凯贝罗命名
大商集团的品牌新格局
项目背景
大商集团是中国最大的百货商业集团。拥有大型店铺170家，遍布大半个中国，总建筑面积超过1000万平方米，员工总人数22万人，2011年销售突破1100亿元，成为中国百货商业首家千亿级大公司。大商集团下属的珠宝子品牌于2008年正式上市。珠宝子品牌定位在高端时尚珠宝，涵盖了钻石镶嵌、精品黄金、顶级珍珠、墨翠黄翡等多个品类,实现了欧美流行元素与中国传统文化的完美融合。
Dashang group is China's largest department store business group. It has 170 large stores across half of China with a total construction area of more than 10 million square meters, total number of employees 22 people, in 2011 sales exceeded 110 billion yuan, it becomes China's first department store business with one hundred billion. Dashang group affiliated sub-brand jewelry was officially listed in 2008.
面临挑战
大商集团下属的珠宝子品牌虽2008年已上市，但还没有一个独立的品牌名称，无法适应品牌在国内与国际的发展。如何依据其品牌特色“实现欧美流行元素与中国传统文化的融合”，走国际化发展趋势，又要与同行业间形成品牌命名差异化是我们待解决的问题。
Dashang group affiliated sub-brand jewelry, although has been listed 2008, but there is not a separated brand name, unabling to adapt to the brand development in domestic and international markets. How to achieve European and American pop elements and the integration of traditional Chinese culture and go towards the international trends, but also with the industry differentiation with competitors is a problem for Wevin to solve.
解决方案
先知命名经过前期大量市场调研分析及同行业品牌的横向比较分析，为其制定了国际化的品牌传播理念，在如何做到与竞争品牌形成差异化的营销角度上，先知市场调研部门对国际、国内珠宝品牌做了大量的调研工作，最终“凯贝罗”品牌脱颖而出。
After a large number of market research and industry analysis of horizontal comparison brand, Wevin developed an international brand communication idea for client. And the name Kimbevalo stands out in the various plans provided by Wevin after its large amount of research.
