度品牌管理三

1360DegreesBrandCascadeJune30th-July1stShanghaiDoYouFeelThatYouAre…….

你是否覺得你是…...Intherightindustry? 在一個正確的行業(yè)工作?Withtherightagency? 在一個正確的公司工作?Attherighttime? 在正確的時間?360DegreeBrandingisaterrificopportunityforourbrands,ourclients&forourselves對品牌、客戶和我們自己而言，360度品牌管理是一個巨大的機會

IndividualPre-sessionExercise:

FramingtheAgenda

個人練習(xí)：Basedonwhatyouknownowabout360DegreeBranding,writedownonthecardwhatyoubelievetobethethreekeyissuesweneedtoaddresstobesuccessful

基于你對360度品牌管理的了解，在卡片上寫下你認(rèn)為帶來成功的三個主要觀點Anissueissomethingwehavetodosomethingabout觀點是一些我們必須要做的事情,它包含Anopportunity機會Aproblem問題Abalanceweneedtomakebetweentwoormorethings在幾件事情之間我們需要做的平衡Agenda

議程Introduction-thewhyandthewhat 為什么會有360度，什么是360度TheHow-fourpartsof360thinking 如何運用（360度思考的四個部分）Challenge

挑戰(zhàn)BrandPrint品牌寫真Idea想法BrandWorld

品牌世界Why360DegreeBranding? 為什么產(chǎn)生360度品牌管理？WorldwideTaskForceReport:TwoYearsAgoWeoperateinsilos 我們在井中作業(yè)Ourbusinessisbeingpusheddownstream 我們的事業(yè)正走向下游ManagementconsultancythreatwithCEOlevelcontacts 管理顧問公司威脅到CEO層面的接觸Recommendation

建議Focustheagencyon360DegreeBrandingasawayofaddingvalueandgettingbackupstream將公司集中到360度品牌思考,以增加我們的價值,讓事業(yè)重新走向上游DirectrelatedtonewdistributionHighendPRCEOBrandManager品牌經(jīng)理MarketingDirector行銷總監(jiān)Strategic策略的Operational運作的Tactical戰(zhàn)術(shù)的DirectAdvertisingSales

PromotionLowendPRNeeds需求Weareintheknowledgebusiness 我們處在一個需要知識的行業(yè)

Weneedmoreknowledge 我們需要更多的知識Weareintheideasbusiness 我們處在一個需要想法的行業(yè)

Weneedmoreideas 我們需要更多的想法Weareinthebrandbusiness 我們處在一個建立品牌的行業(yè)

Weneedmoreinfluenceonthetotalbrand 我們需要在整個品牌上有更多的影響力

WhatSortofCompanyDoWeWanttoBe?

我們希望成為一個怎樣的公司？TheUnlimitedBrandCompany無限品牌公司UnlimitedWecrossdisciplinesina360Degreeway通過360度度思考跨越專專業(yè)Wecrossborders跨越邊界Wechallengebarriers挑戰(zhàn)障礙Wetakeitallthewaythrough我們?nèi)轿贿\運用Insight...Ideas...Execution...Evaluation洞察…IDEA…執(zhí)執(zhí)行…評估Webuildthebrandtoitsfullpotential我們將品牌建建立至極限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(xiàn)在傳播活動上SinceThatInitialTaskForce:WorldwideAbsorbphilosophy吸收哲學(xué)Periodofdebate-keepindividualdisciplines保持獨立的原原則Experimentsonhowtoworktogetherdifferently嘗試如何共同同協(xié)作Gainsonkeyaccounts來自重要客戶戶的經(jīng)驗AmexbusinesspartnershipAmex商業(yè)伙伴IBMincreaseshareofclienttotalbudget(keymeasure)AdverOnetoPublicDesign/Media-tisingOneRelationsIdentityPromotionBuyingAustralia?? ???Bangladesh??China?? ??? ???HongKong?? ? ??? ???India?? ??? ??? ?Indonesia?? ? ???????Japan?? ?Malaysia ??? ??? ???NewZealand ? ?????Pakistan ???Philippines ? ?????Singapore?? ? ??? ???SouthKorea ? ?????SriLanka?? ?Taiwan ? ??? ?????Thailand ??? ?????Vietnam ?OgilvyResourcesinAsiaPacific

奧美在在亞太區(qū)的資資源StructuralandAttitudinalObstaclestoImplementing360DegreeBranding實行360度度品牌管理的的障礙Threetoolstohelpremovetheobstacles三個幫助消除除障礙的工具具Changedstructure改變的結(jié)構(gòu)BrandTeams品牌團(tuán)隊BrandProfit&Loss(P&L)品牌損益CREATIVE（創(chuàng)意）Adv廣告Finance,AdminandITpartners（財務(wù)、行政、、IT部門）SalesPromotion銷售推廣Head主管Head主管Head主管Head主管One直效行銷PublicRelations公共關(guān)系Identity視覺設(shè)計Head主管HEADOFCOUNTRY（地區(qū)主管）IMAGINEERSMulti-disciplinaryBrandTeams

多元化品牌團(tuán)隊ConsultingAgreedStructurefora360DegreeAgency（（360度代代理商的結(jié)構(gòu)構(gòu)）TheBrandTeam品品牌團(tuán)隊Aleaderwholeads一個品牌領(lǐng)導(dǎo)導(dǎo)者Teammemberswhoconnect接觸緊密的成成員Sittingtogether,ideally理想狀況下下，應(yīng)該坐坐在一起TheBrandP&L品牌損益Shareofclienttarget分享客戶的的目標(biāo)AP&Lwhichreportshorizontally垂直報告的的損益Jobstrackedatanindividuallevel工作遵循獨獨立的層面面Incomedistributedandprofitdistributedprorataversushoursspent收入和利潤潤根據(jù)時間間花費進(jìn)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(jié)結(jié)構(gòu)）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(chǎn)品延伸Salespromotion促銷活動Serviceexperience服務(wù)經(jīng)驗Wordofmouth口碑Receptionistsstyle接待人員的風(fēng)格Prejudices偏見Quality質(zhì)量Designandcolour設(shè)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(rèn)可Newsmedia新聞媒體Employeerelations雇員關(guān)系A(chǔ)BrandIsTheTotalityOfWhatTheCustomerExperiences一個品牌是是消費者所所經(jīng)歷的總總和In360Degree

在360度過程程中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必須預(yù)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(shè)設(shè)計需要傳傳達(dá)的信息息Youarearrangingtheencounterstomakesuretheyenrichthecustomer‘soverallexperiencewithabrand設(shè)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(jīng)經(jīng)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(guān)系系IncreasesClientvalueintermsofmarketshare,profitandshareprice增加客戶的的市場份額額，利潤和和股票價格格AddsfutureClientvaluebydrivingnewopportunities通過驅(qū)動新新的機會來來增加未來來客戶價值值A(chǔ)llowsustobewellpaidforusingourcreativityinthepursuitofthiscause讓我們得到到更好的利利潤回報Our360DegreeBrandThinking

360度品牌思思考Cracksthenon-traditionalcustomerinSingaporeGeneratesprofitsfromdreamsinTaipeiMilkssportforallitisworthinThailandSilencesaWhisperwithconfidenceinKoreaMakesmoneyoutofstripteaseinthePhilippinesTurnsanadvertisingpropertyintoapopulistsloganinIndonesiaDiscoversthepowerofselfdiscoveryinChinaIntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten最初的廣告告是寫在報報紙上的平平面廣告AlongCameTVWhichWorkedtotheSameBasicShape伴隨電視的的誕生，廣廣告工作仍仍然保持基基本形狀SoHeadsStartedtoBecometheSameShape

因此，，頭腦也逐逐漸變成同同樣的形狀狀ToFittheBriefsWhichWeretheSameShape-SquarePegsIntoSquareHoles以以適應(yīng)同樣樣形狀的廣廣告簡報SoAdmanLookedLikeThis

所以以，廣告告人看起起來都是是這個樣樣子的ThenAlongCameSomeOtherSortsofBriefs隨著其他他類型簡簡報的產(chǎn)產(chǎn)生Direct直效行銷銷PublicRelations公共關(guān)系系SoDifferentShapedHeadsWereRequired導(dǎo)致對不不同形狀狀頭腦的的需求ToMakeuptheFullOrchestraofDisciplines為為建立整整個管弦弦樂隊SpecialisationCanCreateWalls&Silos專專業(yè)化化創(chuàng)造墻墻和井Silo?井井？Alargetowerforthestorageofgrainorcement一個儲藏藏谷物或或水泥的的塔形建建筑Nowindowstolookinoroutof沒有窗可可以從里里面看到到外面或從里面面看到外外面PlusOtherSortsofBriefs加加上其他他類型的的簡報OldIntegration以以前的的整合Eachdisciplinesitsinasilo每個專業(yè)業(yè)都坐在在井里面面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略在主主導(dǎo)專業(yè)業(yè)中發(fā)展展（通常常是廣告告）Theleaddisciplinedevelopsitsidea(usuallytelevision)主導(dǎo)專業(yè)業(yè)發(fā)展它它的“IDEA”（通常是電電視）Otherdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline)其他專業(yè)業(yè)在既定定的“IDEA”下，被被要求根根據(jù)它發(fā)發(fā)展統(tǒng)一一的外觀觀和感受受（通常常離最后后期限很很接近））What’sChanged引引起哪些些變化？？Risingcostoftelevision抬高電視視的費用用Mediafragmentation媒介破碎碎分離Newmedia-Internet,cable,videoondemand新媒體的的誕生互聯(lián)網(wǎng)網(wǎng)、有線線電視、、點播錄錄像Importanceofendorsement背書的重重要性Searchforbettervaluefrombrandspending在品牌投投資中尋尋求更好好的價值值WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking為實行360品品牌思考考，我們們需要改改變我們們頭腦的的形狀?TheNew360DegreeBrandingApproach新新的360度度品牌建建立方式式WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandisanchoredintheBrandPrint開始即以以品牌團(tuán)團(tuán)隊進(jìn)行行工作，，在一個個原則下下進(jìn)行思思考多樣的的方法，，以品牌牌寫真為為依據(jù)ComeupwithabigIdea產(chǎn)出一個個“BIGIDEA”Chosepointsofcontacttointensifytheinvolvementofthebrandinpeople’’slives選擇接觸觸點，加加強品牌牌在人們們生活中中的融入入度TheNew360DegreeBrandingApproach新新的360度度品牌建建立方式式EnsureinterplaybetweenallexecutionalelementstobringtheBrandIdeaalivewhether確保所有有可執(zhí)行行元素間間的相互互影響，，以使使品牌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(dāng)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)新思維的的工具Newwaysofworkingtogetherthat新的協(xié)作方式式usethefullresourcesoftheBrandTeam運用品牌團(tuán)隊隊的所有資源源avoidwheel-spinningandduplicationofeffort避免重復(fù)勞動動maximiseourcreativity最大化我們的的創(chuàng)造力ToGoAlongWithOurNewHeadsWeNeed

為了了配合我們的的新頭腦，我我們需要：Practicetoensurewecan鍛煉可以保證證我們picktheroughdiamondsfromtherivergravel在沙礫中篩選選出鉆石cutandpolishthemtogiveourbrandstruebrilliance切割、打磨，，給予我們的的品牌真正的的光彩Casestoinspireusalongtheway案例可以激發(fā)發(fā)我們BiggestRecipeforDisaster

導(dǎo)致災(zāi)災(zāi)難的最大因因素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess喪失對結(jié)果的的預(yù)見，沉迷迷在過程中間間thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms認(rèn)為僅僅回答答一系列問題題，填完一些些表格即可讓讓工作得以完完成OtherRecipesforDisaster

其他導(dǎo)致致災(zāi)難的因素素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam認(rèn)為自己個人人作業(yè)要比品品牌團(tuán)隊作業(yè)業(yè)來得快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives羅列每件事情情，不從品牌牌融入消費者者生活的角度度來考慮優(yōu)先先順序Seeing360Degreeascross-sellingorjustcarvingupabudget將360度看看作跨領(lǐng)域銷銷售或僅僅作作為瓜分預(yù)算算的方法DifferencesBetweenOldFashionedIntegrationand360DegreeBrandThinking360度品牌思考與與整合概念的的差異性Integration整合Laundrylistofopportunitiesallofwhichwouldbenicetodobutdon’tnecessarilysolvethecriticalissue羅列所有的的機會點，，有些可能能還不錯，，但并不是是解決關(guān)鍵鍵問題所需需要的Nostrategicguidingprinciple沒有策略指指導(dǎo)原則IdeaactsassuperficialbadgingdeviceIDEA僅作為表面面的東西360DegreeBrandThinkingSolvingthecriticalchallengeofthebrand解決品牌面面臨的主要要挑戰(zhàn)Operatingwithinastrategicframework,withdifferentrolestoachievethegoal在策略框架架下運作，，從不同角角度達(dá)到目目的Drivenbyanidea,whichitextends以可延伸的的IDEA為指導(dǎo)WeAssumeThatWeHaveAlreadyDoneOurHomework我們假設(shè)我我們已經(jīng)做做完我們該該做的功課課Someagenciesscornresearch,marketingandhomework.TheyskidaroundonthesurfaceofirrelevantbrillianceAtOgilvyweaskyoutodoyourhomeworkandcreatebrilliantcampaignsDavidOgilvySequenceOf360DegreeBrandThinking

360度品牌思思考的順序序In360Degreethinkingeverythingconnectswitheverythingelse在360度度思考中，，每件事情情之間都有有關(guān)聯(lián)Thereisanaturalsequencefortheteamtomovethrough存在一個自自然順序Butweneedtocheckbacktoinsightsfrompreviousstagestoprovidestimulusandensurethateverythingfitstogetherandisconsistent但我們?nèi)匀蝗恍枰皇鞘腔仡櫱半A階段的洞察察，以提供供刺激材料料和確保每每件事配合合得很好，，確保他們們的一致性性。TheElements主主要元素素BrandScan品牌掃描BrandAudit品牌檢驗Pointsofcontact接觸點Challenge挑戰(zhàn)BrandPrint品牌寫真

IdeaBrandWorld品牌世界Executions執(zhí)行DiscovertheChallengefacingthebrandina360Degreeway從360度度的角度，，發(fā)掘品牌面臨的的挑戰(zhàn)DescribetheBrand’sDNA描述品牌的的DNAChallenge挑戰(zhàn)BrandPrint品牌寫真BrandWorld品牌世界Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact創(chuàng)造一個世世界，讓品品牌和它的的消費者之之間在各個個不同接觸觸點的相互互影響達(dá)到到最大化WhatWeNeedIdeaBrandAudit品牌檢驗BrandScan品牌掃描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(guān)關(guān)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(guān)關(guān)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(dá)達(dá)到到？？2FromBrandScantoChallenge從品品牌牌掃掃描描到到挑挑戰(zhàn)戰(zhàn)WheretheBrand’’sProblemsLie品品牌牌的的問問題題在在哪哪里里？？BrandScan品牌牌掃掃描描Challenge挑戰(zhàn)戰(zhàn)Equities資資產(chǎn)產(chǎn)A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities一個個360度度的的品品牌牌是是不不同同內(nèi)內(nèi)在在相相關(guān)關(guān)的的優(yōu)優(yōu)勢勢和和資資產(chǎn)產(chǎn)的的組組合合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(chǎn)品Customer消費者Visual視覺Channel銷售渠道道ACompositeofSixInterrelatedEquities

6個個方面資資產(chǎn)的組組合TheBrandTeamNeedsToKnowProduct產(chǎn)品Howtheproductperformancesupportsthebrand產(chǎn)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(quán)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(tuán)體所所認(rèn)可？？RecognisethisBrand?

辨認(rèn)這個個品牌WhatAreItsEquities?

什么是是它的資產(chǎn)？？UnusuallythisBrandwasbuiltwithnoadvertisingsupport通常這個品牌沒有廣告的支持HealthCheck:AmexversusDinersinHongKongAmex和和Diners品品牌健康檢查查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealthCheck:AmexversusHSBCVisainHongKong

Amex和HSBC品品牌健康檢檢查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelNotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities只有當(dāng)我們了了解品牌在6個方面的強強、弱Canwestarttodeterminewhatthebrandcoulddotobestronger我們才能決定定做些什么可可以讓品牌變變得更強大AndcanwedefinetheChallengefacingthebrand我們才能確定定品牌面臨的的挑戰(zhàn)Equities

資產(chǎn)產(chǎn)Equitiesarenotdisguisesforgroupcompaniesorcommunicationdisciplines資產(chǎn)不是一群群公司或多種種傳播方法的的偽裝However,differentdisciplinesclearlyhavemoreimpactonsomeequitiesthanonothers然而，不同的的方法在某些些資產(chǎn)方面會會比其他的方方法更有影響響力WhatWeUsetoHelpDiscovery我我們運用什么么來幫助發(fā)掘掘？Thebackgroundofourbasicknowledgeandhomeworkaboutthebrand我們的基本知知識背景和關(guān)關(guān)于品牌的功功課AfacilitatedmeetingoftheBrandTeamincludingMindShare具有促進(jìn)作用用的品牌團(tuán)隊隊會議（包括括傳立）Stimuliselectedfromashuffledeckofquestionsacrosstheequitiestoprovokethinkingandfocusdiscussion(itdoesnotmatterwhichequitywestartthediscussionwith)激發(fā)思考和討討論的“撲克克牌”AndtheCompassDialasavisualprompt視覺化工具“指南針”StimuliQuestionsintheShuffleDeck:ProductEquity

“撲克牌”中的的問題：產(chǎn)品品層面Whatmakesthisproductsuperiortothecompetition?這個產(chǎn)品優(yōu)于于競爭品牌的的原因有哪些些？Doestheproductperformanceliveuptoexpectationsinallitsaspects?產(chǎn)品的表現(xiàn)符符合在所有方方面的期望？？Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal?是否存在有關(guān)關(guān)這個產(chǎn)品的的某些事情，，如果大家都都知道，可以以增加這個產(chǎn)產(chǎn)品的吸引力力？StimuliQuestionsintheShuffleDeck:ProductEquity“撲克牌”中的的問題：產(chǎn)品品層面Doesthisproducthavetheoptimumprice-valueequation?是否這個產(chǎn)品品具有最佳的的價格--價價值比？Ifthereisarangeofproducts,howdotheyclarifyorconfusetheproposition?如果有一系列列產(chǎn)品，他們們是否讓主張張變得更清晰晰或者更混亂亂？Ifyouhadafreehand,arethereanythingsabouttheproduct(presentation/design/sizeetc)youwouldchangetomakeitmoreattractive?如果果你你可可以以自自由由發(fā)發(fā)揮揮，，是是否否有有任任何何你你希希望望改改變變的的方方面面，，（（包包括括：：設(shè)設(shè)計計、、尺尺寸寸等等）），，讓讓這這個個產(chǎn)產(chǎn)品品更更具具吸吸引引力力？？Example:JaguarIsaQuirkyBrand例例子子：：Jaguar是是一一個個詭詭異異的的品品牌牌TheengineersbuiltbackfeaturesintotheproducttoreinforcethisproductequityOrtherubberduckonthesideofthebathintheConradHotelStimuliforImageEquity形形象象層層面面Arethevaluesorattitudesthisbrandownsrelevanttothemarkettoday?品牌牌所所擁擁有有的的態(tài)態(tài)度度和和價價值值是是否否與與今今天天的的市市場場有有關(guān)關(guān)？？Doesthebrandleadorfollowtrendssetinthemarketplace?品牌牌是是否否引引領(lǐng)領(lǐng)或或追追隨隨在在市市場場中中的的潮潮流流？？Whofeelsclosesttothebrand-adiscretegroup,orawiderangeofpeople?哪些些人人與與品品牌牌最最接接近近？？部部分分人人群群還還是是廣廣泛泛的的人人群群？？Towhatextentisthebrandpresentedinadistinctivemannercomparedtothecompetition?與競競爭爭品品牌牌相相比比，，品品牌牌的的風(fēng)風(fēng)格格獨獨特特到到哪哪種種程程度度？？StimuliforImageEquity形形象象層層面面Isthereastrongideaunderpinningthebrand’’simage?在品品牌牌的的形形象象背背后后，，是是否否存存在在一一個個很很強強的的““IDEA””？？Towhatextentisthebrand’’sshareofvoiceaninfluenceonitsimagestrength?品牌的“SOV”對品牌強弱的的影響有多大大？Ifthereisimageweakness,isitbecausethebrandisbeingwronglypresentedornotsupportedintherightway?如果存在形象象上的弱點，，是因為品牌牌以錯誤的方方式被呈現(xiàn)，，還是沒有以以正確的方式式被支持？Example:PondsSkinLighteninginJapanWeigheddownwitha‘‘grandmother’scoldcream’’reputation重負(fù)“祖母的的冷霜”的形形象Neededtoskipagenerationtorejuvenateimage,andappealdirectlytoanewgroupofyoungwomen需要跳過一代代，讓品牌形形象得以重生生。并且直接接吸引新一代代的年輕女性性DoubleWhiteskinlighteningcreammadePond’sonceagainseemaninnovator(afterfollowingthetrendsforageneration)雙重美白霜讓讓Pond’s又一次被看作作創(chuàng)新者StimuliforCustomerEquity

消費者者層面Atwhatpointintheirlives,andforwhatreasons,docustomersstartandstopcomingtothebrand?在生活中的哪哪些點？基于于何種原因？？消費者開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?在尋求新的消消費者時，品品牌目標(biāo)達(dá)到到它潛力的多多少？Whoismoreimportanttoinfluence,thepurchaseroruserofthisbrand?誰對品牌更有有影響力？品品牌使用者者還是品牌的的購買者？StimuliforCustomerEquity

消費者者層面Whatisthevaluetothebrandofitsbestormostloyalcustomers?品牌忠實消費費者對品牌的的價值是什么么？Isthebrandover-dependenteitheronitsloyalcustomersoraconstantarrivalofnewusers?是否本品牌過過分依賴于忠忠實消費者和和新進(jìn)消費者者？Isthisbrandgettingitsfairshareofthecustomer’swallet?是否本品牌得得到其應(yīng)該得得到的份額？？Doesthisbrandtreatitsbestcustomersascustomersforlife?是否該品牌對對待它最好的的消費者如同同生活中的消消費者？InMostCountriesNestléEnjoysUniqueCustomerEquityAdvantagesLinkedtoItsProductPortfolioArangecoveringawidesetofneedsacrossfamilylifestages,frommotherstobetosenioradultnutrition涵蓋大范圍的的家庭生活所所需，從母親親到高級成人人營養(yǎng)Umbrellabrandingextendingintomanyaspectsofthecustomer

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

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

銷售渠道道方面Cansalesleadsbetracediftheyaresoldthroughthechannel?銷售痕跡是否否可以被追蹤蹤到？Howimportantisthebrandtothechannel,andhowdoestheTradefeelaboutthebrand?本品牌對銷售售渠道的重要要性如何？銷銷售渠道對品品牌的意見如如何？Whatdopotentialcustomersknowaboutwheretofindthebrand,andisitenough?潛在消費者是是否知道在哪哪里可以買得得到本品牌？？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視視覺方面Towhatextentisthebrand’slookandfeelalignedtothecorporatevision&valueswhichunderpinthebrand?品牌的外觀和和感受與公司司遠(yuǎn)景及價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、符號等是否闡闡述得夠清楚楚？Doallthevisualaspectsofthebrandgiveacontemporaryfeel?Oracategory-leadingimpression?品牌所有的視視覺方面是否否有當(dāng)今的感感覺？或者是是否覺得有一一個品類領(lǐng)導(dǎo)導(dǎo)者的感覺？？StimuliforVisualEquity視視覺方面Isthebrandpresenteverywhereintheoutsideworld?本品牌在外部部世界是否得得可以看得見見？Howstrongisthevisualimpactofthebrandinstore?品牌在店頭的的視覺沖擊力力有多強？Towhatdegreearealltheaspectsofthebrand’svisualpresenceconsistentwitheachother?品牌視覺各個個方面的一致致性如何？BeforeEnterpriseDevelopedaNewVisualIdentityforHKPost,NameCardsWereAllDifferent香港郵政（（視覺整合以以前）ByContrast,theStrongVisualEquityofAmex相反，美國運運通卡有很強強的視覺資產(chǎn)產(chǎn)StimuliforGoodwillEquity

商譽方方面Arethereanysocialtrendswhicharelikelytoincreaseordecreasedemandforthebrandinthefuture?是否存在任何何社會趨勢，，在將來會影影響到對本品品牌的需求增增減？Arethereanyexternalissueswhichaffectthisbrand,eitherpositivelyornegatively?Cananybecreated?是否有外部觀觀點會影響到到本品牌？（（正面的或或負(fù)面的觀點點）能否創(chuàng)造造這樣的觀點點？Whointheworldatlargehasabiginfluenceonthisbrandorthedecision-makingofitsconsumers?誰對這個品牌牌有最大的影影響力？對消消費者購買決決定有影響力力？StimuliforGoodwillEquity

商譽方方面Howfavourableisthemediacoveragethisbrandreceives?這個品牌得到到的媒體方面面的照顧有多多好？Howdoprofessionalexpertsfeelaboutrecommendingthebrandtoothers?專家在推薦這這個品牌時的的感受如何？？Doesthebrandpubliclyliveuptoitspromises?是否這個品牌牌符合它的承承諾？Isthebrandagoodcitizenofthecommunity?本品牌是否是是一個良好的的社會公民？？Howdothebrand’sownemployeesfeelaboutbeingassociatedwiththebrand?IstheirbehaviouralignedwiththeCEO’svision?當(dāng)與本品牌有有聯(lián)系時，品品牌自己雇雇員的感受如如何？ExampleFrom:J.NasserSentFriday,November19,19991:41PMToFordEmployeesandothersYesterday,BillFordandIspentmuchofthedaywithagroupofourseniorleadershipdiscussingoneofourkeyareasofcompetitiveadvantage--corporatecitizenshipTraditionally,manyofushaveconsideredcorporatecitizenshipasphilanthropyandvolunteerprograms.Letmeassureyouitismuchmorethanthat.It’saboutwhoweare,whatweofferinthemarketplaceandhowweconductourbusiness.It’’sourreputation…..Expectationsforperformancebylargeglobalcompaniesaremuchgreaterthanever.Itisnolongerenoughforusjusttoproducegoodproductsandemployandtreatpeoplefairly.Weareexpectedtohelpfindsolutionstotheenvironmental,socialandeconomicproblemsfacingtheworldXerox施樂30minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompanystatementwasontheXeroxwebsiteTheCompassDial羅羅盤（指指南針）Isavisualprompttohelp360Degreethinking幫助360度思考的的視覺刺激激Dividedintosixsegments-eachcoveringtheelementsassociatedwithoneofthesixequities分割為6個個部分，每每個部分涵涵蓋該部分分的主要元元素Atthecentretheelementsaremorestrategic中心部分是是較戰(zhàn)略性性的Whatisthebrand’sstrategytowardscurrentusersversusnon-users與非品牌使使用者相比比，什么是是品牌針對對目前消費費群的策略略？TheCompassDial羅羅盤（指指南針）Aswemoveoutwardstheelementsbecomemoretangible越往外部，，元素變得得越來越可可操作Thequalityoftheloyaltyprogramme,thestrengthofthebrandidea忠誠度活動動的質(zhì)量；；品牌““IDEA””的力度Ontheouterrimarethepointsofcontactthemselves-thephysicalplaceswherethebrandpresentsitselftothecustomer最外面的邊邊緣，是是與消費者者的接觸點點；是品牌牌呈現(xiàn)自己己的物理地地點Listofelementsassociatedwitheachequity與每個方面面有關(guān)的主要要元素列表BrandScanHelpsUsDiagnosetheAreasofSicknessintheBrand品牌掃描幫幫助我們診診斷品牌的的弱點Forexample例如Keycustomerswhomthebrandisnotaddressingproperly品牌沒有照照顧好的主主要客戶Wherethebrandneedstobuildstrongerrelationships品牌需要建建立更強關(guān)關(guān)系的地方方Inconsistenciesinthevariouspointsofcontactbetweenthebrandanditscustomers品牌與其消消費者在各各個不同聯(lián)聯(lián)系點上的的不一致性性UsingtheCompassDial

運用用羅盤（指指南針）Useitasachecklistoftheanatomyofabrand作為解剖品品牌的“checklist”Seehowyourbrandstacksupagainstacompetitorbrandineachequity在每一個方方面，你的的品牌與競競爭品牌的的比較如何何？UsingtheCompassDial

運用用羅盤（指指南針）Explorewhetherthecreativeideaisleveragedthroughoutthecompassandwhatthescopeisforinterplaybetweentheelements探索創(chuàng)意IDEA是否在羅盤盤上得以發(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自問你的品品牌是否存存在弱點？？羅盤不會會告訴你解解決方法，，但可以以幫助你了了解問題的的所在。DistillingtheDiscoveryDiscussion將將討論進(jìn)行行過濾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)來來判斷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Image形象Guinnessisgoodforyoupersistsandisseenasold-fashioned“Guinnessisgoodforyou”有持續(xù)性，，但被認(rèn)為為過時Seriousdrink-needstolightenuptoinviteyoungerdrinkersintothebrand嚴(yán)肅飲品需要要讓年輕消消費群進(jìn)入入本品牌HowStrongtheBrand’’sCustomerFranchiseIsCustomerPeoplecomelatetothebrandanoldman’’sdrink人們接觸品品牌較晚，，是一個老老年男性的的品牌Youngtendtodipinandoutofbrand年輕人如蜻蜻蜓點水般般嘗試一下下HowWelltheBrandIsLeveragedintheTradeEnvironmentChannel銷售渠道Focusesonextremes(hawkercentres&Western-stylepubs),leavingmiddlegroundChinesenightspotsunder-leveraged集中在終端端YoungerdrinkerssurprisedifGuinnessisnotavailable-butforgiveoutlet&switchbrands沒有“Guinness””年輕人會很很驚訝，但但會原諒?fù)ㄍ范D(zhuǎn)換換品牌WhethertheBrandPresentsaClearConsistentandDifferentiatingPresenceVisual視覺Blacknessisvisiblydifferent,strikingandsignifiesmasculinity黑色是視覺覺差異，意意味著男男性In-barsignageisdusty酒吧內(nèi)的象象征是灰塵塵WhethertheBrandIsEndorsedbyInfluencersandtheCommunitiesinWhichItLivesGoodwill商譽Campaignapproachirreverent,butdoesn’tdomuchforthecommunityatlarge廣告方式有有點叛逆、、不尊重的的感覺，但但并沒有太太過分ButawarenessofIrishpubsintroducesan‘a(chǎn)u