ogilvybrandraining品牌揭开密奥美

1360DegreesBrandCascadeJune30th-July1stShanghaiDoYouFeelThatYouAre…….

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

IndividualPre-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Agenda

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Why360DegreeBranding? 为什么产生360度品牌管理？WorldwideTaskForceReport: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DirectrelatedtonewdistributionHighendPRCEOBrandManager品牌经理MarketingDirector行销总监Strategic策略的Operational运作的Tactical战术的DirectAdvertisingSales

PromotionLowendPRNeeds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

WhatSortofCompanyDoWeWanttoBe?

我们希望成为一个怎样的公司？TheUnlimitedBrandCompany无限品牌公司UnlimitedWecrossdisciplinesina360Degreeway通过360度度思考跨越专专业Wecrossborders跨越边界Wechallengebarriers挑战障碍Wetakeitallthewaythrough我们全方位运运用Insight...Ideas...Execution...Evaluation洞察…IDEA…执执行…评估Webuildthebrandtoitsfullpotential我们将品牌建建立至极限Imagineallcommunicationsreflectingthesamedeepinsight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SinceThatInitialTaskForce:WorldwideAbsorbphilosophy吸收哲学Periodofdebate-keepindividualdisciplines保持独立的原原则Experimentsonhowtoworktogetherdifferently尝试如何共同同协作Gainsonkeyaccounts来自重要客户户的经验AmexbusinesspartnershipAmex商业伙伴IBMincreaseshareofclienttotalbudget(keymeasure)AdverOnetoPublicDesign/Media-tisingOneRelationsIdentityPromotionBuyingAustralia•• •••BanglChina • • • • •HongKong • • • • • •India • • • • • •Indonesia • • • • • •Japan • • Malaysia • • • • • •NewZealand • • • •Pakistan • •Philippines • • • •Singapore • • • • • •SouthKorea • • • •SriLanka • • Taiwan • • • • • •Thailand • • • • •Vietnam •OgilvyResourcesinAsiaPacific

奥美在在亚太区的资资源StructuralandAttitudinalObstaclestoImplementing360DegreeBranding实行360度度品牌管理的的障碍Threetoolstohelpremovetheobstacles三个帮助消除除障碍的工具具Changedstructure改变的结构BrandTeams品牌团队BrandProfit&Loss(P&L)品牌损益CREATIVE（创意）Adv广告Finance,AdminandITpartners（（财务、行政政、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度度代理商的的结构）TheBrandTeam

品牌牌团队Aleaderwholeads一个品牌领领导者Teammemberswhoconnect接触紧密的的成员Sittingtogether,ideally理想状况下下，应该坐坐在一起TheBrandP&L品牌损益Shareofclienttarget分享客户的的目标AP&Lwhichreportshorizontally垂直报告的的损益Jobstrackedatanindividuallevel工作遵循独独立的层面面Incomedistributedandprofitdistributedprorataversushoursspent收入和利润润根据时间间花费进行行分配Finance,AdminandITpartnersHeadHeadHeadHeadHeadHEADOFCOUNTRYMulti-disciplinaryBrandTeamsConsultingIMAGINEERSAdvSalesPromotionOnePublicRelationsIdentityCREATIVEBrandP&L品牌损益CountryP&L地区损益AgreedStructurefora360DegreeAgency（（360度度代理商结结构）What360DegreeDoesForUs360度可以为我我们做什么么？WhatistheTerritoryofaBrand?

一个品品牌的版图图是什么？？Sixincheswide6英寸宽GreyandwetMysteriousLineextensions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一个品牌是是消费者所所经历的总总和In360Degree

在360度过程程中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必须预见见消费者与与品牌的每每一次接触触机会Youmustcustomizethemessageforeachencounter针对每一次次机会，设设计需要传传达的信息息Youarearrangingtheencounterstomakesuretheyenrichthecustomer‘soverallexperiencewithabrand设计安排这这样的机会会，以保证证可以增加加消费者与与品牌的经经验A360DegreeBrandScrapsandStrawsThatAdduptotheMostValuableAssetaCompanyHas360DegreeBrandStewardship360度度品牌管家家Createsgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers创造伟大的的“IDEA””，让我们的品品牌在与消消费者的每每一次接触触中都可以以向前发展展Selectstherichestpointsofcustomerinvolvementonwhichtofocusourefforts选择最有效效的接触点点，将我们们的努力集集中在这些些方面360DegreeBrandStewardship360度品牌牌管家Improvestherelationshipbetweenclientsandtheircustomers增强客户和和消费者之之间的关系系IncreasesClientvalueintermsofmarketshare,profitandshareprice增加客户的的市场份额额，利润和和股票价格格AddsfutureClientvaluebydrivingnewopportunities通过过驱驱动动新新的的机机会会来来增增加加未未来来客客户户价价值值Allowsustobewellpaidforusingourcreativityinthepursuitofthiscause让我我们们得得到到更更好好的的利利润润回回报报Our360DegreeBrandThinking360度度品品牌牌思思考考Cracksthenon-traditionalcustomerinSingaporeGeneratesprofitsfromdreamsinTaipeiMilkssportforallitisworthinThailandSilencesaWhisperwithconfidenceinKoreaMakesmoneyoutofstripteaseinthePhilippinesTurnsanadvertisingpropertyintoapopulistsloganinIndonesiaDiscoversthepowerofselfdiscoveryinChinaIntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten最初的的广告告是写写在报报纸上上的平平面广广告AlongCameTVWhichWorkedtotheSameBasicShape伴随电电视的的诞生生，广广告工工作仍仍然保保持基基本形形状SoHeadsStartedtoBecometheSameShape因因此，，头脑脑也逐逐渐变变成同同样的的形状状ToFittheBriefsWhichWeretheSameShape-SquarePegsIntoSquareHoles以以适应应同样样形状状的广广告简简报SoAdmanLookedLikeThis所所以，，广告告人看看起来来都是是这个个样子子的ThenAlongCameSomeOtherSortsofBriefs随着其其他类类型简简报的的产生生Direct直效行行销PublicRelations公共关关系SoDifferentShapedHeadsWereRequired导致对对不同同形状状头脑脑的需需求ToMakeuptheFullOrchestraofDisciplines为为建建立整整个管管弦乐乐队SpecialisationCanCreateWalls&Silos专专业化化创造造墙和和井Silo?井井？Alargetowerforthestorageofgrainorcement一个储储藏谷谷物或或水泥泥的塔塔形建建筑Nowindowstolookinoroutof没有窗窗可以以从里里面看看到外外面或从里里面看看到外外面PlusOtherSortsofBriefs加加上上其他他类型型的简简报OldIntegration以以前的的整合合Eachdisciplinesitsinasilo每个专专业都都坐在在井里里面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略在在主导导专业业中发发展（（通常常是广广告））Theleaddisciplinedevelopsitsidea(usuallytelevision)主导专专业发发展它它的““IDEA””（通常是是电视视）Otherdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline)其他专业在既既定的“IDEA”下，被要求求根据它发展展统一的外观观和感受（通通常离最后期期限很接近））What’sChanged引引起哪些变化化？Risingcostoftelevision抬高电视的费费用Mediafragmentation媒介破碎分离离Newmedia-Internet,cable,videoondemand新媒体的诞生生----互互联网、有线线电视、点播播录像Importanceofendorsement背书的重要性性Searchforbettervaluefrombrandspending在品牌投资中中寻求更好的的价值WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking为实行360品牌思考，，我们需要改改变我们头脑脑的形状?TheNew360DegreeBrandingApproach

新的360度品牌建建立方式WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandisanchoredintheBrandPrint开始即以品牌牌团队进行工工作，在一个个原则下进行行思考--------多样的方法法，以品牌写写真为依据ComeupwithabigIdea产出一个“BIGIDEA”Chosepointsofcontacttointensifytheinvolvementofthebrandinpeople’’slives选择接触点，，加强品牌在在人们生活中中的融入度TheNew360DegreeBrandingApproach

新的360度品牌建建立方式EnsureinterplaybetweenallexecutionalelementstobringtheBrandIdeaalivewhether确保所有可执执行元素间的的相互影响，，以使品牌牌IDEA诞生，无论single,dualormultipledisciplinesareused是否运用到单单一、双重还还是多元的专专业Ogilvycompaniesdeliveralltheexecutionsornot是否所有的执执行工作都由由奥美的公司司完成Thebestchanceofbeing360Degreeiswhenyouhaveaverystrongidea.Ifit’sstrong,itwillstarttohappennaturally“成为360度的最最大机会是是当你有一一个很强的的IDEA，，如果IDEA够强，它它会很自然然成为360度。。”ShellyLazarusToGoAlongWithOurNewHeadsWeNeed

为了了配合我们们的新头脑脑，我们需需要：Stimulitoprovokenewthinking激发新思维维的工具Newwaysofworkingtogetherthat新的协作方方式usethefullresourcesoftheBrandTeam运用品牌团团队的所有有资源avoidwheel-spinningandduplicationofeffort避免重复劳劳动maximiseourcreativity最大大化化我我们们的的创创造造力力ToGoAlongWithOurNewHeadsWeNeed为为了了配配合合我我们们的的新新头头脑脑，，我我们们需需要要：：Practicetoensurewecan锻炼可以保证证我们picktheroughdiamondsfromtherivergravel在沙砾中筛选选出钻石cutandpolishthemtogiveourbrandstruebrilliance切割、打磨，，给予我们的的品牌真正的的光彩Casestoinspireusalongtheway案例可以激发发我们BiggestRecipeforDisaster

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

其他导致致灾难的因素素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam认为自己个人人作业要比品品牌团队作业业来得快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives罗列每件事情情，不从品牌牌融入消费者者生活的角度度来考虑优先先顺序Seeing360Degreeascross-sellingorjustcarvingupabudget将360度看看作跨领域销销售或仅仅作作为瓜分预算算的方法DifferencesBetweenOldFashionedIntegrationand360DegreeBrandThinking360度品牌思考与与整合概念的的差异性Integration整合Laundrylistofopportunitiesallofwhichwouldbenicetodobutdon’’tnecessarilysolvethecriticalissue罗列所有的机机会点，有些些可能还不错错，但并不是是解决关键问问题所需要的的Nostrategicguidingprinciple没有策略指导导原则IdeaactsassuperficialbadgingdeviceIDEA仅作为表面的的东西360DegreeBrandThinkingSolvingthecriticalchallengeofthebrand解决品牌面临临的主要挑战战Operatingwithinastrategicframework,withdifferentrolestoachievethegoal在策略框架下下运作，从不不同角度达到到目的Drivenbyanidea,whichitextends以可延伸的IDEA为指导WeAssumeThatWeHaveAlreadyDoneOurHomework我们假设我们们已经做完我我们该做的功功课Someagenciesscornresearch,marketingandhomework.TheyskidaroundonthesurfaceofirrelevantbrillianceAtOgilvyweaskyoutodoyourhomeworkandcreatebrilliantcampaignsDavidOgilvySequenceOf360DegreeBrandThinking

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

主要元元素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DiscovertheChallengefacingthebrandina360Degreeway从360度的的角度，发掘掘品牌面临的挑挑战DescribetheBrand’sDNA描述品品牌的的DNAChallenge挑战BrandPrint品牌写写真BrandWorld品牌世界Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact创造一个世世界，让品品牌和它的的消费者之之间在各个个不同接触触点的相互互影响达到到最大化WhatWeNeedIdeaBrandAudit品牌检验BrandScan品牌扫描Pointsofcontact接触点Gathering,orderingandinterpretinginformationaboutthebrandina360Degreeway从360度度的角度，，收集、整整理、解释释关于品牌牌的各种讯讯息Understandingtheuniquerelationshipbetweenthebrandanditscustomers了解消费者者与品牌的的独特关系系Definingtheareaswherethebrandcanintensifytheimpactithasonpeople’’slives确定品牌可以以增强其对人人们生活影响响的接触点HowWeGetThere

如何达到到？2FromBrandScantoChallenge从品牌扫描到到挑战WheretheBrand’’sProblemsLie品品牌的问题题在哪里？BrandScan品牌扫描Challenge挑战Equities

资产产A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities一个360度度的品牌是不不同内在相关关的优势和资资产的组合Weusesixequitiestolookatabrandinacomprehensiveway我们运用六个个方面来观察察一个品牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand就像品牌的健健康检查，我我们得到每个个方面品牌的的优势和弱点点Image形象Goodwill商誉Product产品Customer消费者Visual视觉Channel销售渠道ACompositeofSixInterrelatedEquities6个方面资资产的组合TheBrandTeamNeedsToKnowProduct产品Howtheproductperformancesupportsthebrand产品的的表现现如何何支持持品牌牌？Image形象Whetherthebrand’simageisstrongandengaging是否品品牌形形象很很强并并且吸吸引消消费者者？Customer消费者者Howstrongthebrand’scustomerfranchiseis品牌消消费者者的特特权有有多强强？TheBrandTeamNeedsToKnowChannel销售售渠渠道道Howwellthebrandisleveragedinthetradeenvironment通路路环环境境对对品品牌牌的的影影响响如如何何？？Visual视觉觉Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否否品品牌牌具具有有清清晰晰、、持持续续和和差差异异化化视视觉觉形形象象Goodwill商誉誉Whetherthebrandisendorsedbyinfluencersandthecommunitiesinwhichitlives是否否品品牌牌被被““影影响响者者””和和社社会会团团体体所所认认可可？？RecognisethisBrand?辨辨认认这这个个品品牌牌WhatAreItsEquities?什什么么是是它它的的资资产产？？UnusuallythisBrandwasbuiltwithnoadvertisingsupport通常这个品牌没有广告的支持HealthCheck:AmexversusDinersinHongKongAmex和和Diners品品牌牌健健康康检检查查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealthCheck:AmexversusHSBCVisainHongKongAmex和和HSBC品品牌健健康检查查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelNotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities只有当当我们们了解解品牌牌在6个方方面的的强、、弱Canwestarttodeterminewhatthebrandcoulddotobestronger我们才能决决定做些什什么可以让让品牌变得得更强大AndcanwedefinetheChallengefacingthebrand我们才能确定定品牌面临的的挑战Equities

资产产Equitiesarenotdisguisesforgroupcompaniesorcommunicationdisciplines资产不是一群群公司或多种种传播方法的的伪装However,differentdisciplinesclearlyhavemoreimpactonsomeequitiesthanonothers然而，不同的的方法在某些些资产方面会会比其他的方方法更有影响响力WhatWeUsetoHelpDiscovery我我们运用什么么来帮助发掘掘？Thebackgroundofourbasicknowledgeandhomeworkaboutthebrand我们的基本知知识背景和关关于品牌的功功课AfacilitatedmeetingoftheBrandTeamincludingMindShare具有有促促进进作作用用的的品品牌牌团团队队会会议议（（包包括括传传立立））Stimuliselectedfromashuffledeckofquestionsacrosstheequitiestoprovokethinkingandfocusdiscussion(itdoesnotmatterwhichequitywestartthediscussionwith)激发思考考和讨论论的“扑扑克牌””AndtheCompassDialasavisualprompt视觉化工工具“指南针””StimuliQuestionsintheShuffleDeck:ProductEquity““扑克牌””中的问问题：产产品层面面Whatmakesthisproductsuperiortothecompetition?这个产品品优于竞竞争品牌牌的原因因有哪些些？Doestheproductperformanceliveuptoexpectationsinallitsaspects?产品的的表现现符合合在所所有方方面的的期望望？Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal?是否存存在有有关这这个产产品的的某些些事情情，如如果大大家都都知道道，可可以增增加这这个产产品的的吸引引力？？StimuliQuestionsintheShuffleDeck:ProductEquity“扑克牌”中中的问题：：产品层面面Doesthisproducthavetheoptimumprice-valueequation?是否这个产产品具有最最佳的价格格--价值值比？Ifthereisarangeofproducts,howdotheyclarifyorconfusetheproposition?如果有一系系列产品，，他们是否否让主张变变得更清晰晰或者更混混乱？Ifyouhadafreehand,arethereanythingsabouttheproduct(presentation/design/sizeetc)youwouldchangetomakeitmoreattractive?如果你可以以自由发挥挥，是否否有任何你你希望改变变的方面，，（包括：：设计、尺尺寸等），，让这个产产品更具吸吸引力？Example:JaguarIsaQuirkyBrand例例子：：Jaguar是一一个诡异异的品牌牌Theengineersbuiltbackfeaturesintotheproducttoreinforcethisproductequitye.g.aninstrumentdialinaunusualplaceOrtherubberduckonthesideofthebathintheConradHotelStimuliforImageEquity形形象层面Arethevaluesorattitudesthisbrandownsrelevanttothemarkettoday?品牌所拥有的的态度和价值值是否与今天天的市场有关关？Doesthebrandleadorfollowtrendssetinthemarketplace?品牌是否引领领或追随在市市场中的潮流流？Whofeelsclosesttothebrand-adiscretegroup,orawiderangeofpeople?哪些人人与品品牌最最接近近？部部分人人群还还是广广泛的的人群群？Towhatextentisthebrandpresentedinadistinctivemannercomparedtothecompetition?与竞争争品牌牌相比比，品品牌的的风格格独特特到哪哪种程程度？？StimuliforImageEquity形形象象层面面Isthereastrongideaunderpinningthebrand’simage?在品牌牌的形形象背背后，，是否否存在在一个个很强强的““IDEA””？Towhatextentisthebrand’sshareofvoiceaninfluenceonitsimagestrength?品牌的的“SOV”对品牌牌强弱弱的影影响有有多大大？Ifthereisimageweakness,isitbecausethebrandisbeingwronglypresentedornotsupportedintherightway?如果存存在形形象上上的弱弱点，，是因因为品品牌以以错误误的方方式被被呈现现，还还是没没有以以正确确的方方式被被支持持？Example:PondsSkinLighteninginJapanWeigheddownwitha‘grandmother’scoldcream’’reputation重负“祖祖母的冷冷霜”的的形象Neededtoskipagenerationtorejuvenateimage,andappealdirectlytoanewgroupofyoungwomen需要跳过过一代，，让品牌牌形象得得以重生生。并且且直接吸吸引新一一代的年年轻女性性DoubleWhiteskinlighteningcreammadePond’sonceagainseemaninnovator(afterfollowingthetrendsforageneration)双重美白白霜让Pond’s又一次被被看作创创新者StimuliforCustomerEquity消消费者者层面Atwhatpointintheirlives,andforwhatreasons,docustomersstartandstopcomingtothebrand?在生活中中的哪些些点？基基于何种种原因？？消费者者开始接接触品牌牌或不再再接触本本品牌？？Isthebrandpopularamongstthepeoplewhoshouldbeitsnaturalusers?在品牌的的自然使使用者中中，本品品牌是否否被广为为接受？？Inlookingfornewcustomers,towhatextentisthebrandtargetingitsbestvolumeopportunity?在寻求新新的消费费者时，，品牌目目标达到到它潜力力的多少少？Whoismoreimportanttoinfluence,thepurchaseroruserofthisbrand?谁对品牌牌更有影影响力？？品牌牌使用者者还是品品牌的购购买者？？StimuliforCustomerEquity消消费者者层面Whatisthevaluetothebrandofitsbestormostloyalcustomers?品牌忠实实消费者者对品牌牌的价值值是什么么？Isthebrandover-dependenteitheronitsloyalcustomersoraconstantarrivalofnewusers?是否本品品牌过分分依赖于于忠实消消费者和和新进消消费者？？Isthisbrandgettingitsfairshareofthecustomer’swallet?是否本品品牌得到到其应该该得到的的份额？？Doesthisbrandtreatitsbestcustomersascustomersforlife?是否该品品牌对待待它最好好的消费费者如同同生活中中的消费费者？InMostCountriesNestléEnjoysUniqueCustomerEquityAdvantagesLinkedtoItsProductPortfolioArangecoveringawidesetofneedsacrossfamilylifestages,frommotherstobetosenioradultnutrition涵盖大范围的的家庭生活所所需，从母亲亲到高级成人人营养Umbrellabrandingextendingintomanyaspectsofthecustomer

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

销售渠道道方面Doestheexistingmixofdifferentchannelsworktothebestadvantageofthebrand’ssalesandimage?现有的不同销销售渠道的组组合，是否否给品牌的销销售和形象带带来最大的好好处Aretherenewpotentialchannelstoexplore?是否有潜在的的销售渠道可可以发展？Withinthecriticalchannels,isthebrandeffectivelydistributedanddisplayed?在重要的销售售渠道，品品牌是否被有有效的铺货及及展示？Dosalesforceandchannelactivityworkwelltogether?销售力量和渠渠道活动是否否配合得很好好？StimuliforChannelEquity

销售渠道道方面Cansalesleadsbetracediftheyaresoldthroughthechannel?销售痕迹是否否可以被追踪踪到？Howimportantisthebrandtothechannel,andhowdoestheTradefeelaboutthebrand?本品牌对销售售渠道的重要要性如何？销销售渠道对品品牌的意见如如何？Whatdopotentialcustomersknowaboutwheretofindthebrand,andisitenough?潜在消费者是是否知道在哪哪里可以买得得到本品牌？？这是否足够够？AreBusinessPartnersworkingtothebestadvantageofthebrand?商业伙伴是否否给本品牌最最大的益处？？Howeffectivelydoesafter-salesservicesupportthebrand?售后服务如何何有效地支持持本品牌？StimuliforVisualEquity视视觉方面Towhatextentisthebrand’slookandfeelalignedtothecorporatevision&valueswhichunderpinthebrand?品牌的外观和和感受与公司司远景及价值值观的紧密程程度如何？Istherelationshipbetweencorporateandproductbrandsworkingoptimally?公司品牌与与产品品牌牌之间融合合得是否最最好？Lookingattheproductbrand,howwellarticulatedarecolours,logos,symbolsassociatedwiththebrand?与品牌有关关的色彩、、logo、、符号等是否否阐述得够够清楚？Doallthevisualaspectsofthebrandgiveacontemporaryfeel?Oracategory-leadingimpression?品牌所有的的视觉方面面是否有当当今的感觉觉？或者是是否觉得有有一个品类类领导者的的感觉？StimuliforVisualEquity

视觉方方面Isthebrandpresenteverywhereintheoutsideworld?本品牌在外外部世界是是否得可以以看得见？？Howstrongisthevisualimpactofthebrandinstore?品牌在店头头的视觉冲冲击力有多多强？Towhatdegreearealltheaspectsofthebrand’svisualpresenceconsistentwitheachother?品牌视觉各各个方面的的一致性如如何？StimuliforGoodwillEquity商商誉誉方方面面Arethereanysocialtrendswhicharelikelytoincreaseordecreasedemandforthebrandinthefuture?是否否存存在在任任何何社社会会趋趋势势，，在在将将来来会会影影响响到到对对本本品品牌牌的的需需求求增增减减？？Arethereanyexternalissueswhichaffectthisbrand,eitherpositivelyornegatively?Cananybecreated?是否否有有外外部部观观点点会会影影响响到到本本品品牌牌？？（（正正面面的的或或负负面面的的观观点点））能能否否创创造造这这样样的的观观点点？？Whointheworldatlargehasabiginfluenceonthisbrandorthedecision-makingofitsconsumers?谁对这个品牌牌有最大的影影响力？对消消费者购买决决定有影响力力？StimuliforGoodwillEquity

商誉方方面Howfavourableisthemediacoveragethisbrandreceives?这个品牌得到到的媒体方面面的照顾有多多好？Howdoprofessionalexpertsfeelaboutrecommendingthebrandtoothers?专家在推荐这这个品牌时的的感受如何？？Doesthebrandpubliclyliveuptoitspromises?是否这个品牌牌符合它的承承诺？Isthebrandagoodcitizenofthecommunity?本品牌是否是是一个良好的的社会公民？？Howdothebrand’sownemployeesfeelaboutbeingassociatedwiththebrand?IstheirbehaviouralignedwiththeCEO’svision?当与本品牌有有联系时，品品牌自己雇雇员的感受如如何？Xerox施施乐30minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompanystatementwasontheXeroxwebsiteTheCompassDial

罗盘（指指南针）Isavisualprompttohelp360Degreethinking帮助360度度思考的视觉觉刺激Dividedintosixsegments-eachcoveringtheelementsassociatedwithoneofthesixequities分割为6个部部分，每个部部分涵盖该部部分的主要元元素Atthecentretheelementsaremorestrategic中心部部分是是较战战略性性的Whatisthebrand’sstrategytowardscurrentusersversusnon-users与非品品牌使使用者者相比比，什什么是是品牌牌针对对目前前消费费群的的策略略？TheCompassDial罗罗盘（指指南针）Aswemoveoutwardstheelementsbecomemoretangible越往外部，，元素变得得越来越可可操作Thequalityoftheloyaltyprogramme,thestrengthofthebrandidea忠诚度活动动的质量；；品牌““IDEA””的力度Ontheouterrimarethepointsofcontactthemselves-thephysicalplaceswherethebrandpresentsitselftothecustomer最外面的边边缘，是是与消费者者的接触点点；是品牌牌呈现自己己的物理地地点Listofelementsassociatedwitheachequity与每个方面面有关的主要要元素列表BrandScanHelpsUsDiagnosetheAreasofSicknessintheBrand品牌扫描帮帮助我们诊诊断品牌的的弱点Forexample例如Keycustomerswhomthebrandisnotaddressingproperly品牌没有照照顾好的主主要客户Wherethebrandneedstobuildstrongerrelationships品牌需要建建立更强关关系的地方方Inconsistenciesinthevariouspointsofcontactbetweenthebrandanditscustomers品牌与其消消费者在各各个不同联联系点上的的不一致性性UsingtheCompassDial

运用用罗盘（指指南针）Useitasachecklistoftheanatomyofabrand作为解剖品品牌的“checklist”Seehowyourbrandstacksupagainstacompetitorbrandineachequity在每一个方方面，你的的品牌与竞竞争品牌的的比较如何何？UsingtheCompassDial

运用用罗盘（指指南针）Explorewhetherthecreativeideaisleveragedthroughoutthecompassandwhatthescopeisforinterplaybetweentheelements探索索创创意意IDEA是否否在在罗罗盘盘上上得得以以发发挥挥，，各各元元素素间间的的相相互互影影响响达达到到哪哪种种程程度度？？Askyourselfwhetheryourbrandhasweaknessesthatneedtobeaddressed-thecompassdialwillnottellyouthesolution.Butitwillpointyoutoadefinitionofwhattheproblemis自问你的品牌牌是否存在弱弱点？罗盘不不会告诉你解解决方法，但但可以帮助助你了解问题题的所在。DistillingtheDiscoveryDiscussion将将讨论进行行过滤IntoasingleChallenge挑战Thebiggestchallengethebrandfaces品牌所面临的的最大挑战ImageGoodwillProductCustomerVisualChannelSummarisingaBrandScanDiscussion:GuinnessSingapore品品牌扫描小小结（健力士士，新加坡））HowtheProduct’’sPerformanceSupportstheBrand

产品品的表现如何何支持品牌Product产品PeoplemeasureGuinnessagainstbeer,thereforeareunpleasantlysurprisedbyitsbitterness人们以啤酒的的标准来判断断Guinness，发现它的味道道太苦，不易易接受WhethertheBrand’sImageIsStrongandEngaging

在哪哪些方面品牌牌形象较强Image形象Guinnessisgoodforyoupersistsandisseenasold-fashioned“Guinnessisgoodforyou”有持续性，但但被认为过时时Seriousdrink-needstolightenuptoinviteyoungerdrinkersintothebrand严肃饮品---需要让年年轻消费群进进入本品牌HowStrongtheBrand’’sCustomerFranchiseIsCustomerPeoplecomelatetothebrandanoldman’’sdrink人们接触品牌牌较晚，是一一个老年男性性的品牌Youngtendtodipinandoutofbrand年轻人如蜻蜓蜓点水般尝试试一下HowWelltheBrandIsLeveragedintheTradeEnvironmentChannel销售渠道Focusesonextremes(hawkercentres&Western-stylepubs),leavingmiddlegroundChinesenightspotsunder-leveraged集中在终端YoungerdrinkerssurprisedifGuinnessisnotavailable-butforgiveoutlet&switchbrands没有“Guinness”年轻人会很惊惊讶，但会原原谅通路而转转换品牌WhethertheBrandPresentsaClearConsistentandDifferentiatingPresenceVisual视觉Blacknessisvisiblydifferent,strikingandsignifiesmasculinity黑色是视觉差差异，意味味着男性In-barsignageisdusty酒吧内的象征征是灰尘WhethertheBrandIsEndorsedbyInfluencersandtheCommunitiesinWhichItLivesGoodwill商誉Campaignapproachirreverent,butdoesn’tdomuchforthecommunityatlarge广告方式有点点叛逆、不尊尊重的感觉，，但并没有太太过分ButawarenessofIrishpubsintroducesan‘authentic’feelwhichappealstotheyoung爱尔兰兰酒吧吧带来来可信信的感感觉，，并且且吸引引年轻轻人ImageWhethertheBrand’sImageIsStrongandEngaging是否品品牌形形象够够强且且吸引引人CustomerHowStrongtheBrand’’sCustomerFranchiseIs品牌消消费者者的特特权有有多强强ChannelHowWelltheBrandIsLeveragedintheTradeEnvironment品牌在在销售售环境境中的的调节节作用用有多多强ProductWhethertheBrandPresentsaClearConsistentandDifferentiatingPresence是否否品品牌牌保保持持清清晰晰的的、、持持续续的的，，并并且且具具有有差异异化化的的呈呈现现VisualWhethertheBrandPresentsaClearConsistentandDifferentiatingPresence是否否品品牌牌保保持持清清晰晰的的、、持持续续的的，，并并且且具具有有差差异异化化的的呈呈现现GoodwillWhethertheBrandIsEndorsedbyInfluencersandtheCommunitiesinWhichItLives品牌牌是是否否被被影影响响者者或或在在所所生生活活的的社社会会所所认认可可ImageGIGFY