度品牌管理教材

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我们全方位位运用Insight...Ideas...Execution...Evaluation洞察…IDEA……执行…评估Webuildthebrandtoitsfullpotential我们将品牌牌建立至极极限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吸收哲学Periodofdebate-keepindividualdisciplines保持持独独立立的的原原则则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增强强客客户户和和消消费费者者之之间间的的关关系系IncreasesClientvalueintermsofmarketshare,profitandshareprice增加加客客户户的的市市场场份份额额，，利利润润和和股股票票价价格格AddsfutureClientvaluebydrivingnewopportunities通过过驱驱动动新新的的机机会会来来增增加加未未来来客客户户价价值值Allowsustobewellpaidforusingourcreativityinthepursuitofthiscause让我我们们得得到到更更好好的的利利润润回回报报Our360DegreeBrandThinking360度度品品牌牌思思考考Cracksthenon-traditionalcustomerinSingaporeGeneratesprofitsfromdreamsinTaipeiMilkssportforallitisworthinThailandSilencesaWhisperwithconfidenceinKoreaMakesmoneyoutofstripteaseinthePhilippinesTurnsanadvertisingpropertyintoapopulistsloganinIndonesiaDiscoversthepowerofselfdiscoveryinChinaIntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten最初初的的广广告告是是写写在在报报纸纸上上的的平平面面广广告告AlongCameTVWhichWorkedtotheSameBasicShape伴随随电电视视的的诞诞生生，，广广告告工工作作仍仍然然保保持持基基本本形形状状SoHeadsStartedtoBecometheSameShape因因此此，，头头脑脑也也逐逐渐渐变变成成同同样样的的形形状状ToFittheBriefsWhichWeretheSameShape-SquarePegsIntoSquareHoles以以适适应应同同样样形形状状的的广广告告简简报报SoAdmanLookedLikeThis所所以以，，广广告告人人看看起起来来都都是是这这个个样样子子的的ThenAlongCameSomeOtherSortsofBriefs随着着其其他他类类型型简简报报的的产产生生Direct直效效行行销销PublicRelations公共共关关系系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以以前的整合合Eachdisciplinesitsinasilo每个专业都坐坐在井里面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略在主导专专业中发展（（通常是广告告）Theleaddisciplinedevelopsitsidea(usuallytelevision)主导专业发展展它的“IDEA”（（通常是电视））Otherdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline)其他专业在既既定的“IDEA”下，被要求求根据它发展展统一的外观观和感受（通通常离最后期期限很接近））What’sChanged引引起哪些变化化？Risingcostoftelevision抬高电视的费费用Mediafragmentation媒介破碎分离离Newmedia-Internet,cable,videoondemand新媒体的诞生生互互联网、有线线电视、点播播录像Importanceofendorsement背书的重要性性Searchforbettervaluefrombrandspending在品牌投资中中寻求更好的的价值WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking为实行360品牌思考，，我们需要改改变我们头脑脑的形状?TheNew360DegreeBrandingApproach

新的360度品牌建建立方式WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandisanchoredintheBrandPrint开始即以品牌牌团队进行工工作，在一个个原则下进行行思考多样的方法法，以品牌写写真为依据ComeupwithabigIdea产出一个“BIGIDEA”Chosepointsofcontacttointensifytheinvolvementofthebrandinpeople’’slives选择接触点，，加强品牌在在人们生活中中的融入度TheNew360DegreeBrandingApproach

新的360度品牌建建立方式EnsureinterplaybetweenallexecutionalelementstobringtheBrandIdeaalivewhether确保所有可执执行元素间的的相互影响，，以使品牌牌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?什什么么是它它的资资产？？UnusuallythisBrandwasbuiltwithnoadvertisingsupport通常这个品牌没有广告的支持HealthCheck:AmexversusDinersinHongKongAmex和和Diners品品牌健健康检检查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealthCheck:AmexversusHSBCVisainHongKongAmex和和HSBC品品牌牌健康康检查查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelNotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities只有当当我们们了解解品牌牌在6个方方面的的强、、弱Canwestarttodeterminewhatthebrandcoulddotobestronger我们才才能决决定做做些什什么可可以让让品牌牌变得得更强强大AndcanwedefinetheChallengefacingthebrand我们才才能确确定品品牌面面临的的挑战战Equities资资产产Equitiesarenotdisguisesforgroupcompaniesorcommunicationdisciplines资产不不是一一群公公司或或多种种传播播方法法的伪伪装However,differentdisciplinesclearlyhavemoreimpactonsomeequitiesthanonothers然而，，不同同的方方法在在某些些资产产方面面会比比其他他的方方法更更有影影响力力WhatWeUsetoHelpDiscovery我我们运运用什什么来来帮助助发掘掘？Thebackgroundofourbasicknowledgeandhomeworkaboutthebrand我们的的基本本知识识背景景和关关于品品牌的的功课课AfacilitatedmeetingoftheBrandTeamincludingMindShare具有促促进作作用的的品牌牌团队队会议议（包包括传传立））Stimuliselectedfromashuffledeckofquestionsacrosstheequitiestoprovokethinkingandfocusdiscussion(itdoesnotmatterwhichequitywestartthediscussionwith)激发思思考和和讨论论的““扑克克牌””AndtheCompassDialasavisualprompt视觉化化工具具“指南针针”StimuliQuestionsintheShuffleDeck:ProductEquity““扑克牌牌”中中的问问题：：产品品层面面Whatmakesthisproductsuperiortothecompetition?这个产产品优优于竞竞争品品牌的的原因因有哪哪些？？Doestheproductperformanceliveuptoexpectationsinallitsaspects?产品的的表现现符合合在所所有方方面的的期望望？Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal?是否存存在有有关这这个产产品的的某些些事情情，如如果大大家都都知道道，可可以增增加这这个产产品的的吸引引力？？StimuliQuestionsintheShuffleDeck:ProductEquity“扑克牌牌”中中的问问题：：产品品层面面Doesthisproducthavetheoptimumprice-valueequation?是否这这个产产品具具有最最佳的的价格格--价值值比？？Ifthereisarangeofproducts,howdotheyclarifyorconfusetheproposition?如果有有一系系列产产品，，他们们是否否让主主张变变得更更清晰晰或者者更混混乱？？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涵盖大大范围围的家家庭生生活所所需，，从母母亲到到高级级成人人营养养Umbrellabrandingextendingintomanyaspectsofthecustomer’’slife(unlikeUnilever)品牌扩扩展到到消费费者生生活的的很多多方面面Thereforetheabilitytorealisethevalueofthecustomerinportfolioandthroughtime有能力力了解解消费费者的的价值值StimuliforChannelEquity销销售售渠道道方面面Doestheexistingmixofdifferentchannelsworktothebestadvantageofthebrand’ssalesandimage?现有的的不同同销售售渠道道的组组合，，是是否给给品牌牌的销销售和和形象象带来来最大大的好好处Aretherenewpotentialchannelstoexplore?是否有有潜在在的销销售渠渠道可可以发发展？？Withinthecriticalchannels,isthebrandeffectivelydistributedanddisplayed?在重要要的销销售渠渠道，，品品牌是是否被被有效效的铺铺货及及展示示？Dosalesforceandchannelactivityworkwelltogether?销售售力力量量和和渠渠道道活活动动是是否否配配合合得得很很好好？？StimuliforChannelEquity销销售售渠渠道道方方面面Cansalesleadsbetracediftheyaresoldthroughthechannel?销售售痕痕迹迹是是否否可可以以被被追追踪踪到到？？Howimportantisthebrandtothechannel,andhowdoestheTradefeelaboutthebrand?本品品牌牌对对销销售售渠渠道道的的重重要要性性如如何何？？销销售售渠渠道道对对品品牌牌的的意意见见如如何何？？Whatdopotentialcustomersknowaboutwheretofindthebrand,andisitenough?潜在在消消费费者者是是否否知知道道在在哪哪里里可可以以买买得得到到本本品品牌牌？？这这是是否否足足够够？？AreBusinessPartnersworkingtothebestadvantageofthebrand?商业业伙伙伴伴是是否否给给本本品品牌牌最最大大的的益益处处？？Howeffectivelydoesafter-salesservicesupportthebrand?售后后服服务务如如何何有有效效地地支支持持本本品品牌牌？？AmexCanshowrelativelyweaknessinchannelequityStimuliforVisualEquity视视觉觉方方面面Towhatextentisthebrand’’slookandfeelalignedtothecorporatevision&valueswhichunderpinthebrand?品牌牌的的外外观观和和感感受受与与公公司司远远景景及及价价值值观观的的紧紧密密程程度度如如何何？？Istherelationshipbetweencorporateandproductbrandsworkingoptimally?公司司品品牌牌与与产产品品品品牌牌之之间间融融合合得得是是否否最最好好？Lookingattheproductbrand,howwellarticulatedarecolours,logos,symbolsassociatedwiththebrand?与品品牌牌有有关关的的色色彩彩、、logo、、符号号等等是是否否阐阐述述得得够够清清楚楚？？Doallthevisualaspectsofthebrandgiveacontemporaryfeel?Oracategory-leadingimpression?品牌牌所所有有的的视视觉觉方方面面是是否否有有当当今今的的感感觉觉？？或或者者是是否否觉觉得得有有一一个个品品类类领领导导者者的的感感觉觉？？StimuliforVisualEquity视视觉觉方方面面Isthebrandpresenteverywhereintheoutsideworld?本品品牌牌在在外外部部世世界界是是否否得得可可以以看看得得见见？？Howstrongisthevisualimpactofthebrandinstore?品牌牌在在店店头头的的视视觉觉冲冲击击力力有有多多强强？？Towhatdegreearealltheaspectsofthebrand’’svisualpresenceconsistentwitheachother?品牌牌视视觉觉各各个个方方面面的的一一致致性性如如何何？？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?这个品牌牌得到的的媒体方方面的照照顾有多多好？Howdoprofessionalexpertsfeelaboutrecommendingthebrandtoothers?专家在推推荐这个个品牌时时的感受受如何？？Doesthebrandpubliclyliveuptoitspromises?是否这个个品牌符符合它的的承诺？？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-