Amgen公司是由一群科学家和投资商于1980年创建的。原供职于雅培公司的George B.Rathmann博士是该公司的创始人之一，并担任首任董事长兼CEO。公司地址选在学术氛围很浓的加洲Thousand Oaks，这里靠近加利福尼亚大学和加洲理工学院。1992年安进公司首次跻身财富500强，当年公司产品销售首次突破10亿美元。2000年财富500强排名，安进公司排在455位。2000年在全球医药50强中排在21位。2013年，美国Amgen公司作为全球最大的独立生物科技公司，位列2012年福布斯500强企业第212位，市值533亿美元。目前，Amgen公司已拥有数千名员工，公司分部遍布全球，拥有极强的研发能力和产品优势，坚持在疾病治疗的生物技术领域内发展，主要涉足的领域有人类基因组，癌症，神经科学和小分子化学等。
Amgen company was founded in 1980 by a group of scientists and investors. Dr. George B.Rathmann at the Yu Yapei company is one of the founder of the company, and served as the first chairman and CEO. Company address selection is very strong in the academic atmosphere of the California Thousand Oaks. In 2013, American Amgen company as the world's largest independent biological technology company, in 2012 Forbes 500 strong enterprises 212nd, a market value of $53300000000.At present, Amgen company has thousands of employees, branch offices all over the world, has strong ability of R & D and product advantages, adhere to the development in the field of biotechnology for disease treatment, and mainly involved in the field of the human genome, cancer, neuroscience and small molecule chemical etc..
Company to adapt to Chinese market, let the brand recognition and further improve, Amgen company found the Wewin Chinese named for its Chinese and sub brand to do Chinese named.
Facing the challenge:
The pharmaceutical industry is a high-tech industry, international competition is very fierce, wants to maintain the status of Amgen now and seek further development, Chinese market is indispensable, so Chinese naming is particularly important. In order to be able to do Chinese named AMGEN and sub brand name, brand name of other drugs Wewins existing brand and its pharmaceutical market under the analysis, concluded that Medicines Co, brand name to convey a sense of trust, diversity and sustainability.Medical brand for life, trust is the important factor, in addition, the medical field competition is fiercer than ever, pharmaceutical brand prospect is also more clutter. Due to the differences between the product decreases, a brand needs to work harder to make my name loud to target customers attention. Finally, continuous assurance brand flexibility, in order to adapt to changes in the market, on the other hand also to future product patent. Persistent standard extension to the long-term brand opportunity, namely the brand of "future applicability". Such as Amazon, virgin, the brand of "elastic scale" already in the field are confirmed. Although the pharmaceutical brands have different limitations, but can not be the capability of brand extension. For example, the number of biological agents may represent different conditions. If the enterprises want to establish long-term brand, it is necessary to set up a prescription in the non prescription drugs in the context of brand assets. At the same time, the long-term value of brand assets should also be applicable to the brand.
The name is a science, it is necessary to consider the product characteristics, but also to consider the characteristics of different drugs, the need to rely on professional naming authority system named process, America Amgen named supplier Wewin China with many well-known enterprises of the industry have had cooperation, has named and rich experience in brand design aimed at helping enterprises and brand, in the industry with the most perfect face cut a striking figure, win at the starting.
The Wewin named team in the acceptance of this proposal, immediately on the project began a fine market research, from pharmaceutical manufacturers to consumers, the Wewin to collect a lot of information. After a series of strict naming process, the Wewin named team provides a number of sets of selected Naming Scheme for the company, the company ultimately chose the "into" the brand name. "Into" a safe, progressive meaning beautiful, for pharmaceutical companies, consumers' health and peace is the first, this is also the Amgen has been trying to do. Amgen as company names, pronunciation GetWord, simple strokes, very easy to remember, for brand communication and promotion can play a multiplier effect.
Company name, brand name can according to Amgen "peace, health, enterprising" the tone was named. Through lateral thinking, eventually named "dimension must be installed". Analysis of "dimension will be an" this name, whether it is from the auditory or visual, can convey a sense of commitment, is the representative of the pharmaceutical manufacturers of product confidence and on consumer brand promise. This is to give consumers the brand association and the trust's name, the pharmaceutical industry is very memory.At the same time, the brand name word structure is considered Chinese characters structure symmetry and a structure, meet the aesthetic and cultural habits of the target consumer.