度品牌管理三

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•• •••Bangladesh••China•• ••• •••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、、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度代代理商的结构构）TheBrandTeam品品牌团队Aleaderwholeads一个品牌领导导者Teammemberswhoconnect接触紧密的成成员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通过驱动新新的机会来来增加未来来客户价值值Allowsustobewellpaidforusingourcreativityinthepursuitofthiscause让我们得到到更好的利利润回报Our360DegreeBrandThinking

360度品牌思思考Cracksthenon-traditionalcustomerinSingaporeGeneratesprofitsfromdreamsinTaipeiMilkssportforallitisworthinThailandSilencesaWhisperwithconfidenceinKoreaMakesmoneyoutofstripteaseinthePhilippinesTurnsanadvertisingpropertyintoapopulistsloganinIndonesiaDiscoversthepowerofselfdiscoveryinChinaIntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten最初的广告告是写在报报纸上的平平面广告AlongCameTVWhichWorkedtotheSameBasicShape伴随电视的的诞生，广广告工作仍仍然保持基基本形状SoHeadsStartedtoBecometheSameShape

因此，，头脑也逐逐渐变成同同样的形状状ToFittheBriefsWhichWeretheSameShape-SquarePegsIntoSquareHoles以以适应同样样形状的广广告简报SoAdmanLookedLikeThis

所以以，广告告人看起起来都是是这个样样子的ThenAlongCameSomeOtherSortsofBriefs随着其他他类型简简报的产产生Direct直效行销销PublicRelations公共关系系SoDifferentShapedHeadsWereRequired导致对不不同形状状头脑的的需求ToMakeuptheFullOrchestraofDisciplines为为建立整整个管弦弦乐队SpecialisationCanCreateWalls&Silos专专业化化创造墙墙和井Silo?井井？Alargetowerforthestorageofgrainorcement一个储藏藏谷物或或水泥的的塔形建建筑Nowindowstolookinoroutof没有窗可可以从里里面看到到外面或从里面面看到外外面PlusOtherSortsofBriefs加加上其他他类型的的简报OldIntegration以以前的的整合Eachdisciplinesitsinasilo每个专业业都坐在在井里面面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略在主主导专业业中发展展（通常常是广告告）Theleaddisciplinedevelopsitsidea(usuallytelevision)主导专业业发展它它的“IDEA”（通常是电电视）Otherdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline)其他专业业在既定定的“IDEA”下，被被要求根根据它发发展统一一的外观观和感受受（通常常离最后后期限很很接近））What’sChanged引引起哪些些变化？？Risingcostoftelevision抬高电视视的费用用Mediafragmentation媒介破碎碎分离Newmedia-Internet,cable,videoondemand新媒体的的诞生互联网网、有线线电视、、点播录录像Importanceofendorsement背书的重重要性Searchforbettervaluefrombrandspending在品牌投投资中寻寻求更好好的价值值WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking为实行360品品牌思考考，我们们需要改改变我们们头脑的的形状?TheNew360DegreeBrandingApproach新新的360度度品牌建建立方式式WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandisanchoredintheBrandPrint开始即以以品牌团团队进行行工作，，在一个个原则下下进行思思考多样的的方法，，以品牌牌写真为为依据ComeupwithabigIdea产出一个个“BIGIDEA”Chosepointsofcontacttointensifytheinvolvementofthebrandinpeople’’slives选择接触触点，加加强品牌牌在人们们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确保所有有可执行行元素间间的相互互影响，，以使使品牌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度的最大机机会是当你有有一个很强的的IDEA，如果IDEA够强，它会会很自然成为为360度度。”ShellyLazarusToGoAlongWithOurNewHeadsWeNeed

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

为了了配合我们的的新头脑，我我们需要：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罗列所有的的机会点，，有些可能能还不错，，但并不是是解决关键键问题所需需要的Nostrategicguidingprinciple没有策略指指导原则IdeaactsassuperficialbadgingdeviceIDEA仅作为表面面的东西360DegreeBrandThinkingSolvingthecriticalchallengeofthebrand解决品牌面面临的主要要挑战Operatingwithinastrategicframework,withdifferentrolestoachievethegoal在策略框架架下运作，，从不同角角度达到目目的Drivenbyanidea,whichitextends以可延伸的的IDEA为指导WeAssumeThatWeHaveAlreadyDoneOurHomework我们假设我我们已经做做完我们该该做的功课课Someagenciesscornresearch,marketingandhomework.TheyskidaroundonthesurfaceofirrelevantbrillianceAtOgilvyweaskyoutodoyourhomeworkandcreatebrilliantcampaignsDavidOgilvySequenceOf360DegreeBrandThinking

360度品牌思思考的顺序序In360Degreethinkingeverythingconnectswitheverythingelse在360度度思考中，，每件事情情之间都有有关联Thereisanaturalsequencefortheteamtomovethrough存在一个自自然顺序Butweneedtocheckbacktoinsightsfrompreviousstagestoprovidestimulusandensurethateverythingfitstogetherandisconsistent但我们仍然然需要不是是回顾前阶阶段的洞察察，以提供供刺激材料料和确保每每件事配合合得很好，，确保他们们的一致性性。TheElements主主要元素素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度度的角度，，发掘品牌面临的的挑战DescribetheBrand’sDNA描述品牌的的DNAChallenge挑战BrandPrint品牌写真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接触触点点Gathering,orderingandinterpretinginformationaboutthebrandina360Degreeway从360度度的的角角度度，，收收集集、、整整理理、、解解释释关关于于品品牌牌的的各各种种讯讯息息Understandingtheuniquerelationshipbetweenthebrandanditscustomers了解解消消费费者者与与品品牌牌的的独独特特关关系系Definingtheareaswherethebrandcanintensifytheimpactithasonpeople’’slives确定定品品牌牌可可以以增增强强其其对对人人们们生生活活影影响响的的接接触触点点HowWeGetThere如如何何达达到到？？2FromBrandScantoChallenge从品品牌牌扫扫描描到到挑挑战战WheretheBrand’’sProblemsLie品品牌牌的的问问题题在在哪哪里里？？BrandScan品牌牌扫扫描描Challenge挑战战Equities资资产产A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities一个个360度度的的品品牌牌是是不不同同内内在在相相关关的的优优势势和和资资产产的的组组合合Weusesixequitiestolookatabrandinacomprehensiveway我们运用用六个方方面来观观察一个个品牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand就像品牌牌的健康康检查，，我们得得到每个个方面品品牌的优优势和弱弱点Image形象Goodwill商誉Product产品Customer消费者Visual视觉Channel销售渠道道ACompositeofSixInterrelatedEquities

6个个方面资资产的组组合TheBrandTeamNeedsToKnowProduct产品Howtheproductperformancesupportsthebrand产品的表表现如何何支持品品牌？Image形象Whetherthebrand’simageisstrongandengaging是否品牌牌形象很很强并且且吸引消消费者？？Customer消费者Howstrongthebrand’’scustomerfranchiseis品牌消费费者的特特权有多多强？TheBrandTeamNeedsToKnowChannel销售渠道道Howwellthebrandisleveragedinthetradeenvironment通路环境境对品牌牌的影响响如何？？Visual视觉Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否品牌牌具有清清晰、持持续和差差异化视视觉形象象Goodwill商誉Whetherthebrandisendorsedbyinfluencersandthecommunitiesinwhichitlives是否品牌牌被“影影响者””和社会会团体所所认可？？RecognisethisBrand?

辨认这个个品牌WhatAreItsEquities?

什么是是它的资产？？UnusuallythisBrandwasbuiltwithnoadvertisingsupport通常这个品牌没有广告的支持HealthCheck:AmexversusDinersinHongKongAmex和和Diners品品牌健康检查查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealthCheck:AmexversusHSBCVisainHongKong

Amex和HSBC品品牌健康检检查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelNotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities只有当我们了了解品牌在6个方面的强强、弱Canwestarttodeterminewhatthebrandcoulddotobestronger我们才能决定定做些什么可可以让品牌变变得更强大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具有促进作用用的品牌团队队会议（包括括传立）Stimuliselectedfromashuffledeckofquestionsacrosstheequitiestoprovokethinkingandfocusdiscussion(itdoesnotmatterwhichequitywestartthediscussionwith)激发思考和讨讨论的“扑克克牌”AndtheCompassDialasavisualprompt视觉化工具“指南针”StimuliQuestionsintheShuffleDeck:ProductEquity

“扑克牌”中的的问题：产品品层面Whatmakesthisproductsuperiortothecompetition?这个产品优于于竞争品牌的的原因有哪些些？Doestheproductperformanceliveuptoexpectationsinallitsaspects?产品的表现符符合在所有方方面的期望？？Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal?是否存在有关关这个产品的的某些事情，，如果大家都都知道，可以以增加这个产产品的吸引力力？StimuliQuestionsintheShuffleDeck:ProductEquity“扑克牌”中的的问题：产品品层面Doesthisproducthavetheoptimumprice-valueequation?是否这个产品品具有最佳的的价格--价价值比？Ifthereisarangeofproducts,howdotheyclarifyorconfusetheproposition?如果有一系列列产品，他们们是否让主张张变得更清晰晰或者更混乱乱？Ifyouhadafreehand,arethereanythingsabouttheproduct(presentation/design/sizeetc)youwouldchangetomakeitmoreattractive?如果果你你可可以以自自由由发发挥挥，，是是否否有有任任何何你你希希望望改改变变的的方方面面，，（（包包括括：：设设计计、、尺尺寸寸等等）），，让让这这个个产产品品更更具具吸吸引引力力？？Example:JaguarIsaQuirkyBrand例例子子：：Jaguar是是一一个个诡诡异异的的品品牌牌TheengineersbuiltbackfeaturesintotheproducttoreinforcethisproductequityOrtherubberduckonthesideofthebathintheConradHotelStimuliforImageEquity形形象象层层面面Arethevaluesorattitudesthisbrandownsrelevanttothemarkettoday?品牌牌所所拥拥有有的的态态度度和和价价值值是是否否与与今今天天的的市市场场有有关关？？Doesthebrandleadorfollowtrendssetinthemarketplace?品牌牌是是否否引引领领或或追追随随在在市市场场中中的的潮潮流流？？Whofeelsclosesttothebrand-adiscretegroup,orawiderangeofpeople?哪些些人人与与品品牌牌最最接接近近？？部部分分人人群群还还是是广广泛泛的的人人群群？？Towhatextentisthebrandpresentedinadistinctivemannercomparedtothecompetition?与竞竞争争品品牌牌相相比比，，品品牌牌的的风风格格独独特特到到哪哪种种程程度度？？StimuliforImageEquity形形象象层层面面Isthereastrongideaunderpinningthebrand’’simage?在品品牌牌的的形形象象背背后后，，是是否否存存在在一一个个很很强强的的““IDEA””？？Towhatextentisthebrand’’sshareofvoiceaninfluenceonitsimagestrength?品牌的“SOV”对品牌强弱的的影响有多大大？Ifthereisimageweakness,isitbecausethebrandisbeingwronglypresentedornotsupportedintherightway?如果存在形象象上的弱点，，是因为品牌牌以错误的方方式被呈现，，还是没有以以正确的方式式被支持？Example:PondsSkinLighteninginJapanWeigheddownwitha‘‘grandmother’scoldcream’’reputation重负“祖母的的冷霜”的形形象Neededtoskipagenerationtorejuvenateimage,andappealdirectlytoanewgroupofyoungwomen需要跳过一代代，让品牌形形象得以重生生。并且直接接吸引新一代代的年轻女性性DoubleWhiteskinlighteningcreammadePond’sonceagainseemaninnovator(afterfollowingthetrendsforageneration)双重美白霜让让Pond’s又一次被看作作创新者StimuliforCustomerEquity

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

消费者者层面Whatisthevaluetothebrandofitsbestormostloyalcustomers?品牌忠实消费费者对品牌的的价值是什么么？Isthebrandover-dependenteitheronitsloyalcustomersoraconstantarrivalofnewusers?是否本品牌过过分依赖于忠忠实消费者和和新进消费者者？Isthisbrandgettingitsfairshareofthecustomer’swallet?是否本品牌得得到其应该得得到的份额？？Doesthisbrandtreatitsbestcustomersascustomersforlife?是否该品牌对对待它最好的的消费者如同同生活中的消消费者？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？AmexCanshowrelativelyweaknessinchannelequityStimuliforVisualEquity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?公司品牌与产产品品牌之间间融合得是否否最好？Lookingattheproductbrand,howwellarticulatedarecolours,logos,symbolsassociatedwiththebrand?与品牌有关的的色彩、logo、符号等是否阐阐述得够清楚楚？Doallthevisualaspectsofthebrandgiveacontemporaryfeel?Oracategory-leadingimpression?品牌所有的视视觉方面是否否有当今的感感觉？或者是是否觉得有一一个品类领导导者的感觉？？StimuliforVisualEquity视视觉方面Isthebrandpresenteverywhereintheoutsideworld?本品牌在外部部世界是否得得可以看得见见？Howstrongisthevisualimpactofthebrandinstore?品牌在店头的的视觉冲击力力有多强？Towhatdegreearealltheaspectsofthebrand’svisualpresenceconsistentwitheachother?品牌视觉各个个方面的一致致性如何？BeforeEnterpriseDevelopedaNewVisualIdentityforHKPost,NameCardsWereAllDifferent香港邮政（（视觉整合以以前）ByContrast,theStrongVisualEquityofAmex相反，美国运运通卡有很强强的视觉资产产StimuliforGoodwillEquity

商誉方方面Arethereanysocialtrendswhicharelikelytoincreaseordecreasedemandforthebrandinthefuture?是否存在任何何社会趋势，，在将来会影影响到对本品品牌的需求增增减？Arethereanyexternalissueswhichaffectthisbrand,eitherpositivelyornegatively?Cananybecreated?是否有外部观观点会影响到到本品牌？（（正面的或或负面的观点点）能否创造造这样的观点点？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？ExampleFrom:J.NasserSentFriday,November19,19991:41PMToFordEmployeesandothersYesterday,BillFordandIspentmuchofthedaywithagroupofourseniorleadershipdiscussingoneofourkeyareasofcompetitiveadvantage--corporatecitizenshipTraditionally,manyofushaveconsideredcorporatecitizenshipasphilanthropyandvolunteerprograms.Letmeassureyouitismuchmorethanthat.It’saboutwhoweare,whatweofferinthemarketplaceandhowweconductourbusiness.It’’sourreputation…..Expectationsforperformancebylargeglobalcompaniesaremuchgreaterthanever.Itisnolongerenoughforusjusttoproducegoodproductsandemployandtreatpeoplefairly.Weareexpectedtohelpfindsolutionstotheenvironmental,socialandeconomicproblemsfacingtheworldXerox施乐30minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompanystatementwasontheXeroxwebsiteTheCompassDial罗罗盘（指指南针）Isavisualprompttohelp360Degreethinking帮助360度思考的的视觉刺激激Dividedintosixsegments-eachcoveringtheelementsassociatedwithoneofthesixequities分割为6个个部分，每每个部分涵涵盖该部分分的主要元元素Atthecentretheelementsaremorestrategic中心部分是是较战略性性的Whatisthebrand’sstrategytowardscurrentusersversusnon-users与非品牌使使用者相比比，什么是是品牌针对对目前消费费群的策略略？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探索创意IDEA是否在罗盘盘上得以发发挥，各元元素间的相相互影响达达到哪种程程度？Askyourselfwhetheryourbrandhasweaknessesthatneedtobeaddressed-thecompassdialwillnottellyouthesolution.Butitwillpointyoutoadefinitionofwhattheproblemis自问你的品品牌是否存存在弱点？？罗盘不会会告诉你解解决方法，，但可以以帮助你了了解问题的的所在。DistillingtheDiscoveryDiscussion将将讨论进行行过滤IntoasingleChallenge挑战Thebiggestchallengethebrandfaces品牌所面临临的最大挑战ImageGoodwillProductCustomerVisualChannelSummarisingaBrandScanDiscussion:GuinnessSingapore品品牌扫描小小结（健力力士，新加加坡）HowtheProduct’sPerformanceSupportstheBrand产产品的表表现如何支支持品牌Product产品PeoplemeasureGuinnessagainstbeer,thereforeareunpleasantlysurprisedbyitsbitterness人们以啤酒酒的标准来来判断Guinness，，发现它的味味道太苦，，不易接受受WhethertheBrand’sImageIsStrongandEngaging在在哪些方方面品牌形形象较强Image形象Guinnessisgoodforyoupersistsandisseenasold-fashioned“Guinnessisgoodforyou”有持续性，，但被认为为过时Seriousdrink-needstolightenuptoinviteyoungerdrinkersintothebrand严肃饮品需要要让年轻消消费群进入入本品牌HowStrongtheBrand’’sCustomerFranchiseIsCustomerPeoplecomelatetothebrandanoldman’’sdrink人们接触品品牌较晚，，是一个老老年男性的的品牌Youngtendtodipinandoutofbrand年轻人如蜻蜻蜓点水般般尝试一下下HowWelltheBrandIsLeveragedintheTradeEnvironmentChannel销售渠道Focusesonextremes(hawkercentres&Western-stylepubs),leavingmiddlegroundChinesenightspotsunder-leveraged集中在终端端YoungerdrinkerssurprisedifGuinnessisnotavailable-butforgiveoutlet&switchbrands没有“Guinness””年轻人会很很惊讶，但但会原谅通通路而转换换品牌WhethertheBrandPresentsaClearConsistentandDifferentiatingPresenceVisual视觉Blacknessisvisiblydifferent,strikingandsignifiesmasculinity黑色是视觉觉差异，意意味着男男性In-barsignageisdusty酒吧内的象象征是灰尘尘WhethertheBrandIsEndorsedbyInfluencersandtheCommunitiesinWhichItLivesGoodwill商誉Campaignapproachirreverent,butdoesn’tdomuchforthecommunityatlarge广告方式有有点叛逆、、不尊重的的感觉，但但并没有太太过分ButawarenessofIrishpubsintroducesan‘au