奥美360度品牌管理.ppt

,1,360DegreesBrandCascadeJune30th-July1stShanghai,DoYouFeelThatYouAre.你是否觉得你是.,Intherightindustry?在一个正确的行业工作?Withtherightagency?在一个正确的公司工作?Attherighttime?在正确的时间?,360DegreeBrandingisaterrificopportunityforourbrands,ourclients&forourselves对品牌、客户和我们自己而言，360度品牌管理是一个巨大的机会,IndividualPre-sessionExercise:FramingtheAgenda个人练习：,Basedonwhatyouknownowabout360DegreeBranding,writedownonthecardwhatyoubelievetobethethreekeyissuesweneedtoaddresstobesuccessful基于你对360度品牌管理的了解，在卡片上写下你认为带来成功的三个主要观点Anissueissomethingwehavetodosomethingabout观点是一些我们必须要做的事情,它包含Anopportunity机会Aproblem问题Abalanceweneedtomakebetweentwoormorethings在几件事情之间我们需要做的平衡,Agenda议程,Introduction-thewhyandthewhat为什么会有360度，什么是360度TheHow-fourpartsof360thinking如何运用（360度思考的四个部分）Challenge挑战BrandPrint品牌写真Idea想法BrandWorld品牌世界,Why360DegreeBranding?为什么产生360度品牌管理？,WorldwideTaskForceReport:TwoYearsAgo,Weoperateinsilos我们在井中作业Ourbusinessisbeingpusheddownstream我们的事业正走向下游ManagementconsultancythreatwithCEOlevelcontacts管理顾问公司威胁到CEO层面的接触,Recommendation建议Focustheagencyon360DegreeBrandingasawayofaddingvalueandgettingbackupstream将公司集中到360度品牌思考,以增加我们的价值,让事业重新走向上游,Directrelatedtonewdistribution,HighendPR,CEO,BrandManager品牌经理,MarketingDirector行销总监,Strategic策略的,Operational运作的,Tactical战术的,Direct,Advertising,SalesPromotion,LowendPR,Needs需求,Weareintheknowledgebusiness我们处在一个需要知识的行业Weneedmoreknowledge我们需要更多的知识Weareintheideasbusiness我们处在一个需要想法的行业Weneedmoreideas我们需要更多的想法Weareinthebrandbusiness我们处在一个建立品牌的行业Weneedmoreinfluenceonthetotalbrand我们需要在整个品牌上有更多的影响力,WhatSortofCompanyDoWeWanttoBe?我们希望成为一个怎样的公司？,TheUnlimitedBrandCompany无限品牌公司,Unlimited,Wecrossdisciplinesina360Degreeway通过360度思考跨越专业Wecrossborders跨越边界Wechallengebarriers挑战障碍Wetakeitallthewaythrough我们全方位运用Insight.Ideas.Execution.Evaluation洞察IDEA执行评估Webuildthebrandtoitsfullpotential我们将品牌建立至极限,SinceThatInitialTaskForce:Worldwide,Absorbphilosophy吸收哲学Periodofdebate-keepindividualdisciplines保持独立的原则Experimentsonhowtoworktogetherdifferently尝试如何共同协作Gainsonkeyaccounts来自重要客户的经验AmexbusinesspartnershipAmex商业伙伴IBMincreaseshareofclienttotalbudget(keymeasure),AdverOnetoPublicDesign/Media-tisingOneRelationsIdentityPromotionBuyingAustraliaBangladeshChinaHongKongIndiaIndonesiaJapanMalaysiaNewZealandPakistanPhilippinesSingaporeSouthKoreaSriLankaTaiwanThailandVietnam,OgilvyResourcesinAsiaPacific奥美在亚太区的资源,StructuralandAttitudinalObstaclestoImplementing360DegreeBranding实行360度品牌管理的障碍,Threetoolstohelpremovetheobstacles三个帮助消除障碍的工具Changedstructure改变的结构BrandTeams品牌团队BrandProfit&Loss(P&L)品牌损益,CREATIVE（创意）,Adv广告,Finance,AdminandITpartners（财务、行政、IT部门）,SalesPromotion销售推广,Head主管,Head主管,Head主管,Head主管,One直效行销,PublicRelations公共关系,Identity视觉设计,Head主管,HEADOFCOUNTRY（地区主管）,Consulting,AgreedStructurefora360DegreeAgency（360度代理商的结构）,TheBrandTeam品牌团队,Aleaderwholeads一个品牌领导者Teammemberswhoconnect接触紧密的成员Sittingtogether,ideally理想状况下，应该坐在一起,TheBrandP&L品牌损益,Shareofclienttarget分享客户的目标AP&Lwhichreportshorizontally垂直报告的损益Jobstrackedatanindividuallevel工作遵循独立的层面Incomedistributedandprofitdistributedprorataversushoursspent收入和利润根据时间花费进行分配,Finance,AdminandITpartners,Head,Head,Head,Head,Head,HEADOFCOUNTRY,Multi-disciplinaryBrandTeams,Consulting,Adv,SalesPromotion,One,PublicRelations,Identity,CREATIVE,CountryP&L地区损益,AgreedStructurefora360DegreeAgency（360度代理商结构）,What360DegreeDoesForUs360度可以为我们做什么？,WhatistheTerritoryofaBrand?一个品牌的版图是什么？,Sixincheswide6英寸宽GreyandwetMysterious,ABrandIsTheTotalityOfWhatTheCustomerExperiences一个品牌是消费者所经历的总和,In360Degree在360度过程中,Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必须预见消费者与品牌的每一次接触机会Youmustcustomizethemessageforeachencounter针对每一次机会，设计需要传达的信息Youarearrangingtheencounterstomakesuretheyenrichthecustomersoverallexperiencewithabrand设计安排这样的机会，以保证可以增加消费者与品牌的经验,A360DegreeBrand,ScrapsandStrawsThatAdduptotheMostValuableAssetaCompanyHas,360DegreeBrandStewardship360度品牌管家,Createsgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers创造伟大的“IDEA”，让我们的品牌在与消费者的每一次接触中都可以向前发展Selectstherichestpointsofcustomerinvolvementonwhichtofocusourefforts选择最有效的接触点，将我们的努力集中在这些方面,360DegreeBrandStewardship360度品牌管家,Improvestherelationshipbetweenclientsandtheircustomers增强客户和消费者之间的关系IncreasesClientvalueintermsofmarketshare,profitandshareprice增加客户的市场份额，利润和股票价格AddsfutureClientvaluebydrivingnewopportunities通过驱动新的机会来增加未来客户价值Allowsustobewellpaidforusingourcreativityinthepursuitofthiscause让我们得到更好的利润回报,Our360DegreeBrandThinking360度品牌思考,Cracksthenon-traditionalcustomerinSingaporeGeneratesprofitsfromdreamsinTaipeiMilkssportforallitisworthinThailandSilencesaWhisperwithconfidenceinKoreaMakesmoneyoutofstripteaseinthePhilippinesTurnsanadvertisingpropertyintoapopulistsloganinIndonesiaDiscoversthepowerofselfdiscoveryinChina,IntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten最初的广告是写在报纸上的平面广告,AlongCameTVWhichWorkedtotheSameBasicShape伴随电视的诞生，广告工作仍然保持基本形状,SoHeadsStartedtoBecometheSameShape因此，头脑也逐渐变成同样的形状,ToFittheBriefsWhichWeretheSameShape-SquarePegsIntoSquareHoles以适应同样形状的广告简报,SoAdmanLookedLikeThis所以，广告人看起来都是这个样子的,ThenAlongCameSomeOtherSortsofBriefs随着其他类型简报的产生,Direct直效行销,PublicRelations公共关系,SoDifferentShapedHeadsWereRequired导致对不同形状头脑的需求,ToMakeuptheFullOrchestraofDisciplines为建立整个管弦乐队,SpecialisationCanCreateWalls&Silos专业化创造墙和井,Silo?井？,Alargetowerforthestorageofgrainorcement一个储藏谷物或水泥的塔形建筑Nowindowstolookinoroutof没有窗可以从里面看到外面或从里面看到外面,PlusOtherSortsofBriefs加上其他类型的简报,OldIntegration以前的整合,Eachdisciplinesitsinasilo每个专业都坐在井里面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略在主导专业中发展（通常是广告）Theleaddisciplinedevelopsitsidea(usuallytelevision)主导专业发展它的“IDEA”（通常是电视）Otherdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline)其他专业在既定的“IDEA”下，被要求根据它发展统一的外观和感受（通常离最后期限很接近）,WhatsChanged引起哪些变化？,Risingcostoftelevision抬高电视的费用Mediafragmentation媒介破碎分离Newmedia-Internet,cable,videoondemand新媒体的诞生-互联网、有线电视、点播录像Importanceofendorsement背书的重要性Searchforbettervaluefrombrandspending在品牌投资中寻求更好的价值,WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking为实行360品牌思考，我们需要改变我们头脑的形状,?,TheNew360DegreeBrandingApproach新的360度品牌建立方式,WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandisanchoredintheBrandPrint开始即以品牌团队进行工作，在一个原则下进行思考-多样的方法，以品牌写真为依据ComeupwithabigIdea产出一个“BIGIDEA”Chosepointsofcontacttointensifytheinvolvementofthebrandinpeopleslives选择接触点，加强品牌在人们生活中的融入度,TheNew360DegreeBrandingApproach新的360度品牌建立方式,EnsureinterplaybetweenallexecutionalelementstobringtheBrandIdeaalivewhether确保所有可执行元素间的相互影响，以使品牌IDEA诞生，无论single,dualormultipledisciplinesareused是否运用到单一、双重还是多元的专业Ogilvycompaniesdeliveralltheexecutionsornot是否所有的执行工作都由奥美的公司完成,Thebestchanceofbeing360Degreeiswhenyouhaveaverystrongidea.Ifitsstrong,itwillstarttohappennaturally“成为360度的最大机会是当你有一个很强的IDEA，如果IDEA够强，它会很自然成为360度。”ShellyLazarus,ToGoAlongWithOurNewHeadsWeNeed为了配合我们的新头脑，我们需要：,Stimulitoprovokenewthinking激发新思维的工具Newwaysofworkingtogetherthat新的协作方式usethefullresourcesoftheBrandTeam运用品牌团队的所有资源avoidwheel-spinningandduplicationofeffort避免重复劳动maximiseourcreativity最大化我们的创造力,ToGoAlongWithOurNewHeadsWeNeed为了配合我们的新头脑，我们需要：,Practicetoensurewecan锻炼可以保证我们picktheroughdiamondsfromtherivergravel在沙砾中筛选出钻石cutandpolishthemtogiveourbrandstruebrilliance切割、打磨，给予我们的品牌真正的光彩Casestoinspireusalongtheway案例可以激发我们,BiggestRecipeforDisaster导致灾难的最大因素,Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess丧失对结果的预见，沉迷在过程中间thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms认为仅仅回答一系列问题，填完一些表格即可让工作得以完成,OtherRecipesforDisaster其他导致灾难的因素,FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam认为自己个人作业要比品牌团队作业来得快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoplesreallives罗列每件事情，不从品牌融入消费者生活的角度来考虑优先顺序Seeing360Degreeascross-sellingorjustcarvingupabudget将360度看作跨领域销售或仅仅作为瓜分预算的方法,DifferencesBetweenOldFashionedIntegrationand360DegreeBrandThinking360度品牌思考与整合概念的差异性,Integration整合Laundrylistofopportunitiesallofwhichwouldbenicetodobutdontnecessarilysolvethecriticalissue罗列所有的机会点，有些可能还不错，但并不是解决关键问题所需要的Nostrategicguidingprinciple没有策略指导原则IdeaactsassuperficialbadgingdeviceIDEA仅作为表面的东西,360DegreeBrandThinkingSolvingthecriticalchallengeofthebrand解决品牌面临的主要挑战Operatingwithinastrategicframework,withdifferentrolestoachievethegoal在策略框架下运作，从不同角度达到目的Drivenbyanidea,whichitextends以可延伸的IDEA为指导,WeAssumeThatWeHaveAlreadyDoneOurHomework我们假设我们已经做完我们该做的功课,Someagenciesscornresearch,marketingandhomework.TheyskidaroundonthesurfaceofirrelevantbrillianceAtOgilvyweaskyoutodoyourhomeworkandcreatebrilliantcampaignsDavidOgilvy,SequenceOf360DegreeBrandThinking360度品牌思考的顺序,In360Degreethinkingeverythingconnectswitheverythingelse在360度思考中，每件事情之间都有关联Thereisanaturalsequencefortheteamtomovethrough存在一个自然顺序Butweneedtocheckbacktoinsightsfrompreviousstagestoprovidestimulusandensurethateverythingfitstogetherandisconsistent但我们仍然需要不是回顾前阶段的洞察，以提供刺激材料和确保每件事配合得很好，确保他们的一致性。,TheElements主要元素,BrandScan品牌扫描,BrandAudit品牌检验,Pointsofcontact接触点,Challenge挑战,BrandPrint品牌写真,Idea,BrandWorld品牌世界,Executions执行,DiscovertheChallengefacingthebrandina360Degreeway从360度的角度，发掘品牌面临的挑战,DescribetheBrandsDNA描述品牌的DNA,Challenge挑战,BrandPrint品牌写真,BrandWorld品牌世界,Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact创造一个世界，让品牌和它的消费者之间在各个不同接触点的相互影响达到最大化,WhatWeNeed,Idea,BrandAudit品牌检验,BrandScan品牌扫描,Pointsofcontact接触点,Gathering,orderingandinterpretinginformationaboutthebrandina360Degreeway从360度的角度，收集、整理、解释关于品牌的各种讯息,Understandingtheuniquerelationshipbetweenthebrandanditscustomers了解消费者与品牌的独特关系,Definingtheareaswherethebrandcanintensifytheimpactithasonpeopleslives确定品牌可以增强其对人们生活影响的接触点,HowWeGetThere如何达到？,2,FromBrandScantoChallenge从品牌扫描到挑战,WheretheBrandsProblemsLie品牌的问题在哪里？,BrandScan品牌扫描,Challenge挑战,Equities资产,A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities一个360度的品牌是不同内在相关的优势和资产的组合Weusesixequitiestolookatabrandinacomprehensiveway我们运用六个方面来观察一个品牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand就像品牌的健康检查，我们得到每个方面品牌的优势和弱点,Image形象,Goodwill商誉,Product产品,Customer消费者,Visual视觉,Channel销售渠道,ACompositeofSixInterrelatedEquities6个方面资产的组合,TheBrandTeamNeedsToKnow,Product产品Howtheproductperformancesupportsthebrand产品的表现如何支持品牌？Image形象Whetherthebrandsimageisstrongandengaging是否品牌形象很强并且吸引消费者？Customer消费者Howstrongthebrandscustomerfranchiseis品牌消费者的特权有多强？,TheBrandTeamNeedsToKnow,Channel销售渠道Howwellthebrandisleveragedinthetradeenvironment通路环境对品牌的影响如何？Visual视觉Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否品牌具有清晰、持续和差异化视觉形象Goodwill商誉Whetherthebrandisendorsedbyinfluencersandthecommunitiesinwhichitlives是否品牌被“影响者”和社会团体所认可？,RecognisethisBrand?辨认这个品牌,WhatAreItsEquities?什么是它的资产？,HealthCheck:AmexversusDinersinHongKongAmex和Diners品牌健康检查,Image,Goodwill,Product,Customer,Visual,Channel,Goodwill,Product,Customer,Visual,Channel,2019/12/13,65,可编辑,HealthCheck:AmexversusHSBCVisainHongKongAmex和HSBC品牌健康检查,Image,Goodwill,Product,Customer,Visual,Channel,Goodwill,Product,Customer,Visual,Channel,NotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities只有当我们了解品牌在6个方面的强、弱,Canwestarttodeterminewhatthebrandcoulddotobestronger我们才能决定做些什么可以让品牌变得更强大AndcanwedefinetheChallengefacingthebrand我们才能确定品牌面临的挑战,Equities资产,Equitiesarenotdisguisesforgroupcompaniesorcommunicationdisciplines资产不是一群公司或多种传播方法的伪装However,differentdisciplinesclearlyhavemoreimpactonsomeequitiesthanonothers然而，不同的方法在某些资产方面会比其他的方法更有影响力,WhatWeUsetoHelpDiscovery我们运用什么来帮助发掘？,Thebackgroundofourbasicknowledgeandhomeworkaboutthebrand我们的基本知识背景和关于品牌的功课AfacilitatedmeetingoftheBrandTeamincludingMindShare具有促进作用的品牌团队会议（包括传立）Stimuliselectedfromashuffledeckofquestionsacrosstheequitiestoprovokethinkingandfocusdiscussion(itdoesnotmatterwhichequitywestartthediscussionwith)激发思考和讨论的“扑克牌”AndtheCompassDialasavisualprompt视觉化工具“指南针”,StimuliQuestionsintheShuffleDeck:ProductEquity“扑克牌”中的问题：产品层面,Whatmakesthisproductsuperiortothecompetition?这个产品优于竞争品牌的原因有哪些？Doestheproductperformanceliveuptoexpectationsinallitsaspects?产品的表现符合在所有方面的期望？Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal?是否存在有关这个产品的某些事情，如果大家都知道，可以增加这个产品的吸引力？,StimuliQuestionsintheShuffleDeck:ProductEquity“扑克牌”中的问题：产品层面,Doesthisproducthavetheoptimumprice-valueequation?是否这个产品具有最佳的价格-价值比？Ifthereisarangeofproducts,howdotheyclarifyorconfusetheproposition?如果有一系列产品，他们是否让主张变得更清晰或者更混乱？Ifyouhadafreehand,arethereanythingsabouttheproduct(presentation/design/sizeetc)youwouldchangetomakeitmoreattractive?如果你可以自由发挥，是否有任何你希望改变的方面，（包括：设计、尺寸等），让这个产品更具吸引力？,Example:JaguarIsaQuirkyBrand例子：Jaguar是一个诡异的品牌,Theengineersbuiltbackfeaturesintotheproducttoreinforcethisproductequitye.g.aninstrumentdialinaunusualplace,OrtherubberduckonthesideofthebathintheConradHotel,StimuliforImageEquity形象层面,Arethevaluesorattitudesthisbrandownsrelevanttothemarkettoday?品牌所拥有的态度和价值是否与今天的市场有关？Doesthebrandleadorfollowtrendssetinthemarketplace?品牌是否引领或追随在市场中的潮流？Whofeelsclosesttothebrand-adiscretegroup,orawiderangeofpeople?哪些人与品牌最接近？部分人群还是广泛的人群？Towhatextentisthebrandpresentedinadistinctivemannercomparedtothecompetition?与竞争品牌相比，品牌的风格独特到哪种程度？,StimuliforImageEquity形象层面,Isthereastrongideaunderpinningthebrandsimage?在品牌的形象背后，是否存在一个很强的“IDEA”？Towhatextentisthebrandsshareofvoiceaninfluenceonitsimagestrength?品牌的“SOV”对品牌强弱的影响有多大？Ifthereisimageweakness,isitbecausethebrandisbeingwronglypresentedornotsupportedintherightway?如果存在形象上的弱点，是因为品牌以错误的方式被呈现，还是没有以正确的方式被支持？,Example:PondsSkinLighteninginJapan,Weigheddownwithagrandmotherscoldcreamreputation重负“祖母的冷霜”的形象Neededtoskipagenerationtorejuvenateimage,andappealdirectlytoanewgroupofyoungwomen需要跳过一代，让品牌形象得以重生。并且直接吸引新一代的年轻女性DoubleWhiteskinlighteningcreammadePondsonceagainseemaninnovator(afterfollowingthetrendsforageneration)双重美白霜让Ponds又一次被看作创新者,StimuliforCustomerEquity消费者层面,Atwhatpointintheirlives,andforwhatreasons,docustomersstartandstopcomingtothebrand?在生活中的哪些点？基于何种原因？消费者开始接触品牌或不再接触本品牌？Isthebrandpopularamongstthepeoplewhoshouldbeitsnaturalusers?在品牌的自然使用者中，本品牌是否被广为接受？Inlookingfornewcustomers,towhatextentisthebrandtargetingitsbestvolumeopportunity?在寻求新的消费者时，品牌目标达到它潜力的多少？Whoismoreimportanttoinfluence,thepurchaseroruserofthisbrand?谁对品牌更有影响力？品牌使用者还是品牌的购买者？,StimuliforCustomerEquity消费者层面,Whatisthevaluetothebrandofitsbestormostloyalcustomers?品牌忠实消费者对品牌的价值是什么？Isthebrandover-dependenteitheronitsloyalcustomersoraconstantarrivalofnewusers?是否本品牌过分依赖于忠实消费者和新进消费者？Isthisbrandgettingitsfairshareofthecustomerswallet?是否本品牌得到其应该得到的份额？Doesthisbrandtreatitsbestcustomersascustomersforlife?是否该品牌对待它最好的消费者如同生活中的消费者？,InMostCountriesNestlEnjoysUniqueCustomerEquityAdvantagesLinkedtoItsProductPortfolio,Arangecoveringawidesetofneedsacrossfamilylifestages,frommotherstobetosenioradultnutrition涵盖大范围的家庭生活所需，从母亲到高级成人营养Umbrellabrandingextendingintomanyaspectsofthecustomerslife(unlikeUnilever)品牌扩展到消费者生活的很多方面Thereforetheabilitytorealisethevalueofthecustomerinportfolioandthroughtime有能力了解消费者的价值,StimuliforChannelEquity销售渠道方面,Doestheexistingmixofdifferentchannelsworktothebestadvantageofthebrandssalesandimage?现有的不同销售渠道的组合，是否给品牌的销售和形象带来最大的好处Aretherenewpotentialchannelstoexplore?是否有潜在的销售渠道可以发展？Withinthecriticalchannels,isthebrandeffectivelydistributedanddisplayed?在重要的销售渠道，品牌是否被有效的铺货及展示？Dosalesforceandchannelactivityworkwelltogether?销售力量和渠道活动是否配合得很好？,StimuliforChannelEquity销售渠道方面,Cansalesleadsbetracediftheyaresoldthroughthechannel?销售痕迹是否可以被追踪到？Howimportantisthebrandtothechannel,andhowdoestheTradefeelaboutthebrand?本品牌对销售渠道的重要性如何？销售渠道对品牌的意见如何？Whatdopotentialcustomersknowaboutwheretofindthebrand,andisitenough?潜在消费者是否知道在哪里可以买得到本品牌？这是否足够？AreBusinessPartnersworkingtothebestadvantageofthebrand?商业伙伴是否给本品牌最大的益处？Howeffectivelydoesafter-salesservicesupportthebrand?售后服务如何有效地支持本品牌？,StimuliforVisualEquity视觉方面,Towhatextentisthebrandslookandfeelalignedtothecorporatevision&valueswhichunderpinthebrand?品牌的外观和感受与公司远景及价值观的紧密程度如何？Istherelationshipbetweencorporateandproductbrandsworkingoptimally?公司品牌与产品品牌之间融合得是否最好？Lookingattheproductbrand,howwellarticulatedarecolours,logos,symbolsassociatedwiththebrand?与品牌有关的色彩、logo、符号等是否阐述得够清楚？Doallthevisualaspectsofthebrandgiveacontemporaryfeel?Oracategory-leadingimpression?品牌所有的视觉方面是否有当今的感觉？或者是否觉得有一个品类领导者的感觉？,StimuliforVisualEquity视觉方面,Isthebrandpresenteverywhereintheoutsideworld?本品牌在外部世界是否得可以看得见？Howstrongisthevisualimpactofthebrandinstore?品牌在店头的视觉冲击力有多强？Towhatdegreearealltheaspectsofthebrandsvisualpresenceconsistentwitheachother?品牌视觉各个方面的一致性如何？,StimuliforGoodwillEquity商誉方面,Arethereanysocialtrendswhicharelikelytoincreaseordecreasedemandforthebrandinthefuture?是否存在任何社会趋势，在将来会影响到对本品牌的需求增减？Arethereanyexternalissueswhichaffectthisbrand,eitherpositivelyornegatively?Cananybecreated?是否有外部观点会影响到本品牌？（正面的或负面的观点）能否创造这样的观点？Whointheworldatlargehasabiginfluenceonthisbrandorthedecision-makingofitsconsumers?谁对这个品牌有最大的影响力？对消费者购买决定有影响力？,StimuliforGoodwillEquity商誉方面,Howfavourableisthemediacoveragethisbrandreceives?这个品牌得到的媒体方面的照顾有多好？Howdoprofessionalexpertsfeelaboutrecommendingthebrandtoothers?专家在推荐这个品牌时的感受如何？Doesthebrandpubliclyliveuptoitspromises?是否这个品牌符合它的承诺？Isthebrandagoodcitizenofthecommunity?本品牌是否是一个良好的社会公民？Howdothebrandsownemployeesfeelaboutbeingassociatedwiththebrand?IstheirbehaviouralignedwiththeCEOsvision?当与本品牌有联系时，品牌自己雇员的感受如何？,Xerox施乐,30minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompanystatementwasontheXeroxwebsite,TheCompassDial罗盘（指南针）,Isavisualprompttohelp360Degreethinking帮助360度思考的视觉刺激Dividedintosixsegments-eachcoveringtheelementsassociatedwithoneofthesixequities分割为6个部分，每个部分涵盖该部分的主要元素Atthecentretheelementsaremorestrategic中心部分是较战略性的Whatisthebrandsstrategytowardscurrentusersversusnon-users与非品牌使用者相比，什么是品牌针对目前消费群的策略？,TheCompassDial罗盘（指南针）,Aswemoveoutwardstheelementsbecomemoretangible越往外部，元素变得越来越可操作Thequalityoftheloyaltyprogramme,thestrengthofthebrandidea忠诚度活动的质量；品牌“IDEA”的力度Ontheouterrimarethepointsofcontactthemselves-thephysicalplaceswherethebrandpresentsitselftothecustomer最外面的边缘，是与消费者的接触点；是品牌呈现自己的物理地点,Listofelementsassociatedwitheachequity与每个方面有关的主要元素列表,BrandScanHelpsUsDiagnosetheAreasofSicknessintheBran