289奥美360度品牌管理内培训

1360DegreesBrandCascadeJune30th-July1stShanghaiDoYouFeelThatYouAre……….你你是是否觉觉得你你是……...Intherightindustry?在一个个正确确的行行业工工作?Withtherightagency?在一个个正确确的公公司工工作?Attherighttime?在正确确的时时间?360DegreeBrandingisaterrificopportunityforourbrands,ourclients&forourselves对品牌牌、客客户和和我们们自己己而言言，360度品品牌管管理是是一个个巨大大的机机会IndividualPre-sessionExercise:FramingtheAgenda个个人练练习：：Basedonwhatyouknownowabout360DegreeBranding,writedownonthecardwhatyoubelievetobethethreekeyissuesweneedtoaddresstobesuccessful基于你你对360度品品牌管管理的的了解解，在在卡片片上写写下你你认为为带来来成功功的三三个主主要观观点Anissueissomethingwehavetodosomethingabout观点是是一些些我们们必须须要做做的事事情,它它包含含Anopportunity机会Aproblem问题Abalanceweneedtomakebetweentwoormorethings在几件件事情情之间间我们们需要要做的的平衡衡Agenda议议程程Introduction-thewhyandthewhat为什么么会有有360度度，什什么是是360度度TheHow-fourpartsof360thinking如何运运用（（360度思思考的的四个个部分分）Challenge挑战BrandPrint品牌写写真Idea想法BrandWorld品牌世世界Why360DegreeBranding?为什么么产生生360度度品牌牌管理理？WorldwideTaskForceReport:TwoYearsAgoWeoperateinsilos我们在在井中中作业业Ourbusinessisbeingpusheddownstream我们的的事业业正走走向下下游ManagementconsultancythreatwithCEOlevelcontacts管理顾顾问公公司威威胁到到CEO层面的的接触触Recommendation建议Focustheagencyon360DegreeBrandingasawayofaddingvalueandgettingbackupstream将公司司集中中到360度品品牌思思考,以以增加加我们们的价价值,让让事业业重新新走向向上游游DirectrelatedtonewdistributionHighendPRCEOBrandManager品牌经经理MarketingDirector行销总总监Strategic策略的的Operational运作的的Tactical战术的的DirectAdvertisingSalesPromotionLowendPRNeeds需求Weareintheknowledgebusiness我们处处在一一个需需要知知识的的行业业Weneedmoreknowledge我们需需要更更多的的知识识Weareintheideasbusiness我们处处在一一个需需要想想法的的行业业Weneedmoreideas我们需需要更更多的的想法法Weareinthebrandbusiness我们处处在一一个建建立品品牌的的行业业Weneedmoreinfluenceonthetotalbrand我们需需要在在整个个品牌牌上有有更多多的影影响力力WhatSortofCompanyDoWeWanttoBe?我们希望望成为一一个怎样样的公司司？TheUnlimitedBrandCompany无限品牌牌公司UnlimitedWecrossdisciplinesina360Degreeway通过360度思思考跨越越专业Wecrossborders跨越边界界Wechallengebarriers挑战障碍碍Wetakeitallthewaythrough我们全方方位运用用Insight...Ideas...Execution...Evaluation洞察…IDEA…执行行…评估Webuildthebrandtoitsfullpotential我们将品品牌建立立至极限限Imagineallcommunicationsreflectingthesamedeepinsight试想一下,所有的传播都反映到相同深度的洞察Imagineallmediacontributingtothecampaignasawhole试想一下,所有媒介都整体贡献在传播活动上SinceThatInitialTaskForce:WorldwideAbsorbphilosophy吸收哲学学Periodofdebate-keepindividualdisciplines保持独立立的原则则Experimentsonhowtoworktogetherdifferently尝试如何何共同协协作Gainsonkeyaccounts来自重要要客户的的经验AmexbusinesspartnershipAmex商业伙伴伴IBMincreaseshareofclienttotalbudget(keymeasure)AdverOnetoPublicDesign/Media-tisingOneRelationsIdentityPromotionBuyingAustralia••••••Bangladesh •China•• •••••••HongKong•••• •••••••India•• •••••••••Indonesia•••• •••••••Japan•• •Malaysia•• •••••••••NewZealand•• •••••Pakistan••••Philippines•• •••••Singapore•••• •••••••SouthKorea•• •••••SriLanka••••Taiwan•••• •••••••Thailand•• •••••••Vietnam •OgilvyResourcesinAsiaPacific奥奥美在亚亚太区的的资源StructuralandAttitudinalObstaclestoImplementing360DegreeBranding实行360度品品牌管理理的障碍碍Threetoolstohelpremovetheobstacles三个帮助助消除障障碍的工工具Changedstructure改变的结结构BrandTeams品牌团队队BrandProfit&Loss(P&L)品牌损益益CREATIVE（创意）Adv广告Finance,AdminandITpartners（财务、行行政、IT部门）SalesPromotion销售推广广Head主管Head主管Head主管Head主管One直效行销销PublicRelations公共关系系Identity视觉设计计Head主管HEADOFCOUNTRY（地区主管）IMAGINEERSMulti-disciplinaryBrandTeams

多元化品牌团队ConsultingAgreedStructurefora360DegreeAgency（（360度代代理商的结构构）TheBrandTeam品品牌团队Aleaderwholeads一个品牌领导导者Teammemberswhoconnect接触紧密的成成员Sittingtogether,ideally理想状况下，，应该坐在一一起TheBrandP&L品牌损益Shareofclienttarget分享客户的目目标AP&Lwhichreportshorizontally垂直报告的损损益Jobstrackedatanindividuallevel工作遵循独立立的层面Incomedistributedandprofitdistributedprorataversushoursspent收入和利润根根据时间花费费进行分配Finance,AdminandITpartnersHeadHeadHeadHeadHeadHEADOFCOUNTRYMulti-disciplinaryBrandTeamsConsultingIMAGINEERSAdvSalesPromotionOnePublicRelationsIdentityCREATIVEBrandP&L品牌损益CountryP&L地区损益AgreedStructurefora360DegreeAgency（（360度代代理商结构））What360DegreeDoesForUs360度可以为我们们做什么？WhatistheTerritoryofaBrand?

一个个品牌的版图图是什么？Sixincheswide6英寸宽GreyandwetMysteriousLineextensions产品延伸Salespromotion促销活动Serviceexperience服务经验Wordofmouth口碑Receptionistsstyle接待人员的风格Prejudices偏见Quality质量Designandcolour设计和色彩Packaging包装Retailenvironment零售环境Deliverytrucks送货车Yourshowrooms展示厅Corporatereputation企业声誉Telemarketingscripts电话行销记录Taste口味Price价格ThewaythetelephoneisansweredSocialattitudes社会态度Collectivememory记忆累计Governmentendorsement政府认可Newsmedia新闻媒体Employeerelations雇员关系ABrandIsTheTotalityOfWhatTheCustomerExperiences一个品牌是消消费者所经历历的总和In360Degree

在360度过程程中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必须预见消消费者与品牌牌的每一次接接触机会Youmustcustomizethemessageforeachencounter针对每一次机机会，设计需需要传达的信信息Youarearrangingtheencounterstomakesuretheyenrichthecustomer‘‘soverallexperiencewithabrand设计安排这样样的机会，以以保证可以增增加消费者与与品牌的经验验A360DegreeBrandScrapsandStrawsThatAdduptotheMostValuableAssetaCompanyHas360DegreeBrandStewardship

360度品牌管管家Createsgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers创造伟大的““IDEA”，，让我们的品牌牌在与消费者者的每一次接接触中都可以以向前发展Selectstherichestpointsofcustomerinvolvementonwhichtofocusourefforts选择最有效的的接触点，将将我们的努力力集中在这些些方面360DegreeBrandStewardship360度品品牌管家Improvestherelationshipbetweenclientsandtheircustomers增强客户和消消费者之间的的关系IncreasesClientvalueintermsofmarketshare,profitandshareprice增加客户的市市场份额，利利润和股票价价格AddsfutureClientvaluebydrivingnewopportunities通过驱动新的的机会来增加加未来客户价价值Allowsustobewellpaidforusingourcreativityinthepursuitofthiscause让我们得到更更好的利润回回报Our360DegreeBrandThinking360度品牌牌思考Cracksthenon-traditionalcustomerinSingaporeGeneratesprofitsfromdreamsinTaipeiMilkssportforallitisworthinThailandSilencesaWhisperwithconfidenceinKoreaMakesmoneyoutofstripteaseinthePhilippinesTurnsanadvertisingpropertyintoapopulistsloganinIndonesiaDiscoversthepowerofselfdiscoveryinChinaIntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten最初的广告是是写在报纸上上的平面广告告AlongCameTVWhichWorkedtotheSameBasicShape伴随电视的的诞生，广广告工作仍仍然保持基基本形状SoHeadsStartedtoBecometheSameShape

因此，，头脑也逐逐渐变成同同样的形状状ToFittheBriefsWhichWeretheSameShape-SquarePegsIntoSquareHoles以以适应同样样形状的广广告简报SoAdmanLookedLikeThis

所以，，广告人看看起来都是是这个样子子的ThenAlongCameSomeOtherSortsofBriefs随着其他类类型简报的的产生Direct直效行销PublicRelations公共关系SoDifferentShapedHeadsWereRequired导致对不同同形状头脑脑的需求ToMakeuptheFullOrchestraofDisciplines为为建立整整个管弦乐乐队SpecialisationCanCreateWalls&Silos专专业化创造造墙和井Silo?

井？Alargetowerforthestorageofgrainorcement一个储藏谷谷物或水泥泥的塔形建建筑Nowindowstolookinoroutof没有窗可以以从里面看看到外面或从里面看看到外面PlusOtherSortsofBriefs

加上上其他类型型的简报OldIntegration以以前的整合合Eachdisciplinesitsinasilo每个专业都都坐在井里里面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略略在在主主导导专专业业中中发发展展（（通通常常是是广广告告））Theleaddisciplinedevelopsitsidea(usuallytelevision)主导导专专业业发发展展它它的的““IDEA””（（通常常是是电电视视））Otherdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline)其他他专专业业在在既既定定的的““IDEA””下，，被被要要求求根根据据它它发发展展统统一一的的外外观观和和感感受受（（通通常常离离最最后后期期限限很很接接近近））What’’sChanged引引起起哪哪些些变变化化？？Risingcostoftelevision抬高高电电视视的的费费用用Mediafragmentation媒介介破破碎碎分分离离Newmedia-Internet,cable,videoondemand新媒媒体体的的诞诞生生----互互联联网网、、有有线线电电视视、、点点播播录录像像Importanceofendorsement背书的重要性性Searchforbettervaluefrombrandspending在品牌牌投资资中寻寻求更更好的的价值值WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking为实行行360品品牌思思考，，我们们需要要改变变我们们头脑脑的形形状?TheNew360DegreeBrandingApproach新新的的360度度品牌牌建立立方式式WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandisanchoredintheBrandPrint开始即即以品品牌团团队进进行工工作，，在一一个原原则下下进行行思考考--------多样样的方方法，，以品品牌写写真为为依据据ComeupwithabigIdea产出一个个“BIGIDEA”Chosepointsofcontacttointensifytheinvolvementofthebrandinpeople’’slives选择接触点，，加强品牌在在人们生活中中的融入度TheNew360DegreeBrandingApproach

新的360度品牌建建立方式EnsureinterplaybetweenallexecutionalelementstobringtheBrandIdeaalivewhether确保所有可执执行元素间的的相互影响，，以使品牌牌IDEA诞生，无论single,dualormultipledisciplinesareused是否运用到单单一、双重还还是多元的专专业Ogilvycompaniesdeliveralltheexecutionsornot是否所有的执执行工作都由由奥美的公司司完成Thebestchanceofbeing360Degreeiswhenyouhaveaverystrongidea.Ifit’sstrong,itwillstarttohappennaturally“成为360度的最大机机会是当你有有一个很强的的IDEA，如果IDEA够强，它会会很自然成为为360度度。”ShellyLazarusToGoAlongWithOurNewHeadsWeNeed

为了了配合我们的的新头脑，我我们需要：Stimulitoprovokenewthinking激发新思维的的工具Newwaysofworkingtogetherthat新的协作方式式usethefullresourcesoftheBrandTeam运用品牌团队队的所有资源源avoidwheel-spinningandduplicationofeffort避免重复劳动动maximiseourcreativity最大化我们的的创造力ToGoAlongWithOurNewHeadsWeNeed

为了了配合我们的的新头脑，我我们需要：Practicetoensurewecan锻炼可以保证证我们picktheroughdiamondsfromtherivergravel在沙砾砾中筛筛选出出钻石石cutandpolishthemtogiveourbrandstruebrilliance切割、、打磨磨，给给予我我们的的品牌牌真正正的光光彩Casestoinspireusalongtheway案例可可以激激发我我们BiggestRecipeforDisaster导导致灾灾难的的最大大因素素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess丧失对对结果果的预预见，，沉迷迷在过过程中中间thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms认为仅仅仅回答一一系列问问题，填填完一些些表格即即可让工工作得以以完成OtherRecipesforDisaster其其他导致致灾难的的因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam认为自自己个个人作作业要要比品品牌团团队作作业来来得快快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives罗列每每件事事情，，不从从品牌牌融入入消费费者生生活的的角度度来考考虑优优先顺顺序Seeing360Degreeascross-sellingorjustcarvingupabudget将360度度看作作跨领领域销销售或或仅仅仅作为为瓜分分预算算的方方法DifferencesBetweenOldFashionedIntegrationand360DegreeBrandThinking360度品牌牌思考考与整整合概概念的的差异异性Integration整合Laundrylistofopportunitiesallofwhichwouldbenicetodobutdon’’tnecessarilysolvethecriticalissue罗列所所有的的机会会点，，有些些可能能还不不错，，但并并不是是解决决关键键问题题所需需要的的Nostrategicguidingprinciple没有策策略指指导原原则IdeaactsassuperficialbadgingdeviceIDEA仅作为为表面面的东东西360DegreeBrandThinkingSolvingthecriticalchallengeofthebrand解决品品牌面面临的的主要要挑战战Operatingwithinastrategicframework,withdifferentrolestoachievethegoal在策略略框架架下运运作，，从不不同角角度达达到目目的Drivenbyanidea,whichitextends以可延延伸的的IDEA为指导导WeAssumeThatWeHaveAlreadyDoneOurHomework我们假假设我我们已已经做做完我我们该该做的的功课课Someagenciesscornresearch,marketingandhomework.TheyskidaroundonthesurfaceofirrelevantbrillianceAtOgilvyweaskyoutodoyourhomeworkandcreatebrilliantcampaignsDavidOgilvySequenceOf360DegreeBrandThinking360度品品牌思思考的的顺序序In360Degreethinkingeverythingconnectswitheverythingelse在360度度思考中，，每件事情情之间都有有关联Thereisanaturalsequencefortheteamtomovethrough存在一个自自然顺序Butweneedtocheckbacktoinsightsfrompreviousstagestoprovidestimulusandensurethateverythingfitstogetherandisconsistent但我们仍然然需要不是是回顾前阶阶段的洞察察，以提供供刺激材料料和确保每每件事配合合得很好，，确保他们们的一致性性。TheElements主主要元素素BrandScan品牌扫描BrandAudit品牌检验Pointsofcontact接触点Challenge挑战BrandPrint品牌写真

IdeaBrandWorld品牌世界Executions执行DiscovertheChallengefacingthebrandina360Degreeway从360度的的角度，发掘掘品牌面临的挑挑战DescribetheBrand’sDNA描述品牌的DNAChallenge挑战BrandPrint品牌写真BrandWorld品牌世界Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact创造一个世界界，让品牌和和它的消费者者之间在各个个不同接触点点的相互影响响达到最大化化WhatWeNeedIdeaBrandAudit品牌检验BrandScan品牌扫描Pointsofcontact接触点Gathering,orderingandinterpretinginformationaboutthebrandina360Degreeway从360度的的角度，收集集、整理、解解释关于品牌牌的各种讯息息Understandingtheuniquerelationshipbetweenthebrandanditscustomers了解消费者与与品牌的独特特关系Definingtheareaswherethebrandcanintensifytheimpactithasonpeople’slives确定品牌可以以增强其对人人们生活影响响的接触点HowWeGetThere

如何达到到？2FromBrandScantoChallenge从品牌扫描到到挑战WheretheBrand’’sProblemsLie品品牌的问题题在哪里？BrandScan品牌扫描Challenge挑战Equities

资产产A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities一个360度度的品牌是不不同内在相关关的优势和资资产的组合Weusesixequitiestolookatabrandinacomprehensiveway我们运用六个个方面来观察察一个品牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand就像品牌的健健康检查，我我们得到每个个方面品牌的的优势和弱点点Image形象Goodwill商誉Product产品Customer消费者Visual视觉Channel销售渠道ACompositeofSixInterrelatedEquities6个方面资资产的组合TheBrandTeamNeedsToKnowProduct产品Howtheproductperformancesupportsthebrand产品的表现如如何支持品牌牌？Image形象Whetherthebrand’simageisstrongandengaging是否品牌形象象很强并且吸吸引消费者？？Customer消费者Howstrongthebrand’scustomerfranchiseis品牌消费者的的特权有多强强？TheBrandTeamNeedsToKnowChannel销售渠道Howwellthebrandisleveragedinthetradeenvironment通路环境对品品牌的影响如如何？Visual视觉Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否品牌具有有清晰、持续续和差异化视视觉形象Goodwill商誉Whetherthebrandisendorsedbyinfluencersandthecommunitiesinwhichitlives是否品牌被““影响者”和和社会团体所所认可？RecognisethisBrand?

辨认这个个品牌WhatAreItsEquities?

什么是是它的资产？？UnusuallythisBrandwasbuiltwithnoadvertisingsupport通常这个品牌没有广告的支持HealthCheck:AmexversusDinersinHongKongAmex和和Diners品品牌健康检查查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealthCheck:AmexversusHSBCVisainHongKong

Amex和HSBC品品牌健康检检查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelNotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities只有当我们了了解品牌在6个方面的强强、弱Canwestarttodeterminewhatthebrandcoulddotobestronger我们才能决定定做些什么可可以让品牌变变得更强大AndcanwedefinetheChallengefacingthebrand我们才能确定定品牌面临的的挑战Equities

资产产Equitiesarenotdisguisesforgroupcompaniesorcommunicationdisciplines资产不是一群群公司或多种种传播方法的的伪装However,differentdisciplinesclearlyhavemoreimpactonsomeequitiesthanonothers然而，不同的的方法在某些些资产方面会会比其他的方方法更有影响响力WhatWeUsetoHelpDiscovery我我们运用什么么来帮助发掘掘？Thebackgroundofourbasicknowledgeandhomeworkaboutthebrand我们的基基本知识识背景和和关于品品牌的功功课AfacilitatedmeetingoftheBrandTeamincludingMindShare具有促进进作用的的品牌团团队会议议（包括括传立））Stimuliselectedfromashuffledeckofquestionsacrosstheequitiestoprovokethinkingandfocusdiscussion(itdoesnotmatterwhichequitywestartthediscussionwith)激发思考考和讨论论的“扑扑克牌””AndtheCompassDialasavisualprompt视觉化工工具“指南针””StimuliQuestionsintheShuffleDeck:ProductEquity““扑克牌””中的问问题：产产品层面面Whatmakesthisproductsuperiortothecompetition?这个产品品优于竞竞争品牌牌的原因因有哪些些？Doestheproductperformanceliveuptoexpectationsinallitsaspects?产品的表表现符合合在所有有方面的的期望？？Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal?是否存在在有关这这个产品品的某些些事情，，如果大大家都知知道，可可以增加加这个产产品的吸吸引力？？StimuliQuestionsintheShuffleDeck:ProductEquity“扑克牌””中的问问题：产产品层面面Doesthisproducthavetheoptimumprice-valueequation?是否这个个产品具具有最佳佳的价格格--价价值比？？Ifthereisarangeofproducts,howdotheyclarifyorconfusetheproposition?如果有一一系列产产品，他他们是否否让主张张变得更更清晰或或者更混混乱？Ifyouhadafreehand,arethereanythingsabouttheproduct(presentation/design/sizeetc)youwouldchangetomakeitmoreattractive?如果你可可以自由由发挥，，是否否有任何何你希望望改变的的方面，，（包括括：设计计、尺寸寸等），，让这个个产品更更具吸引引力？Example:JaguarIsaQuirkyBrand例例子：：Jaguar是是一个个诡异异的品品牌Theengineersbuiltbackfeaturesintotheproducttoreinforcethisproductequitye.g.aninstrumentdialinaunusualplaceOrtherubberduckonthesideofthebathintheConradHotelStimuliforImageEquity形形象象层面面Arethevaluesorattitudesthisbrandownsrelevanttothemarkettoday?品牌所所拥有有的态态度和和价值值是否否与今今天的的市场场有关关？Doesthebrandleadorfollowtrendssetinthemarketplace?品牌是否引引领或追随随在市场中中的潮流？？Whofeelsclosesttothebrand-adiscretegroup,orawiderangeofpeople?哪些人与与品牌最最接近？？部分人人群还是是广泛的的人群？？Towhatextentisthebrandpresentedinadistinctivemannercomparedtothecompetition?与竞争品品牌相比比，品牌牌的风格格独特到到哪种程程度？StimuliforImageEquity形形象层层面Isthereastrongideaunderpinningthebrand’’simage?在品牌的的形象背背后，是是否存在在一个很很强的““IDEA”？Towhatextentisthebrand’’sshareofvoiceaninfluenceonitsimagestrength?品牌的““SOV””对品牌强强弱的影影响有多多大？Ifthereisimageweakness,isitbecausethebrandisbeingwronglypresentedornotsupportedintherightway?如果存在在形象上上的弱点点，是因因为品牌牌以错误误的方式式被呈现现，还是是没有以以正确的的方式被被支持？？Example:PondsSkinLighteninginJapanWeigheddownwitha‘grandmother’scoldcream’’reputation重负“祖祖母的冷冷霜”的的形象Neededtoskipagenerationtorejuvenateimage,andappealdirectlytoanewgroupofyoungwomen需要跳过过一代，，让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轻女性性DoubleWhiteskinlighteningcreammadePond’sonceagainseemaninnovator(afterfollowingthetrendsforageneration)双重美白白霜让Pond’s又一次被被看作创创新者StimuliforCustomerEquity消消费者者层面Atwhatpointintheirlives,andforwhatreasons,docustomersstartandstopcomingtothebrand?在生活中中的哪些些点？基基于何种种原因？？消费者者开始接接触品牌牌或不再再接触本本品牌？？Isthebrandpopularamongstthepeoplewhoshouldbeitsnaturalusers?在品牌的的自然使使用者中中，本品品牌是否否被广为为接受？？Inlookingfornewcustomers,towhatextentisthebrandtargetingitsbestvolumeopportunity?在寻求新的消消费者时，品品牌目标达到到它潜力的多多少？Whoismoreimportanttoinfluence,thepurchaseroruserofthisbrand?谁对品牌更有有影响力？品品牌使用者者还是品牌的的购买者？StimuliforCustomerEquity

消费者者层面Whatisthevaluetothebrandofitsbestormostloyalcustomers?品牌忠实消费费者对品牌的的价值是什么么？Isthebrandover-dependenteitheronitsloyalcustomersoraconstantarrivalofnewusers?是否本品牌过过分依赖于忠忠实消费者和和新进消费者者？Isthisbrandgettingitsfairshareofthecustomer’’swallet?是否否本本品品牌牌得得到到其其应应该该得得到到的的份份额额？？Doesthisbrandtreatitsbestcustomersascustomersforlife?是否否该该品品牌牌对对待待它它最最好好的的消消费费者者如如同同生生活活中中的的消消费费者者？？InMostCountriesNestlééEnjoysUniqueCustomerEquityAdvantagesLinkedtoItsProductPortfolioArangecoveringawidesetofneedsacrossfamilylifestages,frommotherstobetosenioradultnutrition涵盖盖大大范范围围的的家家庭庭生生活活所所需需，，从从母母亲亲到到高高级级成成人人营营养养Umbrellabrandingextendingintomanyaspectsofthecustomer’’slife(unlikeUnilever)品牌牌扩扩展展到到消消费费者者生生活活的的很很多多方方面面Thereforetheabilitytorealisethevalueofthecustomerinportfolioandthroughtime有能能力力了了解解消消费费者者的的价价值值StimuliforChannelEquity销销售售渠渠道道方方面面Doestheexistingmixofdifferentchannelsworktothebestadvantageofthebrand’’ssalesandimage?现有的不不同销售售渠道的的组合，，是否否给品牌牌的销售售和形象象带来最最大的好好处Aretherenewpotentialchannelstoexplore?是否有潜在的的销售渠道可可以发展？Withinthecriticalchannels,isthebrandeffectivelydistributedanddisplayed?在重要的销售售渠道，品品牌是否被有有效的铺货及及展示？Dosalesforceandchannelactivityworkwelltogether?销售力量和渠渠道活动是否否配合得很好好？StimuliforChannelEquity

销售渠道道方面Cansalesleadsbetracediftheyaresoldthroughthechannel?销售痕迹是否否可以被追踪踪到？Howimportantisthebrandtothechannel,andhowdoestheTradefeelaboutthebrand?本品牌对销售售渠道的重要要性如何？销销售渠道对品品牌的意见如如何？Whatdopotentialcustomersknowaboutwheretofindthebrand,andisitenough?潜在消费者是是否知道在哪哪里可以买得得到本品牌？？这是否足够够？AreBusinessPartnersworkingtothebestadvantageofthebrand?商业伙伴是否否给本品牌最最大的益处？？Howeffectivelydoesafter-salesservicesupportthebrand?售后服务如何何有效地支持持本品牌？StimuliforVisualEquity视视觉方面Towhatextentisthebrand’slookandfeelalignedtothecorporatevision&valueswhichunderpinthebrand?品牌的外观和和感受与公司司远景及价值值观的紧密程程度如何？Istherelationshipbetweencorporateandproductbrandsworkingoptimally?公司品牌与产产品品牌之间间融合得是否否最好？Lookingattheproductbrand,howwellarticulatedarecolours,logos,symbolsassociatedwiththebrand?与品牌有关的的色彩、logo、符号等是否阐阐述得够清楚楚？Doallthevisualaspectsofthebrandgiveacontemporaryfeel?Oracategory-leadingimpression?品牌所有的视视觉方面是否否有当今的感感觉？或者是是否觉得有一一个品类领导导者的感觉？？StimuliforVisualEquity视视觉方面Isthebrandpresenteverywhereintheoutsideworld?本品牌在外部部世界是否得得可以看得见见？Howstrongisthevisualimpactofthebrandinstore?品牌在店头的的视觉冲击力力有多强？Towhatdegreearealltheaspectsofthebrand’svisualpresenceconsistentwitheachother?品牌视觉各个个方面的一致致性如何？StimuliforGoodwillEquity

商誉方方面Arethereanysocialtrendswhicharelikelytoincreaseordecreasedemandforthebrandinthefuture?是否存在任何何社会趋势，，在将来会影影响到对本品品牌的需求增增减？Arethereanyexternalissueswhichaffectthisbrand,eitherpositivelyornegatively?Cananybecreated?是否有外部观观点会影响到到本品牌？（（正面的或或负面的观点点）能否创造造这样的观点点？Whointheworldatlargehasabiginfluenceonthisbrandorthedecision-makingofitsconsumers?谁对这个品牌牌有最大的影影响力？对消消费者购买决决定有影响力力？StimuliforGoodwillEquity

商誉方方面Howfavourableisthemediacoveragethisbrandreceives?这个品牌得到到的媒体方面面的照顾有多多好？Howdoprofessionalexpertsfeelaboutrecommendingthebrandtoothers?专家在推荐这这个品牌时的的感受如何？？Doesthebrandpubliclyliveuptoitspromises?是否这个品牌牌符合它的承承诺？Isthebrandagoodcitizenofthecommunity?本品牌是否是是一个良好的的社会公民？？Howdothebrand’sownemployeesfeelaboutbeingassociatedwiththebrand?IstheirbehaviouralignedwiththeCEO’svision?当与本品牌有有联系时，品品牌自己雇雇员的感受如如何？Xerox施施乐30minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompanystatementwasontheXeroxwebsiteTheCompassDial

罗盘（指指南针）Isavisualprompttohelp360Degreethinking帮助360度度思考的视觉觉刺激Dividedintosixsegments-eachcoveringtheelementsassociatedwithoneofthesixequities分割为6个部部分，每个部部分涵盖该部部分的主要元元素Atthecentretheelementsaremorestrategic中心部分是较较战略性的Whatisthebrand’sstrategytowardscurrentusersversusnon-users与非品牌使用用者相比，什什么是品牌针针对目前消费费群的策略？？TheCompassDial

罗盘（指指南针）Aswemoveoutwardstheelementsbecomemoretangible越往外部，元元素变得越来来越可操作Thequalityoftheloyaltyprogramme,thestrengthofthebrandidea忠诚度活动的的质量；品品牌“IDEA”的力度Ontheouterrimarethepointsofcontactthemselves-thephysicalplaceswherethebrandpresentsitselftothecustomer最外面的边缘缘，是与消消费者的接触触点；是品牌牌呈现自己的的物理地点Listofelementsassociatedwitheachequity与每个方面有关的主要元素列表BrandScanHelpsUsDiagnosetheAreasofSicknessintheBrand品牌扫描帮助助我们诊断品品牌的弱点Forexample例如Keycustomerswhomthebrandisnotaddressingproperly品牌没有照顾顾好的主要客客户Wherethebrandneedstobuildstrongerrelationships品牌需要建立立更强关系的的地方Inconsistenciesinthevariouspointsofcontactbetweenthebrandanditscustomers品牌与其消费费者在各个不不同联系点上上的不一致性性UsingtheCompassDial

运用罗罗盘（指南针针）Useitasachecklistoftheanatomyofabrand作为解剖品品牌的“checklist”Seehowyourbrandstacksupagainstacompetitorbrandineachequity在每一个方方面，你的的品牌与竞竞争品牌的的比较如何何？UsingtheCompassDial

运用用罗盘（指指南针）Explorewhetherthecreativeideaisleveragedthroughoutthecompassandwhatthescopeisforinterplaybetweentheelements探索创意IDEA是否在罗盘盘上得以发发挥，各元元素间的相相互影响达达到哪种程程度？Askyourselfwhetheryourbrandhasweaknessesthatneedtobeaddressed-thecompassdialwillnottellyouthesolution.Butitwillpointyoutoadefinitionofwhattheproblemis自问你的品品牌是否存存在弱点？？罗盘不会会告诉你解解决方法，，但可以以帮助你了了解问题的的所在。DistillingtheDiscoveryDiscussion将将讨论进行行过滤IntoasingleChallenge挑战Thebiggestchallengethebrandfaces品牌所面临临的最大挑战ImageGoodwillProductCustomerVisualChannelSummarisingaBrandScanDiscussion:GuinnessSingapore品品牌扫描小小结（健力力士，新加加坡）HowtheProduct’sPerformanceSupportstheBrand产产品的表表现如何支支持品牌Product产品PeoplemeasureGuinnessagainstbeer,thereforeareunpleasantlysurprisedbyitsbitterness人们以啤酒酒的标准来来判断Guinness，，发现它的味味道太苦，，不易接受受WhethertheBrand’sImageIsStrongandEngaging在在哪些方方面品牌形形象较强Image形象Guinnessisgoodforyoupersistsandisseenasold-fashioned“Guinnessisgoodforyou”有持续性，，但被认为为过时Seriousdrink-needstolightenuptoinviteyoungerdrinkersintothebrand严肃饮品---需要要让年轻消消费群进入入本品牌HowStrongtheBrand’’sCustomerFranchiseIsCustomerPeoplecomelatetothebrandanoldman’’sdrink人们接触品品牌较晚，，是一个老老年男性的的品牌Youngtendtodipinandoutofbrand年轻人如蜻蜻蜓点水般般尝试一下下HowWelltheBrandIsLeveragedintheTradeEnvironmentChannel销售售渠渠道道Focusesonextremes(hawkercentres&Western-stylepubs),leavingmiddlegroundChinesenightspotsunder-leveraged集中中在在终终端端YoungerdrinkerssurprisedifGuinnessisnotavailable-butforgiveoutlet&switchbrands没有有““Guinness””年轻轻人人会会很很惊惊讶讶，，但但会会原原谅谅通通路路而而转转换换品品牌牌WhethertheBrandPresentsaClearConsistentandDifferentiatingPresenceVisual视觉觉Blacknessisvisiblydifferent,strikingandsignifiesmasculinity黑色色是是视视觉觉差差异异，，意意味味着着男男性性In-barsignageisdusty酒吧吧内内的的象象征征是是灰灰尘尘WhethertheBrandIsEndorsedbyInfluencersandtheCommunitiesinWhichItLivesGoodwill商誉誉Campaignapproachirreverent,butdoesn’’tdomuchforthecommunityatlarge广告告方方式式有有点点叛叛逆逆、、不不尊尊重重的的感感觉觉，，但但并并没没有有太太过过分分ButawarenessofIrishpubsintroducesan‘‘authentic’’feelwhichappealstotheyoung爱尔尔兰兰酒酒吧吧带带来来可可信信的的感感觉觉，，并并且且吸吸引引年年轻轻人人ImageWhethertheBrand’’sImageIsStrongandEngaging是否否品品牌牌形形象象够够强强且且吸吸引引人人CustomerHowStrongtheBrand’’sCustomerFranchiseIs品牌消费者的的特权有多强强ChannelHowWelltheBrandIsLeveragedintheTradeEnvironment品牌在销售环环境中的调节节作用有多强强ProductWhethertheBrandPresentsaClearConsistentandDifferentiatingPresence是否品牌保持持清晰的、持持续的，并且且具有差异化的呈现现VisualWhethertheBrandPresentsaClearConsistentandDifferentiatingPresence是否品牌保持持清晰的、持持续的，并且且具有差异化化的呈现GoodwillWhethertheBrandIsEndorsedby