xx-360度品牌管理课件

11360DegreesBrandCascadeJune30th-July1stShanghai360DegreesBrandCascadeDoYouFeelThatYouAre…….

你是否觉得你是…...Intherightindustry? 在一个正确的行业工作?Withtherightagency? 在一个正确的公司工作?Attherighttime? 在正确的时间?360DegreeBrandingisaterrificopportunityforourbrands,ourclients&forourselves对品牌、客户和我们自己而言，360度品牌管理是一个巨大的机会

DoYouFeelThatYouAre…….

你3IndividualPre-sessionExercise:

FramingtheAgenda

个人练习：Basedonwhatyouknownowabout360DegreeBranding,writedownonthecardwhatyoubelievetobethethreekeyissuesweneedtoaddresstobesuccessful

基于你对360度品牌管理的了解，在卡片上写下你认为带来成功的三个主要观点Anissueissomethingwehavetodosomethingabout观点是一些我们必须要做的事情,它包含Anopportunity机会Aproblem问题Abalanceweneedtomakebetweentwoormorethings在几件事情之间我们需要做的平衡IndividualPre-sessionExercis4Agenda

议程Introduction-thewhyandthewhat 为什么会有360度，什么是360度TheHow-fourpartsof360thinking 如何运用（360度思考的四个部分）Challenge

挑战BrandPrint品牌写真Idea想法BrandWorld

品牌世界Agenda

议程Introduction-thewhy5Why360DegreeBranding? 为什么产生360度品牌管理？xx--360度品牌管理课件6WorldwideTaskForceReport:TwoYearsAgoWeoperateinsilos 我们在井中作业Ourbusinessisbeingpusheddownstream 我们的事业正走向下游ManagementconsultancythreatwithCEOlevelcontacts 管理顾问公司威胁到CEO层面的接触Recommendation

建议Focustheagencyon360DegreeBrandingasawayofaddingvalueandgettingbackupstream将公司集中到360度品牌思考,以增加我们的价值,让事业重新走向上游WorldwideTaskForceReport:T7DirectrelatedtonewdistributionHighendPRCEOBrandManager品牌经理MarketingDirector行销总监Strategic策略的Operational运作的Tactical战术的DirectAdvertisingSales

PromotionLowendPRDirectHighendCEOBrandMarketi8Needs需求Weareintheknowledgebusiness 我们处在一个需要知识的行业

Weneedmoreknowledge 我们需要更多的知识Weareintheideasbusiness 我们处在一个需要想法的行业

Weneedmoreideas 我们需要更多的想法Weareinthebrandbusiness 我们处在一个建立品牌的行业

Weneedmoreinfluenceonthetotalbrand 我们需要在整个品牌上有更多的影响力

Needs需求Weareintheknowledge9WhatSortofCompanyDoWeWanttoBe?

我们希望成为一个怎样的公司？TheUnlimitedBrandCompany无限品牌公司WhatSortofCompanyDoWeWanUnlimitedWecrossdisciplinesina360Degreeway 通过360度思考跨越专业Wecrossborders 跨越边界Wechallengebarriers 挑战障碍Wetakeitallthewaythrough 我们全方位运用

Insight...Ideas...Execution...Evaluation 洞察…IDEA…执行…评估Webuildthebrandtoitsfullpotential 我们将品牌建立至极限UnlimitedWecrossdisciplines11Imagineallcommunicationsreflectingthesamedeepinsight试想一下,所有的传播都反映到相同深度的洞察Imagineallmediacontributingtothecampaignasawhole试想一下,所有媒介都整体贡献在传播活动上ImagineImagine12SinceThatInitialTaskForce:WorldwideAbsorbphilosophy吸收哲学Periodofdebate-keepindividualdisciplines 保持独立的原则Experimentsonhowtoworktogetherdifferently 尝试如何共同协作Gainsonkeyaccounts来自重要客户的经验AmexbusinesspartnershipAmex商业伙伴IBMincreaseshareofclienttotalbudget(keymeasure)SinceThatInitialTaskForce:13

AdverOnetoPublicDesign/Media -tisingOneRelationsIdentityPromotionBuying

Australia • • •Bangladesh • China • • • • •HongKong • • • • • •India • • • • • •Indonesia • • • • • •Japan • • Malaysia • • • • • •NewZealand • • • •Pakistan • •Philippines • • • •Singapore • • • • • •SouthKorea • • • •SriLanka • • Taiwan • • • • • •Thailand • • • • •Vietnam •OgilvyResourcesinAsiaPacific

奥美在亚太区的资源Adver14StructuralandAttitudinalObstaclestoImplementing360DegreeBranding

实行360度品牌管理的障碍Threetoolstohelpremovetheobstacles三个帮助消除障碍的工具Changedstructure改变的结构BrandTeams品牌团队BrandProfit&Loss(P&L)品牌损益StructuralandAttitudinalObs15CREATIVE（创意）Adv广告Finance,AdminandITpartners（财务、行政、IT部门）SalesPromotion销售推广

Head主管

Head主管

Head主管

Head主管One直效行销PublicRelations公共关系Identity视觉设计

Head主管HEADOFCOUNTRY（地区主管）IMAGINEERSMulti-disciplinaryBrandTeams

多元化品牌团队ConsultingAgreedStructurefora360DegreeAgency（360度代理商的结构）CREATIVE（创意）AdvFinance,Admin16TheBrandTeam

品牌团队Aleaderwholeads

一个品牌领导者Teammemberswhoconnect

接触紧密的成员Sittingtogether,ideally

理想状况下，应该坐在一起TheBrandTeam

品牌团队Aleaderwh17TheBrandP&L

品牌损益Shareofclienttarget 分享客户的目标AP&Lwhichreportshorizontally 垂直报告的损益Jobstrackedatanindividuallevel 工作遵循独立的层面Incomedistributedandprofitdistributedprorataversushoursspent 收入和利润根据时间花费进行分配TheBrandP&L

品牌损益Shareofcli18

Finance,AdminandITpartners

Head

Head

Head

Head

HeadHEADOFCOUNTRYMulti-disciplinaryBrandTeams

ConsultingIMAGINEERSAdvSalesPromotion

OnePublicRelationsIdentityCREATIVEBrandP&L品牌损益Country

P&L地区损益AgreedStructurefora360DegreeAgency（360度代理商结构）Finance,AdminandITpartn19What360DegreeDoesForUs 360度可以为我们做什么？

What360DegreeDoesForUs 20WhatistheTerritoryofaBrand?

一个品牌的版图是什么？Sixincheswide6英寸宽GreyandwetMysteriousWhatistheTerritoryofaBra21Lineextensions产品延伸Salespromotion促销活动Serviceexperience服务经验Wordofmouth口碑Receptionistsstyle接待人员的风格Prejudices偏见Quality质量Designandcolour设计和色彩Packaging包装Retailenvironment零售环境Deliverytrucks送货车Yourshowrooms展示厅Corporatereputation企业声誉Telemarketingscripts电话行销记录Taste口味Price价格ThewaythetelephoneisansweredSocialattitudes社会态度Collectivememory记忆累计Governmentendorsement政府认可Newsmedia新闻媒体Employeerelations雇员关系ABrandIsTheTotalityOfWhatTheCustomerExperiences一个品牌是消费者所经历的总和LineextensionsSalespromotion22In360Degree

在360度过程中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand

你必须预见消费者与品牌的每一次接触机会Youmustcustomizethemessageforeachencounter 针对每一次机会，设计需要传达的信息

Youarearrangingtheencounterstomakesuretheyenrichthecustomer‘soverallexperiencewithabrand

设计安排这样的机会，以保证可以增加消费者与品牌的经验In360Degree

在360度过程中Youhave23A360DegreeBrandScrapsandStrawsThatAdduptotheMostValuableAssetaCompanyHasAScrapsandStrawsThatAddu24360DegreeBrandStewardship

360度品牌管家Createsgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers

创造伟大的“IDEA”，让我们的品牌在与消费者的每一次接触中都可以向前发展Selectstherichestpointsofcustomerinvolvementonwhichtofocusourefforts 选择最有效的接触点，将我们的努力集中在这些方面360DegreeBrandStewardship

325360DegreeBrandStewardship

360度品牌管家Improvestherelationshipbetweenclientsandtheircustomers

增强客户和消费者之间的关系IncreasesClientvalueintermsofmarketshare,profitandshareprice 增加客户的市场份额，利润和股票价格AddsfutureClientvaluebydrivingnewopportunities 通过驱动新的机会来增加未来客户价值Allowsustobewellpaidforusingourcreativityinthepursuitofthiscause

让我们得到更好的利润回报360DegreeBrandStewardship

26Our360DegreeBrandThinking

360度品牌思考Cracksthenon-traditionalcustomerinSingaporeGeneratesprofitsfromdreamsinTaipeiMilkssportforallitisworthinThailandSilencesaWhisperwithconfidenceinKoreaMakesmoneyoutofstripteaseinthePhilippinesTurnsanadvertisingpropertyintoapopulistsloganinIndonesiaDiscoversthepowerofselfdiscoveryinChinaOur360DegreeBrandThinking

27IntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten

最初的广告是写在报纸上的平面广告IntheBeginningWasaBlankS28AlongCameTVWhichWorkedtotheSameBasicShape

伴随电视的诞生，广告工作仍然保持基本形状AlongCameTVWhichWorkedto29SoHeadsStartedtoBecometheSameShape

因此，头脑也逐渐变成同样的形状SoHeadsStartedtoBecomethe30ToFittheBriefsWhichWeretheSameShape-SquarePegsIntoSquareHoles

以适应同样形状的广告简报ToFittheBriefsWhichWeret31SoAdmanLookedLikeThis

所以，广告人看起来都是这个样子的SoAdmanLookedLikeThis

所以，广32ThenAlongCameSomeOtherSortsofBriefs

随着其他类型简报的产生Direct直效行销PublicRelations公共关系ThenAlongCameSomeOtherSor33SoDifferentShapedHeadsWereRequired

导致对不同形状头脑的需求SoDifferentShapedHeadsWere34ToMakeuptheFullOrchestraofDisciplines

为建立整个管弦乐队ToMakeuptheFullOrchestra35SpecialisationCanCreateWalls&Silos

专业化创造墙和井SpecialisationCanCreateWall36Silo?

井？Alargetowerforthestorageofgrainorcement一个储藏谷物或水泥的塔形建筑Nowindowstolookinoroutof没有窗可以从里面看到外面或从里面看到外面Silo?

井？Alargetowerforthe37PlusOtherSortsofBriefs

加上其他类型的简报PlusOtherSortsofBriefs

加上其38OldIntegration

以前的整合Eachdisciplinesitsinasilo

每个专业都坐在井里面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)

策略在主导专业中发展（通常是广告）Theleaddisciplinedevelopsitsidea(usuallytelevision)

主导专业发展它的“IDEA”（通常是电视）Otherdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline) 其他专业在既定的“IDEA”下，被要求根据它发展统一的外观和感受（通常离最后期限很接近）OldIntegration

以前的整合Eachdisc39What’sChanged

引起哪些变化？Risingcostoftelevision 抬高电视的费用

Mediafragmentation 媒介破碎分离Newmedia-Internet,cable,videoondemand 新媒体的诞生----互联网、有线电视、点播录像Importanceofendorsement 背书的重要性Searchforbettervaluefrombrandspending 在品牌投资中寻求更好的价值What’sChanged

引起哪些变化？Risingc40WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking

为实行360品牌思考，我们需要改变我们头脑的形状?WeNeedtoChangetheShapeof41TheNew360DegreeBrandingApproach

新的360度品牌建立方式WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandisanchoredintheBrandPrint

开始即以品牌团队进行工作，在一个原则下进行思考--------多样的方法，以品牌写真为依据

ComeupwithabigIdea 产出一个“BIGIDEA”

Chosepointsofcontacttointensifytheinvolvementofthebrandinpeople’slives 选择接触点，加强品牌在人们生活中的融入度TheNew360DegreeBrandingAp42TheNew360DegreeBrandingApproach

新的360度品牌建立方式EnsureinterplaybetweenallexecutionalelementstobringtheBrandIdeaalivewhether 确保所有可执行元素间的相互影响，以使品牌IDEA诞生，无论single,dualormultipledisciplinesareused 是否运用到单一、双重还是多元的专业Ogilvycompaniesdeliveralltheexecutionsornot 是否所有的执行工作都由奥美的公司完成TheNew360DegreeBrandingAp43

Thebestchanceofbeing360Degreeiswhenyouhaveaverystrongidea.Ifit’sstrong,itwillstarttohappennaturally“成为360度的最大机会是当你有一个很强的IDEA，如果IDEA够强，它会很自然成为360度。”

ShellyLazarus

Thebestchanceofbeing36044ToGoAlongWithOurNewHeadsWeNeed

为了配合我们的新头脑，我们需要：Stimulitoprovokenewthinking 激发新思维的工具Newwaysofworkingtogetherthat 新的协作方式usethefullresourcesoftheBrandTeam 运用品牌团队的所有资源avoidwheel-spinningandduplicationofeffort 避免重复劳动maximiseourcreativity 最大化我们的创造力ToGoAlongWithOurNewHeads45ToGoAlongWithOurNewHeadsWeNeed

为了配合我们的新头脑，我们需要：Practicetoensurewecan 锻炼可以保证我们picktheroughdiamondsfromtherivergravel

在沙砾中筛选出钻石cutandpolishthemtogiveourbrandstruebrilliance 切割、打磨，给予我们的品牌真正的光彩Casestoinspireusalongtheway 案例可以激发我们ToGoAlongWithOurNewHeads46BiggestRecipeforDisaster

导致灾难的最大因素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess 丧失对结果的预见，沉迷在过程中间thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms 认为仅仅回答一系列问题，填完一些表格即可让工作得以完成BiggestRecipeforDisaster

导致47OtherRecipesforDisaster

其他导致灾难的因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam

认为自己个人作业要比品牌团队作业来得快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives

罗列每件事情，不从品牌融入消费者生活的角度来考虑优先顺序Seeing360Degreeascross-sellingorjustcarvingupabudget 将360度看作跨领域销售或仅仅作为瓜分预算的方法OtherRecipesforDisaster

其他导48DifferencesBetweenOldFashionedIntegrationand360DegreeBrandThinking

360度品牌思考与整合概念的差异性Integration整合Laundrylistofopportunitiesallofwhichwouldbenicetodobutdon’tnecessarilysolvethecriticalissue罗列所有的机会点，有些可能还不错，但并不是解决关键问题所需要的Nostrategicguidingprinciple 没有策略指导原则Ideaactsassuperficialbadgingdevice IDEA仅作为表面的东西360DegreeBrandThinkingSolvingthecriticalchallengeofthebrand 解决品牌面临的主要挑战Operatingwithinastrategicframework,withdifferentrolestoachievethegoal 在策略框架下运作，从不同角度达到目的Drivenbyanidea,whichitextends以可延伸的IDEA为指导DifferencesBetweenOldFashio49WeAssumeThatWeHaveAlreadyDoneOurHomework

我们假设我们已经做完我们该做的功课Someagenciesscornresearch,marketingandhomework.TheyskidaroundonthesurfaceofirrelevantbrillianceAtOgilvyweaskyoutodoyourhomeworkandcreatebrilliantcampaignsDavidOgilvyWeAssumeThatWeHaveAlready50SequenceOf360DegreeBrandThinking

360度品牌思考的顺序In360Degreethinkingeverythingconnectswitheverythingelse 在360度思考中，每件事情之间都有关联Thereisanaturalsequencefortheteamtomovethrough 存在一个自然顺序Butweneedtocheckbacktoinsightsfrompreviousstagestoprovidestimulusandensurethateverythingfitstogetherandisconsistent 但我们仍然需要不是回顾前阶段的洞察，以提供刺激材料和确保每件事配合得很好，确保他们的一致性。

SequenceOf360DegreeBrandT51TheElements

主要元素BrandScan品牌扫描BrandAudit品牌检验Pointsofcontact接触点Challenge挑战BrandPrint品牌写真

IdeaBrandWorld品牌世界Executions执行TheElements

主要元素BrandScanBra52DiscovertheChallengefacingthebrandina360Degreeway从360度的角度，发掘品牌面临的挑战DescribetheBrand’sDNA描述品牌的DNAChallenge挑战BrandPrint品牌写真BrandWorld品牌世界Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact创造一个世界，让品牌和它的消费者之间在各个不同接触点的相互影响达到最大化WhatWeNeed

IdeaDiscovertheChallengeDescribe53BrandAudit品牌检验BrandScan品牌扫描Pointsofcontact接触点Gathering,orderingandinterpretinginformationaboutthebrandina360Degreeway从360度的角度，收集、整理、解释关于品牌的各种讯息Understandingtheuniquerelationshipbetweenthebrandanditscustomers

了解消费者与品牌的独特关系Definingtheareaswherethebrandcanintensifytheimpactithasonpeople’slives确定品牌可以增强其对人们生活影响的接触点HowWeGetThere

如何达到？BrandAuditBrandScanPointsof54

22FromBrandScantoChallenge

从品牌扫描到挑战

FromBrandScantoChallenge

从56WheretheBrand’sProblemsLie

品牌的问题在哪里？BrandScan品牌扫描Challenge挑战WheretheBrand’sProblemsLie57Equities

资产A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities 一个360度的品牌是不同内在相关的优势和资产的组合Weusesixequitiestolookatabrandinacomprehensiveway 我们运用六个方面来观察一个品牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand 就像品牌的健康检查，我们得到每个方面品牌的优势和弱点

Equities

资产A360Degreebrand58Image形象Goodwill商誉Product产品Customer消费者Visual视觉Channel销售渠道ACompositeofSixInterrelatedEquities

6个方面资产的组合ImageGoodwillProductCustomerVi59TheBrandTeamNeedsToKnowProduct产品

Howtheproductperformancesupportsthebrand 产品的表现如何支持品牌？Image形象

Whetherthebrand’simageisstrongandengaging 是否品牌形象很强并且吸引消费者？Customer消费者

Howstrongthebrand’scustomerfranchiseis 品牌消费者的特权有多强？TheBrandTeamNeedsToKnowPr60TheBrandTeamNeedsToKnowChannel销售渠道

Howwellthebrandisleveragedinthetradeenvironment

通路环境对品牌的影响如何？Visual视觉

Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否品牌具有清晰、持续和差异化视觉形象Goodwill商誉

Whetherthebrandisendorsedbyinfluencersandthecommunitiesinwhichitlives 是否品牌被“影响者”和社会团体所认可？TheBrandTeamNeedsToKnowC61RecognisethisBrand?

辨认这个品牌RecognisethisBrand?

辨认这个品牌62WhatAreItsEquities?

什么是它的资产？UnusuallythisBrandwasbuiltwithnoadvertisingsupport通常这个品牌没有广告的支持WhatAreItsEquities?

什么是它的资产63HealthCheck:AmexversusDinersinHongKong

Amex和Diners品牌健康检查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealthCheck:AmexversusDine64HealthCheck:AmexversusHSBCVisainHongKong

Amex和HSBC品牌健康检查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealthCheck:AmexversusHSBC65NotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities

只有当我们了解品牌在6个方面的强、弱Canwestarttodeterminewhatthebrandcoulddotobestronger 我们才能决定做些什么可以让品牌变得更强大AndcanwedefinetheChallengefacingthebrand 我们才能确定品牌面临的挑战NotUntilWeHaveAssessedWhe66Equities

资产Equitiesarenotdisguisesforgroupcompaniesorcommunicationdisciplines 资产不是一群公司或多种传播方法的伪装

However,differentdisciplinesclearlyhavemoreimpactonsomeequitiesthanonothers 然而，不同的方法在某些资产方面会比其他的方法更有影响力

Equities

资产67WhatWeUsetoHelpDiscovery

我们运用什么来帮助发掘？Thebackgroundofourbasicknowledgeandhomeworkaboutthebrand

我们的基本知识背景和关于品牌的功课AfacilitatedmeetingoftheBrandTeamincludingMindShare具有促进作用的品牌团队会议（包括传立）Stimuliselectedfromashuffledeckofquestionsacrosstheequitiestoprovokethinkingandfocusdiscussion(itdoesnotmatterwhichequitywestartthediscussionwith) 激发思考和讨论的“扑克牌”AndtheCompassDialasavisualprompt 视觉化工具“指南针”WhatWeUsetoHelpDiscovery

68StimuliQuestionsintheShuffleDeck:ProductEquity

“扑克牌”中的问题：产品层面Whatmakesthisproductsuperiortothecompetition? 这个产品优于竞争品牌的原因有哪些？Doestheproductperformanceliveuptoexpectationsinallitsaspects? 产品的表现符合在所有方面的期望？Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal? 是否存在有关这个产品的某些事情，如果大家都知道，可以增加这个产品的吸引力？StimuliQuestionsintheShuff69StimuliQuestionsintheShuffleDeck:ProductEquity

“扑克牌”中的问题：产品层面Doesthisproducthavetheoptimumprice-valueequation? 是否这个产品具有最佳的价格--价值比？Ifthereisarangeofproducts,howdotheyclarifyorconfusetheproposition? 如果有一系列产品，他们是否让主张变得更清晰或者更混乱？Ifyouhadafreehand,arethereanythingsabouttheproduct(presentation/design/sizeetc)youwouldchangetomakeitmoreattractive? 如果你可以自由发挥，是否有任何你希望改变的方面，（包括：设计、尺寸等），让这个产品更具吸引力？StimuliQuestionsintheShuff70Example:JaguarIsaQuirkyBrand

例子：Jaguar是一个诡异的品牌Theengineersbuiltbackfeaturesintotheproducttoreinforcethisproductequitye.g.aninstrumentdialinaunusualplaceOrtherubberduckonthesideofthebathintheConradHotelExample:JaguarIsaQuirkyBr71StimuliforImageEquity

形象层面Arethevaluesorattitudesthisbrandownsrelevanttothemarkettoday? 品牌所拥有的态度和价值是否与今天的市场有关？

Doesthebrandleadorfollowtrendssetinthemarketplace? 品牌是否引领或追随在市场中的潮流？

Whofeelsclosesttothebrand-adiscretegroup,orawiderangeofpeople? 哪些人与品牌最接近？部分人群还是广泛的人群？

Towhatextentisthebrandpresentedinadistinctivemannercomparedtothecompetition? 与竞争品牌相比，品牌的风格独特到哪种程度？StimuliforImageEquity

形象层面A72StimuliforImageEquity

形象层面Isthereastrongideaunderpinningthebrand’simage? 在品牌的形象背后，是否存在一个很强的“IDEA”？

Towhatextentisthebrand’sshareofvoiceaninfluenceonitsimagestrength? 品牌的“SOV”对品牌强弱的影响有多大？

Ifthereisimageweakness,isitbecausethebrandisbeingwronglypresentedornotsupportedintherightway? 如果存在形象上的弱点，是因为品牌以错误的方式被呈现，还是没有以正确的方式被支持？StimuliforImageEquity

形象层面I73Example:PondsSkinLighteninginJapanWeigheddownwitha‘grandmother’scoldcream’reputation 重负“祖母的冷霜”的形象Neededtoskipagenerationtorejuvenateimage,andappealdirectlytoanewgroupofyoungwomen 需要跳过一代，让品牌形象得以重生。并且直接吸引新一代的年轻女性DoubleWhiteskinlighteningcreammadePond’sonceagainseemaninnovator(afterfollowingthetrendsforageneration) 双重美白霜让Pond’s又一次被看作创新者Example:PondsSkinLightening74StimuliforCustomerEquity

消费者层面Atwhatpointintheirlives,andforwhatreasons,docustomersstartandstopcomingtothebrand? 在生活中的哪些点？基于何种原因？消费者开始接触品牌或不再接触本品牌？Isthebrandpopularamongstthepeoplewhoshouldbeitsnaturalusers? 在品牌的自然使用者中，本品牌是否被广为接受？Inlookingfornewcustomers,towhatextentisthebrandtargetingitsbestvolumeopportunity? 在寻求新的消费者时，品牌目标达到它潜力的多少？Whoismoreimportanttoinfluence,thepurchaseroruserofthisbrand? 谁对品牌更有影响力？品牌使用者还是品牌的购买者？StimuliforCustomerEquity

消费75StimuliforCustomerEquity

消费者层面Whatisthevaluetothebrandofitsbestormostloyalcustomers? 品牌忠实消费者对品牌的价值是什么？

Isthebrandover-dependenteitheronitsloyalcustomersoraconstantarrivalofnewusers? 是否本品牌过分依赖于忠实消费者和新进消费者？

Isthisbrandgettingitsfairshareofthecustomer’swallet? 是否本品牌得到其应该得到的份额？

Doesthisbrandtreatitsbestcustomersascustomersforlife?

是否该品牌对待它最好的消费者如同生活中的消费者？

StimuliforCustomerEquity

消费76InMostCountriesNestléEnjoysUniqueCustomerEquityAdvantagesLinkedtoItsProductPortfolioArangecoveringawidesetofneedsacrossfamilylifestages,frommotherstobetosenioradultnutrition涵盖大范围的家庭生活所需，从母亲到高级成人营养

Umbrellabrandingextendingintomanyaspectsofthecustomer

’slife(unlikeUnilever) 品牌扩展到消费者生活的很多方面Thereforetheabilitytorealisethevalueofthecustomerinportfolioandthroughtime 有能力了解消费者的价值

InMostCountriesNestléEnjoy77StimuliforChannelEquity

销售渠道方面Doestheexistingmixofdifferentchannelsworktothebestadvantageofthebrand’ssalesandimage? 现有的不同销售渠道的组合，是否给品牌的销售和形象带来最大的好处

Aretherenewpotentialchannelstoexplore? 是否有潜在的销售渠道可以发展？

Withinthecriticalchannels,isthebrandeffectivelydistributedanddisplayed? 在重要的销售渠道，品牌是否被有效的铺货及展示？

Dosalesforceandchannelactivityworkwelltogether? 销售力量和渠道活动是否配合得很好？StimuliforChannelEquity

销售渠78StimuliforChannelEquity

销售渠道方面Cansalesleadsbetracediftheyaresoldthroughthechannel? 销售痕迹是否可以被追踪到？Howimportantisthebrandtothechannel,andhowdoestheTradefeelaboutthebrand? 本品牌对销售渠道的重要性如何？销售渠道对品牌的意见如何？ Whatdopotentialcustomersknowaboutwheretofindthebrand,andisitenough? 潜在消费者是否知道在哪里可以买得到本品牌？这是否足够？ AreBusinessPartnersworkingtothebestadvantageofthebrand? 商业伙伴是否给本品牌最大的益处？ Howeffectivelydoesafter-salesservicesupportthebrand? 售后服务如何有效地支持本品牌？StimuliforChannelEquity

销售渠79AmexCanshowrelativelyweaknessinchannelequityAmexCanshowrelativelyweakn80StimuliforVisualEquity

视觉方面Towhatextentisthebrand’slookandfeelalignedtothecorporatevision&valueswhichunderpinthebrand? 品牌的外观和感受与公司远景及价值观的紧密程度如何？Istherelationshipbetweencorporateandproductbrandsworkingoptimally?

公司品牌与产品品牌之间融合得是否最好？Lookingattheproductbrand,howwellarticulatedarecolours,logos,symbolsassociatedwiththebrand? 与品牌有关的色彩、logo、符号等是否阐述得够清楚？Doallthevisualaspectsofthebrandgiveacontemporaryfeel?Oracategory-leadingimpression? 品牌所有的视觉方面是否有当今的感觉？或者是否觉得有一个品类领导者的感觉？StimuliforVisualEquity

视觉方面81StimuliforVisualEquity

视觉方面Isthebrandpresenteverywhereintheoutsideworld? 本品牌在外部世界是否得可以看得见？ Howstrongisthevisualimpactofthebrandinstore? 品牌在店头的视觉冲击力有多强？ Towhatdegreearealltheaspectsofthebrand’svisualpresenceconsistentwitheachother? 品牌视觉各个方面的一致性如何？StimuliforVisualEquity

视觉方面82BeforeEnterpriseDevelopedaNewVisualIdentityforHKPost,NameCardsWereAllDifferent

香港邮政（视觉整合以前）BeforeEnterpriseDevelopeda83ByContrast,theStrongVisualEquityofAmex

相反，美国运通卡有很强的视觉资产ByContrast,theStrongVisual84StimuliforGoodwillEquity

商誉方面Arethereanysocialtrendswhicharelikelytoincreaseordecreasedemandforthebrandinthefuture? 是否存在任何社会趋势，在将来会影响到对本品牌的需求增减？Arethereanyexternalissueswhichaffectthisbrand,eitherpositivelyornegatively?Cananybecreated? 是否有外部观点会影响到本品牌？（正面的或负面的观点）能否创造这样的观点？Whointheworldatlargehasabiginfluenceonthisbrandorthedecision-makingofitsconsumers? 谁对这个品牌有最大的影响力？对消费者购买决定有影响力？StimuliforGoodwillEquity

商誉85StimuliforGoodwillEquity

商誉方面Howfavourableisthemediacoveragethisbrandreceives? 这个品牌得到的媒体方面的照顾有多好？Howdoprofessionalexpertsfeelaboutrecommendingthebrandtoothers? 专家在推荐这个品牌时的感受如何？Doesthebrandpubliclyliveuptoitspromises? 是否这个品牌符合它的承诺？Isthebrandagoodcitizenofthecommunity? 本品牌是否是一个良好的社会公民？Howdothebrand’sownemployeesfeelaboutbeingassociatedwiththebrand?IstheirbehaviouralignedwiththeCEO’svision? 当与本品牌有联系时，品牌自己雇员的感受如何？

StimuliforGoodwillEquity

商誉86ExampleExample87From:J.Nasser SentFriday,November19,19991:41PMToFordEmployeesandothersYesterday,BillFordandIspentmuchofthedaywithagroupofourseniorleadershipdiscussingoneofourkeyareasofcompetitiveadvantage--corporatecitizenshipTraditionally,manyofushaveconsideredcorporatecitizenshipasphilanthropyandvolunteerprograms.Letmeassureyouitismuchmorethanthat.It’saboutwhoweare,whatweofferinthemarketplaceandhowweconductourbusiness.It’sourreputation…..Expectationsforperformancebylargeglobalcompaniesaremuchgreaterthanever.Itisnolongerenoughforusjusttoproducegoodproductsandemployandtreatpeoplefairly.Weareexpectedtohelpfindsolutionstotheenvironmental,socialandeconomicproblemsfacingtheworldFrom:J.Nasser 88Xerox施乐30minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompanystatementwasontheXeroxwebsiteXerox施乐30minutesafterader89xx--360度品牌管理课件90TheCompassDial

罗盘（指南针）Isavisualprompttohelp360Degreethinking 帮助360度思考的视觉刺激Dividedintosixsegments-eachcoveringtheelementsassociatedwithoneofthesixequities 分割为6个部分，每个部分涵盖该部分的主要元素Atthecentretheelementsaremorestrategic 中心部分是较战略性的

Whatisthebrand’sstrategytowardscurrentusersversusnon-users 与非品牌使用者相比，什么是品牌针对目前消费群的策略？TheCompassDial

罗盘（指南针）Isav91TheCompassDial

罗盘（指南针）Aswemoveoutwardstheelementsbecomemoretangible 越往外部，元素变得越来越可操作Thequalityoftheloyaltyprogramme,thestrengthofthebrandidea 忠诚度活动的质量；品牌“IDEA”的力度

Ontheouterrimarethepointsofcontactthemselves-thephysicalplaceswherethebrandpresentsitselftothecustomer

最外面的边缘，是与消费者的接触点；是品牌呈现自己的物理地点TheCompassDial

罗盘（指南针）Aswe92Listofelementsassociatedwith