度品牌管理推薦

1360DegreesBrandCascadeJune30th-July1stShanghaiDoYouFeelThatYouAre…….

你是否覺(jué)得你是…...Intherightindustry? 在一個(gè)正確的行業(yè)工作?Withtherightagency? 在一個(gè)正確的公司工作?Attherighttime? 在正確的時(shí)間?360DegreeBrandingisaterrificopportunityforourbrands,ourclients&forourselves對(duì)品牌、客戶和我們自己而言，360度品牌管理是一個(gè)巨大的機(jī)會(huì)

IndividualPre-sessionExercise:

FramingtheAgenda

個(gè)人練習(xí)：Basedonwhatyouknownowabout360DegreeBranding,writedownonthecardwhatyoubelievetobethethreekeyissuesweneedtoaddresstobesuccessful

基于你對(duì)360度品牌管理的了解，在卡片上寫(xiě)下你認(rèn)為帶來(lái)成功的三個(gè)主要觀點(diǎn)Anissueissomethingwehavetodosomethingabout觀點(diǎn)是一些我們必須要做的事情,它包含Anopportunity機(jī)會(huì)Aproblem問(wèn)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(huì)有360度，什么是360度TheHow-fourpartsof360thinking 如何運(yùn)用（360度思考的四個(gè)部分）Challenge

挑戰(zhàn)BrandPrint品牌寫(xiě)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?cè)诰凶鳂I(yè)Ourbusinessisbeingpusheddownstream 我們的事業(yè)正走向下游ManagementconsultancythreatwithCEOlevelcontacts 管理顧問(wèn)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(jià)值,讓事業(yè)重新走向上游DirectrelatedtonewdistributionHighendPRCEOBrandManager品牌經(jīng)理MarketingDirector行銷(xiāo)總監(jiān)Strategic策略的Operational運(yùn)作的Tactical戰(zhàn)術(shù)的DirectAdvertisingSales

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

Weneedmoreknowledge 我們需要更多的知識(shí)Weareintheideasbusiness 我們處在一個(gè)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(gè)建立品牌的行業(yè)

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

WhatSortofCompanyDoWeWanttoBe?

我們希望成為一個(gè)怎樣的公司？TheUnlimitedBrandCompany無(wú)限品牌公司UnlimitedWecrossdisciplinesina360Degreeway通過(guò)360度思思考跨跨越專(zhuān)專(zhuān)業(yè)Wecrossborders跨越邊邊界Wechallengebarriers挑戰(zhàn)障障礙Wetakeitallthewaythrough我們?nèi)轿晃贿\(yùn)用用Insight...Ideas...Execution...Evaluation洞察……IDEA……執(zhí)行行…評(píng)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(xiàn)在傳播活動(dòng)上SinceThatInitialTaskForce:WorldwideAbsorbphilosophy吸收哲哲學(xué)Periodofdebate-keepindividualdisciplines保持獨(dú)獨(dú)立的的原則則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奧奧美美在在亞亞太太區(qū)區(qū)的的資資源源StructuralandAttitudinalObstaclestoImplementing360DegreeBranding實(shí)行行360度度品品牌牌管管理理的的障障礙礙Threetoolstohelpremovetheobstacles三個(gè)個(gè)幫幫助助消消除除障障礙礙的的工工具具Changedstructure改變變的的結(jié)結(jié)構(gòu)構(gòu)BrandTeams品牌牌團(tuán)團(tuán)隊(duì)隊(duì)BrandProfit&Loss(P&L)品牌牌損損益益CREATIVE（創(chuàng)意意））Adv廣告告Finance,AdminandITpartners（（財(cái)務(wù)務(wù)、、行行政政、、IT部門(mén)門(mén)））SalesPromotion銷(xiāo)售售推推廣廣Head主管管Head主管管Head主管管Head主管管One直效效行行銷(xiāo)銷(xiāo)PublicRelations公共共關(guān)關(guān)系系Identity視覺(jué)覺(jué)設(shè)設(shè)計(jì)計(jì)Head主管管HEADOFCOUNTRY（地區(qū)區(qū)主主管管））IMAGINEERSMulti-disciplinaryBrandTeams

多元化品牌團(tuán)隊(duì)ConsultingAgreedStructurefora360DegreeAgency（（360度度代代理理商商的的結(jié)結(jié)構(gòu)構(gòu)））TheBrandTeam品品牌牌團(tuán)團(tuán)隊(duì)隊(duì)Aleaderwholeads一個(gè)個(gè)品品牌牌領(lǐng)領(lǐng)導(dǎo)導(dǎo)者者Teammemberswhoconnect接觸觸緊緊密密的的成成員員Sittingtogether,ideally理想想狀狀況況下下，，應(yīng)應(yīng)該該坐坐在在一一起起TheBrandP&L品牌牌損損益益Shareofclienttarget分享享客客戶戶的的目目標(biāo)標(biāo)AP&Lwhichreportshorizontally垂直直報(bào)報(bào)告告的的損損益益Jobstrackedatanindividuallevel工作作遵遵循循獨(dú)獨(dú)立立的的層層面面Incomedistributedandprofitdistributedprorataversushoursspent收入入和和利利潤(rùn)潤(rùn)根根據(jù)據(jù)時(shí)時(shí)間間花花費(fèi)費(fèi)進(jìn)進(jìn)行行分分配配Finance,AdminandITpartnersHeadHeadHeadHeadHeadHEADOFCOUNTRYMulti-disciplinaryBrandTeamsConsultingIMAGINEERSAdvSalesPromotionOnePublicRelationsIdentityCREATIVEBrandP&L品牌損益CountryP&L地區(qū)區(qū)損損益益AgreedStructurefora360DegreeAgency（（360度度代代理理商商結(jié)結(jié)構(gòu)構(gòu)））What360DegreeDoesForUs360度可可以以為為我我們們做做什什么么？？WhatistheTerritoryofaBrand?一一個(gè)個(gè)品品牌牌的的版版圖圖是是什什么么？？Sixincheswide6英寸寸寬寬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)個(gè)品品牌牌是是消消費(fèi)費(fèi)者者所所經(jīng)經(jīng)歷歷的的總總和和In360Degree在在360度度過(guò)過(guò)程程中中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必必須須預(yù)預(yù)見(jiàn)見(jiàn)消消費(fèi)費(fèi)者者與與品品牌牌的的每每一一次次接接觸觸機(jī)機(jī)會(huì)會(huì)Youmustcustomizethemessageforeachencounter針對(duì)每每一次次機(jī)會(huì)會(huì)，設(shè)設(shè)計(jì)需需要傳傳達(dá)的的信息息Youarearrangingtheencounterstomakesuretheyenrichthecustomer‘‘soverallexperiencewithabrand設(shè)計(jì)安安排這這樣的的機(jī)會(huì)會(huì)，以以保證證可以以增加加消費(fèi)費(fèi)者與與品牌牌的經(jīng)經(jīng)驗(yàn)A360DegreeBrandScrapsandStrawsThatAdduptotheMostValuableAssetaCompanyHas360DegreeBrandStewardship360度度品牌牌管家家Createsgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers創(chuàng)造偉偉大的的“IDEA””，讓我們們的品品牌在在與消消費(fèi)者者的每每一次次接觸觸中都都可以以向前前發(fā)展展Selectstherichestpointsofcustomerinvolvementonwhichtofocusourefforts選擇最有效效的接觸點(diǎn)點(diǎn)，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(qiáng)客戶和和消費(fèi)者之之間的關(guān)系系IncreasesClientvalueintermsofmarketshare,profitandshareprice增加客戶的的市場(chǎng)份額額，利潤(rùn)和和股票價(jià)格格AddsfutureClientvaluebydrivingnewopportunities通過(guò)驅(qū)動(dòng)新新的機(jī)會(huì)來(lái)來(lái)增加未來(lái)來(lái)客戶價(jià)值值A(chǔ)llowsustobewellpaidforusingourcreativityinthepursuitofthiscause讓我們得到到更好的利利潤(rùn)回報(bào)Our360DegreeBrandThinking

360度品牌思思考Cracksthenon-traditionalcustomerinSingaporeGeneratesprofitsfromdreamsinTaipeiMilkssportforallitisworthinThailandSilencesaWhisperwithconfidenceinKoreaMakesmoneyoutofstripteaseinthePhilippinesTurnsanadvertisingpropertyintoapopulistsloganinIndonesiaDiscoversthepowerofselfdiscoveryinChinaIntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten最初的廣告告是寫(xiě)在報(bào)報(bào)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(jiǎn)報(bào)SoAdmanLookedLikeThis

所以，，廣告人看看起來(lái)都是是這個(gè)樣子子的ThenAlongCameSomeOtherSortsofBriefs隨著其他類(lèi)類(lèi)型簡(jiǎn)報(bào)的的產(chǎn)生Direct直效行銷(xiāo)PublicRelations公共關(guān)系SoDifferentShapedHeadsWereRequired導(dǎo)致對(duì)不同同形狀頭腦腦的需求ToMakeuptheFullOrchestraofDisciplines為為建立整整個(gè)管弦樂(lè)樂(lè)隊(duì)SpecialisationCanCreateWalls&Silos專(zhuān)專(zhuān)業(yè)化創(chuàng)造造墻和井Silo?

井？Alargetowerforthestorageofgrainorcement一個(gè)儲(chǔ)藏谷谷物或水泥泥的塔形建建筑Nowindowstolookinoroutof沒(méi)有窗可以以從里面看看到外面或從里面看看到外面PlusOtherSortsofBriefs

加上上其他類(lèi)型型的簡(jiǎn)報(bào)OldIntegration以以前的整合合Eachdisciplinesitsinasilo每個(gè)專(zhuān)業(yè)都都坐在井里里面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略在主導(dǎo)導(dǎo)專(zhuān)業(yè)中發(fā)發(fā)展（通常常是廣告））Theleaddisciplinedevelopsitsidea(usuallytelevision)主導(dǎo)專(zhuān)業(yè)發(fā)發(fā)展它的““IDEA””（通常是電視視）Otherdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline)其他專(zhuān)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引引起起哪哪些些變變化化？？Risingcostoftelevision抬高高電電視視的的費(fèi)費(fèi)用用Mediafragmentation媒介介破破碎碎分分離離Newmedia-Internet,cable,videoondemand新媒媒體體的的誕誕生生----互互聯(lián)聯(lián)網(wǎng)網(wǎng)、、有有線線電電視視、、點(diǎn)點(diǎn)播播錄錄像像Importanceofendorsement背書(shū)書(shū)的的重重要要性性Searchforbettervaluefrombrandspending在品品牌牌投投資資中中尋尋求求更更好好的的價(jià)價(jià)值值WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking為實(shí)實(shí)行行360品品牌牌思思考考，，我我們們需需要要改改變變我我們們頭頭腦腦的的形形狀狀?TheNew360DegreeBrandingApproach新新的的360度度品品牌牌建建立立方方式式WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandisanchoredintheBrandPrint開(kāi)始始即即以以品品牌牌團(tuán)團(tuán)隊(duì)隊(duì)進(jìn)進(jìn)行行工工作作，，在在一一個(gè)個(gè)原原則則下下進(jìn)進(jìn)行行思思考考--------多多樣樣的的方方法法，，以以品品牌牌寫(xiě)寫(xiě)真真為為依依據(jù)據(jù)ComeupwithabigIdea產(chǎn)出出一一個(gè)個(gè)““BIGIDEA””Chosepointsofcontacttointensifytheinvolvementofthebrandinpeople’’slives選擇擇接接觸觸點(diǎn)點(diǎn)，，加加強(qiáng)強(qiáng)品品牌牌在在人人們們生生活活中中的的融融入入度度TheNew360DegreeBrandingApproach新新的的360度度品品牌牌建建立立方方式式EnsureinterplaybetweenallexecutionalelementstobringtheBrandIdeaalivewhether確保保所所有有可可執(zhí)執(zhí)行行元元素素間間的的相相互互影影響響，，以以使使品品牌牌IDEA誕生生，，無(wú)無(wú)論論single,dualormultipledisciplinesareused是否否運(yùn)運(yùn)用用到到單單一一、、雙雙重重還還是是多多元元的的專(zhuān)專(zhuān)業(yè)業(yè)Ogilvycompaniesdeliveralltheexecutionsornot是否否所所有有的的執(zhí)執(zhí)行行工工作作都都由由奧奧美美的的公公司司完完成成Thebestchanceofbeing360Degreeiswhenyouhaveaverystrongidea.Ifit’’sstrong,itwillstarttohappennaturally“成成為為360度度的的最最大大機(jī)機(jī)會(huì)會(huì)是是當(dāng)當(dāng)你你有有一一個(gè)個(gè)很很強(qiáng)強(qiáng)的的IDEA，，如果果IDEA夠強(qiáng)強(qiáng)，，它它會(huì)會(huì)很很自自然然成成為為360度度。?！薄盨hellyLazarusToGoAlongWithOurNewHeadsWeNeed為為了了配配合合我我們們的的新新頭頭腦腦，，我我們們需需要要：：Stimulitoprovokenewthinking激發(fā)發(fā)新新思思維維的的工工具具Newwaysofworkingtogetherthat新的的協(xié)協(xié)作作方方式式usethefullresourcesoftheBrandTeam運(yùn)用用品品牌牌團(tuán)團(tuán)隊(duì)隊(duì)的的所所有有資資源源avoidwheel-spinningandduplicationofeffort避免免重重復(fù)復(fù)勞勞動(dòng)動(dòng)maximiseourcreativity最大大化化我我們們的的創(chuàng)創(chuàng)造造力力ToGoAlongWithOurNewHeadsWeNeed為為了了配配合合我我們們的的新新頭頭腦腦，，我我們們需需要要：：Practicetoensurewecan鍛煉煉可可以以保保證證我我們們picktheroughdiamondsfromtherivergravel在沙沙礫礫中中篩篩選選出出鉆鉆石石cutandpolishthemtogiveourbrandstruebrilliance切割割、、打打磨磨，，給給予予我我們們的的品品牌牌真真正正的的光光彩彩Casestoinspireusalongtheway案例例可可以以激激發(fā)發(fā)我我們們BiggestRecipeforDisaster導(dǎo)導(dǎo)致致災(zāi)災(zāi)難難的的最最大大因因素素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess喪失失對(duì)對(duì)結(jié)結(jié)果果的的預(yù)預(yù)見(jiàn)見(jiàn)，，沉沉迷迷在在過(guò)過(guò)程程中中間間thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms認(rèn)為僅僅回答答一系列問(wèn)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(gè)人人作業(yè)要比品品牌團(tuán)隊(duì)作業(yè)業(yè)來(lái)得快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives羅列每件事情情，不從品牌牌融入消費(fèi)者者生活的角度度來(lái)考慮優(yōu)先先順序Seeing360Degreeascross-sellingorjustcarvingupabudget將360度看看作跨領(lǐng)域銷(xiāo)銷(xiāo)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羅列所有的機(jī)機(jī)會(huì)點(diǎn)，有些些可能還不錯(cuò)錯(cuò)，但并不是是解決關(guān)鍵問(wèn)問(wèn)題所需要的的Nostrategicguidingprinciple沒(méi)有策略指導(dǎo)導(dǎo)原則IdeaactsassuperficialbadgingdeviceIDEA僅作為表面的的東西360DegreeBrandThinkingSolvingthecriticalchallengeofthebrand解決品牌面臨臨的主要挑戰(zhàn)戰(zhàn)Operatingwithinastrategicframework,withdifferentrolestoachievethegoal在策略框架下下運(yùn)作，從不不同角度達(dá)到到目的Drivenbyanidea,whichitextends以可延伸的IDEA為指導(dǎo)WeAssumeThatWeHaveAlreadyDoneOurHomework我們假設(shè)我們們已經(jīng)做完我我們?cè)撟龅墓φnSomeagenciesscornresearch,marketingandhomework.TheyskidaroundonthesurfaceofirrelevantbrillianceAtOgilvyweaskyoutodoyourhomeworkandcreatebrilliantcampaignsDavidOgilvySequenceOf360DegreeBrandThinking

360度品牌思考考的順序In360Degreethinkingeverythingconnectswitheverythingelse在360度思思考中，每件件事情之間都都有關(guān)聯(lián)Thereisanaturalsequencefortheteamtomovethrough存在一個(gè)自然然順序Butweneedtocheckbacktoinsightsfrompreviousstagestoprovidestimulusandensurethateverythingfitstogetherandisconsistent但我們?nèi)匀恍栊枰皇腔仡欘櫱半A段的洞洞察，以提供供刺激材料和和確保每件事事配合得很好好，確保他們們的一致性。。TheElements

主要元元素BrandScan品牌掃描BrandAudit品牌檢驗(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度的的角度，發(fā)掘掘品牌面臨的挑挑戰(zhàn)DescribetheBrand’sDNA描述品牌的DNAChallenge挑戰(zhàn)BrandPrint品牌寫(xiě)真BrandWorld品牌世界Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact創(chuàng)造一個(gè)世界界，讓品牌和和它的消費(fèi)者者之間在各個(gè)個(gè)不同接觸點(diǎn)點(diǎn)的相互影響響達(dá)到最大化化WhatWeNeedIdeaBrandAudit品牌檢驗(yàn)BrandScan品牌掃描Pointsofcontact接觸點(diǎn)Gathering,orderingandinterpretinginformationaboutthebrandina360Degreeway從360度的的角度，收集集、整理、解解釋關(guān)于品牌牌的各種訊息息Understandingtheuniquerelationshipbetweenthebrandanditscustomers了解消費(fèi)者與與品牌的獨(dú)特特關(guān)系Definingtheareaswherethebrandcanintensifytheimpactithasonpeople’slives確定品牌可以以增強(qiáng)其對(duì)人人們生活影響響的接觸點(diǎn)HowWeGetThere

如何達(dá)到到？2FromBrandScantoChallenge從品牌掃描到到挑戰(zhàn)WheretheBrand’’sProblemsLie品品牌的問(wèn)題題在哪里？BrandScan品牌掃描Challenge挑戰(zhàn)Equities

資產(chǎn)產(chǎn)A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities一個(gè)360度度的品牌是不不同內(nèi)在相關(guān)關(guān)的優(yōu)勢(shì)和資資產(chǎn)的組合Weusesixequitiestolookatabrandinacomprehensiveway我們運(yùn)用六個(gè)個(gè)方面來(lái)觀察察一個(gè)品牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand就像品牌的健健康檢查，我我們得到每個(gè)個(gè)方面品牌的的優(yōu)勢(shì)和弱點(diǎn)點(diǎn)Image形象Goodwill商譽(yù)Product產(chǎn)品Customer消費(fèi)者Visual視覺(jué)Channel銷(xiāo)售渠道ACompositeofSixInterrelatedEquities6個(gè)方面面資產(chǎn)的組組合TheBrandTeamNeedsToKnowProduct產(chǎn)品Howtheproductperformancesupportsthebrand產(chǎn)品的表現(xiàn)現(xiàn)如何支持持品牌？Image形象Whetherthebrand’simageisstrongandengaging是否品牌形形象很強(qiáng)并并且吸引消消費(fèi)者？Customer消費(fèi)者Howstrongthebrand’scustomerfranchiseis品牌消費(fèi)者者的特權(quán)有有多強(qiáng)？TheBrandTeamNeedsToKnowChannel銷(xiāo)售渠道Howwellthebrandisleveragedinthetradeenvironment通路環(huán)境對(duì)對(duì)品牌的影影響如何？？Visual視覺(jué)Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否品牌具具有清晰、、持續(xù)和差差異化視覺(jué)覺(jué)形象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我們的基本本知識(shí)背景景和關(guān)于品品牌的功課課AfacilitatedmeetingoftheBrandTeamincludingMindShare具有促進(jìn)作作用的品牌牌團(tuán)隊(duì)會(huì)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(jué)化工具具“指南針”StimuliQuestionsintheShuffleDeck:ProductEquity

“撲克牌”中中的問(wèn)題：：產(chǎn)品層面面Whatmakesthisproductsuperiortothecompetition?這個(gè)產(chǎn)品優(yōu)優(yōu)于競(jìng)爭(zhēng)品品牌的原因因有哪些？？Doestheproductperformanceliveuptoexpectationsinallitsaspects?產(chǎn)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(guān)這個(gè)產(chǎn)產(chǎn)品的某些些事情，如如果大家都都知道，可可以增加這這個(gè)產(chǎn)品的的吸引力？？StimuliQuestionsintheShuffleDeck:ProductEquity“撲克牌”中中的問(wèn)題：：產(chǎn)品層面面Doesthisproducthavetheoptimumprice-valueequation?是否這個(gè)產(chǎn)產(chǎn)品具有最最佳的價(jià)格格--價(jià)值值比？Ifthereisarangeofproducts,howdotheyclarifyorconfusetheproposition?如果有一系系列產(chǎn)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(shè)計(jì)、尺尺寸等），，讓這個(gè)產(chǎn)產(chǎn)品更具吸吸引力？Example:JaguarIsaQuirkyBrand

例子：：Jaguar是是一個(gè)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(jià)值是否否與今天的的市場(chǎng)有關(guān)關(guān)？Doesthebrandleadorfollowtrendssetinthemarketplace?品牌是否引引領(lǐng)或追隨隨在市場(chǎng)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(jìng)爭(zhēng)品牌牌相比，品品牌的風(fēng)格格獨(dú)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(gè)很強(qiáng)強(qiáng)的“IDEA””？Towhatextentisthebrand’sshareofvoiceaninfluenceonitsimagestrength?品牌的“SOV”對(duì)品牌強(qiáng)弱弱的影響有有多大？Ifthereisimageweakness,isitbecausethebrandisbeingwronglypresentedornotsupportedintherightway?如果存在形形象上的弱弱點(diǎn)，是因因?yàn)槠放埔砸藻e(cuò)誤的方方式被呈現(xiàn)現(xiàn)，還是沒(méi)沒(méi)有以正確確的方式被被支持？Example:PondsSkinLighteninginJapanWeigheddownwitha‘‘grandmother’’scoldcream’reputation重負(fù)“祖母母的冷霜””的形象Neededtoskipagenerationtorejuvenateimage,andappealdirectlytoanewgroupofyoungwomen需要跳過(guò)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(fèi)者層面面Atwhatpointintheirlives,andforwhatreasons,docustomersstartandstopcomingtothebrand?在生活中的的哪些點(diǎn)？？基于何種種原因？消消費(fèi)者開(kāi)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(fèi)者時(shí)時(shí)，品牌目目標(biāo)達(dá)到它它潛力的多多少？Whoismoreimportanttoinfluence,thepurchaseroruserofthisbrand?誰(shuí)對(duì)品牌更更有影響力力？品牌牌使用者還還是品牌的的購(gòu)買(mǎi)者？？StimuliforCustomerEquity消消費(fèi)者層面面Whatisthevaluetothebrandofitsbestormostloyalcustomers?品牌忠實(shí)消消費(fèi)者對(duì)品品牌的價(jià)值值是什么？？Isthebrandover-dependenteitheronitsloyalcustomersoraconstantarrivalofnewusers?是否本品牌牌過(guò)分依賴(lài)賴(lài)于忠實(shí)消消費(fèi)者和新新進(jìn)消費(fèi)者者？Isthisbrandgettingitsfairshareofthecustomer’’swallet?是否本品牌牌得到其應(yīng)應(yīng)該得到的的份額？Doesthisbrandtreatitsbestcustomersascustomersforlife?是否該品牌牌對(duì)待它最最好的消費(fèi)費(fèi)者如同生生活中的消消費(fèi)者？InMostCountriesNestléEnjoysUniqueCustomerEquityAdvantagesLinkedtoItsProductPortfolioArangecoveringawidesetofneedsacrossfamilylifestages,frommotherstobetosenioradultnutrition涵蓋大范圍圍的家庭生生活所需，，從母親到到高級(jí)成人人營(yíng)養(yǎng)Umbrellabrandingextendingintomanyaspectsofthecustomer

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

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

銷(xiāo)售售渠道方面面Cansalesleadsbetracediftheyaresoldthroughthechannel?銷(xiāo)售痕跡是是否可以被被追蹤到？？Howimportantisthebrandtothechannel,andhowdoestheTradefeelaboutthebrand?本品牌對(duì)銷(xiāo)銷(xiāo)售渠道的的重要性如如何？銷(xiāo)售售渠道對(duì)品品牌的意見(jiàn)見(jiàn)如何？Whatdopotentialcustomersknowaboutwheretofindthebrand,andisitenough?潛在消費(fèi)者者是否知道道在哪里可可以買(mǎi)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(wù)如如何有效地地支持本品品牌？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(lèi)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?是否存在任何何社會(huì)趨勢(shì)，，在將來(lái)會(huì)影影響到對(duì)本品品牌的需求增增減？Arethereanyexternalissueswhichaffectthisbrand,eitherpositivelyornegatively?Cananybecreated?是否有外部觀觀點(diǎn)會(huì)影響到到本品牌？（（正面的或或負(fù)面的觀點(diǎn)點(diǎn)）能否創(chuàng)造造這樣的觀點(diǎn)點(diǎn)？Whointheworldatlargehasabiginfluenceonthisbrandorthedecision-makingofitsconsumers?誰(shuí)對(duì)這個(gè)品牌牌有最大的影影響力？對(duì)消消費(fèi)者購(gòu)買(mǎi)決決定有影響力力？StimuliforGoodwillEquity

商譽(yù)方方面Howfavourableisthemediacoveragethisbrandreceives?這個(gè)品牌得到到的媒體方面面的照顧有多多好？Howdoprofessionalexpertsfeelaboutrecommendingthebrandtoothers?專(zhuān)家在推薦這這個(gè)品牌時(shí)的的感受如何？？Doesthebrandpubliclyliveuptoitspromises?是否這個(gè)品牌牌符合它的承承諾？Isthebrandagoodcitizenofthecommunity?本品牌是否是是一個(gè)良好的的社會(huì)公民？？Howdothebrand’sownemployeesfeelaboutbeingassociatedwiththebrand?IstheirbehaviouralignedwiththeCEO’svision?當(dāng)與本品牌有有聯(lián)系時(shí)，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施施樂(lè)30minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompanystatementwasontheXeroxwebsiteTheCompassDial

羅盤(pán)（指指南針）Isavisualprompttohelp360Degreethinking幫助360度度思考的視覺(jué)覺(jué)刺激Dividedintosixsegments-eachcoveringtheelementsassociatedwithoneofthesixequities分割為6個(gè)部部分，每個(gè)部部分涵蓋該部部分的主要元元素Atthecentretheelementsaremorestrategic中心部分是較較戰(zhàn)略性的Whatisthebrand’sstrategytowardscurrentusersversusnon-users與非品牌使用用者相比，什什么是品牌針針對(duì)目前消費(fèi)費(fèi)群的策略？？TheCompassDial

羅盤(pán)（指指南針）Aswemoveoutwardstheelementsbecomemoretangible越往外部，元元素變得越來(lái)來(lái)越可操作Thequalityoftheloyaltyprogramme,thestrengthofthebrandidea忠誠(chéng)度活動(dòng)的的質(zhì)量；品品牌“IDEA”的力度Ontheouterrimarethepointsofcontactthemselves-thephysicalplaceswherethebrandpresentsitselftothecustomer最外面的邊緣緣，是與消消費(fèi)者的接觸觸點(diǎn)；是品牌牌呈現(xiàn)自己的的物理地點(diǎn)Listofelementsassociatedwitheachequity與每個(gè)方面有關(guān)的主要元素列表BrandScanHelpsUsDiagnosetheAreasofSicknessintheBrand品牌掃描幫助助我們?cè)\斷品品牌的弱點(diǎn)Forexample例如Keycustomerswhomthebrandisnotaddressingproperly品牌沒(méi)有照顧顧好的主要客客戶Wherethebrandneedstobuildstrongerrelationships品牌需要建立立更強(qiáng)關(guān)系的的地方Inconsistenciesinthevariouspointsofcontactbetweenthebrandanditscustomers品牌與其消費(fèi)費(fèi)者在各個(gè)不不同聯(lián)系點(diǎn)上上的不一致性性UsingtheCompassDial

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

運(yùn)用羅羅盤(pán)（指南針針）Explorewhetherthecreativeideaisleveragedthroughoutthecompassandwhatthescopeisforinterplaybetweentheelements探索創(chuàng)意IDEA是否在羅盤(pán)上上得以發(fā)揮，，各元素間的的相互影響達(dá)達(dá)到哪種程度度？Askyourselfwhetheryourbrandhasweaknessesthatneedtobeaddressed-thecompassdialwillnottellyouthesolution.Butitwillpointyoutoadefinitionofwhattheproblemis自問(wèn)你的品牌牌是否存在弱弱點(diǎn)？羅盤(pán)不不會(huì)告訴你解解決方法，但但可以幫助助你了解問(wèn)題題的所在。DistillingtheDiscoveryDiscussion將將討論進(jìn)行行過(guò)濾IntoasingleChallenge挑戰(zhàn)Thebiggestchallengethebrandfaces品牌所面臨的的最大挑戰(zhàn)ImageGoodwillProductCustomerVisualChannelSummarisingaBrandScanDiscussion:GuinnessSingapore品品牌掃描小小結(jié)（健力士士，新加坡））HowtheProduct’’sPerformanceSupportstheBrand

產(chǎn)品品的表現(xiàn)如何何支持品牌Product產(chǎn)品PeoplemeasureGuinnessagainstbeer,thereforeareunpleasantlysurprisedbyitsbitterness人們以啤酒的的標(biāo)準(zhǔn)來(lái)判斷斷Guinness，發(fā)現(xiàn)它的味道道太苦，不易易接受WhethertheBrand’sImageIsStrongandEngaging

在哪哪些方面品牌牌形象較強(qiáng)Image形象Guinnessisgoodforyoupersistsandisseenasold-fashioned“Guinnessisgoodforyou”有持續(xù)性，但但被認(rèn)為過(guò)時(shí)時(shí)Seriousdrink-needstolightenuptoinviteyoungerdrinkersintothebrand嚴(yán)肅飲品---需要讓年年輕消費(fèi)群進(jìn)進(jìn)入本品牌HowStrongtheBrand’’sCustomerFranchiseIsCustomerPeoplecomelatetothebrandanoldman’’sdrink人們接觸品牌牌較晚，是一一個(gè)老年男性性的品牌Youngtendtodipinandoutofbrand年輕人如蜻蜓蜓