达莱春_案例信息-先知中国公司命名网

pc蛋蛋

 
咨询电话:010-56018888
达莱春 朝鲜泡菜的本土化突围

       项目背景
       朝鲜泡菜(Kimchi)是自古朝鲜人喜欢吃的民族固有的副食品,独具特色的素菜。它是以白菜、萝卜等蔬菜为主原料,以辣椒、葱、蒜、姜、水果、盐等为作料经乳酸发酵而成的蔬菜加工品。2015年12月2日,联合国教科文组织(UNESCO)在纳米比亚举行的会议上朝鲜传统泡菜被列为非物质文化遗产。朝鲜族食品行业尚未形成产业规模,从事相关食品生产的规模以上企业不到几十家,产值不足几亿元。企业要发展,一方面希望政府部门能出台扶持和引导政策,建立延边朝鲜族特色食品行业发展专项资金。另一方面,积极推动特色食品行业中标杆企业挂牌上市,鼓励通过并购重组,进行行业整合,形成产业规模。
       Background of the project:
       Kimchi is a unique vegetable dish, which is a national by-product that Korean people like to eat in ancient times. It is a vegetable processed product with Chinese cabbage, radish and other vegetables as main raw materials, pepper, onion, garlic, ginger, fruit and salt as raw materials and lactic acid fermentation. On December 2, 2015, at a meeting held by UNESCO in Namibia, Korean traditional pickles were listed as intangible cultural heritage. The Korean food industry has not yet formed an industrial scale. There are fewer than dozens of enterprises engaged in food production above the scale, and the output value is less than several hundred million yuan. Enterprises want to develop. On the one hand, we hope that government departments can issue support and guidance policies to establish special funds for the development of Yanbian Korean food industry. On the other hand, we should actively promote the listing of benchmarking enterprises in the special food industry, encourage industry integration through mergers and acquisitions, and form industrial scale.
 

pc蛋蛋       洞见:

pc蛋蛋       朝鲜泡菜是具有代表性的传统发酵食品,是以米饭为主的朝鲜族饮食生活中更重要的副食之一。相传的朝鲜泡菜源自重庆市江北县(今重庆市渝北区)大湾镇,唐朝将军薛仁贵被政府发配到高丽,在高丽安家。他的随从有多位是重庆市江北县人,会做家乡的泡菜,就从这时起重庆泡菜就进入了朝鲜了,朝鲜几次战乱,就让这种菜进入了朝鲜平民家庭。朝鲜历史上曾是农业国,自古就以大米为主食。朝鲜料理包括各种蔬菜和肉类、海鲜类等,而咸菜(发酵辣白菜)、海鲜酱(腌鱼类)。在韩国,泡菜也是一种文化,就像在中国的水饺一样,源远流长。

       Insight:

       Kimchi is a representative traditional fermented food, and it is one of the most important non-staple food in Korean diet。 Legend has it that kimchi originated from Dawan Town, Jiangbei County, Chongqing City (now Yubei District), and Xue Rengui, the general of the Tang Dynasty, was sent to Koryo by the government to settle down in Koryo。 Many of his followers were from Jiangbei County, Chongqing City, who could cook kimchi in their hometown。 Since then, Chongqing kimchi has entered Korea。 Several wars in Korea have brought this kind of kimchi into Korean civilian families。 Korea used to be an agricultural country in history, and rice has been the staple food since ancient times。 Korean cuisine includes a variety of vegetables and meat, seafood and so on, while salted vegetables (fermented hot cabbage), seafood sauce (pickled fish)。 Kimchi is also a kind of culture in Korea, just like dumplings in China, which has a long history。

 

       解决方案:

       通过命名思路的整理和对行业的宏观分析与把控我们认为:本次方案名称命名应遵循以下几点:名称传达“历史、文化、专业、新鲜”的品牌形象; 注重品牌的差异化,突出朝鲜泡菜的引导性;具备朝鲜泡菜行业所特有的行业属性,独具品味和文化的关联性,联想性。名称创意灵感源于朝鲜民族的国花“金达莱”,金达莱是田野中开放的朵花,朝鲜民族将金达莱看成是春天的使者,坚贞、美好、吉祥、幸福的象征。“达莱春”赋予企业美好愿景,愿吉祥、美好的金达莱花为企业未来的发展带来更加光明与希望。达莱春,属于强大词语,是存在于广大消费者头脑之中,在每个人的潜意识里都有认知,能够快速识别,是个不可多得的好名字。金达莱,是田野中开放的朵花,朝鲜民族将金达莱看成是春天的使者,坚贞、美好、吉祥、幸福的象征,她是朝鲜的国花,是可识别的,在口耳相传的传播方面,这个名字认知度,具有巨大的传播势能,能够节省大量的传播和营销成本,能积累起巨大的品牌资产。 

       Solution:

pc蛋蛋       Through the arrangement of naming ideas and macro-analysis and control of the industry, we believe that the naming of this project should follow the following points: name conveys the brand image of "history, culture, profession and freshness"; pay attention to brand differentiation, highlight the guidance of Korean kimchi; have the unique industry of Korean kimchi industry. Sex, unique taste and cultural relevance, association. The originality of the name originates from the national flower of the Korean nation, Kindalai, which is a flower blooming in the fields. The Korean nation regards Kindalai as an envoy of spring, a symbol of faithfulness, beauty, auspiciousness and happiness. "Dalaichun" gives the enterprise a good vision, auspicious, beautiful Jindalai flower for the future development of enterprises to bring more light and hope. Dalaichun is a powerful word, which exists in the minds of consumers. It is a rare good name that everyone has a subconscious awareness and can quickly identify. Kindalai is the first flower that opens in the field. The Korean nation regards Kindalai as the messenger of spring, the symbol of steadfastness, beauty, auspiciousness and happiness. She is the national flower of Korea and is recognizable. In the aspect of word-of-mouth transmission, the name has a high degree of recognition, a great potential of transmission, and can save a lot of money. Communication and marketing costs can accumulate huge brand assets.

 

更新案例

返回案例列表页

 

中华老字号七一酱园签约先知中国全案

pc蛋蛋新著《强大词语成就强大品牌》即将出版

先知词语战略,进驻国贸三期,再攀新高度

强大原型理论,原型让品牌获取潜意识偏好

成都花逸酒店签约先知词语战略

 

龙头品质, 中国先知

战略|定位|命名|全案

已帮助5000多家客户实现品牌梦想

90年代,鹰隼试翼……

命名及品牌全案

新世纪,披荆斩棘……

创立战略定位及命名全案工具

今天,成就现在……

坚持商业实战实操

明天,改变未来……

开拓品牌整合命名及全案新方向

 

关于先知中国

pc蛋蛋 先知中国——中国更专业的命名及品牌定位机构,提升了命名定位的行业发展。 先知专注于品牌的创建和品牌升级,帮助5000多个品牌走向成功,100多个品牌成功上市,200多个品牌成为行业龙头,服务品牌总市值超过5700亿。 先知确信,面对新经济挑战,整合者才是胜利者。昨天,我们定义了命名及战略定位。今天,我们不断超越自己,为行业格局确立发展方向。 定位命名,找先知。 先知一步,成就伟业。


把您的需求告诉我们,让我们优秀的团队为您服务

咨询服务热线:


010-56018888