度品牌管理推薦

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?nèi)轿晃贿\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(xué)Periodofdebate-keepindividualdisciplines保持獨獨立的的原則則Experimentsonhowtoworktogetherdifferently嘗試試如如何何共共同同協(xié)協(xié)作作Gainsonkeyaccounts來自自重重要要客客戶戶的的經(jīng)經(jīng)驗驗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實行行360度度品品牌牌管管理理的的障障礙礙Threetoolstohelpremovetheobstacles三個個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品牌牌團團隊隊BrandProfit&Loss(P&L)品牌牌損損益益CREATIVE（創(chuàng)意意））Adv廣告告Finance,AdminandITpartners（（財務(wù)務(wù)、、行行政政、、IT部門門））SalesPromotion銷售售推推廣廣Head主管管Head主管管Head主管管Head主管管One直效效行行銷銷PublicRelations公共共關(guān)關(guān)系系Identity視覺覺設(shè)設(shè)計計Head主管管HEADOFCOUNTRY（地區(qū)區(qū)主主管管））IMAGINEERSMulti-disciplinaryBrandTeams

多元化品牌團隊ConsultingAgreedStructurefora360DegreeAgency（（360度度代代理理商商的的結(jié)結(jié)構(gòu)構(gòu)））TheBrandTeam品品牌牌團團隊隊Aleaderwholeads一個個品品牌牌領(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標AP&Lwhichreportshorizontally垂直直報報告告的的損損益益Jobstrackedatanindividuallevel工作作遵遵循循獨獨立立的的層層面面Incomedistributedandprofitdistributedprorataversushoursspent收入入和和利利潤潤根根據(jù)據(jù)時時間間花花費費進進行行分分配配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?一一個個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政府認可Newsmedia新聞媒體Employeerelations雇員關(guān)系A(chǔ)BrandIsTheTotalityOfWhatTheCustomerExperiences一個個品品牌牌是是消消費費者者所所經(jīng)經(jīng)歷歷的的總總和和In360Degree在在360度度過過程程中中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必必須須預(yù)預(yù)見見消消費費者者與與品品牌牌的的每每一一次次接接觸觸機機會會Youmustcustomizethemessageforeachencounter針對每每一次次機會會，設(shè)設(shè)計需需要傳傳達的的信息息Youarearrangingtheencounterstomakesuretheyenrichthecustomer‘‘soverallexperiencewithabrand設(shè)計安安排這這樣的的機會會，以以保證證可以以增加加消費費者與與品牌牌的經(jīng)經(jīng)驗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，，廣告人看看起來都是是這個樣子子的ThenAlongCameSomeOtherSortsofBriefs隨著其他類類型簡報的的產(chǎn)生Direct直效行銷PublicRelations公共關(guān)系SoDifferentShapedHeadsWereRequired導(dǎo)致對不同同形狀頭腦腦的需求ToMakeuptheFullOrchestraofDisciplines為為建立整整個管弦樂樂隊SpecialisationCanCreateWalls&Silos專專業(yè)化創(chuàng)造造墻和井Silo?

井？Alargetowerforthestorageofgrainorcement一個儲藏谷谷物或水泥泥的塔形建建筑Nowindowstolookinoroutof沒有窗可以以從里面看看到外面或從里面看看到外面PlusOtherSortsofBriefs

加上上其他類型型的簡報OldIntegration以以前的整合合Eachdisciplinesitsinasilo每個專業(yè)都都坐在井里里面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略在主導(dǎo)導(dǎo)專業(yè)中發(fā)發(fā)展（通常常是廣告））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引引起起哪哪些些變變化化？？Risingcostoftelevision抬高高電電視視的的費費用用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、、點點播播錄錄像像Importanceofendorsement背書書的的重重要要性性Searchforbettervaluefrombrandspending在品品牌牌投投資資中中尋尋求求更更好好的的價價值值WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking為實實行行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開始始即即以以品品牌牌團團隊隊進進行行工工作作，，在在一一個個原原則則下下進進行行思思考考--------多多樣樣的的方方法法，，以以品品牌牌寫寫真真為為依依據(jù)據(jù)ComeupwithabigIdea產(chǎn)出出一一個個““BIGIDEA””Chosepointsofcontacttointensifytheinvolvementofthebrandinpeople’’slives選擇擇接接觸觸點點，，加加強強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，，無無論論single,dualormultipledisciplinesareused是否否運運用用到到單單一一、、雙雙重重還還是是多多元元的的專專業(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機會會是是當當你你有有一一個個很很強強的的IDEA，，如果果IDEA夠強強，，它它會會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運用用品品牌牌團團隊隊的的所所有有資資源源avoidwheel-spinningandduplicationofeffort避免免重重復(fù)復(fù)勞勞動動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喪失失對對結(jié)結(jié)果果的的預(yù)預(yù)見見，，沉沉迷迷在在過過程程中中間間thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms認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認為自己個人人作業(yè)要比品品牌團隊作業(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羅列所有的機機會點，有些些可能還不錯錯，但并不是是解決關(guān)鍵問問題所需要的的Nostrategicguidingprinciple沒有策略指導(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在策略框架下下運作，從不不同角度達到到目的Drivenbyanidea,whichitextends以可延伸的IDEA為指導(dǎo)WeAssumeThatWeHaveAlreadyDoneOurHomework我們假設(shè)我們們已經(jīng)做完我我們該做的功功課Someagenciesscornresearch,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品牌寫真BrandWorld品牌世界Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact創(chuàng)造一個世界界，讓品牌和和它的消費者者之間在各個個不同接觸點點的相互影響響達到最大化化WhatWeNeedIdeaBrandAudit品牌檢驗BrandScan品牌掃描Pointsofcontact接觸點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了解消費者與與品牌的獨特特關(guān)系Definingtheareaswherethebrandcanintensifytheimpactithasonpeople’slives確定品牌可以以增強其對人人們生活影響響的接觸點HowWeGetThere

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

資產(chǎn)產(chǎn)A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities一個360度度的品牌是不不同內(nèi)在相關(guān)關(guān)的優(yōu)勢和資資產(chǎn)的組合Weusesixequitiestolookatabrandinacomprehensiveway我們運用六個個方面來觀察察一個品牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand就像品牌的健健康檢查，我我們得到每個個方面品牌的的優(yōu)勢和弱點點Image形象Goodwill商譽Product產(chǎn)品Customer消費者Visual視覺Channel銷售渠道ACompositeofSixInterrelatedEquities6個方面面資產(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并并且吸引消消費者？Customer消費者Howstrongthebrand’scustomerfranchiseis品牌消費者者的特權(quán)有有多強？TheBrandTeamNeedsToKnowChannel銷售渠道Howwellthebrandisleveragedinthetradeenvironment通路環(huán)境對對品牌的影影響如何？？Visual視覺Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否品牌具具有清晰、、持續(xù)和差差異化視覺覺形象Goodwill商譽Whetherthebrandisendorsedbyinfluencersandthecommunitiesinwhichitlives是否品牌被被“影響者者”和社會會團體所認認可？RecognisethisBrand?

辨認這這個品牌WhatAreItsEquities?

什么么是它的資資產(chǎn)？UnusuallythisBrandwasbuiltwithnoadvertisingsupport通常這個品牌沒有廣告的支持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(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(guān)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(chǎn)品層面面Whatmakesthisproductsuperiortothecompetition?這個產(chǎn)品優(yōu)優(yōu)于競爭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，可可以增加這這個產(chǎn)品的的吸引力？？StimuliQuestionsintheShuffleDeck:ProductEquity“撲克牌”中中的問題：：產(chǎn)品層面面Doesthisproducthavetheoptimumprice-valueequation?是否這個產(chǎn)產(chǎn)品具有最最佳的價格格--價值值比？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、尺尺寸等），，讓這個產(chǎn)產(chǎn)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(guān)關(guān)？Doesthebrandleadorfollowtrendssetinthemarketplace?品牌是否引引領(lǐng)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(fēng)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(yīng)應(yīng)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(wù)如如何有效地地支持本品品牌？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施施樂30minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompanystatementwasontheXeroxwebsiteTheCompassDial

羅盤（指指南針）Isavisualprompttohelp360Degreethinking幫助360度度思考的視覺覺刺激Dividedintosixsegments-eachcoveringtheelementsassociatedwithoneofthesixequities分割為6個部部分，每個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目前消費費群的策略？？TheCompassDial

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

運用羅羅盤（指南針針）Useitasachecklistoftheanatomyofabrand作為解剖品牌牌的“checklist”Seehowyourbrandstacksupagainstacompetitorbrandineachequity在每一個方面面，你的品牌牌與競爭品牌牌的比較如何何？UsingtheCompassDial

運用羅羅盤（指南針針）Explorewhetherthecreativeideaisleveragedthroughoutthecompassandwhatthescopeisforinterplaybetweentheelements探索創(chuàng)意IDEA是否在羅盤上上得以發(fā)揮，，各元素間的的相互影響達達到哪種程度度？Askyourselfwhetheryourbrandhasweaknessesthatneedtobeaddressed-thecompassdialwillnottellyouthesolution.Butitwillpointyoutoadefinitionofwhattheproblemis自問你的品牌牌是否存在弱弱點？羅盤不不會告訴你解解決方法，但但可以幫助助你了解問題題的所在。DistillingtheDiscoveryDiscussion將將討論進行行過濾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人們以啤酒的的標準來判斷斷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Image形象Guinnessisgoodforyoupersistsandisseenasold-fashioned“Guinnessisgoodforyou”有持續(xù)性，但但被認為過時時Seriousdrink-needstolightenuptoinviteyoungerdrinkersintothebrand嚴肅飲品---需要讓年年輕消費群進進入本品牌HowStrongtheBrand’’sCustomerFranchiseIsCustomerPeoplecomelatetothebrandanoldman’’sdrink人們接觸品牌牌較晚，是一一個老年男性性的品牌Youngtendtodipinandoutofbrand年輕人如蜻蜓蜓