精莺教育

       每一种文化都有自己独特的表现方式和内涵，精英文化也称高雅文化，往往是那种具有经典性的审美产品。所谓“经典”，这里主要指那些历经时代淘洗而能流传下来的作品。精英文化是与大众文化、平民文化、草根文化、山寨文化相对立而产生的文化现象。即不适应嘈杂的物质社会，它是人们内心渴求却常常被世俗生存需求驱逐时才能感悟到的，它是在人们静心思索或遭遇物质失利而需要情感慰借时才冉冉上升。精莺正是借助了“精英文化”这一特有的高雅文化资产，使其品牌内涵更具活力，“精英文化”作为识别度较高的文化元素，经常出现在我们日常生活之中，这些高雅文化元素都是源自于我们的生活之中。通过将精莺与精英文化的巧妙结合，让精莺成为企业文化输出的重要识别载体，成为公司核心的品牌资产。精莺作为整个品牌的战略旗帜，在整个品牌的顶层战略设计中，起到了至关重要的作用。

Insight:

       Each culture has its own unique way of expression and connotation. Elite culture, also known as elegant culture, is often the classical aesthetic product. The so-called "classics" mainly refers to works that can be handed down after the times. Elite culture is a cultural phenomenon which is opposed to popular culture, civilian culture, grassroots culture and Shanzhai culture. That is to say, it can not adapt to the noisy material society. It can only be realized when people's inner desire is often expelled by the secular survival needs. It is only when people meditate or encounter material failures and need emotional comfort. With the help of the unique elegant cultural asset of "elite culture", Jingying makes its brand connotation more vigorous. As a cultural element with high recognition, elite culture often appears in our daily life. These elegant cultural elements are derived from our life. Through the skillful combination of elite Ying and elite culture, elite Ying can become an important identification carrier of corporate culture output and a core brand asset of the company. As the strategic banner of the whole brand, Jingying plays a vital role in the top-level strategic design of the whole brand.

       名称创意理念源自贵教育机构培养学生的目标“成就社会精英人才”。“将学生培养成社会精英人才”是目标客户（学生家长）更大的需求。在该名称直击消费者痛点，能与消费者产生强烈的情感共鸣，易于获取消费者的信赖与认可。同时，“精莺“巧妙的将灵动活泼的黄莺形象融入名称中，有助于企业强大形象的建立，是不可多得的强大形象。精莺，易读易记，不需要去跟受众解释这个名字的具体含义。这个强大词语大大的提高了品牌的认知度。并且是可描述的、可识别的，在口耳相传的传播方面，品牌系统认知度，具有一定的战略高度，具有巨大的传播势能，能够节省大量的传播和营销成本，还能累积品牌资产。 

Solution:

       The idea of name creation comes from the ultimate goal of cultivating students' "social elites" by educational institutions. "Cultivating students into social elite" is the biggest demand of target customers (parents). The name directly hit the pain point of consumers, can produce strong emotional resonance with consumers, easy to obtain consumer trust and recognition. At the same time, "Jingying" skillfully incorporates the vivid image of Huangying into its name, which is helpful to the establishment of a strong corporate image and is a rare good name. Jing Ying is easy to read, easy to remember, and does not need to explain the specific meaning of this name to the audience. This powerful word has greatly enhanced brand awareness. And it is descriptive and recognizable. In the aspect of word-of-mouth communication, the name has a high degree of recognition, a certain strategic height, a huge communication potential, can save a lot of communication and marketing costs, and can accumulate brand assets.