度品牌管理奥美广告培训

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…执执行……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””，让我们的的品牌在与与消费者的的每一次接接触中都可可以向前发发展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”（通常是是电视））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新的360度品品牌建立立方式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了解消费费者与品品牌的独独特关系系Definingtheareaswherethebrandcanintensifytheimpactithasonpeople’slives确定品牌牌可以增增强其对对人们生生活影响响的接触触点HowWeGetThere

如何何达到？？2FromBrandScantoChallenge从品牌扫扫描到挑挑战WheretheBrand’’sProblemsLie品品牌的的问题在在哪里？？BrandScan品牌扫描描Challenge挑战Equities资资产A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities一个360度的的品牌是是不同内内在相关关的优势势和资产产的组合合Weusesixequitiestolookatabrandinacomprehensiveway我们运用用六个方方面来观观察一个个品牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand就像品牌牌的健康康检查，，我们得得到每个个方面品品牌的优优势和弱弱点Image形象Goodwill商誉Product产品Customer消费者Visual视觉Channel销售渠道ACompositeofSixInterrelatedEquities6个方面资资产的组合TheBrandTeamNeedsToKnowProduct产品Howtheproductperformancesupportsthebrand产品的的表现现如何何支持持品牌牌？Image形象Whetherthebrand’simageisstrongandengaging是否品品牌形形象很很强并并且吸吸引消消费者者？Customer消费者者Howstrongthebrand’scustomerfranchiseis品牌消消费者者的特特权有有多强强？TheBrandTeamNeedsToKnowChannel销售渠渠道Howwellthebrandisleveragedinthetradeenvironment通路环环境对对品牌牌的影影响如如何？？Visual视觉Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否品品牌具具有清清晰、、持续续和差差异化化视觉觉形象象Goodwill商誉Whetherthebrandisendorsedbyinfluencersandthecommunitiesinwhichitlives是否品品牌被被“影影响者者”和和社会会团体体所认认可？？RecognisethisBrand?辨辨认这这个品品牌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””StimuliQuestionsintheShuffleDeck:ProductEquity““扑克牌牌”中的的问题：：产品层层面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形象层面面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销售渠道方方面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、符号等是是否阐述得得够清楚？？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（指南针针）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运用罗盘（指指南针）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，发现它的味味道太苦，不不易接受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是否品牌形