帮妮命名
韩国喜莱健集团服务品牌
项目背景
进入中国市场后，喜来健独创的体验式营销模式曾一度为其创造了可观收益。但随着竞争的加剧，喜来健品牌推广也陷入到“减速慢行”的尴尬境地。为摆脱困境，喜来健决定将其自身技术和服务团队品牌化，以期与消费者能够更贴近，从而推广产品品牌，拉动整个业绩的增长，因此委托先知为其设计品牌名称。
Enter the Chinese market, unique experiential marketing model of XiLaiJian created considerable benefits. But as competition intensifies, XiLaiJian also fell into "slow down" the embarrassing situation. To overcome adversity, XiLaiJian decided to make their own health technology and service team branding, in order to more closely with consumers, thus promoting product brands, driving the growth of the entire performance, so it commissioned Wevin to design the brand name.
面临挑战
客户要求名称体现行业特性，突出情感诉求，同时保证中英文名称要同音同义。中英文名称同音同义作业极具挑战性，针对客户的特别的要求，先知进行了大量准备和调研工作，最终过与喜来健服务团队多次沟通，找到了问题的突破口。
Customer request names reflect industry characteristics, highlight the emotional appeal, at the same time guarantee the name in both Chinese and English to Chinese synonym name in both Chinese and English homophones synonymous homework very challenging, based on customer's special requirements, Wevin does a lot of preparation and research work, in the end,we find the breakthrough point of the problem afte communication with XiLaiJian.
解决方案
先知命名研究院在英文名称方面进行了多重过滤和甄选，同时检选到英文固有词汇“bonny”，读音与“帮您”不谋而合；而后，通过对两个词汇语音，语义方面的再度考虑，决定将“帮您”改成了“帮妮”，取谐音及含义，避免了“帮您”的直白，同时又与英文名称发音完全一致。通过语言测试，“帮妮”的发音在各方言区内都表现出了相同的语义，未出现任何歧义现象；该名称也合了目标受众对医疗团队的情感诉求，为客户创造了无形价值。
Wevin does multiple filtering and screening to the English names , while picking to the English vocabulary inherent "bonny", pronounced "help you" coincide; Then, through the voice of the two words, semantic aspects of re-consideration, decided to change "help you" to "help ni" take homophonic and meaning, Through language testing, "bonny" pronunciation of words in all the region have shown the same semantics, without any ambiguity; This name also fit the target audience's emotional appeal of the medical team, for customers to create intangible value.
