度品牌管理 二

1360DegreesBrandCascadeJune30th-July1stShanghaiDoYouFeelThatYouAre…….

你是否覺得你是…...Intherightindustry? 在一個正確的行業(yè)工作?Withtherightagency? 在一個正確的公司工作?Attherighttime? 在正確的時間?360DegreeBrandingisaterrificopportunityforourbrands,ourclients&forourselves對品牌、客戶和我們自己而言，360度品牌管理是一個巨大的機會

IndividualPre-sessionExercise:

FramingtheAgenda

個人練習(xí)：Basedonwhatyouknownowabout360DegreeBranding,writedownonthecardwhatyoubelievetobethethreekeyissuesweneedtoaddresstobesuccessful

基于你對360度品牌管理的了解，在卡片上寫下你認(rèn)為帶來成功的三個主要觀點Anissueissomethingwehavetodosomethingabout觀點是一些我們必須要做的事情,它包含Anopportunity機會Aproblem問題Abalanceweneedtomakebetweentwoormorethings在幾件事情之間我們需要做的平衡Agenda

議程Introduction-thewhyandthewhat 為什么會有360度，什么是360度TheHow-fourpartsof360thinking 如何運用（360度思考的四個部分）Challenge

挑戰(zhàn)BrandPrint品牌寫真Idea想法BrandWorld

品牌世界Why360DegreeBranding? 為什么產(chǎn)生360度品牌管理？WorldwideTaskForceReport:TwoYearsAgoWeoperateinsilos 我們在井中作業(yè)Ourbusinessisbeingpusheddownstream 我們的事業(yè)正走向下游ManagementconsultancythreatwithCEOlevelcontacts 管理顧問公司威脅到CEO層面的接觸Recommendation

建議Focustheagencyon360DegreeBrandingasawayofaddingvalueandgettingbackupstream將公司集中到360度品牌思考,以增加我們的價值,讓事業(yè)重新走向上游DirectrelatedtonewdistributionHighendPRCEOBrandManager品牌經(jīng)理MarketingDirector行銷總監(jiān)Strategic策略的Operational運作的Tactical戰(zhàn)術(shù)的DirectAdvertisingSales

PromotionLowendPRNeeds需求Weareintheknowledgebusiness 我們處在一個需要知識的行業(yè)

Weneedmoreknowledge 我們需要更多的知識Weareintheideasbusiness 我們處在一個需要想法的行業(yè)

Weneedmoreideas 我們需要更多的想法Weareinthebrandbusiness 我們處在一個建立品牌的行業(yè)

Weneedmoreinfluenceonthetotalbrand 我們需要在整個品牌上有更多的影響力

WhatSortofCompanyDoWeWanttoBe?

我們希望成為一個怎樣的公司？TheUnlimitedBrandCompany無限品牌公司UnlimitedWecrossdisciplinesina360Degreeway通過360度度思考跨越專專業(yè)Wecrossborders跨越邊界Wechallengebarriers挑戰(zhàn)障礙Wetakeitallthewaythrough我們?nèi)轿贿\運用Insight...Ideas...Execution...Evaluation洞察…IDEA…執(zhí)執(zhí)行…評估Webuildthebrandtoitsfullpotential我們將品牌建建立至極限Imagineallcommunicationsreflectingthesamedeepinsight試想一下,所有的傳播都反映到相同深度的洞察Imagineallmediacontributingtothecampaignasawhole試想一下,所有媒介都整體貢獻在傳播活動上SinceThatInitialTaskForce:WorldwideAbsorbphilosophy吸收哲學(xué)Periodofdebate-keepindividualdisciplines保持獨立的原原則Experimentsonhowtoworktogetherdifferently嘗試如何共同同協(xié)作Gainsonkeyaccounts來自重要客戶戶的經(jīng)驗AmexbusinesspartnershipAmex商業(yè)伙伴IBMincreaseshareofclienttotalbudget(keymeasure)AdverOnetoPublicDesign/Media-tisingOneRelationsIdentityPromotionBuyingAustralia?? ???Bangladesh??China?? ??? ???HongKong?? ? ??? ???India?? ??? ??? ?Indonesia?? ? ???????Japan?? ?Malaysia ??? ??? ???NewZealand ? ?????Pakistan ???Philippines ? ?????Singapore?? ? ??? ???SouthKorea ? ?????SriLanka?? ?Taiwan ? ??? ?????Thailand ??? ?????Vietnam ?OgilvyResourcesinAsiaPacific

奧美在在亞太區(qū)的資資源StructuralandAttitudinalObstaclestoImplementing360DegreeBranding實行360度度品牌管理的的障礙Threetoolstohelpremovetheobstacles三個幫助消除除障礙的工具具Changedstructure改變的結(jié)構(gòu)BrandTeams品牌團隊BrandProfit&Loss(P&L)品牌損益CREATIVE（創(chuàng)意）Adv廣告Finance,AdminandITpartners（財務(wù)、行政、、IT部門）SalesPromotion銷售推廣Head主管Head主管Head主管Head主管One直效行銷PublicRelations公共關(guān)系Identity視覺設(shè)計Head主管HEADOFCOUNTRY（地區(qū)主管）IMAGINEERSMulti-disciplinaryBrandTeams

多元化品牌團隊ConsultingAgreedStructurefora360DegreeAgency（（360度代代理商的結(jié)構(gòu)構(gòu)）TheBrandTeam品品牌團隊Aleaderwholeads一個品牌領(lǐng)導(dǎo)導(dǎo)者Teammemberswhoconnect接觸緊密的成成員Sittingtogether,ideally理想狀況下，，應(yīng)該坐在一一起TheBrandP&L品牌損益Shareofclienttarget分享客戶的目目標(biāo)AP&Lwhichreportshorizontally垂直報告的損損益Jobstrackedatanindividuallevel工作遵循獨立立的層面Incomedistributedandprofitdistributedprorataversushoursspent收入和利潤根根據(jù)時間花費費進行分配Finance,AdminandITpartnersHeadHeadHeadHeadHeadHEADOFCOUNTRYMulti-disciplinaryBrandTeamsConsultingIMAGINEERSAdvSalesPromotionOnePublicRelationsIdentityCREATIVEBrandP&L品牌損益CountryP&L地區(qū)損益益AgreedStructurefora360DegreeAgency（360度代代理商結(jié)結(jié)構(gòu)）What360DegreeDoesForUs360度可以為為我們做做什么？？WhatistheTerritoryofaBrand?一一個品品牌的版版圖是什什么？Sixincheswide6英寸寬GreyandwetMysteriousLineextensions產(chǎn)品延伸Salespromotion促銷活動Serviceexperience服務(wù)經(jīng)驗Wordofmouth口碑Receptionistsstyle接待人員的風(fēng)格Prejudices偏見Quality質(zhì)量Designandcolour設(shè)計和色彩Packaging包裝Retailenvironment零售環(huán)境Deliverytrucks送貨車Yourshowrooms展示廳Corporatereputation企業(yè)聲譽Telemarketingscripts電話行銷記錄Taste口味Price價格ThewaythetelephoneisansweredSocialattitudes社會態(tài)度Collectivememory記憶累計Governmentendorsement政府認(rèn)可Newsmedia新聞媒體Employeerelations雇員關(guān)系A(chǔ)BrandIsTheTotalityOfWhatTheCustomerExperiences一個品牌牌是消費費者所經(jīng)經(jīng)歷的總總和In360Degree

在360度度過程中中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必須預(yù)預(yù)見消費費者與品品牌的每每一次接接觸機會會Youmustcustomizethemessageforeachencounter針對每一一次機會會，設(shè)計計需要傳傳達的信信息Youarearrangingtheencounterstomakesuretheyenrichthecustomer‘soverallexperiencewithabrand設(shè)計安排排這樣的的機會，，以保證證可以增增加消費費者與品品牌的經(jīng)經(jīng)驗A360DegreeBrandScrapsandStrawsThatAdduptotheMostValuableAssetaCompanyHas360DegreeBrandStewardship

360度品品牌管家家Createsgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers創(chuàng)造偉大大的“IDEA”，讓我們的的品牌在在與消費費者的每每一次接接觸中都都可以向向前發(fā)展展Selectstherichestpointsofcustomerinvolvementonwhichtofocusourefforts選擇最有有效的接接觸點，，將我們們的努力力集中在在這些方方面360DegreeBrandStewardship360度品牌牌管家Improvestherelationshipbetweenclientsandtheircustomers增強客戶戶和消費費者之間間的關(guān)系系IncreasesClientvalueintermsofmarketshare,profitandshareprice增加客戶戶的市場場份額，，利潤和和股票價價格AddsfutureClientvaluebydrivingnewopportunities通過驅(qū)動動新的機機會來增增加未來來客戶價價值A(chǔ)llowsustobewellpaidforusingourcreativityinthepursuitofthiscause讓我們得得到更好好的利潤潤回報Our360DegreeBrandThinking360度度品牌思思考Cracksthenon-traditionalcustomerinSingaporeGeneratesprofitsfromdreamsinTaipeiMilkssportforallitisworthinThailandSilencesaWhisperwithconfidenceinKoreaMakesmoneyoutofstripteaseinthePhilippinesTurnsanadvertisingpropertyintoapopulistsloganinIndonesiaDiscoversthepowerofselfdiscoveryinChinaIntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten最初的廣廣告是寫寫在報紙紙上的平平面廣告告AlongCameTVWhichWorkedtotheSameBasicShape伴隨電視視的誕生生，廣告告工作仍仍然保持持基本形形狀SoHeadsStartedtoBecometheSameShape因因此，頭頭腦也逐逐漸變成成同樣的的形狀ToFittheBriefsWhichWeretheSameShape-SquarePegsIntoSquareHoles以以適應(yīng)應(yīng)同樣形形狀的廣廣告簡報報SoAdmanLookedLikeThis

所以以，廣告告人看起起來都是是這個樣樣子的ThenAlongCameSomeOtherSortsofBriefs隨著其他他類型簡簡報的產(chǎn)產(chǎn)生Direct直效行銷銷PublicRelations公共關(guān)系系SoDifferentShapedHeadsWereRequired導(dǎo)致對不不同形狀狀頭腦的的需求ToMakeuptheFullOrchestraofDisciplines為為建立整整個管弦弦樂隊SpecialisationCanCreateWalls&Silos專專業(yè)化化創(chuàng)造墻墻和井Silo?井井？Alargetowerforthestorageofgrainorcement一個儲藏藏谷物或或水泥的的塔形建建筑Nowindowstolookinoroutof沒有窗可可以從里里面看到到外面或從里面面看到外外面PlusOtherSortsofBriefs加加上其他他類型的的簡報OldIntegration以以前的的整合Eachdisciplinesitsinasilo每個專業(yè)業(yè)都坐在在井里面面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略在主主導(dǎo)專業(yè)業(yè)中發(fā)展展（通常常是廣告告）Theleaddisciplinedevelopsitsidea(usuallytelevision)主導(dǎo)專業(yè)業(yè)發(fā)展它它的“IDEA”（通常是電電視）Otherdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline)其他專業(yè)業(yè)在既定定的“IDEA”下，被被要求根根據(jù)它發(fā)發(fā)展統(tǒng)一一的外觀觀和感受受（通常常離最后后期限很很接近））What’sChanged引引起哪些些變化？？Risingcostoftelevision抬高電視視的費用用Mediafragmentation媒介破碎碎分離Newmedia-Internet,cable,videoondemand新媒體的的誕生互聯(lián)網(wǎng)網(wǎng)、有線線電視、、點播錄錄像Importanceofendorsement背書的重重要性Searchforbettervaluefrombrandspending在品牌投投資中尋尋求更好好的價值值WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking為實行360品品牌思考考，我們們需要改改變我們們頭腦的的形狀?TheNew360DegreeBrandingApproach新新的360度度品牌建建立方式式WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandisanchoredintheBrandPrint開始即以以品牌團團隊進行行工作，，在一個個原則下下進行思思考多樣的的方法，，以品牌牌寫真為為依據(jù)ComeupwithabigIdea產(chǎn)出一個個“BIGIDEA”Chosepointsofcontacttointensifytheinvolvementofthebrandinpeople’’slives選擇接觸觸點，加加強品牌牌在人們們生活中中的融入入度TheNew360DegreeBrandingApproach新新的360度度品牌建建立方式式EnsureinterplaybetweenallexecutionalelementstobringtheBrandIdeaalivewhether確保所有有可執(zhí)行行元素間間的相互互影響，，以使使品牌IDEA誕生，無無論single,dualormultipledisciplinesareused是否運用用到單一一、雙重重還是多多元的專專業(yè)Ogilvycompaniesdeliveralltheexecutionsornot是否所有有的執(zhí)行行工作都都由奧美美的公司司完成Thebestchanceofbeing360Degreeiswhenyouhaveaverystrongidea.Ifit’’sstrong,itwillstarttohappennaturally“成為360度度的最大大機會是是當(dāng)你有有一個很很強的IDEA，如果IDEA夠強，它它會很很自然成成為360度度。”ShellyLazarusToGoAlongWithOurNewHeadsWeNeed為為了配合合我們的的新頭腦腦，我們們需要：：Stimulitoprovokenewthinking激發(fā)新思思維的工工具Newwaysofworkingtogetherthat新的協(xié)作作方式usethefullresourcesoftheBrandTeam運用品牌牌團隊的的所有資資源avoidwheel-spinningandduplicationofeffort避免重復(fù)復(fù)勞動maximiseourcreativity最大化我我們的創(chuàng)創(chuàng)造力ToGoAlongWithOurNewHeadsWeNeed為為了配合合我們的的新頭腦腦，我們們需要：：Practicetoensurewecan鍛煉可以以保證我我們picktheroughdiamondsfromtherivergravel在沙礫中中篩選出出鉆石cutandpolishthemtogiveourbrandstruebrilliance切割、打打磨，給給予我們們的品牌牌真正的的光彩Casestoinspireusalongtheway案例可以以激發(fā)我我們BiggestRecipeforDisaster導(dǎo)導(dǎo)致災(zāi)災(zāi)難的最最大因素素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess喪失對結(jié)結(jié)果的預(yù)預(yù)見，沉沉迷在過過程中間間thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms認(rèn)為僅僅僅回答一一系列問問題，填填完一些些表格即即可讓工工作得以以完成OtherRecipesforDisaster其其他導(dǎo)致致災(zāi)難的的因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam認(rèn)為自己己個人作作業(yè)要比比品牌團團隊作業(yè)業(yè)來得快快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives羅列每件件事情，，不從品品牌融入入消費者者生活的的角度來來考慮優(yōu)優(yōu)先順序序Seeing360Degreeascross-sellingorjustcarvingupabudget將360度看作作跨領(lǐng)域域銷售或或僅僅作作為瓜分分預(yù)算的的方法DifferencesBetweenOldFashionedIntegrationand360DegreeBrandThinking360度品牌思思考與整整合概念念的差異異性Integration整合Laundrylistofopportunitiesallofwhichwouldbenicetodobutdon’tnecessarilysolvethecriticalissue羅列所有有的機會會點，有有些可能能還不錯錯，但并并不是解解決關(guān)鍵鍵問題所所需要的的Nostrategicguidingprinciple沒有策略略指導(dǎo)原原則IdeaactsassuperficialbadgingdeviceIDEA僅作為表表面的東東西360DegreeBrandThinkingSolvingthecriticalchallengeofthebrand解決品牌牌面臨的的主要挑挑戰(zhàn)Operatingwithinastrategicframework,withdifferentrolestoachievethegoal在策略框框架下運運作，從從不同角角度達到到目的Drivenbyanidea,whichitextends以可延伸伸的IDEA為指導(dǎo)WeAssumeThatWeHaveAlreadyDoneOurHomework我們假設(shè)設(shè)我們已已經(jīng)做完完我們該該做的功功課Someagenciesscornresearch,marketingandhomework.TheyskidaroundonthesurfaceofirrelevantbrillianceAtOgilvyweaskyoutodoyourhomeworkandcreatebrilliantcampaignsDavidOgilvySequenceOf360DegreeBrandThinking

360度品牌思思考的順序序In360Degreethinkingeverythingconnectswitheverythingelse在360度度思考中，，每件事情情之間都有有關(guān)聯(lián)Thereisanaturalsequencefortheteamtomovethrough存在一個自自然順序Butweneedtocheckbacktoinsightsfrompreviousstagestoprovidestimulusandensurethateverythingfitstogetherandisconsistent但我們?nèi)匀蝗恍枰皇鞘腔仡櫱半A階段的洞察察，以提供供刺激材料料和確保每每件事配合合得很好，，確保他們們的一致性性。TheElements主主要元素素BrandScan品牌掃描BrandAudit品牌檢驗Pointsofcontact接觸點Challenge挑戰(zhàn)BrandPrint品牌寫真

IdeaBrandWorld品牌世界Executions執(zhí)行DiscovertheChallengefacingthebrandina360Degreeway從360度度的角度，，發(fā)掘品牌面臨的的挑戰(zhàn)DescribetheBrand’sDNA描述品牌的的DNAChallenge挑戰(zhàn)BrandPrint品牌寫真BrandWorld品牌世界Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact創(chuàng)造一個世世界，讓品品牌和它的的消費者之之間在各個個不同接觸觸點的相互互影響達到到最大化WhatWeNeedIdeaBrandAudit品牌檢驗BrandScan品牌掃描Pointsofcontact接觸點Gathering,orderingandinterpretinginformationaboutthebrandina360Degreeway從360度度的角度，，收集、整整理、解釋釋關(guān)于品牌牌的各種訊訊息Understandingtheuniquerelationshipbetweenthebrandanditscustomers了解消費者者與品牌的的獨特關(guān)系系Definingtheareaswherethebrandcanintensifytheimpactithasonpeople’’slives確定品牌可可以增強其其對人們生生活影響的的接觸點HowWeGetThere如如何達到到？2FromBrandScantoChallenge從品牌掃描描到挑戰(zhàn)WheretheBrand’sProblemsLie

品牌牌的問題在在哪里？BrandScan品牌掃描Challenge挑戰(zhàn)Equities資資產(chǎn)A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities一個360度的品牌牌是不同內(nèi)內(nèi)在相關(guān)的的優(yōu)勢和資資產(chǎn)的組合合Weusesixequitiestolookatabrandinacomprehensiveway我們運用六六個方面來來觀察一個個品牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand就像品牌的的健康檢查查，我們得得到每個方方面品牌的的優(yōu)勢和弱弱點Image形象Goodwill商譽Product產(chǎn)品Customer消費者Visual視覺Channel銷售渠道ACompositeofSixInterrelatedEquities6個方面面資產(chǎn)的組組合TheBrandTeamNeedsToKnowProduct產(chǎn)品Howtheproductperformancesupportsthebrand產(chǎn)品的表現(xiàn)現(xiàn)如何支持持品牌？Image形象Whetherthebrand’simageisstrongandengaging是否品牌形形象很強并并且吸引消消費者？Customer消費者Howstrongthebrand’scustomerfranchiseis品牌消費者者的特權(quán)有有多強？TheBrandTeamNeedsToKnowChannel銷售渠道Howwellthebrandisleveragedinthetradeenvironment通路環(huán)境對對品牌的影影響如何？？Visual視覺Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否品牌具具有清晰、、持續(xù)和差差異化視覺覺形象Goodwill商譽Whetherthebrandisendorsedbyinfluencersandthecommunitiesinwhichitlives是否品牌被被“影響者者”和社會會團體所認(rèn)認(rèn)可？RecognisethisBrand?

辨認(rèn)這這個品牌WhatAreItsEquities?

什么么是它的資資產(chǎn)？UnusuallythisBrandwasbuiltwithnoadvertisingsupport通常這個品牌沒有廣告的支持HealthCheck:AmexversusDinersinHongKong

Amex和Diners品品牌健康檢檢查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealthCheck:AmexversusHSBCVisainHongKongAmex和HSBC品品牌健康康檢查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelNotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities只有當(dāng)我們們了解品牌牌在6個方方面的強、、弱Canwestarttodeterminewhatthebrandcoulddotobestronger我們才能決決定做些什什么可以讓讓品牌變得得更強大AndcanwedefinetheChallengefacingthebrand我們才能確確定品牌面面臨的挑戰(zhàn)戰(zhàn)Equities資資產(chǎn)Equitiesarenotdisguisesforgroupcompaniesorcommunicationdisciplines資產(chǎn)不是一一群公司或或多種傳播播方法的偽偽裝However,differentdisciplinesclearlyhavemoreimpactonsomeequitiesthanonothers然而，不同的的方法在某些些資產(chǎn)方面會會比其他的方方法更有影響響力WhatWeUsetoHelpDiscovery我我們運用什么么來幫助發(fā)掘掘？Thebackgroundofourbasicknowledgeandhomeworkaboutthebrand我們的基本知知識背景和關(guān)關(guān)于品牌的功功課AfacilitatedmeetingoftheBrandTeamincludingMindShare具有促進作用用的品牌團隊隊會議（包括括傳立）Stimuliselectedfromashuffledeckofquestionsacrosstheequitiestoprovokethinkingandfocusdiscussion(itdoesnotmatterwhichequitywestartthediscussionwith)激發(fā)思考和討討論的“撲克克牌”AndtheCompassDialasavisualprompt視覺化工具“指南針”StimuliQuestionsintheShuffleDeck:ProductEquity

“撲克牌”中的的問題：產(chǎn)品品層面Whatmakesthisproductsuperiortothecompetition?這個產(chǎn)品優(yōu)于于競爭品牌的的原因有哪些些？Doestheproductperformanceliveuptoexpectationsinallitsaspects?產(chǎn)品的表現(xiàn)符符合在所有方方面的期望？？Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal?是否存在有關(guān)關(guān)這個產(chǎn)品的的某些事情，，如果大家都都知道，可以以增加這個產(chǎn)產(chǎn)品的吸引力力？StimuliQuestionsintheShuffleDeck:ProductEquity“撲克牌”中的的問題：產(chǎn)品品層面Doesthisproducthavetheoptimumprice-valueequation?是否這個產(chǎn)品品具有最佳的的價格--價價值比？Ifthereisarangeofproducts,howdotheyclarifyorconfusetheproposition?如果有一系列列產(chǎn)品，他們們是否讓主張張變得更清晰晰或者更混亂亂？Ifyouhadafreehand,arethereanythingsabouttheproduct(presentation/design/sizeetc)youwouldchangetomakeitmoreattractive?如果你可以自自由發(fā)揮，是是否有任何何你希望改變變的方面，（（包括：設(shè)計計、尺寸等）），讓這個產(chǎn)產(chǎn)品更具吸引引力？Example:JaguarIsaQuirkyBrand

例子子：Jaguar是一一個詭異的品品牌Theengineersbuiltbackfeaturesintotheproducttoreinforcethisproductequitye.g.aninstrumentdialinaunusualplaceOrtherubberduckonthesideofthebathintheConradHotelStimuliforImageEquity形形象層面Arethevaluesorattitudesthisbrandownsrelevanttothemarkettoday?品牌所擁有的的態(tài)度和價值值是否與今天天的市場有關(guān)關(guān)？Doesthebrandleadorfollowtrendssetinthemarketplace?品牌是否引領(lǐng)領(lǐng)或追隨在市市場中的潮流流？Whofeelsclosesttothebrand-adiscretegroup,orawiderangeofpeople?哪些人與品牌牌最接近？部部分人群還是是廣泛的人群群？Towhatextentisthebrandpresentedinadistinctivemannercomparedtothecompetition?與競爭品牌相相比，品牌的的風(fēng)格獨特到到哪種程度？？StimuliforImageEquity形形象層面Isthereastrongideaunderpinningthebrand’’simage?在品牌的形象象背后，是否否存在一個很很強的“IDEA”？？Towhatextentisthebrand’sshareofvoiceaninfluenceonitsimagestrength?品牌的“SOV”對品牌強弱的的影響有多大大？Ifthereisimageweakness,isitbecausethebrandisbeingwronglypresentedornotsupportedintherightway?如果存在形象象上的弱點，，是因為品牌牌以錯誤的方方式被呈現(xiàn)，，還是沒有以以正確的方式式被支持？Example:PondsSkinLighteninginJapanWeigheddownwitha‘‘grandmother’scoldcream’’reputation重負(fù)“祖母的的冷霜”的形形象Neededtoskipagenerationtorejuvenateimage,andappealdirectlytoanewgroupofyoungwomen需要跳過一代代，讓品牌形形象得以重生生。并且直接接吸引新一代代的年輕女性性DoubleWhiteskinlighteningcreammadePond’sonceagainseemaninnovator(afterfollowingthetrendsforageneration)雙重美白霜讓讓Pond’s又一次被看作作創(chuàng)新者StimuliforCustomerEquity

消費者者層面Atwhatpointintheirlives,andforwhatreasons,docustomersstartandstopcomingtothebrand?在生活中的哪哪些點？基于于何種原因？？消費者開始始接觸品牌或或不再接觸本本品牌？Isthebrandpopularamongstthepeoplewhoshouldbeitsnaturalusers?在品牌的自然然使用者中，，本品牌是否否被廣為接受受？Inlookingfornewcustomers,towhatextentisthebrandtargetingitsbestvolumeopportunity?在尋求新的消消費者時，品品牌目標(biāo)達到到它潛力的多多少？Whoismoreimportanttoinfluence,thepurchaseroruserofthisbrand?誰對品牌更有有影響力？品品牌使用者者還是品牌的的購買者？StimuliforCustomerEquity

消費者者層面Whatisthevaluetothebrandofitsbestormostloyalcustomers?品牌忠實消費費者對品牌的的價值是什么么？Isthebrandover-dependenteitheronitsloyalcustomersoraconstantarrivalofnewusers?是否本品牌過過分依賴于忠忠實消費者和和新進消費者者？Isthisbrandgettingitsfairshareofthecustomer’swallet?是否本品牌得得到其應(yīng)該得得到的份額？？Doesthisbrandtreatitsbestcustomersascustomersforlife?是否該品牌對對待它最好的的消費者如同同生活中的消消費者？InMostCountriesNestléEnjoysUniqueCustomerEquityAdvantagesLinkedtoItsProductPortfolioArangecoveringawidesetofneedsacrossfamilylifestages,frommotherstobetosenioradultnutrition涵蓋大范圍的的家庭生活所所需，從母親親到高級成人人營養(yǎng)Umbrellabrandingextendingintomanyaspectsofthecustomer

’slife(unlikeUnilever)品牌擴展到消消費者生活的的很多方面Thereforetheabilitytorealisethevalueofthecustomerinportfolioandthroughtime有能力了解消消費者的價值值StimuliforChannelEquity

銷售渠道道方面Doestheexistingmixofdifferentchannelsworktothebestadvantageofthebrand’ssalesandimage?現(xiàn)有的不同銷銷售渠道的組組合，是否否給品牌的銷銷售和形象帶帶來最大的好好處Aretherenewpotentialchannelstoexplore?是否有潛在的的銷售渠道可可以發(fā)展？Withinthecriticalchannels,isthebrandeffectivelydistributedanddisplayed?在重要的銷售售渠道，品品牌是否被有有效的鋪貨及及展示？Dosalesforceandchannelactivityworkwelltogether?銷售力量和渠渠道活動是否否配合得很好好？StimuliforChannelEquity

銷售渠道道方面Cansalesleadsbetracediftheyaresoldthroughthechannel?銷售痕跡跡是否可可以被追追蹤到？？Howimportantisthebrandtothechannel,andhowdoestheTradefeelaboutthebrand?本品牌對對銷售渠渠道的重重要性如如何？銷銷售渠道道對品牌牌的意見見如何？？Whatdopotentialcustomersknowaboutwheretofindthebrand,andisitenough?潛在消費費者是否否知道在在哪里可可以買得得到本品品牌？這這是否足足夠？AreBusinessPartnersworkingtothebestadvantageofthebrand?商業(yè)伙伴伴是否給給本品牌牌最大的的益處？？Howeffectivelydoesafter-salesservicesupportthebrand?售后服務(wù)務(wù)如何有有效地支支持本品品牌？AmexCanshowrelativelyweaknessinchannelequityStimuliforVisualEquity

視覺覺方面Towhatextentisthebrand’’slookandfeelalignedtothecorporatevision&valueswhichunderpinthebrand?品牌的外外觀和感感受與公公司遠景景及價值值觀的緊緊密程度度如何？？Istherelationshipbetweencorporateandproductbrandsworkingoptimally?公司品牌牌與產(chǎn)品品品牌之之間融合合得是否否最好？Lookingattheproductbrand,howwellarticulatedarecolours,logos,symbolsassociatedwiththebrand?與品牌有有關(guān)的色色彩、logo、符號等是是否闡述述得夠清清楚？Doallthevisualaspectsofthebrandgiveacontemporaryfeel?Oracategory-leadingimpression?品牌所有有的視覺覺方面是是否有當(dāng)當(dāng)今的感感覺？或或者是否否覺得有有一個品品類領(lǐng)導(dǎo)導(dǎo)者的感感覺？StimuliforVisualEquity

視覺覺方面Isthebrandpresenteverywhereintheoutsideworld?本品牌在在外部世世界是否否得可以以看得見見？Howstrongisthevisualimpactofthebrandinstore?品牌在店店頭的視視覺沖擊擊力有多多強？Towhatdegreearealltheaspectsofthebrand’svisualpresenceconsistentwitheachother?品牌視覺覺各個方方面的一一致性如如何？BeforeEnterpriseDevelopedaNewVisualIdentityforHKPost,NameCardsWereAllDifferent香港郵政政（視視覺整合合以前））ByContrast,theStrongVisualEquityofAmex相反，美美國運通通卡有很很強的視視覺資產(chǎn)產(chǎn)StimuliforGoodwillEquity商商譽方方面Arethereanysocialtrendswhicharelikelytoincreaseordecreasedemandforthebrandinthefuture?是否存在在任何社社會趨勢勢，在將將來會影影響到對對本品牌牌的需求求增減？？Arethereanyexternalissueswhichaffectthisbrand,eitherpositivelyornegatively?Cananybecreated?是否有外外部觀點點會影響響到本品品牌？（（正面面的或負(fù)負(fù)面的觀觀點）能能否創(chuàng)造造這樣的的觀點？？Whointheworldatlargehasabiginfluenceonthisbrandorthedecision-makingofitsconsumers?誰對這個個品牌有有最大的的影響力力？對消消費者購購買決定定有影響響力？StimuliforGoodwillEquity商商譽方方面Howfavourableisthemediacoveragethisbrandreceives?這個品牌牌得到的的媒體方方面的照照顧有多多好？Howdoprofessionalexpertsfeelaboutrecommendingthebrandtoothers?專家在推薦薦這個品牌牌時的感受受如何？Doesthebrandpubliclyliveuptoitspromises?是否這個品品牌符合它它的承諾？？Isthebrandagoodcitizenofthecommunity?本品牌是否否是一個良良好的社會會公民？Howdothebrand’’sownemployeesfeelaboutbeingassociatedwiththebrand?IstheirbehaviouralignedwiththeCEO’svision?當(dāng)與本品牌牌有聯(lián)系時時，品牌牌自己雇員員的感受如如何？ExampleFrom:J.NasserSentFriday,November19,19991:41PMToFordEmployeesandothersYesterday,BillFordandIspentmuchofthedaywithagroupofourseniorleadershipdiscussingoneofourkeyareasofcompetitiveadvantage--corporatecitizenshipTraditionally,manyofushaveconsideredcorporatecitizenshipasphilanthropyandvolunteerprograms.Letmeassureyouitismuchmorethanthat.It’’saboutwhoweare,whatweofferinthemarketplaceandhowweconductourbusiness.It’’sourreputation…..Expectationsforperformancebylargeglobalcompaniesaremuchgreaterthanever.Itisnolongerenoughforusjusttoproducegoodproductsandemployandtreatpeoplefairly.Weareexpectedtohelpfindsolutionstotheenvironmental,socialandeconomicproblemsfacingtheworldXerox施樂30minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompanystatementwasontheXeroxwebsiteTheCompassDial羅羅盤（指指南針）Isavisualprompttohelp360Degreethinking幫助360度思考的的視覺刺激激Dividedintosixsegments-eachcoveringtheelementsassociatedwithoneofthesixequities分割為6個個部分，每每個部分涵涵蓋該部分分的主要元元素Atthecentretheelementsaremorestrategic中心部分是是較戰(zhàn)略性性的Whatisthebrand’sstrategytowardscurrentusersversusnon-users與非品牌使使用者相比比，什么是是品牌針對對目前消費費群的策略略？TheCompassDial羅羅盤（指指南針）Aswemoveoutwardstheelementsbecomemoretangible越往外部，，元素變得得越來越可可操作Thequalityoftheloyaltyprogramme,thestrengthofthebrandidea忠誠度活動動的質(zhì)量；；品牌““IDEA””的力度Ontheouterrimarethepointsofcontactthemselves-thephysicalplaceswherethebrandpresentsitselftothecustomer最外面的邊邊緣，是是與消費者者的接觸點點；是品牌牌呈現(xiàn)自己己的物理地地點Listofelementsassociatedwitheachequity與每個方面面有關(guān)的主要要元素列表BrandScanHelpsUsDiagnosetheAreasofSicknessintheBrand品牌掃描幫幫助我們診診斷品牌的的弱點Forexample例如Keycustomerswhomthebrandisnotaddressingproperly品牌沒有照照顧好的主主要客戶Wherethebrandneedstobuildstrongerrelationships品牌需要建建立更強關(guān)關(guān)系的地方方Inconsistenciesinthevariouspointsofcontactbetweenthebrandanditscustomers品牌與其消消費者在各各個不同聯(lián)聯(lián)系點上的的不一致性性UsingtheCompassDial

運用用羅盤（指指南針）Useitasachecklistoftheanatomyofabrand作為解剖品品牌的“checklist”Seehowyourbrandstacksupagainstacompetitorbrandineachequity在每一個方方面，你的的品牌與競競爭品牌的的比較如何何？UsingtheCompassDial

運用用羅盤（指指南針）Explorewhetherthecreativeideaisleveragedthroughoutthecompassandwhatthescopeisforinterplaybetweentheelements探索創(chuàng)意IDEA是否在羅盤盤上得以發(fā)發(fā)揮，各元元素間的相相互影響達達到哪種程程度？Askyourselfwhetheryourbrandhasweaknessesthatneedtobeaddressed-thecompassdialwillnottellyouthesolution.Butitwillpointyoutoadefinitionofwhattheproblemis自問你的品品牌是否存存在弱點？？羅盤不會會告訴你解解決方法，，但可以以幫助你了了解問題的的所在。DistillingtheDiscoveryDiscussion將將討論進行行過濾IntoasingleChallenge挑戰(zhàn)Thebiggestchallengethebrandfaces品牌所面臨臨的最大挑戰(zhàn)ImageGoodwillProductCustomerVisualChannelSummarisingaBrandScanDiscussion:GuinnessSingapore品品牌掃描小小結(jié)（健力力士，新加加坡）HowtheProduct’sPerformanceSupportstheBrand產(chǎn)產(chǎn)品的表表現(xiàn)如何支支持品牌Product產(chǎn)品PeoplemeasureGuinnessagainstbeer,thereforeareunpleasantlysurprisedbyitsbitterness人們以啤酒酒的標(biāo)準(zhǔn)來來判斷Guinness，，發(fā)現(xiàn)它的味味道太苦，，不易接受受WhethertheBrand’sImageIsStrongandEngaging在在哪些方方面品牌形形象較強Image形象Guinnessisgoodforyoupersistsandisseenasold-fashioned“Guinnessisgoodforyou”有持續(xù)性，，但被認(rèn)為為過時Seriousdrink-needstolightenuptoinviteyoungerdrinkersintothebrand嚴(yán)肅肅飲飲品品需需要要讓讓年年輕輕消消費費群群進進入入本本品品牌牌HowStrongtheBrand’’sCustomerFranchiseIsCustomerPeoplecomelatetothebrandanoldman’’sdrink人們們接接觸觸品品牌牌較較晚晚，，是是一一個個老老年年男男性性的的品品牌牌Youngtendtodipinandoutofbrand年輕輕人人如如蜻蜻蜓蜓點點水水般般嘗嘗試試一一下下HowWelltheBrandIsLeveragedintheTradeEnvironmentChannel銷售售渠渠道道Focusesonextremes(hawkercentres&Western-stylepubs),leavingmiddlegroundChinesenightspotsunder-leveraged集中中在在終終端端YoungerdrinkerssurprisedifGuinnessisnotavailable-butforgiveoutlet&switchbrands沒有有““Guinness””年輕輕人人會會很很驚驚訝訝，，但但會會原原諒諒?fù)ㄍ仿范D(zhuǎn)轉(zhuǎn)換換品品牌牌WhethertheBrandPresentsaClearConsistentandDifferentiatingPresenceVisual視覺覺Blacknessisvisiblydifferent,strikingandsignifiesmasculinity黑色色是是視視覺覺差差異異，，意意味味著著男男性性In-barsignageisdusty酒吧吧內(nèi)內(nèi)的的象象征征是是灰灰塵塵WhethertheBrandIsEndorsedbyInfluencersandtheCommunitiesinWhichItLivesGoodwill商譽譽Campaignapproachirreverent,butdoesn’’tdomuchforthecommunityatlarge廣告告方方式式有有點點叛叛逆逆、、不不尊尊重重的的感感覺覺，，但但并并沒沒有有太太過過分分ButawarenessofIrishpubsintroducesan‘‘a(chǎn)uthentic’’feelwhichappealstotheyoung愛爾爾蘭蘭酒酒吧吧帶帶來來可可信信的的感感覺覺，，并并且且吸吸引引年年輕輕人人ImageWhethe