迈腾-凯发网

项目背景

       一汽-大众汽车有限公司于1991年2月6日成立，是由中国汽车集团公司和德国大众汽车股份公司、奥迪汽车股份公司及大众汽车（中国）投资有限公司合资经营的大型乘用车生产企业，是我国个按经济规模起步建设的现代化乘用车工业基地。

       faw - volkswagen automotive co., ltd. on february 6, 1991, was established by the china faw group corporation and volkswagen ag, audi ag and volkswagen (china) investment co., a large passenger car joint venture production enterprises, is china's first start by building a modern eco my of scale passenger car industry base.

面临挑战

       2007年一汽大众推出帕萨特第六代车型，其中文名称既要展现品牌已有特性，又要与英文名称发音接近，便于品牌形象一致性的树立。

       2007 volkswagen passat launched the sixth generation models, the chinese brand strategy is necessary to show the existing features, but also with the english strategy sounds close, easy to establish a consistent brand image. 

凯发网的解决方案

       通过深入细致的市场调研分析，先知确定了“科技加冕，风云共赏”的核心诉求理念，为其量身打造出“迈腾”这一震撼力的品牌名称。“迈”寓意自信、果决、动感；“腾”表示腾飞、超越、激情。 “迈腾”给人活力、奋勇向上之感，与汽车的特性极度吻合。

       after in-depth and detailed market research analysis, wevin determine the "science and tech logy coronation, the situation dramas" core demands of philosophy, tailored for a "magotan," the great power of the brand strategy. "mai" meaning confident, decisive, dynamic; "tang" means off, beyond passion. "magotan" gives vitality, a sense of up courageously, with the car's features extremely consistent.