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度思考跨跨越专业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AgreedStructurefora360DegreeAgency（（360度代代理商结构））What360DegreeDoesForUs360度可以为我们们做什么？WhatistheTerritoryofaBrand?

一个个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一个品牌是消消费者所经历历的总和In360Degree

在360度过程程中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必须预见消消费者与品牌牌的每一次接接触机会Youmustcustomizethemessageforeachencounter针对每一次机机会，设计需需要传达的信信息Youarearrangingtheencounterstomakesuretheyenrichthecustomer‘‘soverallexperiencewithabrand设计安排这样样的机会，以以保证可以增增加消费者与与品牌的经验验A360DegreeBrandScrapsandStrawsThatAdduptotheMostValuableAssetaCompanyHas360DegreeBrandStewardship

360度品牌管管家Createsgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers创造伟大的““IDEA”，，让我们的品牌牌在与消费者者的每一次接接触中都可以以向前发展Selectstherichestpointsofcustomerinvolvementonwhichtofocusourefforts选择最有效的的接触点，将将我们的努力力集中在这些些方面360DegreeBrandStewardship360度品品牌管家Improvestherelationshipbetweenclientsandtheircustomers增强客户和消消费者之间的的关系IncreasesClientvalueintermsofmarketshare,profitandshareprice增加客户的市市场份额，利利润和股票价价格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在沙沙砾砾中中筛筛选选出出钻钻石石cutandpolishthemtogiveourbrandstruebrilliance切割割、、打打磨磨，，给给予予我我们们的的品品牌牌真真正正的的光光彩彩Casestoinspireusalongtheway案例例可可以以激激发发我我们们BiggestRecipeforDisaster导导致致灾灾难难的的最最大大因因素素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess丧失对结果果的预见，，沉迷在过过程中间thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms认为仅仅回回答一系列列问题，填填完一些表表格即可让让工作得以以完成OtherRecipesforDisaster

其他他导致灾难难的因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam认为自己个个人作业要要比品牌团团队作业来来得快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives罗列每件事事情，不从从品牌融入入消费者生生活的角度度来考虑优优先顺序Seeing360Degreeascross-sellingorjustcarvingupabudget将360度度看作跨领领域销售或或仅仅作为为瓜分预算算的方法DifferencesBetweenOldFashionedIntegrationand360DegreeBrandThinking360度品牌思考考与整合概概念的差异异性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: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)激发发思思考考和和讨讨论论的的““扑扑克克牌牌””AndtheCompassDialasavisualprompt视觉觉化化工工具具“指南南针针””StimuliQuestionsintheShuffleDeck:ProductEquity““扑克克牌牌””中中的的问问题题：：产产品品层层面面Whatmakesthisproductsuperiortothecompetition?这个个产产品品优优于于竞竞争争品品牌牌的的原原因因有有哪哪些些？？Doestheproductperformanceliveuptoexpectationsinallitsaspects?产品品的的表表现现符符合合在在所所有有方方面面的的期期望望？？Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal?是否否存存在在有有关关这这个个产产品品的的某某些些事事情情，，如如果果大大家家都都知知道道，，可可以以增增加加这这个个产产品品的的吸吸引引力力？？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

例子：：Jaguar是是一个诡异异的品牌Theengineersbuiltbackfeaturesintotheproducttoreinforcethisproductequitye.g.aninstrumentdialinaunusualplaceOrtherubberduckonthesideofthebathintheConradHotelStimuliforImageEquity形形象层面面Arethevaluesorattitudesthisbrandownsrelevanttothemarkettoday?品牌所拥有有的态度和和价值是否否与今天的的市场有关关？Doesthebrandleadorfollowtrendssetinthemarketplace?品牌是否引引领或追随随在市场中中的潮流？？Whofeelsclosesttothebrand-adiscretegroup,orawiderangeofpeople?哪些人与品品牌最接近近？部分人人群还是广广泛的人群群？Towhatextentisthebrandpresentedinadistinctivemannercomparedtothecompetition?与竞争品牌牌相比，品品牌的风格格独特到哪哪种程度？？StimuliforImageEquity形形象层面面Isthereastrongideaunderpinningthebrand’simage?在品牌的形形象背后，，是否存在在一个很强强的“IDEA””？Towhatextentisthebrand’sshareofvoiceaninfluenceonitsimagestrength?品牌的“SOV”对品牌强弱弱的影响有有多大？Ifthereisimageweakness,isitbecausethebrandisbeingwronglypresentedornotsupportedintherightway?如果存在形形象上的弱弱点，是因因为品牌以以错误的方方式被呈现现，还是没没有以正确确的方式被被支持？Example:PondsSkinLighteninginJapanWeigheddownwitha‘‘grandmother’’scoldcream’reputation重负“祖母母的冷霜””的形象Neededtoskipagenerationtorejuvenateimage,andappealdirectlytoanewgroupofyoungwomen需要跳过一一代，让品品牌形象得得以重生。。并且直接接吸引新一一代的年轻轻女性DoubleWhiteskinlighteningcreammadePond’’sonceagainseemaninnovator(afterfollowingthetrendsforageneration)双重美白霜霜让Pond’’s又一次被看看作创新者者StimuliforCustomerEquity消消费者层面面Atwhatpointintheirlives,andforwhatreasons,docustomersstartandstopcomingtothebrand?在生活中的的哪些点？？基于何种种原因？消消费者开始始接触品牌牌或不再接接触本品牌牌？Isthebrandpopularamongstthepeoplewhoshouldbeitsnaturalusers?在品牌的自自然使用者者中，本品品牌是否被被广为接受受？Inlookingfornewcustomers,towhatextentisthebrandtargetingitsbestvolumeopportunity?在寻求新的的消费者时时，品牌目目标达到它它潜力的多多少？Whoismoreimportanttoinfluence,thepurchaseroruserofthisbrand?谁对品牌更更有影响力力？品牌牌使用者还还是品牌的的购买者？？StimuliforCustomerEquity消消费者层面面Whatisthevaluetothebrandofitsbestormostloyalcustomers?品牌忠实消消费者对品品牌的价值值是什么？？Isthebrandover-dependenteitheronitsloyalcustomersoraconstantarrivalofnewusers?是否本品牌牌过分依赖赖于忠实消消费者和新新进消费者者？Isthisbrandgettingitsfairshareofthecustomer’’swallet?是否本品牌牌得到其应应该得到的的份额？Doesthisbrandtreatitsbestcustomersascustomersforlife?是否该品牌牌对待它最最好的消费费者如同生生活中的消消费者？InMostCountriesNestléEnjoysUniqueCustomerEquityAdvantagesLinkedtoItsProductPortfolioArangecoveringawidesetofneedsacrossfamilylifestages,frommotherstobetosenioradultnutrition涵盖大范围围的家庭生生活所需，，从母亲到到高级成人人营养Umbrellabrandingextendingintomanyaspectsofthecustomer

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

销售售渠道方面面Doestheexistingmixofdifferentchannelsworktothebestadvantageofthebrand’ssalesandimage?现有的不同同销售渠道道的组合，，是否给给品牌的销销售和形象象带来最大大的好处Aretherenewpotentialchannelstoexplore?是否有潜在在的销售渠渠道可以发发展？Withinthecriticalchannels,isthebrandeffectivelydistributedanddisplayed?在重要的销销售渠道，，品牌是是否被有效效的铺货及及展示？Dosalesforceandchannelactivityworkwelltogether?销售力量和和渠道活动动是否配合合得很好？？StimuliforChannelEquity

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

视觉方方面Towhatextentisthebrand’slookandfeelalignedtothecorporatevision&valueswhichunderpinthebrand?品牌的外观观和感受与与公司远景景及价值观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？BeforeEnterpriseDevelopedaNewVisualIdentityforHKPost,NameCardsWereAllDifferent香港邮政（（视觉整整合以前））ByContrast,theStrongVisualEquityofAmex相反，美国国运通卡有有很强的视视觉资产StimuliforGoodwillEquity商商誉方面Arethereanysocialtrendswhicharelikelytoincreaseordecreasedemandforthebrandinthefuture?是否存在任任何社会趋趋势，在将将来会影响响到对本品品牌的需求求增减？Arethereanyexternalissueswhichaffectthisbrand,eitherpositivelyornegatively?Cananybecreated?是否有外部部观点会影影响到本品品牌？（（正面的或或负面的观观点）能否否创造这样样的观点？？Whointheworldatlargehasabiginfluenceonthisbrandorthedecision-makingofitsconsumers?谁对这个品品牌有最大大的影响力力？对消费费者购买决决定有影响响力？StimuliforGoodwillEquity商商誉方面Howfavourableisthemediacoveragethisbrandreceives?这个品牌得得到的媒体体方面的照照顾有多好好？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?本品牌是是否是一一个良好好的社会会公民？？Howdothebrand’sownemployeesfeelaboutbeingassociatedwiththebrand?IstheirbehaviouralignedwiththeCEO’’svision?当与本品品牌有联联系时，，品牌牌自己雇雇员的感感受如何何？ExampleFrom:J.NasserSentFriday,November19,19991:41PMToFordEmployeesandothersYesterday,BillFordandIspentmuchofthedaywithagroupofourseniorleadershipdiscussingoneofourkeyareasofcompetitiveadvantage--corporatecitizenshipTraditionally,manyofushaveconsideredcorporatecitizenshipasphilanthropyandvolunteerprograms.Letmeassureyouitismuchmorethanthat.It’saboutwhoweare,whatweofferinthemarketplaceandhowweconductourbusiness.It’’sourreputation…..Expectationsforperformancebylargeglobalcompaniesaremuchgreaterthanever.Itisnolongerenoughforusjusttoproducegoodproductsandemployandtreatpeoplefairly.Weareexpectedtohelpfindsolutionstotheenvironmental,socialandeconomicproblemsfacingtheworldXerox施施乐30minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompanystatementwasontheXeroxwebsiteTheCompassDial

罗盘盘（指南南针）Isavisualprompttohelp360Degreethinking帮助360度思思考的视视觉刺激激Dividedintosixsegments-eachcoveringtheelementsassociatedwithoneofthesixequities分割为6个部分分，每个个部分涵涵盖该部部分的主主要元素素Atthecentretheelementsaremorestrategic中心部分分是较战战略性的的Whatisthebrand’sstrategytowardscurrentusersversusnon-users与非品牌牌使用者者相比，，什么是是品牌针针对目前前消费群群的策略略？TheCompassDial

罗盘盘（指南南针）Aswemoveoutwardstheelementsbecomemoretangible越往外部部，元素素变得越越来越可可操作Thequalityoftheloyaltyprogramme,thestrengthofthebrandidea忠诚度活活动的质质量；品品牌““IDEA”的力度Ontheouterrimarethepointsofcontactthemselves-thephysicalplaceswherethebrandpresentsitselftothecustomer最外面的的边缘，，是与与消费者者的接触触点；是是品牌呈呈现自己己的物理理地点Listofelementsassociatedwitheachequity与每个方方面有关的主主要元素列表表BrandScanHelpsUsDiagnosetheAreasofSicknessintheBrand品牌扫描描帮助我我们诊断断品牌的的弱点Forexample例如Keycustomerswhomthebrandisnotaddressingproperly品牌没有有照顾好好的主要要客户Wherethebrandneedstobuildstrongerrelationships品牌需要要建立更更强关系系的地方方Inconsistenciesinthevariouspointsofcontactbetweenthebrandanditscustomers品牌与其其消费者者在各个个不同联联系点上上的不一一致性UsingtheCompassDial

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

运用用罗盘（（指南针针）Explorewhetherthecreativeideaisleveragedthroughoutthecompassandwhatthescopeisforinterplaybetweentheelements探索创意意IDEA是否在罗罗盘上得得以发挥挥，各元元素间的的相互影影响达到到哪种程程度？Askyourselfwhetheryourbrandhasweaknessesthatneedtobeaddressed-thecompassdialwillnottellyouthesolution.Butitwillpointyoutoadefinitionofwhattheproblemis自问你的的品牌是是否存在在弱点？？罗盘不不会告诉诉你解决决方法，，但可可以帮助助你了解解问题的的所在。。DistillingtheDiscoveryDiscussion将将讨论进进行过滤滤IntoasingleChallenge挑战Thebiggestchallengethebrandfaces品牌所面面临的最大挑战战ImageGoodwillProductCustomerVisualChannelSummarisingaBrandScanDiscussion:GuinnessSingapore

品牌牌扫描小小结（健健力士，，新加坡坡）HowtheProduct’’sPerformanceSupportstheBrand产产品的的表现如如何支持持品牌Product产品PeoplemeasureGuinnessagainstbeer,thereforeareunpleasantlysurprisedbyitsbitterness人们以啤啤酒的标标准来判判断Guinness，发现它的的味道太太苦，不不易接受受WhethertheBrand’sImageIsStrongandEngaging在在哪些些方面品品牌形象象较强Image形象Guinnessisgoodforyoupersistsandisseenasold-fashioned“Guinnessisgoodforyou”有持续性性，但被被认为过过时Seriousdrink-needstolightenuptoinviteyoungerdrinkersintothebrand严肃饮品品需要让让年轻消消费群进进入本品品牌HowStrongtheBrand’sCustomerFranchiseIsCustomerPeoplecomelatetothebrandanoldman’sdrink人们接触触品牌较较晚，是是一个老老年男性性的品牌牌Youngtendtodipinandoutofbrand年轻人如如蜻蜓点点水般尝尝试一下下HowWelltheBrandIsLeveragedintheTradeEnvironmentChannel销售渠道道Focusesonextremes(hawkercentres&Western-stylepubs),leavingmiddlegroundChinesenightspotsunder-leveraged集中在终终端YoungerdrinkerssurprisedifGuinnessisnotavailable-butforgiveoutlet&switchbrands没有“Guinness”年轻人会会很惊讶讶，但会会原谅通通路而转转换品牌牌WhethertheBrandPresentsaClea