度品牌管理 二

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，，应该坐在一一起TheBrandP&L品牌损益Shareofclienttarget分享客户的目目标AP&Lwhichreportshorizontally垂直报告的损损益Jobstrackedatanindividuallevel工作遵循独立立的层面Incomedistributedandprofitdistributedprorataversushoursspent收入和利润根根据时间花费费进行分配Finance,AdminandITpartnersHeadHeadHeadHeadHeadHEADOFCOUNTRYMulti-disciplinaryBrandTeamsConsultingIMAGINEERSAdvSalesPromotionOnePublicRelationsIdentityCREATIVEBrandP&L品牌损益CountryP&L地区损益益AgreedStructurefora360DegreeAgency（360度代代理商结结构）What360DegreeDoesForUs360度可以为为我们做做什么？？WhatistheTerritoryofaBrand?一一个品品牌的版版图是什什么？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一个品牌牌是消费费者所经经历的总总和In360Degree

在360度度过程中中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必须预预见消费费者与品品牌的每每一次接接触机会会Youmustcustomizethemessageforeachencounter针对每一一次机会会，设计计需要传传达的信信息Youarearrangingtheencounterstomakesuretheyenrichthecustomer‘soverallexperiencewithabrand设计安排排这样的的机会，，以保证证可以增增加消费费者与品品牌的经经验A360DegreeBrandScrapsandStrawsThatAdduptotheMostValuableAssetaCompanyHas360DegreeBrandStewardship

360度品品牌管家家Createsgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers创造伟大大的“IDEA”，让我们的的品牌在在与消费费者的每每一次接接触中都都可以向向前发展展Selectstherichestpointsofcustomerinvolvementonwhichtofocusourefforts选择最有有效的接接触点，，将我们们的努力力集中在在这些方方面360DegreeBrandStewardship360度品牌牌管家Improvestherelationshipbetweenclientsandtheircustomers增强客户户和消费费者之间间的关系系IncreasesClientvalueintermsofmarketshare,profitandshareprice增加客户户的市场场份额，，利润和和股票价价格AddsfutureClientvaluebydrivingnewopportunities通过驱动动新的机机会来增增加未来来客户价价值Allowsustobewellpaidforusingourcreativityinthepursuitofthiscause让我们得得到更好好的利润润回报Our360DegreeBrandThinking360度度品牌思思考Cracksthenon-traditionalcustomerinSingaporeGeneratesprofitsfromdreamsinTaipeiMilkssportforallitisworthinThailandSilencesaWhisperwithconfidenceinKoreaMakesmoneyoutofstripteaseinthePhilippinesTurnsanadvertisingpropertyintoapopulistsloganinIndonesiaDiscoversthepowerofselfdiscoveryinChinaIntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten最初的广广告是写写在报纸纸上的平平面广告告AlongCameTVWhichWorkedtotheSameBasicShape伴随电视视的诞生生，广告告工作仍仍然保持持基本形形状SoHeadsStartedtoBecometheSameShape因因此，头头脑也逐逐渐变成成同样的的形状ToFittheBriefsWhichWeretheSameShape-SquarePegsIntoSquareHoles以以适应应同样形形状的广广告简报报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，无无论single,dualormultipledisciplinesareused是否运用用到单一一、双重重还是多多元的专专业Ogilvycompaniesdeliveralltheexecutionsornot是否所有有的执行行工作都都由奥美美的公司司完成Thebestchanceofbeing360Degreeiswhenyouhaveaverystrongidea.Ifit’’sstrong,itwillstarttohappennaturally“成为360度度的最大大机会是是当你有有一个很很强的IDEA，如果IDEA够强，它它会很很自然成成为360度度。”ShellyLazarusToGoAlongWithOurNewHeadsWeNeed为为了配合合我们的的新头脑脑，我们们需要：：Stimulitoprovokenewthinking激发新思思维的工工具Newwaysofworkingtogetherthat新的协作作方式usethefullresourcesoftheBrandTeam运用品牌牌团队的的所有资资源avoidwheel-spinningandduplicationofeffort避免重复复劳动maximiseourcreativity最大化我我们的创创造力ToGoAlongWithOurNewHeadsWeNeed为为了配合合我们的的新头脑脑，我们们需要：：Practicetoensurewecan锻炼可以以保证我我们picktheroughdiamondsfromtherivergravel在沙砾中中筛选出出钻石cutandpolishthemtogiveourbrandstruebrilliance切割、打打磨，给给予我们们的品牌牌真正的的光彩Casestoinspireusalongtheway案例可以以激发我我们BiggestRecipeforDisaster导导致灾灾难的最最大因素素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess丧失对结结果的预预见，沉沉迷在过过程中间间thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms认为仅仅仅回答一一系列问问题，填填完一些些表格即即可让工工作得以以完成OtherRecipesforDisaster其其他导致致灾难的的因素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确定品牌可可以增强其其对人们生生活影响的的接触点HowWeGetThere如如何达到到？2FromBrandScantoChallenge从品牌扫描描到挑战WheretheBrand’sProblemsLie

品牌牌的问题在在哪里？BrandScan品牌扫描Challenge挑战Equities资资产A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities一个360度的品牌牌是不同内内在相关的的优势和资资产的组合合Weusesixequitiestolookatabrandinacomprehensiveway我们运用六六个方面来来观察一个个品牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand就像品牌的的健康检查查，我们得得到每个方方面品牌的的优势和弱弱点Image形象Goodwill商誉Product产品Customer消费者Visual视觉Channel销售渠道ACompositeofSixInterrelatedEquities6个方面面资产的组组合TheBrandTeamNeedsToKnowProduct产品Howtheproductperformancesupportsthebrand产品的表现现如何支持持品牌？Image形象Whetherthebrand’simageisstrongandengaging是否品牌形形象很强并并且吸引消消费者？Customer消费者Howstrongthebrand’scustomerfranchiseis品牌消费者者的特权有有多强？TheBrandTeamNeedsToKnowChannel销售渠道Howwellthebrandisleveragedinthetradeenvironment通路环境对对品牌的影影响如何？？Visual视觉Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否品牌具具有清晰、、持续和差差异化视觉觉形象Goodwill商誉Whetherthebrandisendorsedbyinfluencersandthecommunitiesinwhichitlives是否品牌被被“影响者者”和社会会团体所认认可？RecognisethisBrand?

辨认这这个品牌WhatAreItsEquities?

什么么是它的资资产？UnusuallythisBrandwasbuiltwithnoadvertisingsupport通常这个品牌没有广告的支持HealthCheck:AmexversusDinersinHongKong

Amex和Diners品品牌健康检检查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealthCheck:AmexversusHSBCVisainHongKongAmex和HSBC品品牌健康康检查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelNotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities只有当我们们了解品牌牌在6个方方面的强、、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我们才能确确定品牌面面临的挑战战Equities资资产Equitiesarenotdisguisesforgroupcompaniesorcommunicationdisciplines资产不是一一群公司或或多种传播播方法的伪伪装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?如果你可以自自由发挥，是是否有任何何你希望改变变的方面，（（包括：设计计、尺寸等）），让这个产产品更具吸引引力？Example:JaguarIsaQuirkyBrand

例子子：Jaguar是一一个诡异的品品牌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?哪些人与品牌牌最接近？部部分人群还是是广泛的人群群？Towhatextentisthebrandpresentedinadistinctivemannercomparedtothecompetition?与竞争品牌相相比，品牌的的风格独特到到哪种程度？？StimuliforImageEquity形形象层面Isthereastrongideaunderpinningthebrand’’simage?在品牌的形象象背后，是否否存在一个很很强的“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?商业伙伴伴是否给给本品牌牌最大的的益处？？Howeffectivelydoesafter-salesservicesupportthebrand?售后服务务如何有有效地支支持本品品牌？AmexCanshowrelativelyweaknessinchannelequityStimuliforVisualEquity

视觉觉方面Towhatextentisthebrand’’slookandfeelalignedtothecorporatevision&valueswhichunderpinthebrand?品牌的外外观和感感受与公公司远景景及价值值观的紧紧密程度度如何？？Istherelationshipbetweencorporateandproductbrandsworkingoptimally?公司品牌牌与产品品品牌之之间融合合得是否否最好？Lookingattheproductbrand,howwellarticulatedarecolours,logos,symbolsassociatedwiththebrand?与品牌有有关的色色彩、logo、符号等是是否阐述述得够清清楚？Doallthevisualaspectsofthebrandgiveacontemporaryfeel?Oracategory-leadingimpression?品牌所有有的视觉觉方面是是否有当当今的感感觉？或或者是否否觉得有有一个品品类领导导者的感感觉？StimuliforVisualEquity

视觉觉方面Isthebrandpresenteverywhereintheoutsideworld?本品牌在在外部世世界是否否得可以以看得见见？Howstrongisthevisualimpactofthebrandinstore?品牌在店店头的视视觉冲击击力有多多强？Towhatdegreearealltheaspectsofthebrand’svisualpresenceconsistentwitheachother?品牌视觉觉各个方方面的一一致性如如何？BeforeEnterpriseDevelopedaNewVisualIdentityforHKPost,NameCardsWereAllDifferent香港邮政政（视视觉整合合以前））ByContrast,theStrongVisualEquityofAmex相反，美美国运通通卡有很很强的视视觉资产产StimuliforGoodwillEquity商商誉方方面Arethereanysocialtrendswhicharelikelytoincreaseordecreasedemandforthebrandinthefuture?是否存在在任何社社会趋势势，在将将来会影影响到对对本品牌牌的需求求增减？？Arethereanyexternalissueswhichaffectthisbrand,eitherpositivelyornegatively?Cananybecreated?是否有外外部观点点会影响响到本品品牌？（（正面面的或负负面的观观点）能能否创造造这样的的观点？？Whointheworldatlargehasabiginfluenceonthisbrandorthedecision-makingofitsconsumers?谁对这个个品牌有有最大的的影响力力？对消消费者购购买决定定有影响响力？StimuliforGoodwillEquity商商誉方方面Howfavourableisthemediacoveragethisbrandreceives?这个品牌牌得到的的媒体方方面的照照顾有多多好？Howdoprofessionalexpertsfeelaboutrecommendingthebrandtoothers?专家在推荐荐这个品牌牌时的感受受如何？Doesthebrandpubliclyliveuptoitspromises?是否这个品品牌符合它它的承诺？？Isthebrandagoodcitizenofthecommunity?本品牌是否否是一个良良好的社会会公民？Howdothebrand’’sownemployeesfeelaboutbeingassociatedwiththebrand?IstheirbehaviouralignedwiththeCEO’svision?当与本品牌牌有联系时时，品牌牌自己雇员员的感受如如何？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严肃肃饮饮品品需需要要让让年年轻轻消消费费群群进进入入本本品品牌牌HowStrongtheBrand’’sCustomerFranchiseIsCustomerPeoplecomelatetothebrandanoldman’’sdrink人们们接接触触品品牌牌较较晚晚，，是是一一个个老老年年男男性性的的品品牌牌Youngtendtodipinandoutofbrand年轻轻人人如如蜻蜻蜓蜓点点水水般般尝尝试试一一下下HowWelltheBrandIsLeveragedintheTradeEnvironmentChannel销售售渠渠道道Focusesonextremes(hawkercentres&Western-stylepubs),leavingmiddlegroundChinesenightspotsunder-leveraged集中中在在终终端端YoungerdrinkerssurprisedifGuinnessisnotavailable-butforgiveoutlet&switchbrands没有有““Guinness””年轻轻人人会会很很惊惊讶讶，，但但会会原原谅谅通通路路而而转转换换品品牌牌WhethertheBrandPresentsaClearConsistentandDifferentiatingPresenceVisual视觉觉Blacknessisvisiblydifferent,strikingandsignifiesmasculinity黑色色是是视视觉觉差差异异，，意意味味着着男男性性In-barsignageisdusty酒吧吧内内的的象象征征是是灰灰尘尘WhethertheBrandIsEndorsedbyInfluencersandtheCommunitiesinWhichItLivesGoodwill商誉誉Campaignapproachirreverent,butdoesn’’tdomuchforthecommunityatlarge广告告方方式式有有点点叛叛逆逆、、不不尊尊重重的的感感觉觉，，但但并并没没有有太太过过分分ButawarenessofIrishpubsintroducesan‘‘authentic’’feelwhichappealstotheyoung爱尔尔兰兰酒酒吧吧带带来来可可信信的的感感觉觉，，并并且且吸吸引引年年轻轻人人ImageWhethe