雷克萨斯
品牌系统的本土化
雷克萨斯（Lexus）是日本丰田汽车公司旗下的豪华车品牌，它于1983年被首次提出，但仅用十几年的时间，自1999年起，在美国的销量超过奔驰、宝马，成为全美豪华车销量最大的品牌。过去，Lexus在国内的中文译名是凌志，2004年6月8日，丰田公司在北京宣布将Lexus的中文译名由“凌志”改为“雷克萨斯”。
Lexus (Lexus), Japan's Toyota Motor Corporation's luxury brand, it was first proposed in 1983, but the only time in ten years, since 1999, sales in the United States more than the Mercedes-Benz, BMW, become the nation's largest luxury car sales brand. The past, the Chinese translation of The Lexus in the country is Lexus, June 8, 2004.
在雷克萨斯ES诞生整整二十年后，只有细细品味其不断发展的历史，才能够发现它们不断精益求精的进化过程和代代相传的精髓。提供“以人为本”、“客户为尊”的服务是LEXUS雷克萨斯一贯信守的承诺。2005年正式进入中国伊始，LEXUS雷克萨斯便率先在国内豪华车市场推出四年/十万公里（油电混合动力车型六年/十五万公里）免费保修及免费保养服务，并相继推出零配件24小时配送、全年24小时道路救援、LEXUS雷克萨斯专项保险以及 G-BOOK中心等关怀备至的售后服务，受到了消费者的广泛赞誉。
Lexus ES was born a full two years, only to savor the history of continuous development, only able to discover the evolutionary process, and handed on to future generations the essence of their excellence."People-oriented", "respect for the customer service is the LEXUS Lexus has consistently abide by the commitments. The beginning of the formal entry into China in 2005.
2008年12月20日，应北京广通雷克萨斯的邀请，先知总顾问思翰先生赴现场举办文化讲座。此次议题涵盖国学文化、品牌塑建、品牌命名等领域。思翰先生指出，中国的传统文化博大精深，是中华民族几千年的智慧结晶，是在不断的实践中总结归纳的理论成果，在现代的命名设计中发挥着极其重要的作用，在命名行业，需要以中国的传统文化为基本依据，用传统文化的精髓来融合在命名之中，不论是刚出生的宝宝命名还是一个企业商号公司的命名，都离不开中国的传统文化。
December 20, 2008, should Beijing Guang Tong Lexus invited the Wewin John Reith, Mr. General Counsel to the scene organizing cultural seminars. The topics covered Sinology culture, brand plastic construction, brand name and other fields. John Reith President pointed out that China's traditional culture is profound, is the wisdom of the Chinese nation for thousands of years, is in constant practice summarizing the theoretical results, the design of the modern naming play an extremely important role in the naming industry, needs to be China's traditional culture as the fundamental basis, with the essence of traditional culture to integrate into the naming, whether newborn baby naming or a corporate firm's name, are inseparable from China's traditional culture。
