派浪取名
先知助力韩国品牌璀璨之路
项目背景
这是先知为SK集团旗下休闲服装品牌的命名服务项目，客户希望借助于此品牌进驻中国市场并有所建树。先知的首要任务就是为其量身打造一个中文品牌名称。该名称不仅要响亮，更要符合产品特性，贴近中国受众。
This is the casual clothing brand naming services of SK group.our client wants to help this brand into the Chinese market and to accomplish something. Prophet's primary task is tailored for a Chinese brand name. The name is not only loud, but also to meet the product features, close to the Chinese customers.
面临挑战
先知通过前期市场调查了解后得知：SK虽然是世界500强，但在中国品牌认知不清晰，需要进行品牌本土化，使品牌更符合中国受众的接受习惯。因此，先知决定弱化SK品牌效应，先找到SK旗下服装品牌和业务发展的平衡点，将品牌的第一感受关键词确定为：年轻、时代、爽朗、品位、活力、等核心传播点。
Through the pre-market investigation that:SK is the world's top 500 is not clear, but the brand awareness in China, which requires the brand localization, making the brand more in line with the audience's acceptance habits.Thus, Wevin decided to weaken the SK brand, first to find SK 's clothing brand and business development point of balance, identified as the brand feel Keywords: young, age, hearty, taste, vitality, and other core dissemination point.
解决方案
先知提供了多套方案（包括艾尔波特、贝斯琪、雷弗曼），客户在几经甄选后，最终确定为“派浪”。“派浪”一名具有国际化发音特征，并且蕴含中国本土文化内核，同时充分结合了服装的产品特性和品牌概念。“派浪”与年轻人追求自由、追求个性的特点相符合，易于得到目标受众的认同和接受。
Wevin provides several sets of programs (including El Portal, Bei Siqi, Leifu Man), several customers in the selection, the final determination is "to send waves." "Faction wave" a pronunciation with international characteristics, and the kernel contains Chinese local culture, while fully combines the apparel product features and brand concept. "Send waves" and the young people to pursue freedom, the pursuit of individual characteristics consistent, easy to get recognition and acceptance of the target audience.
