蜜港甜点店
多品牌战略转型布局
项目背景
北京空港配餐有限公司由中国南方航空股份有限公司、东方航空食品投资有限公司、新加坡新翔集团有限公司与首都机场集团公司共同合资经营。公司于1993年4月注册成立，注册资本2400万美元。公司自1994年开始试营业。公司现拥有天津、沈阳两家子公司。
BeJing Capital International Airport is a joint venture operation from China Southern Airlines Company Limited, Eastern Air Catering Investment Co., Ltd., Singapore, New Cheung Holdings Limited and Capital Airports Holding Company.Founded in April 1993 with a registered capital of 24 million U.S. dollars. Since 1994 the company began trial operation. The company now has Tianjin, Shenyang two subsidiaries.
面临挑战
空港配餐旗下有空港天厨连锁店，为扩大发展，需要增开一家甜品店，以满足消费者的不同需求，新甜品店需要进行品牌定位、品牌中英文命名、Slogan及品牌故事创意，以促进品牌知名度和美誉度的迅速提升。
Capital International Airport owns Chefs chains, which wants to expand and develop, needing to open a dessert shop, to meet the different needs of consumers, the new dessert brand positioning, brand English name, Slogan and brand story ideas to promote the brand rapid increases in popularity and reputation.
解决方案
先知命名在进行了详细的市场调查及了解客户需求后，认为甜品店应该定位于甜蜜浪漫的基调，且品牌名称与空港有关联，能够保持品牌的一致性，且能够使新甜品店借助已有品牌迅速扩大知名度，促进品牌的不断发展，因此，我们为甜品店命名为“蜜港”，取甜蜜港湾之意。Slogan及品牌故事紧紧围绕这一主题展开，获得客户的认同。
After research, we think it should be positioned in the sweet romantic tone, and the brand name is associated with the airport, to maintain brand consistency, and can make the new dessert with existing brand rapidly expand awareness and promote the continuous development of the brand, so we dessert named "mielle", meaning to take sweet harbor. Slogan and brand story around this theme started to get customers agree.
