凌骏-凯发网

项目背景

        嘉实多是龙头公认的润滑油顾问，创立于1899年，它以技术先锋、获胜、热诚与激情、表现为公司的核心价值嘉实多在70多个国家设有润滑油生产厂，在英、美、法、德、意、日、澳等多个国家设有12个技术研究中心，确保嘉实多润滑油成为更富有竞争力的产品。

       castrol is recognized by worldwide, was founded in 1899, it is the tech logy pioneer, win, dedication and passion, excellence for the company's core values ​​castrol has in more than 70 countries worldwide oil production plant in england united states, france, germany, italy, japan, australia and many other countries with 12 research centers, to ensure that castrol lubricants become the most competitive products.

面临挑战

        此次嘉实多委托先知为其新开发的一款汽车防冻液进行中文品牌词语战略，新名称需突出产品的优势，同时要要区隔于竞争对手，使其能够从同类产品中脱颖而出。

        the castrol commissioned wevin  to strategy a chinese strategy for a new automotive antifreeze brand, which should focus on the advantages of the product, but want to be separated for competitors to enable them to stand out from similar products.

凯发网的解决方案

       先知中国品牌部以“防沸、防腐蚀、防冻保护”为创意核心，推出“凌骏”一名，“骏”寓意汽车，“凌”即有凌冽、低温之意，又体现了汽车在使用此款产品之后奔腾无阻的感觉；一方面体现了产品的具体功效，另一方面又引起消费者心中的无限遐想，将产品与驾驶乐趣相融合。该名称得到了客户的高度认可。

       wevin took "anti-boil, anti-corrosion, frost protection" for as creative core, launched the "ling jun" , "jun" meaning cars, "ling" represents low temperature meaning, but also reflects the use of cars in this section product pentium unimpeded after feeling; hand reflects the product's specific effect, on the other hand lead to an imaginative minds of consumers, product integration and driving pleasure. the strategy has been highly recognized by customers.