度品牌管理推荐

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尝试试如如何何共共同同协协作作Gainsonkeyaccounts来自自重重要要客客户户的的经经验验AmexbusinesspartnershipAmex商业业伙伙伴伴IBMincreaseshareofclienttotalbudget(keymeasure)AdverOnetoPublicDesign/Media-tisingOneRelationsIdentityPromotionBuyingAustralia••••••Bangladesh••China••••••••••HongKong••••••••••••India••••••••••••Indonesia••••••••••••Japan••••Malaysia••••••••••••NewZealand••••••••Pakistan••••Philippines••••••••Singapore••••••••••••SouthKorea••••••••SriLanka••••Taiwan••••••••••••Thailand••••••••••Vietnam••OgilvyResourcesinAsiaPacific奥奥美美在在亚亚太太区区的的资资源源StructuralandAttitudinalObstaclestoImplementing360DegreeBranding实行行360度度品品牌牌管管理理的的障障碍碍Threetoolstohelpremovetheobstacles三个个帮帮助助消消除除障障碍碍的的工工具具Changedstructure改变变的的结结构构BrandTeams品牌牌团团队队BrandProfit&Loss(P&L)品牌牌损损益益CREATIVE（创意意））Adv广告告Finance,AdminandITpartners（（财务务、、行行政政、、IT部门门））SalesPromotion销售售推推广广Head主管管Head主管管Head主管管Head主管管One直效效行行销销PublicRelations公共共关关系系Identity视觉觉设设计计Head主管管HEADOFCOUNTRY（地区区主主管管））IMAGINEERSMulti-disciplinaryBrandTeams

多元化品牌团队ConsultingAgreedStructurefora360DegreeAgency（（360度度代代理理商商的的结结构构））TheBrandTeam品品牌牌团团队队Aleaderwholeads一个个品品牌牌领领导导者者Teammemberswhoconnect接触触紧紧密密的的成成员员Sittingtogether,ideally理想想状状况况下下，，应应该该坐坐在在一一起起TheBrandP&L品牌牌损损益益Shareofclienttarget分享享客客户户的的目目标标AP&Lwhichreportshorizontally垂直直报报告告的的损损益益Jobstrackedatanindividuallevel工作作遵遵循循独独立立的的层层面面Incomedistributedandprofitdistributedprorataversushoursspent收入入和和利利润润根根据据时时间间花花费费进进行行分分配配Finance,AdminandITpartnersHeadHeadHeadHeadHeadHEADOFCOUNTRYMulti-disciplinaryBrandTeamsConsultingIMAGINEERSAdvSalesPromotionOnePublicRelationsIdentityCREATIVEBrandP&L品牌损益CountryP&L地区区损损益益AgreedStructurefora360DegreeAgency（（360度度代代理理商商结结构构））What360DegreeDoesForUs360度可可以以为为我我们们做做什什么么？？WhatistheTerritoryofaBrand?一一个个品品牌牌的的版版图图是是什什么么？？Sixincheswide6英寸寸宽宽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一个个品品牌牌是是消消费费者者所所经经历历的的总总和和In360Degree在在360度度过过程程中中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必必须须预预见见消消费费者者与与品品牌牌的的每每一一次次接接触触机机会会Youmustcustomizethemessageforeachencounter针对每每一次次机会会，设设计需需要传传达的的信息息Youarearrangingtheencounterstomakesuretheyenrichthecustomer‘‘soverallexperiencewithabrand设计安安排这这样的的机会会，以以保证证可以以增加加消费费者与与品牌牌的经经验A360DegreeBrandScrapsandStrawsThatAdduptotheMostValuableAssetaCompanyHas360DegreeBrandStewardship360度度品牌牌管家家Createsgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers创造伟伟大的的“IDEA””，让我们们的品品牌在在与消消费者者的每每一次次接触触中都都可以以向前前发展展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，，广告人看看起来都是是这个样子子的ThenAlongCameSomeOtherSortsofBriefs随着其他类类型简报的的产生Direct直效行销PublicRelations公共关系SoDifferentShapedHeadsWereRequired导致对不同同形状头脑脑的需求ToMakeuptheFullOrchestraofDisciplines为为建立整整个管弦乐乐队SpecialisationCanCreateWalls&Silos专专业化创造造墙和井Silo?

井？Alargetowerforthestorageofgrainorcement一个储藏谷谷物或水泥泥的塔形建建筑Nowindowstolookinoroutof没有窗可以以从里面看看到外面或从里面看看到外面PlusOtherSortsofBriefs

加上上其他类型型的简报OldIntegration以以前的整合合Eachdisciplinesitsinasilo每个专业都都坐在井里里面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略在主导导专业中发发展（通常常是广告））Theleaddisciplinedevelopsitsidea(usuallytelevision)主导专业发发展它的““IDEA””（通常是电视视）Otherdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline)其他专业在在既定的““IDEA””下，被要要求根据它它发展统一一的外观和和感受（通通常离最后后期限很接接近）What’’sChanged引引起起哪哪些些变变化化？？Risingcostoftelevision抬高高电电视视的的费费用用Mediafragmentation媒介介破破碎碎分分离离Newmedia-Internet,cable,videoondemand新媒媒体体的的诞诞生生----互互联联网网、、有有线线电电视视、、点点播播录录像像Importanceofendorsement背书书的的重重要要性性Searchforbettervaluefrombrandspending在品品牌牌投投资资中中寻寻求求更更好好的的价价值值WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking为实实行行360品品牌牌思思考考，，我我们们需需要要改改变变我我们们头头脑脑的的形形状状?TheNew360DegreeBrandingApproach新新的的360度度品品牌牌建建立立方方式式WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandisanchoredintheBrandPrint开始始即即以以品品牌牌团团队队进进行行工工作作，，在在一一个个原原则则下下进进行行思思考考--------多多样样的的方方法法，，以以品品牌牌写写真真为为依依据据ComeupwithabigIdea产出出一一个个““BIGIDEA””Chosepointsofcontacttointensifytheinvolvementofthebrandinpeople’’slives选择择接接触触点点，，加加强强品品牌牌在在人人们们生生活活中中的的融融入入度度TheNew360DegreeBrandingApproach新新的的360度度品品牌牌建建立立方方式式EnsureinterplaybetweenallexecutionalelementstobringtheBrandIdeaalivewhether确保保所所有有可可执执行行元元素素间间的的相相互互影影响响，，以以使使品品牌牌IDEA诞生生，，无无论论single,dualormultipledisciplinesareused是否否运运用用到到单单一一、、双双重重还还是是多多元元的的专专业业Ogilvycompaniesdeliveralltheexecutionsornot是否否所所有有的的执执行行工工作作都都由由奥奥美美的的公公司司完完成成Thebestchanceofbeing360Degreeiswhenyouhaveaverystrongidea.Ifit’’sstrong,itwillstarttohappennaturally“成成为为360度度的的最最大大机机会会是是当当你你有有一一个个很很强强的的IDEA，，如果果IDEA够强强，，它它会会很很自自然然成成为为360度度。。””ShellyLazarusToGoAlongWithOurNewHeadsWeNeed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：：Stimulitoprovokenewthinking激发发新新思思维维的的工工具具Newwaysofworkingtogetherthat新的的协协作作方方式式usethefullresourcesoftheBrandTeam运用用品品牌牌团团队队的的所所有有资资源源avoidwheel-spinningandduplicationofeffort避免免重重复复劳劳动动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锻炼炼可可以以保保证证我我们们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丧失失对对结结果果的的预预见见，，沉沉迷迷在在过过程程中中间间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描述品牌的DNAChallenge挑战BrandPrint品牌写真BrandWorld品牌世界Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact创造一个世界界，让品牌和和它的消费者者之间在各个个不同接触点点的相互影响响达到最大化化WhatWeNeedIdeaBrandAudit品牌检验BrandScan品牌扫描Pointsofcontact接触点Gathering,orderingandinterpretinginformationaboutthebrandina360Degreeway从360度的的角度，收集集、整理、解解释关于品牌牌的各种讯息息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，不同同的方法在在某些资产产方面会比比其他的方方法更有影影响力WhatWeUsetoHelpDiscovery

我们运运用什么来来帮助发掘掘？Thebackgroundofourbasicknowledgeandhomeworkaboutthebrand我们的基本本知识背景景和关于品品牌的功课课AfacilitatedmeetingoftheBrandTeamincludingMindShare具有促进作作用的品牌牌团队会议议（包括传传立）Stimuliselectedfromashuffledeckofquestionsacrosstheequitiestoprovokethinkingandfocusdiscussion(itdoesnotmatterwhichequitywestartthediscussionwith)激发思考和和讨论的““扑克牌””AndtheCompassDialasavisualprompt视觉化工具具“指南针”StimuliQuestionsintheShuffleDeck:ProductEquity

“扑克牌”中中的问题：：产品层面面Whatmakesthisproductsuperiortothecompetition?这个产品优优于竞争品品牌的原因因有哪些？？Doestheproductperformanceliveuptoexpectationsinallitsaspects?产品的表现现符合在所所有方面的的期望？Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal?是否存在有有关这个产产品的某些些事情，如如果大家都都知道，可可以增加这这个产品的的吸引力？？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