奥美-度品牌管理内培训

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度思思考跨跨越专专业Wecrossborders跨越边边界Wechallengebarriers挑战障障碍Wetakeitallthewaythrough我们全全方位位运用用Insight...Ideas...Execution...Evaluation洞察……IDEA……执行行…评估估Webuildthebrandtoitsfullpotential我们将将品牌牌建立立至极极限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吸收哲哲学Periodofdebate-keepindividualdisciplines保持独独立的的原则则Experimentsonhowtoworktogetherdifferently尝试如如何共共同协协作Gainsonkeyaccounts来自重重要客客户的的经验验AmexbusinesspartnershipAmex商业伙伙伴IBMincreaseshareofclienttotalbudget(keymeasure)AdverOnetoPublicDesign/Media-tisingOneRelationsIdentityPromotionBuyingAustralia••••••Bangladesh••China••••••••••HongKong••••••••••••India ••• ••• •••Indonesia ••• •••••••Japan •••Malaysia•• ••• •••••NewZealand•• •••••Pakistan••••Philippines•• •••••Singapore ••• ••• •••SouthKorea•• •••••SriLanka •••Taiwan ••• •••••••Thailand•• ••• •••Vietnam••OgilvyResourcesinAsiaPacific奥奥美在亚亚太区的资资源StructuralandAttitudinalObstaclestoImplementing360DegreeBranding实行360度品牌管管理的障碍碍Threetoolstohelpremovetheobstacles三个帮助消消除障碍的的工具Changedstructure改变的结构构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通过驱动新的的机会来增加加未来客户价价值Allowsustobewellpaidforusingourcreativityinthepursuitofthiscause让我们得到更更好的利润回回报Our360DegreeBrandThinking360度品牌牌思考Cracksthenon-traditionalcustomerinSingaporeGeneratesprofitsfromdreamsinTaipeiMilkssportforallitisworthinThailandSilencesaWhisperwithconfidenceinKoreaMakesmoneyoutofstripteaseinthePhilippinesTurnsanadvertisingpropertyintoapopulistsloganinIndonesiaDiscoversthepowerofselfdiscoveryinChinaIntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten最初的广告是是写在报纸上上的平面广告告AlongCameTVWhichWorkedtotheSameBasicShape伴随电视的诞诞生，广告工工作仍然保持持基本形状SoHeadsStartedtoBecometheSameShape

因此，头头脑也逐渐变变成同样的形形状ToFittheBriefsWhichWeretheSameShape-SquarePegsIntoSquareHoles以以适应同样样形状的广告告简报SoAdmanLookedLikeThis所所以，广告告人看起来都都是这个样子子的ThenAlongCameSomeOtherSortsofBriefs随着其他类型型简报的产生生Direct直效行销PublicRelations公共关系SoDifferentShapedHeadsWereRequired导致对不同形形状头脑的需需求ToMakeuptheFullOrchestraofDisciplines为为建立整个管管弦乐队SpecialisationCanCreateWalls&Silos专专业化创造墙墙和井Silo?井井？Alargetowerforthestorageofgrainorcement一个储藏谷物物或水泥的塔塔形建筑Nowindowstolookinoroutof没有窗可以从从里面看到外外面或从里面看到到外面PlusOtherSortsofBriefs

加上其他他类型的简报报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)其他专专业在在既定定的““IDEA””下，被被要要求根根据它它发展展统一一的外外观和和感受受（通通常离离最后后期限限很接接近））What’’sChanged引引起起哪些些变化化？Risingcostoftelevision抬高电电视的的费用用Mediafragmentation媒介破破碎分分离Newmedia-Internet,cable,videoondemand新媒体体的诞诞生----互互联网网、有有线电电视、、点播播录像像Importanceofendorsement背书的的重要要性Searchforbettervaluefrombrandspending在品牌牌投资资中寻寻求更更好的的价值值WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking为实行行360品品牌思思考，，我们们需要要改变变我们们头脑脑的形形状?TheNew360DegreeBrandingApproach新新的的360度度品牌牌建立立方式式WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandisanchoredintheBrandPrint开始即即以品品牌团团队进进行工工作，，在一一个原原则下下进行行思考考--------多样样的方方法，，以品品牌写写真为为依据据ComeupwithabigIdea产出一一个““BIGIDEA””Chosepointsofcontacttointensifytheinvolvementofthebrandinpeople’slives选择接接触点点，加加强品品牌在在人们们生活活中的的融入入度TheNew360DegreeBrandingApproach新新的的360度度品牌牌建立立方式式EnsureinterplaybetweenallexecutionalelementstobringtheBrandIdeaalivewhether确保所所有可可执行行元素素间的的相互互影响响，以以使使品牌牌IDEA诞生，，无论论single,dualormultipledisciplinesareused是否运运用到到单一一、双双重还还是多多元的的专业业Ogilvycompaniesdeliveralltheexecutionsornot是否所所有的的执行行工作作都由由奥美美的公公司完完成Thebestchanceofbeing360Degreeiswhenyouhaveaverystrongidea.Ifit’’sstrong,itwillstarttohappennaturally“成为为360度度的最最大机机会是是当你你有一一个很很强的的IDEA，，如果IDEA够强，，它它会很很自然然成为为360度。。”ShellyLazarusToGoAlongWithOurNewHeadsWeNeed为为了了配合合我们们的新新头脑脑，我我们需需要：：Stimulitoprovokenewthinking激发新新思维维的工工具Newwaysofworkingtogetherthat新的协协作方方式usethefullresourcesoftheBrandTeam运用品品牌团团队的的所有有资源源avoidwheel-spinningandduplicationofeffort避免重重复劳劳动maximiseourcreativity最大化化我们们的创创造力力ToGoAlongWithOurNewHeadsWeNeed为为了了配合合我们们的新新头脑脑，我我们需需要：：Practicetoensurewecan锻炼可可以保保证我我们picktheroughdiamondsfromtherivergravel在沙砾砾中筛筛选出出钻石石cutandpolishthemtogiveourbrandstruebrilliance切割、、打磨磨，给给予我我们的的品牌牌真正正的光光彩Casestoinspireusalongtheway案例可可以激激发我我们BiggestRecipeforDisaster导导致灾灾难的的最大大因素素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess丧失对对结果果的预预见，，沉迷迷在过过程中中间thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms认为仅仅仅回回答一一系列列问题题，填填完一一些表表格即即可让让工作作得以以完成成OtherRecipesforDisaster其其他他导致致灾难难的因因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam认为自己己个人作作业要比比品牌团团队作业业来得快快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives罗列每件件事情，，不从品品牌融入入消费者者生活的的角度来来考虑优优先顺序序Seeing360Degreeascross-sellingorjustcarvingupabudget将360度看作作跨领域域销售或或仅仅作作为瓜分分预算的的方法DifferencesBetweenOldFashionedIntegrationand360DegreeBrandThinking360度品牌思思考与整整合概念念的差异异性Integration整合Laundrylistofopportunitiesallofwhichwouldbenicetodobutdon’tnecessarilysolvethecriticalissue罗列所有有的机会会点，有有些可能能还不错错，但并并不是解解决关键键问题所所需要的的Nostrategicguidingprinciple没有策略略指导原原则IdeaactsassuperficialbadgingdeviceIDEA仅作为表表面的东东西360DegreeBrandThinkingSolvingthecriticalchallengeofthebrand解决品牌牌面临的的主要挑挑战Operatingwithinastrategicframework,withdifferentrolestoachievethegoal在策略框框架下运运作，从从不同角角度达到到目的Drivenbyanidea,whichitextends以可延伸伸的IDEA为指导WeAssumeThatWeHaveAlreadyDoneOurHomework我们假设设我们已已经做完完我们该该做的功功课Someagenciesscornresearch,marketingandhomework.TheyskidaroundonthesurfaceofirrelevantbrillianceAtOgilvyweaskyoutodoyourhomeworkandcreatebrilliantcampaignsDavidOgilvySequenceOf360DegreeBrandThinking

360度品品牌思考考的顺序序In360Degreethinkingeverythingconnectswitheverythingelse在360度思考考中，每每件事情情之间都都有关联联Thereisanaturalsequencefortheteamtomovethrough存在一个个自然顺顺序Butweneedtocheckbacktoinsightsfrompreviousstagestoprovidestimulusandensurethateverythingfitstogetherandisconsistent但我们仍仍然需要要不是回回顾前阶阶段的洞洞察，以以提供刺刺激材料料和确保保每件事事配合得得很好，，确保他他们的一一致性。。TheElements主主要元元素BrandScan品牌扫描描BrandAudit品牌检验验Pointsofcontact接触点Challenge挑战BrandPrint品牌写真

IdeaBrandWorld品牌世界Executions执行DiscovertheChallengefacingthebrandina360Degreeway从360度的角角度，发发掘品牌面临临的挑战战DescribetheBrand’’sDNA描述品牌牌的DNAChallenge挑战BrandPrint品牌写真真BrandWorld品牌世界界Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact创造一个个世界，，让品牌牌和它的的消费者者之间在在各个不不同接触触点的相相互影响响达到最最大化WhatWeNeedIdeaBrandAudit品牌检验验BrandScan品牌扫描描Pointsofcontact接触点Gathering,orderingandinterpretinginformationaboutthebrandina360Degreeway从360度的角角度，收收集、整整理、解解释关于于品牌的的各种讯讯息Understandingtheuniquerelationshipbetweenthebrandanditscustomers了解消费者与与品牌的独特特关系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产品的表现如如何支持品牌牌？Image形象Whetherthebrand’simageisstrongandengaging是否品牌形象象很强并且吸吸引消费者？？Customer消费费者者Howstrongthebrand’’scustomerfranchiseis品牌牌消消费费者者的的特特权权有有多多强强？？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品品牌牌健健康康检检查查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelNotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities只有有当当我我们们了了解解品品牌牌在在6个个方方面面的的强强、、弱弱Canwestarttodeterminewhatthebrandcoulddotobestronger我们们才才能能决决定定做做些些什什么么可可以以让让品品牌牌变变得得更更强强大大AndcanwedefinetheChallengefacingthebrand我们们才才能能确确定定品品牌牌面面临临的的挑挑战战Equities资资产产Equitiesarenotdisguisesforgroupcompaniesorcommunicationdisciplines资产产不不是是一一群群公公司司或或多多种种传传播播方方法法的的伪伪装装However,differentdisciplinesclearlyhavemoreimpactonsomeequitiesthanonothers然而而，，不不同同的的方方法法在在某某些些资资产产方方面面会会比比其其他他的的方方法法更更有有影影响响力力WhatWeUsetoHelpDiscovery我我们们运运用用什什么么来来帮帮助助发发掘掘？？Thebackgroundofourbasicknowledgeandhomeworkaboutthebrand我们们的的基基本本知知识识背背景景和和关关于于品品牌牌的的功功课课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?产品的表表现符合合在所有有方面的的期望？？Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal?是否存在在有关这这个产品品的某些些事情，，如果大大家都知知道，可可以增加加这个产产品的吸吸引力？？StimuliQuestionsintheShuffleDeck:ProductEquity“扑克牌””中的问问题：产产品层面面Doesthisproducthavetheoptimumprice-valueequation?是否这个个产品具具有最佳佳的价格格--价价值比？？Ifthereisarangeofproducts,howdotheyclarifyorconfusetheproposition?如果有一一系列产产品，他他们是否否让主张张变得更更清晰或或者更混混乱？Ifyouhadafreehand,arethereanythingsabouttheproduct(presentation/design/sizeetc)youwouldchangetomakeitmoreattractive?如果你可可以自由由发挥，，是否否有任何何你希望望改变的的方面，，（包括括：设计计、尺寸寸等），，让这个个产品更更具吸引引力？Example:JaguarIsaQuirkyBrand例例子：：Jaguar是一一个诡异异的品牌牌Theengineersbuiltbackfeaturesintotheproducttoreinforcethisproductequitye.g.aninstrumentdialinaunusualplaceOrtherubberduckonthesideofthebathintheConradHotelStimuliforImageEquity形形象层层面Arethevaluesorattitudesthisbrandownsrelevanttothemarkettoday?品牌所拥拥有的态态度和价价值是否否与今天天的市场场有关？？Doesthebrandleadorfollowtrendssetinthemarketplace?品牌是否否引领或或追随在在市场中中的潮流流？Whofeelsclosesttothebrand-adiscretegroup,orawiderangeofpeople?哪些人与与品牌最最接近？？部分人人群还是是广泛的的人群？？Towhatextentisthebrandpresentedinadistinctivemannercomparedtothecompetition?与竞争品品牌相比比，品牌牌的风格格独特到到哪种程程度？StimuliforImageEquity形形象层层面Isthereastrongideaunderpinningthebrand’’simage?在品牌的的形象背背后，是是否存在在一个很很强的““IDEA”？Towhatextentisthebrand’’sshareofvoiceaninfluenceonitsimagestrength?品牌的““SOV””对品牌强强弱的影影响有多多大？Ifthereisimageweakness,isitbecausethebrandisbeingwronglypresentedornotsupportedintherightway?如果存在在形象上上的弱点点，是因因为品牌牌以错误误的方式式被呈现现，还是是没有以以正确的的方式被被支持？？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涵盖大范范围的家家庭生活活所需，，从母亲亲到高级级成人营营养Umbrellabrandingextendingintomanyaspectsofthecustomer

’slife(unlikeUnilever)品牌扩展展到消费费者生活活的很多多方面Thereforetheabilitytorealisethevalueofthecustomerinportfolioandthroughtime有能力了了解消费费者的价价值StimuliforChannelEquity销销售渠道道方面Doestheexistingmixofdifferentchannelsworktothebestadvantageofthebrand’ssalesandimage?现有的不不同销售售渠道的的组合，，是否否给品牌牌的销售售和形象象带来最最大的好好处Aretherenewpotentialchannelstoexplore?是否有潜潜在的销销售渠道道可以发发展？Withinthecriticalchannels,isthebrandeffectivelydistributedanddisplayed?在重要的的销售渠渠道，品品牌是是否被有有效的铺铺货及展展示？Dosalesforceandchannelactivityworkwelltogether?销售力量量和渠道道活动是是否配合合得很好好？StimuliforChannelEquity销销售渠道道方面Cansalesleadsbetracediftheyaresoldthroughthechannel?销售痕迹迹是否可可以被追追踪到？？Howimportantisthebrandtothechannel,andhowdoestheTradefeelaboutthebrand?本品牌对对销售渠渠道的重重要性如如何？销销售渠道道对品牌牌的意见见如何？？Whatdopotentialcustomersknowaboutwheretofindthebrand,andisitenough?潜在消费费者是否否知道在在哪里可可以买得得到本品品牌？这这是否足足够？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？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？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中心部分是较较战略性的Whatisthebrand’sstrategytowardscurrentusersversusnon-users与非品牌使用用者相比，什什么是品牌针针对目前消费费群的策略？？TheCompassDial

罗盘（指指南针）Aswemoveoutwardstheelementsbecomemoretangible越往外部，元元素变得越来来越可操作Thequalityoftheloyaltyprogramme,thestrengthofthebrandidea忠诚度活动的的质量；品品牌“IDEA”的力度Ontheouterrimarethepointsofcontactthemselves-thephysicalplaceswherethebrandpresentsitselftothecustomer最外面的边缘缘，是与消消费者的接触触点；是品牌牌呈现自己的的物理地点Listofelementsassociatedwitheachequity与每个方面有关的主要元素列表BrandScanHelpsUsDiagnosetheAreasofSicknessintheBrand品牌扫描帮助助我们诊断品品牌的弱点Forexample例如Keycustomerswhomthebrandisnotaddressingproperly品牌没有照顾顾好的主要客客户Wherethebrandneedstobuildstrongerrelationships品牌需要建立立更强关系的的地方Inconsistenciesinthevariouspointsofcontactbetweenthebrandanditscustomers品牌与其消费费者在各个不不同联系点上上的不一致性性UsingtheCompassDial

运用罗罗盘（指南针针）Useitasachecklistoftheanatomyofabrand作为解剖品牌牌的“checklist”Seehowyourbrandstacksupagainstacompetitorbrandineachequity在每一个方面面，你的品牌牌与竞争品牌牌的比较如何何？UsingtheCompassDial

运用罗罗盘（指南针针）Explorewhetherthecreativeideaisleveragedthroughoutthecompassandwhatthescopeisforinterplaybetweentheelements探索创意IDEA是否在罗盘上上得以发挥，，各元素间的的相互影响达达到哪种程度度？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爱尔兰酒吧带带来可信的感感觉，并且吸吸引年轻人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是否品品牌保保持清清晰的的、持持续的的，并并且具具有差异化化的呈呈现VisualWhethertheBrandPresentsaClearConsistentandDifferentiatingPresence是否品品牌保保持清清晰的的、持持续的的，并并且具具有差差异化化的呈呈现GoodwillWhethertheBrandIsEndorsedbyInfl