308奧美-360度品牌管理內培訓

1360DegreesBrandCascadeJune30th-July1stShanghaiDoYouFeelThatYouAre…….

你是是否覺得得你是……...Intherightindustry?在一個正正確的行行業(yè)工作作?Withtherightagency?在一個正正確的公公司工作作?Attherighttime?在正確的的時間?360DegreeBrandingisaterrificopportunityforourbrands,ourclients&forourselves對品牌、、客戶和和我們自自己而言言，360度度品牌管管理是一一個巨大大的機會會IndividualPre-sessionExercise:FramingtheAgenda個個人練練習：Basedonwhatyouknownowabout360DegreeBranding,writedownonthecardwhatyoubelievetobethethreekeyissuesweneedtoaddresstobesuccessful基于你對對360度品牌牌管理的的了解，，在卡片片上寫下下你認為為帶來成成功的三三個主要要觀點Anissueissomethingwehavetodosomethingabout觀點是一一些我們們必須要要做的事事情,它它包含含Anopportunity機會Aproblem問題Abalanceweneedtomakebetweentwoormorethings在幾件事事情之間間我們需需要做的的平衡Agenda議議程Introduction-thewhyandthewhat為什么會會有360度，，什么是是360度TheHow-fourpartsof360thinking如何運用用（360度度思考的的四個部部分）Challenge挑戰(zhàn)BrandPrint品牌寫真真Idea想法BrandWorld品牌世界界Why360DegreeBranding?為什么產產生360度品品牌管理理？WorldwideTaskForceReport:TwoYearsAgoWeoperateinsilos我們在井井中作業(yè)業(yè)Ourbusinessisbeingpusheddownstream我們的事事業(yè)正走走向下游游ManagementconsultancythreatwithCEOlevelcontacts管理顧問問公司威威脅到CEO層面的接接觸Recommendation建議Focustheagencyon360DegreeBrandingasawayofaddingvalueandgettingbackupstream將公司集集中到360度度品牌思思考,以以增加加我們的的價值,讓事事業(yè)重新新走向上上游DirectrelatedtonewdistributionHighendPRCEOBrandManager品牌經理理MarketingDirector行銷總監(jiān)監(jiān)Strategic策略的Operational運作的Tactical戰(zhàn)術的DirectAdvertisingSalesPromotionLowendPRNeeds需求Weareintheknowledgebusiness我們處在在一個需需要知識識的行業(yè)業(yè)Weneedmoreknowledge我們需要要更多的的知識Weareintheideasbusiness我們處在在一個需需要想法法的行業(yè)業(yè)Weneedmoreideas我們需需要更更多的的想法法Weareinthebrandbusiness我們處處在一一個建建立品品牌的的行業(yè)業(yè)Weneedmoreinfluenceonthetotalbrand我們需需要在在整個個品牌牌上有有更多多的影影響力力WhatSortofCompanyDoWeWanttoBe?我們希希望成成為一一個怎怎樣的的公司司？TheUnlimitedBrandCompany無限品品牌公公司UnlimitedWecrossdisciplinesina360Degreeway通過360度思思考跨跨越專專業(yè)Wecrossborders跨越邊邊界Wechallengebarriers挑戰(zhàn)障障礙Wetakeitallthewaythrough我們全全方位位運用用Insight...Ideas...Execution...Evaluation洞察……IDEA……執(zhí)行行…評估估Webuildthebrandtoitsfullpotential我們將將品牌牌建立立至極極限Imagineallcommunicationsreflectingthesamedeepinsight試想一下,所有的傳播都反映到相同深度的洞察Imagineallmediacontributingtothecampaignasawhole試想一下,所有媒介都整體貢獻在傳播活動上SinceThatInitialTaskForce:WorldwideAbsorbphilosophy吸收哲哲學Periodofdebate-keepindividualdisciplines保持獨獨立的的原則則Experimentsonhowtoworktogetherdifferently嘗試如如何共共同協(xié)協(xié)作Gainsonkeyaccounts來自重重要客客戶的的經驗驗AmexbusinesspartnershipAmex商業(yè)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奧奧美美在亞亞太區(qū)區(qū)的資資源StructuralandAttitudinalObstaclestoImplementing360DegreeBranding實行360度品品牌管管理的的障礙礙Threetoolstohelpremovetheobstacles三個幫幫助消消除障障礙的的工具具Changedstructure改變的的結構構BrandTeams品牌團團隊BrandProfit&Loss(P&L)品牌損損益CREATIVE（創(chuàng)意））Adv廣告Finance,AdminandITpartners（（財務、、行政政、IT部門））SalesPromotion銷售推推廣Head主管Head主管Head主管Head主管One直效行行銷PublicRelations公共關關系Identity視覺設設計Head主管HEADOFCOUNTRY（地區(qū)主主管））IMAGINEERSMulti-disciplinaryBrandTeams

多元化品牌團隊ConsultingAgreedStructurefora360DegreeAgency（（360度度代理理商的的結構構）TheBrandTeam品品牌牌團隊隊Aleaderwholeads一個品品牌領領導者者Teammemberswhoconnect接觸緊緊密的的成員員Sittingtogether,ideally理想狀狀況下下，應應該坐坐在一一起TheBrandP&L品牌損損益Shareofclienttarget分享客客戶的的目標標AP&Lwhichreportshorizontally垂直報報告的的損益益Jobstrackedatanindividuallevel工作遵遵循獨獨立的的層面面Incomedistributedandprofitdistributedprorataversushoursspent收入和利潤潤根據(jù)時間間花費進行行分配Finance,AdminandITpartnersHeadHeadHeadHeadHeadHEADOFCOUNTRYMulti-disciplinaryBrandTeamsConsultingIMAGINEERSAdvSalesPromotionOnePublicRelationsIdentityCREATIVEBrandP&L品牌損益CountryP&L地區(qū)損益AgreedStructurefora360DegreeAgency（（360度度代理商結結構）What360DegreeDoesForUs360度可以為我我們做什么么？WhatistheTerritoryofaBrand?

一個品品牌的版圖圖是什么？？Sixincheswide6英寸寬GreyandwetMysteriousLineextensions產品延伸Salespromotion促銷活動Serviceexperience服務經驗Wordofmouth口碑Receptionistsstyle接待人員的風格Prejudices偏見Quality質量Designandcolour設計和色彩Packaging包裝Retailenvironment零售環(huán)境Deliverytrucks送貨車Yourshowrooms展示廳Corporatereputation企業(yè)聲譽Telemarketingscripts電話行銷記錄Taste口味Price價格ThewaythetelephoneisansweredSocialattitudes社會態(tài)度Collectivememory記憶累計Governmentendorsement政府認可Newsmedia新聞媒體Employeerelations雇員關系ABrandIsTheTotalityOfWhatTheCustomerExperiences一個品牌是是消費者所所經歷的總總和In360Degree

在360度過程程中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必須預見見消費者與與品牌的每每一次接觸觸機會Youmustcustomizethemessageforeachencounter針對每一次次機會，設設計需要傳傳達的信息息Youarearrangingtheencounterstomakesuretheyenrichthecustomer‘soverallexperiencewithabrand設計安排這這樣的機會會，以保證證可以增加加消費者與與品牌的經經驗A360DegreeBrandScrapsandStrawsThatAdduptotheMostValuableAssetaCompanyHas360DegreeBrandStewardship360度度品牌管家家Createsgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers創(chuàng)造偉大的的“IDEA””，讓我們的品品牌在與消消費者的每每一次接觸觸中都可以以向前發(fā)展展Selectstherichestpointsofcustomerinvolvementonwhichtofocusourefforts選擇最有效效的接觸點點，將我們們的努力集集中在這些些方面360DegreeBrandStewardship360度品牌牌管家Improvestherelationshipbetweenclientsandtheircustomers增強客戶和和消費者之之間的關系系IncreasesClientvalueintermsofmarketshare,profitandshareprice增加加客客戶戶的的市市場場份份額額，，利利潤潤和和股股票票價價格格AddsfutureClientvaluebydrivingnewopportunities通過過驅驅動動新新的的機機會會來來增增加加未未來來客客戶戶價價值值Allowsustobewellpaidforusingourcreativityinthepursuitofthiscause讓我我們們得得到到更更好好的的利利潤潤回回報報Our360DegreeBrandThinking360度度品品牌牌思思考考Cracksthenon-traditionalcustomerinSingaporeGeneratesprofitsfromdreamsinTaipeiMilkssportforallitisworthinThailandSilencesaWhisperwithconfidenceinKoreaMakesmoneyoutofstripteaseinthePhilippinesTurnsanadvertisingpropertyintoapopulistsloganinIndonesiaDiscoversthepowerofselfdiscoveryinChinaIntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten最初初的的廣廣告告是是寫寫在在報報紙紙上上的的平平面面廣廣告告AlongCameTVWhichWorkedtotheSameBasicShape伴隨隨電電視視的的誕誕生生，，廣廣告告工工作作仍仍然然保保持持基基本本形形狀狀SoHeadsStartedtoBecometheSameShape因因此此，，頭頭腦腦也也逐逐漸漸變變成成同同樣樣的的形形狀狀ToFittheBriefsWhichWeretheSameShape-SquarePegsIntoSquareHoles以以適適應應同同樣樣形形狀狀的的廣廣告告簡簡報報SoAdmanLookedLikeThis所所以以，，廣廣告告人人看看起起來來都都是是這這個個樣樣子子的的ThenAlongCameSomeOtherSortsofBriefs隨著著其其他他類類型型簡簡報報的的產產生生Direct直效效行行銷銷PublicRelations公共共關關系系SoDifferentShapedHeadsWereRequired導致致對對不不同同形形狀狀頭頭腦腦的的需需求求ToMakeuptheFullOrchestraofDisciplines為為建建立立整整個個管管弦弦樂樂隊隊SpecialisationCanCreateWalls&Silos專專業(yè)業(yè)化化創(chuàng)創(chuàng)造造墻墻和和井井Silo?井井？？Alargetowerforthestorageofgrainorcement一個個儲儲藏藏谷谷物物或或水水泥泥的的塔塔形形建建筑筑Nowindowstolookinoroutof沒有有窗窗可可以以從從里里面面看看到到外外面面或從從里里面面看看到到外外面面PlusOtherSortsofBriefs加加上上其其他他類類型型的的簡簡報報OldIntegration以以前前的的整整合合Eachdisciplinesitsinasilo每個個專專業(yè)業(yè)都都坐坐在在井井里里面面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略略在在主主導導專專業(yè)業(yè)中中發(fā)發(fā)展展（（通通常常是是廣廣告告））Theleaddisciplinedevelopsitsidea(usuallytelevision)主導導專專業(yè)業(yè)發(fā)發(fā)展展它它的的““IDEA””（（通常常是是電電視視））Otherdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline)其他專業(yè)在既既定的“IDEA”下，被要求求根據(jù)它發(fā)展展統(tǒng)一的外觀觀和感受（通通常離最后期期限很接近））What’sChanged引引起哪些變化化？Risingcostoftelevision抬高電視的費費用Mediafragmentation媒介破碎分離離Newmedia-Internet,cable,videoondemand新媒體的誕生生----互互聯(lián)網、有線線電視、點播播錄像Importanceofendorsement背書的重要性性Searchforbettervaluefrombrandspending在品牌投資中中尋求更好的的價值WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking為實行360品牌思考，，我們需要改改變我們頭腦腦的形狀?TheNew360DegreeBrandingApproach

新的360度品牌建建立方式WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandisanchoredintheBrandPrint開始即以品牌牌團隊進行工工作，在一個個原則下進行行思考--------多樣的方法法，以品牌寫寫真為依據(jù)ComeupwithabigIdea產出一個“BIGIDEA”Chosepointsofcontacttointensifytheinvolvementofthebrandinpeople’’slives選擇接觸點，，加強品牌在在人們生活中中的融入度TheNew360DegreeBrandingApproach

新的360度品牌建建立方式EnsureinterplaybetweenallexecutionalelementstobringtheBrandIdeaalivewhether確保所有可執(zhí)執(zhí)行元素間的的相互影響，，以使品牌牌IDEA誕生，無論single,dualormultipledisciplinesareused是否運用到單單一、雙重還還是多元的專專業(yè)Ogilvycompaniesdeliveralltheexecutionsornot是否所有的執(zhí)執(zhí)行工作都由由奧美的公司司完成Thebestchanceofbeing360Degreeiswhenyouhaveaverystrongidea.Ifit’sstrong,itwillstarttohappennaturally“成為360度的最大機機會是當你有有一個很強的的IDEA，如果IDEA夠強，它會會很自然成為為360度度?！盨hellyLazarusToGoAlongWithOurNewHeadsWeNeed

為了了配合我們的的新頭腦，我我們需要：Stimulitoprovokenewthinking激發(fā)新新思維維的工工具Newwaysofworkingtogetherthat新的協(xié)協(xié)作方方式usethefullresourcesoftheBrandTeam運用品品牌團團隊的的所有有資源源avoidwheel-spinningandduplicationofeffort避免重重復勞勞動maximiseourcreativity最大化化我們們的創(chuàng)創(chuàng)造力力ToGoAlongWithOurNewHeadsWeNeed為為了了配合合我們們的新新頭腦腦，我我們需需要：：Practicetoensurewecan鍛煉可可以保保證我我們picktheroughdiamondsfromtherivergravel在沙礫礫中篩篩選出出鉆石石cutandpolishthemtogiveourbrandstruebrilliance切割、、打磨磨，給給予我我們的的品牌牌真正正的光光彩Casestoinspireusalongtheway案例可可以激激發(fā)我我們BiggestRecipeforDisaster導導致災災難的的最大大因素素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess喪失對對結果果的預預見，，沉迷迷在過過程中中間thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms認為僅僅僅回回答一一系列列問題題，填填完一一些表表格即即可讓讓工作作得以以完成成OtherRecipesforDisaster其其他他導致致災難難的因因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam認為自自己個個人作作業(yè)要要比品品牌團團隊作作業(yè)來來得快快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives羅列每每件事事情，，不從從品牌牌融入入消費費者生生活的的角度度來考考慮優(yōu)優(yōu)先順順序Seeing360Degreeascross-sellingorjustcarvingupabudget將360度度看作作跨領領域銷銷售或或僅僅僅作為為瓜分分預算算的方方法DifferencesBetweenOldFashionedIntegrationand360DegreeBrandThinking360度品牌牌思考考與整整合概概念的的差異異性Integration整合Laundrylistofopportunitiesallofwhichwouldbenicetodobutdon’’tnecessarilysolvethecriticalissue羅列所所有的的機會會點，，有些些可能能還不不錯，，但并并不是是解決決關鍵鍵問題題所需需要的的Nostrategicguidingprinciple沒有策策略指指導原原則IdeaactsassuperficialbadgingdeviceIDEA僅作為為表面面的東東西360DegreeBrandThinkingSolvingthecriticalchallengeofthebrand解決品品牌面面臨的的主要要挑戰(zhàn)戰(zhàn)Operatingwithinastrategicframework,withdifferentrolestoachievethegoal在策略略框架架下運運作，，從不不同角角度達達到目目的Drivenbyanidea,whichitextends以可延延伸的的IDEA為指導導WeAssumeThatWeHaveAlreadyDoneOurHomework我們假假設我我們已已經做做完我我們該該做的的功課課Someagenciesscornresearch,marketingandhomework.TheyskidaroundonthesurfaceofirrelevantbrillianceAtOgilvyweaskyoutodoyourhomeworkandcreatebrilliantcampaignsDavidOgilvySequenceOf360DegreeBrandThinking360度品品牌思思考的的順序序In360Degreethinkingeverythingconnectswitheverythingelse在360度度思考考中，，每件件事情情之間間都有有關聯(lián)聯(lián)Thereisanaturalsequencefortheteamtomovethrough存在一一個自自然順順序Butweneedtocheckbacktoinsightsfrompreviousstagestoprovidestimulusandensurethateverythingfitstogetherandisconsistent但我們們仍然然需要要不是是回顧顧前階階段的的洞察察，以以提供供刺激激材料料和確確保每每件事事配合合得很很好，，確保保他們們的一一致性性。TheElements主主要要元素素BrandScan品牌掃掃描BrandAudit品牌檢檢驗Pointsofcontact接觸點點Challenge挑戰(zhàn)BrandPrint品牌寫真

IdeaBrandWorld品牌世界Executions執(zhí)行DiscovertheChallengefacingthebrandina360Degreeway從360度度的的角角度度，，發(fā)發(fā)掘掘品牌牌面面臨臨的的挑挑戰(zhàn)戰(zhàn)DescribetheBrand’’sDNA描述述品品牌牌的的DNAChallenge挑戰(zhàn)戰(zhàn)BrandPrint品牌牌寫寫真真BrandWorld品牌牌世世界界Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact創(chuàng)造造一一個個世世界界，，讓讓品品牌牌和和它它的的消消費費者者之之間間在在各各個個不不同同接接觸觸點點的的相相互互影影響響達達到到最最大大化化WhatWeNeedIdeaBrandAudit品牌牌檢檢驗驗BrandScan品牌牌掃掃描描Pointsofcontact接觸觸點點Gathering,orderingandinterpretinginformationaboutthebrandina360Degreeway從360度度的的角角度度，，收收集集、、整整理理、、解解釋釋關關于于品品牌牌的的各各種種訊訊息息Understandingtheuniquerelationshipbetweenthebrandanditscustomers了解解消消費費者者與與品品牌牌的的獨獨特特關關系系Definingtheareaswherethebrandcanintensifytheimpactithasonpeople’’slives確定定品品牌牌可可以以增增強強其其對對人人們們生生活活影影響響的的接接觸觸點點HowWeGetThere如如何何達達到到？？2FromBrandScantoChallenge從品牌掃掃描到挑挑戰(zhàn)WheretheBrand’’sProblemsLie品品牌的的問題在在哪里？？BrandScan品牌掃描描Challenge挑戰(zhàn)Equities資資產A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities一個360度的的品牌是是不同內內在相關關的優(yōu)勢勢和資產產的組合合Weusesixequitiestolookatabrandinacomprehensiveway我們運用用六個方方面來觀觀察一個個品牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand就像品牌牌的健康康檢查，，我們得得到每個個方面品品牌的優(yōu)優(yōu)勢和弱弱點Image形象Goodwill商譽Product產品Customer消費者Visual視覺Channel銷售渠道道ACompositeofSixInterrelatedEquities

6個個方面資資產的組組合TheBrandTeamNeedsToKnowProduct產品Howtheproductperformancesupportsthebrand產品的表表現(xiàn)如何何支持品品牌？Image形象Whetherthebrand’simageisstrongandengaging是否品牌牌形象很很強并且且吸引消消費者？？Customer消費者Howstrongthebrand’’scustomerfranchiseis品牌消費費者的特特權有多多強？TheBrandTeamNeedsToKnowChannel銷售渠道道Howwellthebrandisleveragedinthetradeenvironment通路環(huán)境境對品牌牌的影響響如何？？Visual視覺Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否品牌牌具有清清晰、持持續(xù)和差差異化視視覺形象象Goodwill商譽Whetherthebrandisendorsedbyinfluencersandthecommunitiesinwhichitlives是否品牌牌被“影影響者””和社會會團體所所認可？？RecognisethisBrand?辨辨認這這個品牌牌WhatAreItsEquities?

什么么是它的的資產？？UnusuallythisBrandwasbuiltwithnoadvertisingsupport通常這個品牌沒有廣告的支持HealthCheck:AmexversusDinersinHongKongAmex和和Diners品品牌健康康檢查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealthCheck:AmexversusHSBCVisainHongKongAmex和HSBC品品牌健康康檢查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelNotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities只有當我們們了解品牌牌在6個方方面的強、、弱Canwestarttodeterminewhatthebrandcoulddotobestronger我們才能決決定做些什什么可以讓讓品牌變得得更強大AndcanwedefinetheChallengefacingthebrand我們才能確確定品牌面面臨的挑戰(zhàn)戰(zhàn)Equities資資產Equitiesarenotdisguisesforgroupcompaniesorcommunicationdisciplines資產不是一一群公司或或多種傳播播方法的偽偽裝However,differentdisciplinesclearlyhavemoreimpactonsomeequitiesthanonothers然而，不同同的方法在在某些資產產方面會比比其他的方方法更有影影響力WhatWeUsetoHelpDiscovery

我們運運用什么來來幫助發(fā)掘掘？Thebackgroundofourbasicknowledgeandhomeworkaboutthebrand我們的基本本知識背景景和關于品品牌的功課課AfacilitatedmeetingoftheBrandTeamincludingMindShare具有促進作作用的品牌牌團隊會議議（包括傳傳立）Stimuliselectedfromashuffledeckofquestionsacrosstheequitiestoprovokethinkingandfocusdiscussion(itdoesnotmatterwhichequitywestartthediscussionwith)激發(fā)思考和和討論的““撲克牌””AndtheCompassDialasavisualprompt視覺化工具具“指南針”StimuliQuestionsintheShuffleDeck:ProductEquity

“撲克牌”中中的問題：：產品層面面Whatmakesthisproductsuperiortothecompetition?這個產品優(yōu)優(yōu)于競爭品品牌的原因因有哪些？？Doestheproductperformanceliveuptoexpectationsinallitsaspects?產品的表現(xiàn)現(xiàn)符合在所所有方面的的期望？Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal?是否存在有有關這個產產品的某些些事情，如如果大家都都知道，可可以增加這這個產品的的吸引力？？StimuliQuestionsintheShuffleDeck:ProductEquity“撲克牌”中中的問題：：產品層面面Doesthisproducthavetheoptimumprice-valueequation?是否這個產產品具有最最佳的價格格--價值值比？Ifthereisarangeofproducts,howdotheyclarifyorconfusetheproposition?如果有一系系列產品，，他們是否否讓主張變變得更清晰晰或者更混混亂？Ifyouhadafreehand,arethereanythingsabouttheproduct(presentation/design/sizeetc)youwouldchangetomakeitmoreattractive?如果你可以以自由發(fā)揮揮，是否否有任何你你希望改變變的方面，，（包括：：設計、尺尺寸等），，讓這個產產品更具吸吸引力？Example:JaguarIsaQuirkyBrand

例子：：Jaguar是是一個詭異異的品牌Theengineersbuiltbackfeaturesintotheproducttoreinforcethisproductequitye.g.aninstrumentdialinaunusualplaceOrtherubberduckonthesideofthebathintheConradHotelStimuliforImageEquity形形象層面面Arethevaluesorattitudesthisbrandownsrelevanttothemarkettoday?品牌所擁有有的態(tài)度和和價值是否否與今天的的市場有關關？Doesthebrandleadorfollowtrendssetinthemarketplace?品牌是否引引領或追隨隨在市場中中的潮流？？Whofeelsclosesttothebrand-adiscretegroup,orawiderangeofpeople?哪些人與品品牌最接近近？部分人人群還是廣廣泛的人群群？Towhatextentisthebrandpresentedinadistinctivemannercomparedtothecompetition?與競爭品牌牌相比，品品牌的風格格獨特到哪哪種程度？？StimuliforImageEquity形形象層面面Isthereastrongideaunderpinningthebrand’simage?在品牌的形形象背后，，是否存在在一個很強強的“IDEA””？Towhatextentisthebrand’sshareofvoiceaninfluenceonitsimagestrength?品牌的“SOV”對品牌強弱弱的影響有有多大？Ifthereisimageweakness,isitbecausethebrandisbeingwronglypresentedornotsupportedintherightway?如果存在形形象上的弱弱點，是因因為品牌以以錯誤的方方式被呈現(xiàn)現(xiàn)，還是沒沒有以正確確的方式被被支持？Example:PondsSkinLighteninginJapanWeigheddownwitha‘‘grandmother’’scoldcream’reputation重負“祖母母的冷霜””的形象Neededtoskipagenerationtorejuvenateimage,andappealdirectlytoanewgroupofyoungwomen需要跳過一一代，讓品品牌形象得得以重生。。并且直接接吸引新一一代的年輕輕女性DoubleWhiteskinlighteningcreammadePond’’sonceagainseemaninnovator(afterfollowingthetrendsforageneration)雙重美白霜霜讓Pond’’s又一次被看看作創(chuàng)新者者StimuliforCustomerEquity消消費者層面面Atwhatpointintheirlives,andforwhatreasons,docustomersstartandstopcomingtothebrand?在生活中的的哪些點？？基于何種種原因？消消費者開始始接觸品牌牌或不再接接觸本品牌牌？Isthebrandpopularamongstthepeoplewhoshouldbeitsnaturalusers?在品牌的自自然使用者者中，本品品牌是否被被廣為接受受？Inlookingfornewcustomers,towhatextentisthebrandtargetingitsbestvolumeopportunity?在尋求新的的消費者時時，品牌目目標達到它它潛力的多多少？Whoismoreimportanttoinfluence,thepurchaseroruserofthisbrand?誰對品牌更更有影響力力？品牌牌使用者還還是品牌的的購買者？？StimuliforCustomerEquity消消費者層面面Whatisthevaluetothebrandofitsbestormostloyalcustomers?品牌忠實消消費者對品品牌的價值值是什么？？Isthebrandover-dependenteitheronitsloyalcustomersoraconstantarrivalofnewusers?是否本品牌牌過分依賴賴于忠實消消費者和新新進消費者者？Isthisbrandgettingitsfairshareofthecustomer’’swallet?是否本品牌牌得到其應應該得到的的份額？Doesthisbrandtreatitsbestcustomersascustomersforlife?是否該品牌牌對待它最最好的消費費者如同生生活中的消消費者？InMostCountriesNestléEnjoysUniqueCustomerEquityAdvantagesLinkedtoItsProductPortfolioArangecoveringawidesetofneedsacrossfamilylifestages,frommotherstobetosenioradultnutrition涵蓋大范圍圍的家庭生生活所需，，從母親到到高級成人人營養(yǎng)Umbrellabrandingextendingintomanyaspectsofthecustomer

’slife(unlikeUnilever)品牌擴展到到消費者生生活的很多多方面Thereforetheabilitytorealisethevalueofthecustomerinportfolioandthroughtime有能力了解解消費者的的價值StimuliforChannelEquity

銷售售渠道方面面Doestheexistingmixofdifferentchannelsworktothebestadvantageofthebrand’ssalesandimage?現(xiàn)有的不同同銷售渠道道的組合，，是否給給品牌的銷銷售和形象象帶來最大大的好處Aretherenewpotentialchannelstoexplore?是否有潛在在的銷售渠渠道可以發(fā)發(fā)展？Withinthecriticalchannels,isthebrandeffectivelydistributedanddisplayed?在重要的銷銷售渠道，，品牌是是否被有效效的鋪貨及及展示？Dosalesforceandchannelactivityworkwelltogether?銷售力量和和渠道活動動是否配合合得很好？？StimuliforChannelEquity

銷售售渠道方面面Cansalesleadsbetracediftheyaresoldthroughthechannel?銷售痕跡是是否可以被被追蹤到？？Howimportantisthebrandtothechannel,andhowdoestheTradefeelaboutthebrand?本品牌對銷銷售渠道的的重要性如如何？銷售售渠道對品品牌的意見見如何？Whatdopotentialcustomersknowaboutwheretofindthebrand,andisitenough?潛在消費者者是否知道道在哪里可可以買得到到本品牌？？這是否足足夠？AreBusinessPartnersworkingtothebestadvantageofthebrand?商業(yè)伙伴是是否給本品品牌最大的的益處？Howeffectivelydoesafter-salesservicesupportthebrand?售后服務如如何有效地地支持本品品牌？StimuliforVisualEquity

視覺方方面Towhatextentisthebrand’slookandfeelalignedtothecorporatevision&valueswhichunderpinthebrand?品牌的的外觀觀和感感受與與公司司遠景景及價價值觀觀的緊緊密程程度如如何？？Istherelationshipbetweencorporateandproductbrandsworkingoptimally?公司品品牌與與產品品品牌牌之間間融合合得是是否最最好？Lookingattheproductbrand,howwellarticulatedarecolours,logos,symbolsassociatedwiththebrand?與品牌牌有關關的色色彩、、logo、、符號等等是否否闡述述得夠夠清楚楚？Doallthevisualaspectsofthebrandgiveacontemporaryfeel?Oracategory-leadingimpression?品牌所所有的的視覺覺方面面是否否有當當今的的感覺覺？或或者是是否覺覺得有有一個個品類類領導導者的的感覺覺？StimuliforVisualEquity視視覺方方面Isthebrandpresenteverywhereintheoutsideworld?本品牌牌在外外部世世界是是否得得可以以看得得見？？Howstrongisthevisualimpactofthebrandinstore?品牌在在店頭頭的視視覺沖沖擊力力有多多強？？Towhatdegreearealltheaspectsofthebrand’svisualpresenceconsistentwitheachother?品牌視視覺各各個方方面的的一致致性如如何？？StimuliforGoodwillEquity商商譽方方面Arethereanysocialtrendswhicharelikelytoincreaseordecreasedemandforthebrandinthefuture?是否存存在任任何社社會趨趨勢，，在將將來會會影響響到對對本品品牌的的需求求增減減？Arethereanyexternalissueswhichaffectthisbrand,eitherpositivelyornegatively?Cananybecreated?是否有有外部部觀點點會影影響到到本品品牌？？（（正面面的或或負面面的觀觀點））能否否創(chuàng)造造這樣樣的觀觀點？？Whointheworldatlargehasabiginfluenceonthisbrandorthedecision-makingofitsconsumers?誰對這這個品品牌有有最大大的影影響力力？對對消費費者購購買決決定有有影響響力？？StimuliforGoodwillEquity商商譽方方面Howfavourableisthemediacoveragethisbrandreceives?這個品品牌得得到的的媒體體方面面的照照顧有有多好好？Howdoprofessionalexpertsfeelaboutrecommendingthebrandtoothers?專家在在推薦薦這個個品牌牌時的的感受受如何何？Doesthebrandpubliclyliveuptoitspromises?是否這這個品品牌符符合它它的承承諾？？Isthebrandagoodcitizenofthecommunity?本品牌牌是否否是一一個良良好的的社會會公民民？Howdothebrand’’sownemployeesfeelaboutbeingassociatedwiththebrand?IstheirbehaviouralignedwiththeCEO’svision?當與本本品牌牌有聯(lián)聯(lián)系時時，品品牌牌自己己雇員員的感感受如如何？？Xerox施施樂30minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompanystatementwasontheXeroxwebsiteTheCompassDial羅羅盤盤（指指南針針）Isavisualprompttohelp360Degreethinking幫助360度思思考的的視覺覺刺激激Dividedintosixsegments-eachcoveringtheelementsassociatedwithoneofthesixequities分割為為6個個部分分，每每個部部分涵涵蓋該該部分分的主主要元元素Atthecentretheelementsaremorestrategic中心心部部分分是是較較戰(zhàn)戰(zhàn)略略性性的的Whatisthebrand’’sstrategytowardscurrentusersversusnon-users與非非品品牌牌使使用用者者相相比比，，什什么么是是品品牌牌針針對對目目前前消消費費群群的的策策略略？？TheCompassDial羅羅盤盤（（指指南南針針））Aswemoveoutwardstheelementsbecomemoretangible越往往外外部部，，元元素素變變得得越越來來越越可可操操作作Thequalityoftheloyaltyprogramme,thestrengthofthebrandidea忠誠誠度度活活動動的的質質量量；；品品牌牌““IDEA””的力力度度Ontheouterrimarethepointsofcontactthemselves-thephysicalplaceswherethebrandpresentsitselftothecustomer最外外面面的的邊邊緣緣，，是是與與消消費費者者的的接接觸觸點點；；是是品品牌牌呈呈現(xiàn)現(xiàn)自自己己的的物物理理地地點點Listofelementsassociatedwitheachequity與每每個個方方面面有關關的的主主要要元素素列列表表BrandScanHelpsUsDiagnosetheAreasofSicknessintheBrand品牌牌掃掃描描幫幫助助我我們們診診斷斷品品牌牌的的弱弱點點Forexample例如如Keycustomerswhomthebrandisnotaddressingproperly品牌牌沒沒有有照照顧顧好好的的主主要要客客戶戶Wherethebrandneedstobuildstrongerrelationships品牌牌需需要要建建立立更更強強關關系系的的地地方方Inconsistenciesinthevariouspointsofcontactbetweenthebrandanditscustomers品牌牌與與其其消消費費者者在在各各個個不不同同聯(lián)聯(lián)系系點點上上的的不不一一致致性性UsingtheCompassDial運運用用羅羅盤盤（（指指南南針針））Useitasachecklistoftheanatomyofabrand作為為解解剖剖品品牌牌的的““checklist””Seehowyourbrandstacksupagainstacompetitorbrandineachequity在每每一一個個方方面面，，你你的的品品牌牌與與競競爭爭品品牌牌的的比比較較如如何何？？UsingtheCompassDial運運用用羅羅盤盤（（指指南南針針））Explorewhetherthecreativeideaisleveragedthroughoutthecompassandwhatthescopeisforinterplaybetweentheelements探索創(chuàng)意意IDEA是否在羅羅盤上得得以發(fā)揮揮，各元元素間的的相互影影響達到到哪種程程度？Askyourselfwhetheryourbrandhasweaknessesthatneedtobeaddressed-thecompassdialwillnottellyouthesolution.Butitwillpointyoutoadefinitionofwhattheproblemis自問你的的品牌是是否存在在弱點？？羅盤不不會告訴訴你解決決方法，，但可可以幫助助你了解解問題的的所在。。DistillingtheDiscoveryDiscussion將將討論進進行過濾濾IntoasingleChallenge挑戰(zhàn)Thebiggestchallengethebrandfaces品牌所面面臨的最大挑戰(zhàn)戰(zhàn)ImageGoodwillProductCustomerVisualChannelSummarisingaBrandScanDiscussion:GuinnessSingapore

品牌牌掃描小小結（健健力士，，新加坡坡）HowtheProduct’’sPerformanceSupportstheBrand產產品的的表現(xiàn)如如何支持持品牌Product產品PeoplemeasureGuinnessagainstbeer,thereforeareunpleasantlysurprisedbyitsbitterness人們以啤啤酒的標標準來判判斷Guinness，發(fā)現(xiàn)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較強Image形象Guinnessisgoodforyoupersistsandisseenasold-fashioned“Guinnessisgoodforyou”有持續(xù)性性，但被被認為過過時Seriousdrink-needstolightenuptoinviteyoungerdrinkersintothebrand嚴肅飲品品---需要讓讓年輕消消費群進進入本品品牌HowStrongtheBrand’sCustomerFranchiseIsCustomerPeoplecomelatetothebrandanoldman’sdrink人們接觸觸品牌較較晚，是是一個老老年男性性的品牌牌Youngtendtodipinandoutofbrand年輕人如如蜻蜓點點水般嘗嘗試一下下HowWelltheBrandIsLeveragedintheTradeEnvironmentChannel銷售渠渠道Focusesonextremes(hawkercentres&Western-stylepubs),leavingmiddlegroundChinesenightspotsunder-leveraged集中在在終端端YoungerdrinkerssurprisedifGuinnessisnotavailable-butforgiveoutlet&switchbrands沒有““Guinness””年輕人人會很很驚訝訝，但但會原原諒通通路而而轉換換品牌牌WhethertheBrandPresentsaClearConsistentandDifferentiatingPresenceVisual視覺Blacknessisvisiblydifferent,strikingandsignifiesmasculini