鸿科命名
定位科技环保面料生产企业
项目背景：在全球经济增速放缓、传统纺织品市场普遍不景气的形势下，欧美和日本等经济发达国家的纺织业为提高产品附加值、扩大产品销售额，充分利用先进的科学技术，积极开发高科技纺织品服装，并取得了显著的成果，预期这将成为全球纺织业发展的新趋势。就国内纺织行业来看，纺织企业虽然也对高科技纺织品服装有所研究，但总体来看，研究开发力度还很不够，科技含量高的产品比较少，与发达国家存在较大的差距。有关资料显示，国外纺织企业在我国申请的纺织发明专利长期领先国内企业的申报数量。在这种大背景下，新生纺织科技公司如何为自己进行清晰明确的定位显得至关重要。
Program Background:Hong Ke is a fabric manufacturing corporation, its products involved in textile, prints and other sectors. Hong Ke Textile Company was situated in Suzhou Industrial Zone, it always emphasizes on the improvement of technological manufacturing process and concerns on every client’s demands. With all their hearts, they’re willing to offer clients perfect solutions and services. At present, their products have been passed through the ISO9000 quality management system certification, and their clients spread from Europe, US, to Japan and Southeast Asia areas.
面临挑战：鸿科是一家以各类工业/民生用纺织品为主业，集面料织造、染色、服装设计、生产、销售、高科技高性能纺织品制造为一体的大型综合性企业，产品广泛用于服装制造，无尘洁净，防静电，抗菌，防辐射等行业，各类设备齐全。根据纺织行业特征以及企业自身优势，先知为鸿科提炼出“时尚科技纺织第一品牌”的定位，希望用品牌核心价值全面统领一切企业活动。
Facing challenges:Hong Ke ranged all their enterprise activities from brand’s core values. Through many times of pre-communications, Wevindeeply understands that they look upon the professional technologies highly in their products designing ideas, so name it as “Hong Ke”, which highly integrate and unify brand’s culture with industrial attribution, and also reveals the methods that technologies advanced and fed back the society with environmental protection.
解决方案：在接到项目立项单之后，先知命名团队迅速作出反应，通过多次前期沟通，先知深知客户非常重视产品的设计理念的专业技术水平，因而用“鸿科”命名，名称现代简洁，国际化调性明显，寓意“鸿业远图，科技立本”。具体说来，“鸿”即宏图伟业，预意企业未来鹏程万里；“科”即“科学、科技”，直观的表现了纺织行业加工工艺水平要求较高的属性。“鸿科”寓意企业产品从设计到加工完成始终致力于技术水平的提高和专用设备的改善，高度科学化，给人一种厚重感，是责任与实力的外在表现，不仅符合“时尚科技纺织第一品牌”的定位，也很好的诠释了企业以科技为最强驱动力的品牌价值核心；另外，名称字形结构简洁，发音容易，便于受众识别与记忆，利于品牌口碑效应的形成，是不可多得的好名字。
Solutions:To a textile company that requires high qualified products, the name “Hong Ke” is most appropriate. “Hong” represents great undertakings, indicates company’s glorious future. “Ke”, namely science and technologies, directly expressed that textile industry requires high manufacturing technologies. “Hong Ke” implies that the company always devoted on the improvement of technologies and professional equipment from designing to manufacturing. High scientification gives kind of concordance feeling, it’s the external expression of responsibility and strength.
