶,對于品牌傳播和推廣來說都可以起到事半功倍的效果,后續品牌系統也有系統的競爭力。
        公司定名之后,子品牌的名字就可以根據安進“平安、健康、進取”這一調性進行命名了。通過多方考慮,更終定名“維必安”。分析“維必安”這個名稱,無論是從聽覺還是視覺,都能傳達一種承諾的力度,代表的是醫藥廠家對產品的自信以及對消費者的品牌承諾。這是能帶給消費者品牌聯想和信任度的名字,對于醫藥行業來說非常有記憶度。同時,品牌名稱用字構造也考慮了漢字結構的對稱美和方圓結構,符合目標消費者的審美及文化習慣。
Solutions:
        The name 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 named process, America Amgen named supplier Wewin China with many well-k wn enterprises of the industry have had cooperation, has named 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 named 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 named team provides a number of sets of selected Naming Scheme for the company, the company ultimately chose the "into" the brand name. "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 names, pronunciation GetWord, simple strokes, very easy to remember, for brand communication and promotion can play a multiplier effect.
        Company name, brand name can according to Amgen "peace, health, enterprising" the tone was named. Through lateral thinking, eventually named "dimension must be installed". Analysis of "dimension will be an" this name, 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 name, the pharmaceutical industry is very memory.At the same time, the brand name word structure is considered Chinese characters structure symmetry and a structure, meet the aesthetic and cultural habits of the target consumer.
 

Perspectives

芝心坊

芝心坊

    芝心坊這個名稱親切可人,而且能夠非常明顯地傳達出產品的特征,芝本身

奧斯曼

奧斯曼

    奧斯曼屬于體育健身行業,追求一種健康、天然,讓人們仿佛置身于純粹的

彼易

彼易

  背景: 隨著我國人均收入的增長、中等收入人群的崛起,以及國家對推動消費

Work

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