英国励展
百年国际品牌的本土化
背景：
英国Reed Exhibition集团大中华区是世界领先的展览及会议活动主办机构。励展博览集团在世界各地拥有3,700多位员工，在43个国家举办 500多个展会项目，其展览及会议组合为跨美洲、欧洲、中东、亚太和非洲地区43个行业部门提供服务。2014年，励展博览集团举办的展会吸引了来自世界 各地的700余万名参与者，为客户达成了数十亿美元的业务交易。励展博览集团是励德爱思唯尔集团（Reed Elsevier）的成员之一。
Background:
UK Exhibition ReedE group of Greater China is the world's leading exhibition and conference organization. Reed Exhibitions around the world with more than 3700 employees, more than 500 exhibition held in 43 countries, combination of exhibitions and conferences across America, Europe, the Middle East, Asia and Africa area 43 sectors to provide services. In 2014, reed exhibitions held in the exhibition attracted from around the world more than 700 million participants, for customers to reach the billions of dollars in business transactions. Reed reed Elsevier group (Reed Elsevier) one of the members.
洞见：
为完成这个国际项目，先知组成了由项目整合经理、资深品牌顾问及创意人员组成的专业项目团队。在非常紧迫的时间内，我们的工作高效而有序，整个项目团队对这个英国伟大企业的诞生投入了不计其数的时间和精力。先知团队对目前展中国及国际览展示市场情况，包括未来国内市场及国际市场的发展趋势做了充分详细的调研及分析讨论。中国展览市场拥有非常好的发展前景。目前中国展览展示市场上还没有强势品牌占据消费者心智，这对于ReedE Exhibition集团来说是个千载难逢的机遇。
Insight:
To complete this international project, the prophet is composed of professional project team, which is composed of project integration manager, senior brand consultant and creative staff.. In a very tight time, our work is efficient and orderly, the entire project team to the birth of the great British enterprise has invested countless time and energy. The prophet team on the current development of China and international exhibition display market, including the future development trend of the domestic market and international market made fully detailed investigation and discussion. China exhibition market has a very good prospects for development. At present China exhibition display on the market is not strong brands occupy the minds of consumers, which for ReedE exhibition group is a golden opportunity.
解决：
先知团队经过大量的调研发现，随着时代发展英文直译逐渐呈现出明显的劣势，很多英文直译并不符合中国消费者习惯，让人难以接受，更不用说牢记了，这样的产品很容易在激烈的市场竞争中被淘汰。因此这次命名突破了固有思维的限制。
先知团队经过汉语语音、语义测试，四维度语言测试，提供了充分满足客户要求的“励展”等一系列创新名称。最终，“励展”从这些优秀名称中脱颖而出。励展表达了集团在国内积极向上的力量，同时名称即是定位，体现了公司及品牌所在行业的鲜明特征，以及在母公司及过去的蓬勃发展基础上不断续写新篇章的美好希望。
Solve:
The prophet team after a lot of research found that with the development of the times to the English translation, gradually showing a distinct disadvantage, many English translation, which does not conform to the Chinese consumer habits, make it difficult for people to accept, let alone remember. This product is easy to be eliminated in the fierce competition in the market. So the name broke the limit of the inherent thinking..
Prophet team after the Chinese phonetic and semantic tests, four dimensions of language testing, that provides a fully meet customer requirements "Reed" and so on a series of new names. Finally, "Reed" from these outstanding talent showing itself. Reed expressed group in the positive power. At the same time, the name of which is positioned, reflecting the distinctive features of the company and brand industry, and in the parent company and the past rapid development of continuous writing a new chapter of hope for a better.
