欧蕙

面临挑战

       LG在多方对比下，更终将本次本土化命名项目交付先知。先知在任务初期就对LG在中国市场的发展历程进行了细致的梳理，认为O HUI品牌名称本土化是打开中国市场的必经之路，本次命名需将中文文化圈受众的接受习惯作为首要考虑因素，且要承载品牌精神理念，并突出行业属性。

       LG in the multi-contrast, eventually named this localization project delivery Wevin. early in the mission on the LG course of development in the Chinese market on a detailed combing, O HUI brand names that localization is the only way to open the Chinese market, this name will be required to accept the habit of Chinese cultural sphere as the primary audience considerations, and to carry the spirit of the brand concept, and highlight the attributes of the industry. 

解决方案

       随后，先知中国品牌部对国内市场的化妆品品牌名称进行了分析，并发现大多数欧美品牌在中国市场的本土化程度都不高，并且品牌形象主要以英文单词为主要元素，先知并没有沿承此种模式，而是将策略重点定为“兼具现代与传统”，直接取“O HUI”之音——“欧蕙”。该名称音色柔美，含义简明，同时东方韵味，使得品牌内涵与产品特性都得到了完整体现。 

      Subsequently, The domestic market cosmetics brand  were analyzed by Wevin and found the majority of European and American brands in the Chinese market is t high degree of localization and brand LOGO mainly English words as the main element, Wevin did t order along such a model, but focus on the policy as "both modern and traditional" direct access "O HUI" the Voice - "Europe LOH." The name sounds soft, meaning concise, and very oriental flavor, making the brand con tation and product characteristics have been completely achieved.