360度品牌管理(1)（推薦PPT130）

1360DegreesBrandCascadeJune30th-July1stShanghaiDoYouFeelThatYouAre………….你你是是否否覺(jué)覺(jué)得得你你是是……...Intherightindustry?在一一個(gè)個(gè)正正確確的的行行業(yè)業(yè)工工作作?Withtherightagency?在一一個(gè)個(gè)正正確確的的公公司司工工作作?Attherighttime?在正正確確的的時(shí)時(shí)間間?360DegreeBrandingisaterrificopportunityforourbrands,ourclients&forourselves對(duì)品品牌牌、、客客戶戶和和我我們們自自己己而而言言，，360度度品品牌牌管管理理是是一一個(gè)個(gè)巨巨大大的的機(jī)機(jī)會(huì)會(huì)IndividualPre-sessionExercise:FramingtheAgenda個(gè)個(gè)人人練練習(xí)習(xí)：：Basedonwhatyouknownowabout360DegreeBranding,writedownonthecardwhatyoubelievetobethethreekeyissuesweneedtoaddresstobesuccessful基于于你你對(duì)對(duì)360度度品品牌牌管管理理的的了了解解，，在在卡卡片片上上寫(xiě)寫(xiě)下下你你認(rèn)認(rèn)為為帶帶來(lái)來(lái)成成功功的的三三個(gè)個(gè)主主要要觀觀點(diǎn)點(diǎn)Anissueissomethingwehavetodosomethingabout觀點(diǎn)是是一些些我們們必須須要做做的事事情,它它包含含Anopportunity機(jī)會(huì)Aproblem問(wèn)題Abalanceweneedtomakebetweentwoormorethings在幾件件事情情之間間我們們需要要做的的平衡衡Agenda議議程程Introduction-thewhyandthewhat為什么么會(huì)有有360度度，什什么是是360度度TheHow-fourpartsof360thinking如何運(yùn)運(yùn)用（（360度思思考的的四個(gè)個(gè)部分分）Challenge挑戰(zhàn)BrandPrint品牌寫(xiě)寫(xiě)真Idea想法BrandWorld品牌世世界Why360DegreeBranding?為什么么產(chǎn)生生360度度品牌牌管理理？WorldwideTaskForceReport:TwoYearsAgoWeoperateinsilos我們?cè)谠诰兄凶鳂I(yè)業(yè)Ourbusinessisbeingpusheddownstream我們的的事業(yè)業(yè)正走走向下下游ManagementconsultancythreatwithCEOlevelcontacts管理顧顧問(wèn)公公司威威脅到到CEO層面的的接觸觸Recommendation建議Focustheagencyon360DegreeBrandingasawayofaddingvalueandgettingbackupstream將公司司集中中到360度品品牌思思考,以以增加加我們們的價(jià)價(jià)值,讓讓事業(yè)業(yè)重新新走向向上游游DirectrelatedtonewdistributionHighendPRCEOBrandManager品牌經(jīng)經(jīng)理MarketingDirector行銷(xiāo)總總監(jiān)Strategic策略的的Operational運(yùn)作的的Tactical戰(zhàn)術(shù)的的DirectAdvertisingSalesPromotionLowendPRNeeds需求Weareintheknowledgebusiness我們們處處在在一一個(gè)個(gè)需需要要知知識(shí)識(shí)的的行行業(yè)業(yè)Weneedmoreknowledge我們們需需要要更更多多的的知知識(shí)識(shí)Weareintheideasbusiness我們們處處在在一一個(gè)個(gè)需需要要想想法法的的行行業(yè)業(yè)Weneedmoreideas我們們需需要要更更多多的的想想法法Weareinthebrandbusiness我們們處處在在一一個(gè)個(gè)建建立立品品牌牌的的行行業(yè)業(yè)Weneedmoreinfluenceonthetotalbrand我們們需需要要在在整整個(gè)個(gè)品品牌牌上上有有更更多多的的影影響響力力WhatSortofCompanyDoWeWanttoBe?我們們希希望望成成為為一一個(gè)個(gè)怎怎樣樣的的公公司司？？TheUnlimitedBrandCompany無(wú)限限品品牌牌公公司司UnlimitedWecrossdisciplinesina360Degreeway通過(guò)過(guò)360度度思思考考跨跨越越專專業(yè)業(yè)Wecrossborders跨越越邊邊界界Wechallengebarriers挑戰(zhàn)戰(zhàn)障障礙礙Wetakeitallthewaythrough我們們?nèi)椒轿晃贿\(yùn)運(yùn)用用Insight...Ideas...Execution...Evaluation洞察察……IDEA……執(zhí)執(zhí)行行…評(píng)評(píng)估估Webuildthebrandtoitsfullpotential我們們將將品品牌牌建建立立至至極極限限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(xiàn)在傳播活動(dòng)上SinceThatInitialTaskForce:WorldwideAbsorbphilosophy吸收收哲哲學(xué)學(xué)Periodofdebate-keepindividualdisciplines保持持獨(dú)獨(dú)立立的的原原則則Experimentsonhowtoworktogetherdifferently嘗試試如如何何共共同同協(xié)協(xié)作作Gainsonkeyaccounts來(lái)自自重重要要客客戶戶的的經(jīng)經(jīng)驗(yàn)驗(yàn)AmexbusinesspartnershipAmex商業(yè)業(yè)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奧奧美在亞亞太區(qū)的的資源StructuralandAttitudinalObstaclestoImplementing360DegreeBranding實(shí)行360度品品牌管理理的障礙礙Threetoolstohelpremovetheobstacles三個(gè)幫助助消除障障礙的工工具Changedstructure改變的結(jié)結(jié)構(gòu)BrandTeams品牌團(tuán)隊(duì)隊(duì)BrandProfit&Loss(P&L)品牌損益益CREATIVE（創(chuàng)意）Adv廣告Finance,AdminandITpartners（財(cái)務(wù)、行行政、IT部門(mén)）SalesPromotion銷(xiāo)售推廣廣Head主管Head主管Head主管Head主管One直效行銷(xiāo)銷(xiāo)PublicRelations公共關(guān)系系Identity視覺(jué)設(shè)計(jì)計(jì)Head主管HEADOFCOUNTRY（地區(qū)主管管）IMAGINEERSMulti-disciplinaryBrandTeams

多元化品牌團(tuán)隊(duì)ConsultingAgreedStructurefora360DegreeAgency（360度代代理商的的結(jié)構(gòu)））TheBrandTeam品品牌團(tuán)隊(duì)隊(duì)Aleaderwholeads一個(gè)品牌牌領(lǐng)導(dǎo)者者Teammemberswhoconnect接觸緊密密的成員員Sittingtogether,ideally理想狀況況下，應(yīng)應(yīng)該坐在在一起TheBrandP&L品牌損益益Shareofclienttarget分享客戶戶的目標(biāo)標(biāo)AP&Lwhichreportshorizontally垂直報(bào)告告的損益益Jobstrackedatanindividuallevel工作遵循循獨(dú)立的的層面Incomedistributedandprofitdistributedprorataversushoursspent收入和利利潤(rùn)根據(jù)據(jù)時(shí)間花花費(fèi)進(jìn)行行分配Finance,AdminandITpartnersHeadHeadHeadHeadHeadHEADOFCOUNTRYMulti-disciplinaryBrandTeamsConsultingIMAGINEERSAdvSalesPromotionOnePublicRelationsIdentityCREATIVEBrandP&L品牌損益CountryP&L地區(qū)損益益AgreedStructurefora360DegreeAgency（360度代代理商結(jié)結(jié)構(gòu)）What360DegreeDoesForUs360度可以為為我們做做什么？？WhatistheTerritoryofaBrand?一一個(gè)品品牌的版版圖是什什么？Sixincheswide6英寸寬GreyandwetMysteriousLineextensions產(chǎn)品延伸Salespromotion促銷(xiāo)活動(dòng)Serviceexperience服務(wù)經(jīng)驗(yàn)Wordofmouth口碑Receptionistsstyle接待人員的風(fēng)格Prejudices偏見(jiàn)Quality質(zhì)量Designandcolour設(shè)計(jì)和色彩Packaging包裝Retailenvironment零售環(huán)境Deliverytrucks送貨車(chē)Yourshowrooms展示廳Corporatereputation企業(yè)聲譽(yù)Telemarketingscripts電話行銷(xiāo)記錄Taste口味Price價(jià)格ThewaythetelephoneisansweredSocialattitudes社會(huì)態(tài)度Collectivememory記憶累計(jì)Governmentendorsement政府認(rèn)可Newsmedia新聞媒體Employeerelations雇員關(guān)系A(chǔ)BrandIsTheTotalityOfWhatTheCustomerExperiences一個(gè)品牌牌是消費(fèi)費(fèi)者所經(jīng)經(jīng)歷的總總和In360Degree

在360度度過(guò)程中中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必須預(yù)預(yù)見(jiàn)消費(fèi)費(fèi)者與品品牌的每每一次接接觸機(jī)會(huì)會(huì)Youmustcustomizethemessageforeachencounter針對(duì)每一一次機(jī)會(huì)會(huì)，設(shè)計(jì)計(jì)需要傳傳達(dá)的信信息Youarearrangingtheencounterstomakesuretheyenrichthecustomer‘soverallexperiencewithabrand設(shè)計(jì)安排排這樣的的機(jī)會(huì)，，以保證證可以增增加消費(fèi)費(fèi)者與品品牌的經(jīng)經(jīng)驗(yàn)A360DegreeBrandScrapsandStrawsThatAdduptotheMostValuableAssetaCompanyHas360DegreeBrandStewardship

360度品牌管管家Createsgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers創(chuàng)造偉大的““IDEA”，，讓我們的品牌牌在與消費(fèi)者者的每一次接接觸中都可以以向前發(fā)展Selectstherichestpointsofcustomerinvolvementonwhichtofocusourefforts選擇最有效的的接觸點(diǎn)，將將我們的努力力集中在這些些方面360DegreeBrandStewardship360度品品牌管家Improvestherelationshipbetweenclientsandtheircustomers增強(qiáng)客戶和消消費(fèi)者之間的的關(guān)系IncreasesClientvalueintermsofmarketshare,profitandshareprice增加客戶的市市場(chǎng)份額，利利潤(rùn)和股票價(jià)價(jià)格AddsfutureClientvaluebydrivingnewopportunities通過(guò)驅(qū)動(dòng)新的的機(jī)會(huì)來(lái)增加加未來(lái)客戶價(jià)價(jià)值A(chǔ)llowsustobewellpaidforusingourcreativityinthepursuitofthiscause讓我們得到更更好的利潤(rùn)回回報(bào)Our360DegreeBrandThinking360度品牌牌思考Cracksthenon-traditionalcustomerinSingaporeGeneratesprofitsfromdreamsinTaipeiMilkssportforallitisworthinThailandSilencesaWhisperwithconfidenceinKoreaMakesmoneyoutofstripteaseinthePhilippinesTurnsanadvertisingpropertyintoapopulistsloganinIndonesiaDiscoversthepowerofselfdiscoveryinChinaIntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten最初的廣告是是寫(xiě)在報(bào)紙上上的平面廣告告AlongCameTVWhichWorkedtotheSameBasicShape伴隨電視的誕誕生，廣告工工作仍然保持持基本形狀SoHeadsStartedtoBecometheSameShape

因此，頭頭腦也逐漸變變成同樣的形形狀ToFittheBriefsWhichWeretheSameShape-SquarePegsIntoSquareHoles以以適應(yīng)同樣樣形狀的廣告告簡(jiǎn)報(bào)SoAdmanLookedLikeThis所所以，廣告告人看起來(lái)都都是這個(gè)樣子子的ThenAlongCameSomeOtherSortsofBriefs隨著其他類型型簡(jiǎn)報(bào)的產(chǎn)生生Direct直效行銷(xiāo)PublicRelations公共關(guān)系SoDifferentShapedHeadsWereRequired導(dǎo)致對(duì)不同形形狀頭腦的需需求ToMakeuptheFullOrchestraofDisciplines為為建立整個(gè)管管弦樂(lè)隊(duì)SpecialisationCanCreateWalls&Silos專專業(yè)化創(chuàng)造墻墻和井Silo?井井？Alargetowerforthestorageofgrainorcement一個(gè)儲(chǔ)藏谷物物或水泥的塔塔形建筑Nowindowstolookinoroutof沒(méi)有窗可以從從里面看到外外面或從里面看到到外面PlusOtherSortsofBriefs

加上其他他類型的簡(jiǎn)報(bào)報(bào)OldIntegration以以前的整合合Eachdisciplinesitsinasilo每個(gè)專業(yè)都坐坐在井里面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略在主導(dǎo)專專業(yè)中發(fā)展（（通常是廣告告）Theleaddisciplinedevelopsitsidea(usuallytelevision)主導(dǎo)專業(yè)發(fā)發(fā)展它的““IDEA””（通常是電視視）Otherdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline)其他專業(yè)在在既定的““IDEA””下，被要要求根據(jù)它它發(fā)展統(tǒng)一一的外觀和和感受（通通常離最后后期限很接接近）What’’sChanged

引起起哪些變化化？Risingcostoftelevision抬高電視的的費(fèi)用Mediafragmentation媒介破碎分分離Newmedia-Internet,cable,videoondemand新媒體的誕誕生----互聯(lián)網(wǎng)網(wǎng)、有線電電視、點(diǎn)播播錄像Importanceofendorsement背書(shū)的重要要性Searchforbettervaluefrombrandspending在品牌投資資中尋求更更好的價(jià)值值WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking為實(shí)行360品牌思思考，我們們需要改變變我們頭腦腦的形狀?TheNew360DegreeBrandingApproach新新的360度品牌牌建立方式式WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandisanchoredintheBrandPrint開(kāi)始即以品品牌團(tuán)隊(duì)進(jìn)進(jìn)行工作，，在一個(gè)原原則下進(jìn)行行思考--------多樣樣的方法，，以品牌寫(xiě)寫(xiě)真為依據(jù)據(jù)ComeupwithabigIdea產(chǎn)出一個(gè)““BIGIDEA””Chosepointsofcontacttointensifytheinvolvementofthebrandinpeople’slives選擇接觸點(diǎn)點(diǎn)，加強(qiáng)品品牌在人們們生活中的的融入度TheNew360DegreeBrandingApproach新新的360度品牌牌建立方式式EnsureinterplaybetweenallexecutionalelementstobringtheBrandIdeaalivewhether確保所有可可執(zhí)行元素素間的相互互影響，以以使品牌牌IDEA誕生，無(wú)論論single,dualormultipledisciplinesareused是否運(yùn)用到到單一、雙雙重還是多多元的專業(yè)業(yè)Ogilvycompaniesdeliveralltheexecutionsornot是否所有的的執(zhí)行工作作都由奧美美的公司完完成Thebestchanceofbeing360Degreeiswhenyouhaveaverystrongidea.Ifit’sstrong,itwillstarttohappennaturally“成為360度的最最大機(jī)會(huì)是是當(dāng)你有一一個(gè)很強(qiáng)的的IDEA，，如果IDEA夠強(qiáng)，它它會(huì)很自然然成為360度。。”ShellyLazarusToGoAlongWithOurNewHeadsWeNeed

為了了配合我們們的新頭腦腦，我們需需要：Stimulitoprovokenewthinking激發(fā)新思維維的工具Newwaysofworkingtogetherthat新的協(xié)作方方式usethefullresourcesoftheBrandTeam運(yùn)用品牌團(tuán)團(tuán)隊(duì)的所有有資源avoidwheel-spinningandduplicationofeffort避免重復(fù)勞勞動(dòng)maximiseourcreativity最大化我們們的創(chuàng)造力力ToGoAlongWithOurNewHeadsWeNeed

為了了配合我們們的新頭腦腦，我們需需要：Practicetoensurewecan鍛煉可以保保證我們picktheroughdiamondsfromtherivergravel在沙礫中篩篩選出鉆石石cutandpolishthemtogiveourbrandstruebrilliance切割、打磨磨，給予我我們的品牌牌真正的光光彩Casestoinspireusalongtheway案例可以激激發(fā)我們BiggestRecipeforDisaster導(dǎo)導(dǎo)致災(zāi)難的的最大因素素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess喪失對(duì)結(jié)果果的預(yù)見(jiàn)，，沉迷在過(guò)過(guò)程中間thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms認(rèn)為僅僅回回答一系列列問(wèn)題，填填完一些表表格即可讓讓工作得以以完成OtherRecipesforDisaster

其他他導(dǎo)致災(zāi)難難的因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam認(rèn)為自己個(gè)個(gè)人作業(yè)要要比品牌團(tuán)團(tuán)隊(duì)作業(yè)來(lái)來(lái)得快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives羅列每件事事情，不從從品牌融入入消費(fèi)者生生活的角度度來(lái)考慮優(yōu)優(yōu)先順序Seeing360Degreeascross-sellingorjustcarvingupabudget將360度度看作跨領(lǐng)領(lǐng)域銷(xiāo)售或或僅僅作為為瓜分預(yù)算算的方法DifferencesBetweenOldFashionedIntegrationand360DegreeBrandThinking360度品牌思考考與整合概概念的差異異性Integration整合Laundrylistofopportunitiesallofwhichwouldbenicetodobutdon’tnecessarilysolvethecriticalissue羅列所有的的機(jī)會(huì)點(diǎn)，，有些可能能還不錯(cuò)，，但并不是是解決關(guān)鍵鍵問(wèn)題所需需要的Nostrategicguidingprinciple沒(méi)有策略指指導(dǎo)原則IdeaactsassuperficialbadgingdeviceIDEA僅作作為為表表面面的的東東西西360DegreeBrandThinkingSolvingthecriticalchallengeofthebrand解決決品品牌牌面面臨臨的的主主要要挑挑戰(zhàn)戰(zhàn)Operatingwithinastrategicframework,withdifferentrolestoachievethegoal在策策略略框框架架下下運(yùn)運(yùn)作作，，從從不不同同角角度度達(dá)達(dá)到到目目的的Drivenbyanidea,whichitextends以可可延延伸伸的的IDEA為指指導(dǎo)導(dǎo)WeAssumeThatWeHaveAlreadyDoneOurHomework我們們假假設(shè)設(shè)我我們們已已經(jīng)經(jīng)做做完完我我們們?cè)撛撟鲎龅牡墓φn課Someagenciesscornresearch,marketingandhomework.TheyskidaroundonthesurfaceofirrelevantbrillianceAtOgilvyweaskyoutodoyourhomeworkandcreatebrilliantcampaignsDavidOgilvySequenceOf360DegreeBrandThinking

360度品品牌思考考的順序序In360Degreethinkingeverythingconnectswitheverythingelse在360度思考考中，每每件事情情之間都都有關(guān)聯(lián)聯(lián)Thereisanaturalsequencefortheteamtomovethrough存在一個(gè)個(gè)自然順順序Butweneedtocheckbacktoinsightsfrompreviousstagestoprovidestimulusandensurethateverythingfitstogetherandisconsistent但我們?nèi)匀匀恍枰皇腔鼗仡櫱半A階段的洞洞察，以以提供刺刺激材料料和確保保每件事事配合得得很好，，確保他他們的一一致性。。TheElements主主要元元素BrandScan品牌掃描描BrandAudit品牌檢驗(yàn)驗(yàn)Pointsofcontact接觸點(diǎn)Challenge挑戰(zhàn)BrandPrint品牌寫(xiě)真

IdeaBrandWorld品牌世界Executions執(zhí)行DiscovertheChallengefacingthebrandina360Degreeway從360度的角角度，發(fā)發(fā)掘品牌面臨臨的挑戰(zhàn)戰(zhàn)DescribetheBrand’’sDNA描述品牌牌的DNAChallenge挑戰(zhàn)BrandPrint品牌寫(xiě)真真BrandWorld品牌世界界Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact創(chuàng)造一個(gè)個(gè)世界，，讓品牌牌和它的的消費(fèi)者者之間在在各個(gè)不不同接觸觸點(diǎn)的相相互影響響達(dá)到最最大化WhatWeNeedIdeaBrandAudit品牌檢驗(yàn)驗(yàn)BrandScan品牌掃描描Pointsofcontact接觸點(diǎn)Gathering,orderingandinterpretinginformationaboutthebrandina360Degreeway從360度的角角度，收收集、整整理、解解釋關(guān)于于品牌的的各種訊訊息Understandingtheuniquerelationshipbetweenthebrandanditscustomers了解消費(fèi)費(fèi)者與品品牌的獨(dú)獨(dú)特關(guān)系系Definingtheareaswherethebrandcanintensifytheimpactithasonpeople’slives確定品品牌可可以增增強(qiáng)其其對(duì)人人們生生活影影響的的接觸觸點(diǎn)HowWeGetThere如如何何達(dá)到到？2FromBrandScantoChallenge從品牌牌掃描描到挑挑戰(zhàn)WheretheBrand’sProblemsLie品品牌牌的問(wèn)問(wèn)題在在哪里里？BrandScan品牌掃掃描Challenge挑戰(zhàn)Equities資資產(chǎn)產(chǎn)A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities一個(gè)360度的的品牌牌是不不同內(nèi)內(nèi)在相相關(guān)的的優(yōu)勢(shì)勢(shì)和資資產(chǎn)的的組合合Weusesixequitiestolookatabrandinacomprehensiveway我們運(yùn)運(yùn)用六六個(gè)方方面來(lái)來(lái)觀察察一個(gè)個(gè)品牌牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand就像品品牌的的健康康檢查查，我我們得得到每每個(gè)方方面品品牌的的優(yōu)勢(shì)勢(shì)和弱弱點(diǎn)Image形象Goodwill商譽(yù)Product產(chǎn)品Customer消費(fèi)者者Visual視覺(jué)Channel銷(xiāo)售渠渠道ACompositeofSixInterrelatedEquities6個(gè)個(gè)方面面資產(chǎn)產(chǎn)的組組合TheBrandTeamNeedsToKnowProduct產(chǎn)品Howtheproductperformancesupportsthebrand產(chǎn)品的的表現(xiàn)現(xiàn)如何何支持持品牌牌？Image形象Whetherthebrand’simageisstrongandengaging是否品品牌形形象很很強(qiáng)并并且吸吸引消消費(fèi)者者？Customer消費(fèi)者者Howstrongthebrand’scustomerfranchiseis品牌消消費(fèi)者者的特特權(quán)有有多強(qiáng)強(qiáng)？TheBrandTeamNeedsToKnowChannel銷(xiāo)售渠渠道Howwellthebrandisleveragedinthetradeenvironment通路環(huán)環(huán)境對(duì)對(duì)品牌牌的影影響如如何？？Visual視覺(jué)Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否品品牌具具有清清晰、、持續(xù)續(xù)和差差異化化視覺(jué)覺(jué)形象象Goodwill商譽(yù)Whetherthebrandisendorsedbyinfluencersandthecommunitiesinwhichitlives是否品牌被被“影響者者”和社會(huì)會(huì)團(tuán)體所認(rèn)認(rèn)可？RecognisethisBrand?

辨認(rèn)這這個(gè)品牌WhatAreItsEquities?

什么么是它的資資產(chǎn)？UnusuallythisBrandwasbuiltwithnoadvertisingsupport通常這個(gè)品牌沒(méi)有廣告的支持HealthCheck:AmexversusDinersinHongKong

Amex和Diners品品牌健康檢檢查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealthCheck:AmexversusHSBCVisainHongKongAmex和HSBC品品牌健康康檢查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelNotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities只有當(dāng)我們們了解品牌牌在6個(gè)方方面的強(qiáng)、、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(qiáng)大AndcanwedefinetheChallengefacingthebrand我們才能確確定品牌面面臨的挑戰(zhàn)戰(zhàn)Equities資資產(chǎn)Equitiesarenotdisguisesforgroupcompaniesorcommunicationdisciplines資產(chǎn)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(chǎn)產(chǎn)方面會(huì)比比其他的方方法更有影影響力WhatWeUsetoHelpDiscovery

我們運(yùn)運(yùn)用什么來(lái)來(lái)幫助發(fā)掘掘？Thebackgroundofourbasicknowledgeandhomeworkaboutthebrand我們的基基本知識(shí)識(shí)背景和和關(guān)于品品牌的功功課AfacilitatedmeetingoftheBrandTeamincludingMindShare具有促進(jìn)進(jìn)作用的的品牌團(tuán)團(tuán)隊(duì)會(huì)議議（包括括傳立））Stimuliselectedfromashuffledeckofquestionsacrosstheequitiestoprovokethinkingandfocusdiscussion(itdoesnotmatterwhichequitywestartthediscussionwith)激發(fā)思考考和討論論的“撲撲克牌””AndtheCompassDialasavisualprompt視覺(jué)化工工具“指南針””StimuliQuestionsintheShuffleDeck:ProductEquity““撲克牌””中的問(wèn)問(wèn)題：產(chǎn)產(chǎn)品層面面Whatmakesthisproductsuperiortothecompetition?這個(gè)產(chǎn)品品優(yōu)于競(jìng)競(jìng)爭(zhēng)品牌牌的原因因有哪些些？Doestheproductperformanceliveuptoexpectationsinallitsaspects?產(chǎn)品的表表現(xiàn)符合合在所有有方面的的期望？？Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal?是否存在在有關(guān)這這個(gè)產(chǎn)品品的某些些事情，，如果大大家都知知道，可可以增加加這個(gè)產(chǎn)產(chǎn)品的吸吸引力？？StimuliQuestionsintheShuffleDeck:ProductEquity“撲克牌””中的問(wèn)問(wèn)題：產(chǎn)產(chǎn)品層面面Doesthisproducthavetheoptimumprice-valueequation?是否這個(gè)個(gè)產(chǎn)品具具有最佳佳的價(jià)格格--價(jià)價(jià)值比？？Ifthereisarangeofproducts,howdotheyclarifyorconfusetheproposition?如果有一一系列產(chǎn)產(chǎn)品，他他們是否否讓主張張變得更更清晰或或者更混混亂？Ifyouhadafreehand,arethereanythingsabouttheproduct(presentation/design/sizeetc)youwouldchangetomakeitmoreattractive?如果你可可以自由由發(fā)揮，，是否否有任何何你希望望改變的的方面，，（包括括：設(shè)計(jì)計(jì)、尺寸寸等），，讓這個(gè)個(gè)產(chǎn)品更更具吸引引力？Example:JaguarIsaQuirkyBrand例例子：：Jaguar是一一個(gè)詭異異的品牌牌Theengineersbuiltbackfeaturesintotheproducttoreinforcethisproductequitye.g.aninstrumentdialinaunusualplaceOrtherubberduckonthesideofthebathintheConradHotelStimuliforImageEquity形形象層層面Arethevaluesorattitudesthisbrandownsrelevanttothemarkettoday?品牌所擁?yè)碛械膽B(tài)態(tài)度和價(jià)價(jià)值是否否與今天天的市場(chǎng)場(chǎng)有關(guān)？？Doesthebrandleadorfollowtrendssetinthemarketplace?品牌是否否引領(lǐng)或或追隨在在市場(chǎng)中中的潮流流？Whofeelsclosesttothebrand-adiscretegroup,orawiderangeofpeople?哪些人與與品牌最最接近？？部分人人群還是是廣泛的的人群？？Towhatextentisthebrandpresentedinadistinctivemannercomparedtothecompetition?與競(jìng)爭(zhēng)品品牌相比比，品牌牌的風(fēng)格格獨(dú)特到到哪種程程度？StimuliforImageEquity形形象層層面Isthereastrongideaunderpinningthebrand’’simage?在品牌的的形象背背后，是是否存在在一個(gè)很很強(qiáng)的““IDEA”？Towhatextentisthebrand’’sshareofvoiceaninfluenceonitsimagestrength?品牌的““SOV””對(duì)品牌強(qiáng)強(qiáng)弱的影影響有多多大？Ifthereisimageweakness,isitbecausethebrandisbeingwronglypresentedornotsupportedintherightway?如果存在在形象上上的弱點(diǎn)點(diǎn)，是因因?yàn)槠放婆埔藻e(cuò)誤誤的方式式被呈現(xiàn)現(xiàn)，還是是沒(méi)有以以正確的的方式被被支持？？Example:PondsSkinLighteninginJapanWeigheddownwitha‘grandmother’scoldcream’’reputation重負(fù)“祖祖母的冷冷霜”的的形象Neededtoskipagenerationtorejuvenateimage,andappealdirectlytoanewgroupofyoungwomen需要跳過(guò)過(guò)一代，，讓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輕女性性DoubleWhiteskinlighteningcreammadePond’sonceagainseemaninnovator(afterfollowingthetrendsforageneration)雙重美白白霜讓Pond’s又一次被被看作創(chuàng)創(chuàng)新者StimuliforCustomerEquity

消費(fèi)者者層面Atwhatpointintheirlives,andforwhatreasons,docustomersstartandstopcomingtothebrand?在生活中的哪哪些點(diǎn)？基于于何種原因？？消費(fèi)者開(kāi)始始接觸品牌或或不再接觸本本品牌？Isthebrandpopularamongstthepeoplewhoshouldbeitsnaturalusers?在品牌的自然然使用者中，，本品牌是否否被廣為接受受？Inlookingfornewcustomers,towhatextentisthebrandtargetingitsbestvolumeopportunity?在尋求新的消消費(fèi)者時(shí)，品品牌目標(biāo)達(dá)到到它潛力的多多少？Whoismoreimportanttoinfluence,thepurchaseroruserofthisbrand?誰(shuí)對(duì)品牌更有有影響力？品品牌使用者者還是品牌的的購(gòu)買(mǎi)者？StimuliforCustomerEquity

消費(fèi)者者層面Whatisthevaluetothebrandofitsbestormostloyalcustomers?品牌忠實(shí)消費(fèi)費(fèi)者對(duì)品牌的的價(jià)值是什么么？Isthebrandover-dependenteitheronitsloyalcustomersoraconstantarrivalofnewusers?是否本品牌過(guò)過(guò)分依賴于忠忠實(shí)消費(fèi)者和和新進(jìn)消費(fèi)者者？Isthisbrandgettingitsfairshareofthecustomer’swallet?是否本品牌得得到其應(yīng)該得得到的份額？？Doesthisbrandtreatitsbestcustomersascustomersforlife?是否該品牌對(duì)對(duì)待它最好的的消費(fèi)者如同同生活中的消消費(fèi)者？InMostCountriesNestléEnjoysUniqueCustomerEquityAdvantagesLinkedtoItsProductPortfolioArangecoveringawidesetofneedsacrossfamilylifestages,frommotherstobetosenioradultnutrition涵蓋大范圍的的家庭生活所所需，從母親親到高級(jí)成人人營(yíng)養(yǎng)Umbrellabrandingextendingintomanyaspectsofthecustomer

’slife(unlikeUnilever)品牌擴(kuò)展到消消費(fèi)者生活的的很多方面Thereforetheabilitytorealisethevalueofthecustomerinportfolioandthroughtime有能力了解消消費(fèi)者的價(jià)值值StimuliforChannelEquity

銷(xiāo)售渠道道方面Doestheexistingmixofdifferentchannelsworktothebestadvantageofthebrand’ssalesandimage?現(xiàn)有的不同銷(xiāo)銷(xiāo)售渠道的組組合，是否否給品牌的銷(xiāo)銷(xiāo)售和形象帶帶來(lái)最大的好好處Aretherenewpotentialchannelstoexplore?是否有潛在的的銷(xiāo)售渠道可可以發(fā)展？Withinthecriticalchannels,isthebrandeffectivelydistributedanddisplayed?在重要的銷(xiāo)售售渠道，品品牌是否被有有效的鋪貨及及展示？Dosalesforceandchannelactivityworkwelltogether?銷(xiāo)售力量和渠渠道活動(dòng)是否否配合得很好好？StimuliforChannelEquity

銷(xiāo)售渠道道方面Cansalesleadsbetracediftheyaresoldthroughthechannel?銷(xiāo)售痕跡是否否可以被追蹤蹤到？Howimportantisthebrandtothechannel,andhowdoestheTradefeelaboutthebrand?本品牌對(duì)銷(xiāo)售售渠道的重要要性如何？銷(xiāo)銷(xiāo)售渠道對(duì)品品牌的意見(jiàn)如如何？Whatdopotentialcustomersknowaboutwheretofindthebrand,andisitenough?潛在消費(fèi)者是是否知道在哪哪里可以買(mǎi)得得到本品牌？？這是否足夠夠？AreBusinessPartnersworkingtothebestadvantageofthebrand?商業(yè)伙伴是否否給本品牌最最大的益處？？Howeffectivelydoesafter-salesservicesupportthebrand?售后服務(wù)如何何有效地支持持本品牌？AmexCanshowrelativelyweaknessinchannelequityStimuliforVisualEquity視視覺(jué)方面Towhatextentisthebrand’slookandfeelalignedtothecorporatevision&valueswhichunderpinthebrand?品牌的外觀和和感受與公司司遠(yuǎn)景及價(jià)值值觀的緊密程程度如何？Istherelationshipbetweencorporateandproductbrandsworkingoptimally?公司品牌與產(chǎn)產(chǎn)品品牌之間間融合得是否否最好？Lookingattheproductbrand,howwellarticulatedarecolours,logos,symbolsassociatedwiththebrand?與品牌有關(guān)的的色彩、logo、符號(hào)等是否闡闡述得夠清楚楚？Doallthevisualaspectsofthebrandgiveacontemporaryfeel?Oracategory-leadingimpression?品牌所有的視視覺(jué)方面是否否有當(dāng)今的感感覺(jué)？或者是是否覺(jué)得有一一個(gè)品類領(lǐng)導(dǎo)導(dǎo)者的感覺(jué)？？StimuliforVisualEquity視視覺(jué)方面Isthebrandpresenteverywhereintheoutsideworld?本品牌在外部部世界是否得得可以看得見(jiàn)見(jiàn)？Howstrongisthevisualimpactofthebrandinstore?品牌在店頭的的視覺(jué)沖擊力力有多強(qiáng)？Towhatdegreearealltheaspectsofthebrand’svisualpresenceconsistentwitheachother?品牌視覺(jué)各個(gè)個(gè)方面的一致致性如何？BeforeEnterpriseDevelopedaNewVisualIdentityforHKPost,NameCardsWereAllDifferent香港郵政（（視覺(jué)整合以以前）ByContrast,theStrongVisualEquityofAmex相反，美國(guó)運(yùn)運(yùn)通卡有很強(qiáng)強(qiáng)的視覺(jué)資產(chǎn)產(chǎn)StimuliforGoodwillEquity

商譽(yù)方方面Arethereanysocialtrendswhicharelikelytoincreaseordecreasedemandforthebrandinthefuture?是否否存存在在任任何何社社會(huì)會(huì)趨趨勢(shì)勢(shì)，，在在將將來(lái)來(lái)會(huì)會(huì)影影響響到到對(duì)對(duì)本本品品牌牌的的需需求求增增減減？？Arethereanyexternalissueswhichaffectthisbrand,eitherpositivelyornegatively?Cananybecreated?是否否有有外外部部觀觀點(diǎn)點(diǎn)會(huì)會(huì)影影響響到到本本品品牌牌？？（（正正面面的的或或負(fù)負(fù)面面的的觀觀點(diǎn)點(diǎn)））能能否否創(chuàng)創(chuàng)造造這這樣樣的的觀觀點(diǎn)點(diǎn)？？Whointheworldatlargehasabiginfluenceonthisbrandorthedecision-makingofitsconsumers?誰(shuí)對(duì)對(duì)這這個(gè)個(gè)品品牌牌有有最最大大的的影影響響力力？？對(duì)對(duì)消消費(fèi)費(fèi)者者購(gòu)購(gòu)買(mǎi)買(mǎi)決決定定有有影影響響力力？？StimuliforGoodwillEquity商商譽(yù)譽(yù)方方面面Howfavourableisthemediacoveragethisbrandreceives?這個(gè)個(gè)品品牌牌得得到到的的媒媒體體方方面面的的照照顧顧有有多多好好？？Howdoprofessionalexpertsfeelaboutrecommendingthebrandtoothers?專家家在在推推薦薦這這個(gè)個(gè)品品牌牌時(shí)時(shí)的的感感受受如如何何？？Doesthebrandpubliclyliveuptoitspromises?是否這個(gè)個(gè)品牌符符合它的的承諾？？Isthebrandagoodcitizenofthecommunity?本品牌是是否是一一個(gè)良好好的社會(huì)會(huì)公民？？Howdothebrand’sownemployeesfeelaboutbeingassociatedwiththebrand?IstheirbehaviouralignedwiththeCEO’’svision?當(dāng)與本品品牌有聯(lián)聯(lián)系時(shí)，，品牌牌自己雇雇員的感感受如何何？ExampleFrom:J.NasserSentFriday,November19,19991:41PMToFordEmployeesandothersYesterday,BillFordandIspentmuchofthedaywithagroupofourseniorleadershipdiscussingoneofourkeyareasofcompetitiveadvantage--corporatecitizenshipTraditionally,manyofushaveconsideredcorporatecitizenshipasphilanthropyandvolunteerprograms.Letmeassureyouitismuchmorethanthat.It’saboutwhoweare,whatweofferinthemarketplaceandhowweconductourbusiness.It’’sourreputation…..Expectationsforperformancebylargeglobalcompaniesaremuchgreaterthanever.Itisnolongerenoughforusjusttoproducegoodproductsandemployandtreatpeoplefairly.Weareexpectedtohelpfindsolutionstotheenvironmental,socialandeconomicproblemsfacingtheworldXerox施施樂(lè)30minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompanystatementwasontheXeroxwebsiteTheCompassDial

羅盤(pán)盤(pán)（指南南針）Isavisualprompttohelp360Degreethinking幫助360度思思考的視視覺(jué)刺激激Dividedintosixsegments-eachcoveringtheelementsassociatedwithoneofthesixequities分割為6個(gè)部分分，每個(gè)個(gè)部分涵涵蓋該部部分的主主要元素素Atthecentretheelementsaremorestrategic中心部分分是較戰(zhàn)戰(zhàn)略性的的Whatisthebrand’sstrategytowardscurrentusersversusnon-users與非品牌牌使用者者相比，，什么是是品牌針針對(duì)目前前消費(fèi)群群的策略略？TheCompassDial

羅盤(pán)盤(pán)（指南南針）Aswemoveoutwardstheelementsbecomemoretangible越往外部部，元素素變得越越來(lái)越可可操作Thequalityoftheloyaltyprogramme,thestrengthofthebrandidea忠誠(chéng)度活活動(dòng)的質(zhì)質(zhì)量；品品牌““IDEA”的力度Ontheouterrimarethepointsofcontactthemselves-thephysicalplaceswherethebrandpresentsitselftothecustomer最外面的的邊緣，，是與與消費(fèi)者者的接觸觸點(diǎn)；是是品牌呈呈現(xiàn)自己己的物理理地點(diǎn)Listofelementsassociatedwitheachequity與每個(gè)方方面有關(guān)的主主要元素列表表BrandScanHelpsUsDiagnosetheAreasofSicknessintheBrand品牌掃描描幫助我我們?cè)\斷斷品牌的的弱點(diǎn)Forexample例如Keycustomerswhomthebrandisnotaddressingproperly品牌沒(méi)有有照顧好好的主要要客戶Wherethebrandneedstobuildstrongerrelationships品牌需要要建立更更強(qiáng)關(guān)系系的地方方Inconsistenciesinthevariouspointsofcontactbetweenthebrandanditscustomers品牌與其其消費(fèi)者者在各個(gè)個(gè)不同聯(lián)聯(lián)系點(diǎn)上上的不一一致性UsingtheCompassDial

運(yùn)用用羅盤(pán)（（指南針針）Useitasachecklistoftheanatomyofabrand作為解剖剖品牌的的“checklist””Seehowyourbrandstacksupagainstacompetitorbrandineachequity在每一個(gè)方方面，你的的品牌與競(jìng)競(jìng)爭(zhēng)品牌的的比較如何何？UsingtheCompassDial

運(yùn)用用羅盤(pán)（指指南針）Explorewhetherthecreativeideaisleveragedthroughoutthecompassandwhatthescopeisforinterplaybetweentheelements探索創(chuàng)意IDEA是否在羅盤(pán)盤(pán)上得以發(fā)發(fā)揮，各元元素間的相相互影響達(dá)達(dá)到哪種程程度？Askyourselfwhetheryourbrandhasweaknessesthatneedtobeaddressed-thecompassdialwillnottellyouthesolution.Butitwillpointyoutoadefinitionofwhattheproblemis自問(wèn)你的品品牌是否存存在弱點(diǎn)？？羅盤(pán)不會(huì)會(huì)告訴你解解決方法，，但可以以幫助你了了解問(wèn)題的的所在。DistillingtheDiscoveryDiscussion將將討論進(jìn)行行過(guò)濾IntoasingleChallenge挑戰(zhàn)Thebiggestchallengethebrandfaces品牌所面臨臨的最大挑戰(zhàn)ImageGoodwillProductCustomerVisualChannelSummarisingaBrandScanDiscussion:GuinnessSingapore品品牌掃描小小結(jié)（健力力士，新加加坡）HowtheProduct’sPerformanceSupportstheBrand產(chǎn)產(chǎn)品的表表現(xiàn)如何支支持品牌Product產(chǎn)品PeoplemeasureGuinnessagainstbeer,thereforeareunpleasantlysurprisedbyitsbitterness人們以啤酒酒的標(biāo)準(zhǔn)來(lái)來(lái)判斷Guinness，，發(fā)現(xiàn)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較強(qiáng)Image形象Guinnessisgoodforyoupersistsandisseenasold-fashioned“Guinnessisgoodforyou”有持續(xù)性，，但被認(rèn)為為過(guò)時(shí)Seriousdrink-needstolightenuptoinviteyoungerdrinkersintothebrand嚴(yán)肅飲品---需要要讓年輕消消費(fèi)群進(jìn)入入本品牌HowStrongtheBrand’’sCustomerFranchiseIsCustomerPeoplecomelatetothebrandanoldman’’sdrink人們接觸品品牌較晚，，是一個(gè)老老年男性的的品牌Youngtendtodipinandoutofbrand年輕人如蜻蜻蜓點(diǎn)水般般嘗試一下下HowWelltheBrandIsLeveragedintheTradeEnvironmentChannel銷(xiāo)售渠道Focusesonextremes(hawkercentres&Western-stylepubs),l