胜道命名
终端渠道品牌的制胜之道
项目背景
台湾宝成集团创立于1969年，主要生产制造批发休闲运动鞋、服装与配件，是全球品牌运动鞋与休闲鞋营业额最大的集团，产业广布于台湾、中国大陆、印度尼西亚、越南、美国等地区，年生产超过一亿七千万双运动鞋，在名牌运动鞋及便服鞋中的全球市场占有率超过15%。
Pou Chen Group was founded in 1969, mainly manufacturing wholesale casual sports shoes, apparel and accessories, is a global brand sports shoes and casual shoes, the largest group turnover, industry widely distributed in Taiwan, mainland China, Indonesia, Vietnam, the United States regions, the annual production of more than one hundred seventy million pairs of sports shoes, brand sports shoes and casual shoes in the global market share of over 15%.
面临挑战
2001年，宝成集团旗下的裕元公司在中国开设了第一家零售直营店，开始了走向零售的步伐。2008年香港裕元公司整合运动营销通路资源，需要创立了一个属于自己的运动营销管道通路品牌，因此委托先知为其进行品牌中英文命名。
2001,Yu Yuan companies（belongs Pou Chen Group）opened its first retail outlets, 2008 Hong Kong Yue Yuen integrated sports marketing channel resources, the need has created a pipeline of their own sports marketing channel brand, so it commissioned Wevin to carry out the brand name in English.
解决方案
先知命名实验室为其打造了“YYSPORTS胜道”的中英文品牌名称，取意“长胜之道”。既体现了品牌的内涵，又彰显了公司的实力与信心。“道”有方法之意，集深厚文化底蕴与具体商业内容与一体，巧妙而匠心独具。此名称兼顾记忆度、传播度、关联度与理解度四个方面。
Wevin creating "YYSPORTS Sheng Road" in English and Chinese brand names, "Victory of the Road." Not only embodies the brand's meaning, but also demonstrates the company's strength and confidence. "Tao" meaning there is a way, set the profound cultural background and specific commercial content and integration, clever and Originality. This name both memories degrees, dissemination degrees, associate degrees and comprehension four aspects.
