德国凯驰
全球清洁领军品牌
背景：
1935年一位名叫Alfred karcher的德国工程师在位于斯图加特郊区的巴登康斯塔市组建了自己的公司，从此宣告了一个世界清洗巨人的诞生。Karcher集团现在全球拥有十个大型生产企业。在集团统一领导下，这些企业每天完成着不同类型的产品生产并彼此进行了有机的协调与集中。为推进中国业务的发展，聘请先知团队为karcher优化企业中文品牌名称。
Background:
In 1935, a German engineer named Alfred Karcher in located in Stuttgart suburb of Baden Constance tower city set up his own company, from the declaration of the birth of a giant of the world clean. Karcher group now has ten large manufacturing companies worldwide. Under the unified leadership of the group, these enterprises are to complete the production of different types of products each day and each other to coordinate and focus on each other. To promote the development of China's business, hire the Wewin team for the Karcher optimization of Chinese brand name.
洞见：
分析了国内外清洗企业名称及品牌理念之后， 先知命名紧贴公司产品及行业属性，产品特征，目标消费人群，从受众心理需求、功能需求、名称抽象性、具象性四个维度出发，为Karcher量身打造相宜的中英文名称。本次名称以品牌差异化为突破口，名称更倾向德式硬朗风格的解读，体现着良好社会责任感的品牌形象，由此展开的新品牌的创建。
Insight:
Analysis of the domestic and foreign cleaning business name and brand philosophy after the Wewin named close to the products of the company and the industry attributes, product characteristics, target consumer groups, from the psychological needs of the audience, functional requirements, name abstract, concrete four dimensions of Karcher to create appropriate name in English. The name to brand differentiation of as a breakthrough point, the name more likely at Hale style interpretation, which embodies the good social sense of responsibility of the brand image, thus expand the new brand created.
解决：
先知命名团队经过汉语语音、语义测试，五维度语言测试，先知提供了充分满足客户要求的“凯”等一系列创新名称。最终，“凯驰”从1000多个优秀名称中脱颖而出。新名称表达了Karcher集团在国内聚合产品力量，让清洗行业领军品牌的定位更加清晰，暗示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 Wewin named team after Chinese voice, semantic testing, the five dimensional language testing, the Wewin provides a full meet customer requirements of the "Kai" and a series of innovative names. Finally, "Karcher" from more than 1000 outstanding talent showing itself. The new name expressed Karcher group in the domestic polymerization product strength, let the cleaning industry leader brand positioning more clearly, suggesting that in the parent company and the past rapid development of continuous writing a new chapter of hope for a better.
