360度品牌管理(1)（推荐PPT130）

1360DegreesBrandCascadeJune30th-July1stShanghaiDoYouFeelThatYouAre………….你你是是否否觉觉得得你你是是……...Intherightindustry?在一一个个正正确确的的行行业业工工作作?Withtherightagency?在一一个个正正确确的的公公司司工工作作?Attherighttime?在正正确确的的时时间间?360DegreeBrandingisaterrificopportunityforourbrands,ourclients&forourselves对品品牌牌、、客客户户和和我我们们自自己己而而言言，，360度度品品牌牌管管理理是是一一个个巨巨大大的的机机会会IndividualPre-sessionExercise:FramingtheAgenda个个人人练练习习：：Basedonwhatyouknownowabout360DegreeBranding,writedownonthecardwhatyoubelievetobethethreekeyissuesweneedtoaddresstobesuccessful基于于你你对对360度度品品牌牌管管理理的的了了解解，，在在卡卡片片上上写写下下你你认认为为带带来来成成功功的的三三个个主主要要观观点点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我们们处处在在一一个个需需要要知知识识的的行行业业Weneedmoreknowledge我们们需需要要更更多多的的知知识识Weareintheideasbusiness我们们处处在在一一个个需需要要想想法法的的行行业业Weneedmoreideas我们们需需要要更更多多的的想想法法Weareinthebrandbusiness我们们处处在在一一个个建建立立品品牌牌的的行行业业Weneedmoreinfluenceonthetotalbrand我们们需需要要在在整整个个品品牌牌上上有有更更多多的的影影响响力力WhatSortofCompanyDoWeWanttoBe?我们们希希望望成成为为一一个个怎怎样样的的公公司司？？TheUnlimitedBrandCompany无限限品品牌牌公公司司UnlimitedWecrossdisciplinesina360Degreeway通过过360度度思思考考跨跨越越专专业业Wecrossborders跨越越边边界界Wechallengebarriers挑战战障障碍碍Wetakeitallthewaythrough我们们全全方方位位运运用用Insight...Ideas...Execution...Evaluation洞察察……IDEA……执执行行…评评估估Webuildthebrandtoitsfullpotential我们们将将品品牌牌建建立立至至极极限限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吸收收哲哲学学Periodofdebate-keepindividualdisciplines保持持独独立立的的原原则则Experimentsonhowtoworktogetherdifferently尝试试如如何何共共同同协协作作Gainsonkeyaccounts来自自重重要要客客户户的的经经验验AmexbusinesspartnershipAmex商业业伙伙伴伴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（地区主管管）IMAGINEERSMulti-disciplinaryBrandTeams

多元化品牌团队ConsultingAgreedStructurefora360DegreeAgency（360度代代理商的的结构））TheBrandTeam品品牌团队队Aleaderwholeads一个品牌牌领导者者Teammemberswhoconnect接触紧密密的成员员Sittingtogether,ideally理想状况况下，应应该坐在在一起TheBrandP&L品牌损益益Shareofclienttarget分享客户户的目标标AP&Lwhichreportshorizontally垂直报告告的损益益Jobstrackedatanindividuallevel工作遵循循独立的的层面Incomedistributedandprofitdistributedprorataversushoursspent收入和利利润根据据时间花花费进行行分配Finance,AdminandITpartnersHeadHeadHeadHeadHeadHEADOFCOUNTRYMulti-disciplinaryBrandTeamsConsultingIMAGINEERSAdvSalesPromotionOnePublicRelationsIdentityCREATIVEBrandP&L品牌损益CountryP&L地区损益益AgreedStructurefora360DegreeAgency（360度代代理商结结构）What360DegreeDoesForUs360度可以为为我们做做什么？？WhatistheTerritoryofaBrand?一一个品品牌的版版图是什什么？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一个品牌牌是消费费者所经经历的总总和In360Degree

在360度度过程中中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必须预预见消费费者与品品牌的每每一次接接触机会会Youmustcustomizethemessageforeachencounter针对每一一次机会会，设计计需要传传达的信信息Youarearrangingtheencounterstomakesuretheyenrichthecustomer‘soverallexperiencewithabrand设计安排排这样的的机会，，以保证证可以增增加消费费者与品品牌的经经验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伴随电视的诞诞生，广告工工作仍然保持持基本形状SoHeadsStartedtoBecometheSameShape

因此，头头脑也逐渐变变成同样的形形状ToFittheBriefsWhichWeretheSameShape-SquarePegsIntoSquareHoles以以适应同样样形状的广告告简报SoAdmanLookedLikeThis所所以，广告告人看起来都都是这个样子子的ThenAlongCameSomeOtherSortsofBriefs随着其他类型型简报的产生生Direct直效行销PublicRelations公共关系SoDifferentShapedHeadsWereRequired导致对不同形形状头脑的需需求ToMakeuptheFullOrchestraofDisciplines为为建立整个管管弦乐队SpecialisationCanCreateWalls&Silos专专业化创造墙墙和井Silo?井井？Alargetowerforthestorageofgrainorcement一个储藏谷物物或水泥的塔塔形建筑Nowindowstolookinoroutof没有窗可以从从里面看到外外面或从里面看到到外面PlusOtherSortsofBriefs

加上其他他类型的简报报OldIntegration以以前的整合合Eachdisciplinesitsinasilo每个专业都坐坐在井里面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略在主导专专业中发展（（通常是广告告）Theleaddisciplinedevelopsitsidea(usuallytelevision)主导专业发发展它的““IDEA””（通常是电视视）Otherdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline)其他专业在在既定的““IDEA””下，被要要求根据它它发展统一一的外观和和感受（通通常离最后后期限很接接近）What’’sChanged

引起起哪些变化化？Risingcostoftelevision抬高电视的的费用Mediafragmentation媒介破碎分分离Newmedia-Internet,cable,videoondemand新媒体的诞诞生----互联网网、有线电电视、点播播录像Importanceofendorsement背书的重要要性Searchforbettervaluefrombrandspending在品牌投资资中寻求更更好的价值值WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking为实行360品牌思思考，我们们需要改变变我们头脑脑的形状?TheNew360DegreeBrandingApproach新新的360度品牌牌建立方式式WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandisanchoredintheBrandPrint开始即以品品牌团队进进行工作，，在一个原原则下进行行思考--------多样样的方法，，以品牌写写真为依据据ComeupwithabigIdea产出一个““BIGIDEA””Chosepointsofcontacttointensifytheinvolvementofthebrandinpeople’slives选择接触点点，加强品品牌在人们们生活中的的融入度TheNew360DegreeBrandingApproach新新的360度品牌牌建立方式式EnsureinterplaybetweenallexecutionalelementstobringtheBrandIdeaalivewhether确保所有可可执行元素素间的相互互影响，以以使品牌牌IDEA诞生，无论论single,dualormultipledisciplinesareused是否运用到到单一、双双重还是多多元的专业业Ogilvycompaniesdeliveralltheexecutionsornot是否所有的的执行工作作都由奥美美的公司完完成Thebestchanceofbeing360Degreeiswhenyouhaveaverystrongidea.Ifit’sstrong,itwillstarttohappennaturally“成为360度的最最大机会是是当你有一一个很强的的IDEA，，如果IDEA够强，它它会很自然然成为360度。。”ShellyLazarusToGoAlongWithOurNewHeadsWeNeed

为了了配合我们们的新头脑脑，我们需需要：Stimulitoprovokenewthinking激发新思维维的工具Newwaysofworkingtogetherthat新的协作方方式usethefullresourcesoftheBrandTeam运用品牌团团队的所有有资源avoidwheel-spinningandduplicationofeffort避免重复劳劳动maximiseourcreativity最大化我们们的创造力力ToGoAlongWithOurNewHeadsWeNeed

为了了配合我们们的新头脑脑，我们需需要：Practicetoensurewecan锻炼可以保保证我们picktheroughdiamondsfromtherivergravel在沙砾中筛筛选出钻石石cutandpolishthemtogiveourbrandstruebrilliance切割、打磨磨，给予我我们的品牌牌真正的光光彩Casestoinspireusalongtheway案例可以激激发我们BiggestRecipeforDisaster导导致灾难的的最大因素素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess丧失对结果果的预见，，沉迷在过过程中间thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms认为仅仅回回答一系列列问题，填填完一些表表格即可让让工作得以以完成OtherRecipesforDisaster

其他他导致灾难难的因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam认为自己个个人作业要要比品牌团团队作业来来得快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives罗列每件事事情，不从从品牌融入入消费者生生活的角度度来考虑优优先顺序Seeing360Degreeascross-sellingorjustcarvingupabudget将360度度看作跨领领域销售或或仅仅作为为瓜分预算算的方法DifferencesBetweenOldFashionedIntegrationand360DegreeBrandThinking360度品牌思考考与整合概概念的差异异性Integration整合Laundrylistofopportunitiesallofwhichwouldbenicetodobutdon’tnecessarilysolvethecriticalissue罗列所有的的机会点，，有些可能能还不错，，但并不是是解决关键键问题所需需要的Nostrategicguidingprinciple没有策略指指导原则IdeaactsassuperficialbadgingdeviceIDEA仅作作为为表表面面的的东东西西360DegreeBrandThinkingSolvingthecriticalchallengeofthebrand解决决品品牌牌面面临临的的主主要要挑挑战战Operatingwithinastrategicframework,withdifferentrolestoachievethegoal在策策略略框框架架下下运运作作，，从从不不同同角角度度达达到到目目的的Drivenbyanidea,whichitextends以可可延延伸伸的的IDEA为指指导导WeAssumeThatWeHaveAlreadyDoneOurHomework我们们假假设设我我们们已已经经做做完完我我们们该该做做的的功功课课Someagenciesscornresearch,marketingandhomework.TheyskidaroundonthesurfaceofirrelevantbrillianceAtOgilvyweaskyoutodoyourhomeworkandcreatebrilliantcampaignsDavidOgilvySequenceOf360DegreeBrandThinking

360度品品牌思考考的顺序序In360Degreethinkingeverythingconnectswitheverythingelse在360度思考考中，每每件事情情之间都都有关联联Thereisanaturalsequencefortheteamtomovethrough存在一个个自然顺顺序Butweneedtocheckbacktoinsightsfrompreviousstagestoprovidestimulusandensurethateverythingfitstogetherandisconsistent但我们仍仍然需要要不是回回顾前阶阶段的洞洞察，以以提供刺刺激材料料和确保保每件事事配合得得很好，，确保他他们的一一致性。。TheElements主主要元元素BrandScan品牌扫描描BrandAudit品牌检验验Pointsofcontact接触点Challenge挑战BrandPrint品牌写真

IdeaBrandWorld品牌世界Executions执行DiscovertheChallengefacingthebrandina360Degreeway从360度的角角度，发发掘品牌面临临的挑战战DescribetheBrand’’sDNA描述品牌牌的DNAChallenge挑战BrandPrint品牌写真真BrandWorld品牌世界界Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact创造一个个世界，，让品牌牌和它的的消费者者之间在在各个不不同接触触点的相相互影响响达到最最大化WhatWeNeedIdeaBrandAudit品牌检验验BrandScan品牌扫描描Pointsofcontact接触点Gathering,orderingandinterpretinginformationaboutthebrandina360Degreeway从360度的角角度，收收集、整整理、解解释关于于品牌的的各种讯讯息Understandingtheuniquerelationshipbetweenthebrandanditscustomers了解消费费者与品品牌的独独特关系系Definingtheareaswherethebrandcanintensifytheimpactithasonpeople’slives确定品品牌可可以增增强其其对人人们生生活影影响的的接触触点HowWeGetThere如如何何达到到？2FromBrandScantoChallenge从品牌牌扫描描到挑挑战WheretheBrand’sProblemsLie品品牌牌的问问题在在哪里里？BrandScan品牌扫扫描Challenge挑战Equities资资产产A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities一个360度的的品牌牌是不不同内内在相相关的的优势势和资资产的的组合合Weusesixequitiestolookatabrandinacomprehensiveway我们运运用六六个方方面来来观察察一个个品牌牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand就像品品牌的的健康康检查查，我我们得得到每每个方方面品品牌的的优势势和弱弱点Image形象Goodwill商誉Product产品Customer消费者者Visual视觉Channel销售渠渠道ACompositeofSixInterrelatedEquities6个个方面面资产产的组组合TheBrandTeamNeedsToKnowProduct产品Howtheproductperformancesupportsthebrand产品的的表现现如何何支持持品牌牌？Image形象Whetherthebrand’simageisstrongandengaging是否品品牌形形象很很强并并且吸吸引消消费者者？Customer消费者者Howstrongthebrand’scustomerfranchiseis品牌消消费者者的特特权有有多强强？TheBrandTeamNeedsToKnowChannel销售渠渠道Howwellthebrandisleveragedinthetradeenvironment通路环环境对对品牌牌的影影响如如何？？Visual视觉Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否品品牌具具有清清晰、、持续续和差差异化化视觉觉形象象Goodwill商誉Whetherthebrandisendorsedbyinfluencersandthecommunitiesinwhichitlives是否品牌被被“影响者者”和社会会团体所认认可？RecognisethisBrand?

辨认这这个品牌WhatAreItsEquities?

什么么是它的资资产？UnusuallythisBrandwasbuiltwithnoadvertisingsupport通常这个品牌没有广告的支持HealthCheck:AmexversusDinersinHongKong

Amex和Diners品品牌健康检检查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealthCheck:AmexversusHSBCVisainHongKongAmex和HSBC品品牌健康康检查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelNotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities只有当我们们了解品牌牌在6个方方面的强、、弱Canwestarttodeterminewhatthebrandcoulddotobestronger我们才能决决定做些什什么可以让让品牌变得得更强大AndcanwedefinetheChallengefacingthebrand我们才能确确定品牌面面临的挑战战Equities资资产Equitiesarenotdisguisesforgroupcompaniesorcommunicationdisciplines资产不是一一群公司或或多种传播播方法的伪伪装However,differentdisciplinesclearlyhavemoreimpactonsomeequitiesthanonothers然而，不同同的方法在在某些资产产方面会比比其他的方方法更有影影响力WhatWeUsetoHelpDiscovery

我们运运用什么来来帮助发掘掘？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是一一个诡异异的品牌牌Theengineersbuiltbackfeaturesintotheproducttoreinforcethisproductequitye.g.aninstrumentdialinaunusualplaceOrtherubberduckonthesideofthebathintheConradHotelStimuliforImageEquity形形象层层面Arethevaluesorattitudesthisbrandownsrelevanttothemarkettoday?品牌所拥拥有的态态度和价价值是否否与今天天的市场场有关？？Doesthebrandleadorfollowtrendssetinthemarketplace?品牌是否否引领或或追随在在市场中中的潮流流？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

消费者者层面Atwhatpointintheirlives,andforwhatreasons,docustomersstartandstopcomingtothebrand?在生活中的哪哪些点？基于于何种原因？？消费者开始始接触品牌或或不再接触本本品牌？Isthebrandpopularamongstthepeoplewhoshouldbeitsnaturalusers?在品牌的自然然使用者中，，本品牌是否否被广为接受受？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?是否本品牌得得到其应该得得到的份额？？Doesthisbrandtreatitsbestcustomersascustomersforlife?是否该品牌对对待它最好的的消费者如同同生活中的消消费者？InMostCountriesNestléEnjoysUniqueCustomerEquityAdvantagesLinkedtoItsProductPortfolioArangecoveringawidesetofneedsacrossfamilylifestages,frommotherstobetosenioradultnutrition涵盖大范围的的家庭生活所所需，从母亲亲到高级成人人营养Umbrellabrandingextendingintomanyaspectsofthecustomer

’slife(unlikeUnilever)品牌扩展到消消费者生活的的很多方面Thereforetheabilitytorealisethevalueofthecustomerinportfolioandthroughtime有能力了解消消费者的价值值StimuliforChannelEquity

销售渠道道方面Doestheexistingmixofdifferentchannelsworktothebestadvantageofthebrand’ssalesandimage?现有的不同销销售渠道的组组合，是否否给品牌的销销售和形象带带来最大的好好处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？AmexCanshowrelativelyweaknessinchannelequityStimuliforVisualEquity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？BeforeEnterpriseDevelopedaNewVisualIdentityforHKPost,NameCardsWereAllDifferent香港邮政（（视觉整合以以前）ByContrast,theStrongVisualEquityofAmex相反，美国运运通卡有很强强的视觉资产产StimuliforGoodwillEquity

商誉方方面Arethereanysocialtrendswhicharelikelytoincreaseordecreasedemandforthebrandinthefuture?是否否存存在在任任何何社社会会趋趋势势，，在在将将来来会会影影响响到到对对本本品品牌牌的的需需求求增增减减？？Arethereanyexternalissueswhichaffectthisbrand,eitherpositivelyornegatively?Cananybecreated?是否否有有外外部部观观点点会会影影响响到到本本品品牌牌？？（（正正面面的的或或负负面面的的观观点点））能能否否创创造造这这样样的的观观点点？？Whointheworldatlargehasabiginfluenceonthisbrandorthedecision-makingofitsconsumers?谁对对这这个个品品牌牌有有最最大大的的影影响响力力？？对对消消费费者者购购买买决决定定有有影影响响力力？？StimuliforGoodwillEquity商商誉誉方方面面Howfavourableisthemediacoveragethisbrandreceives?这个个品品牌牌得得到到的的媒媒体体方方面面的的照照顾顾有有多多好好？？Howdoprofessionalexpertsfeelaboutrecommendingthebrandtoothers?专家家在在推推荐荐这这个个品品牌牌时时的的感感受受如如何何？？Doesthebrandpubliclyliveuptoitspromises?是否这个个品牌符符合它的的承诺？？Isthebrandagoodcitizenofthecommunity?本品牌是是否是一一个良好好的社会会公民？？Howdothebrand’sownemployeesfeelaboutbeingassociatedwiththebrand?IstheirbehaviouralignedwiththeCEO’’svision?当与本品品牌有联联系时，，品牌牌自己雇雇员的感感受如何何？ExampleFrom:J.NasserSentFriday,November19,19991:41PMToFordEmployeesandothersYesterday,BillFordandIspentmuchofthedaywithagroupofourseniorleadershipdiscussingoneofourkeyareasofcompetitiveadvantage--corporatecitizenshipTraditionally,manyofushaveconsideredcorporatecitizenshipasphilanthropyandvolunteerprograms.Letmeassureyouitismuchmorethanthat.It’saboutwhoweare,whatweofferinthemarketplaceandhowweconductourbusiness.It’’sourreputation…..Expectationsforperformancebylargeglobalcompaniesaremuchgreaterthanever.Itisnolongerenoughforusjusttoproducegoodproductsandemployandtreatpeoplefairly.Weareexpectedtohelpfindsolutionstotheenvironmental,socialandeconomicproblemsfacingtheworldXerox施施乐30minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompanystatementwasontheXeroxwebsiteTheCompassDial

罗盘盘（指南南针）Isavisualprompttohelp360Degreethinking帮助360度思思考的视视觉刺激激Dividedintosixsegments-eachcoveringtheelementsassociatedwithoneofthesixequities分割为6个部分分，每个个部分涵涵盖该部部分的主主要元素素Atthecentretheelementsaremorestrategic中心部分分是较战战略性的的Whatisthebrand’sstrategytowardscurrentusersversusnon-users与非品牌牌使用者者相比，，什么是是品牌针针对目前前消费群群的策略略？TheCompassDial

罗盘盘（指南南针）Aswemoveoutwardstheelementsbecomemoretangible越往外部部，元素素变得越越来越可可操作Thequalityoftheloyaltyprogramme,thestrengthofthebrandidea忠诚度活活动的质质量；品品牌““IDEA”的力度Ontheouterrimarethepointsofcontactthemselves-thephysicalplaceswherethebrandpresentsitselftothecustomer最外面的的边缘，，是与与消费者者的接触触点；是是品牌呈呈现自己己的物理理地点Listofelementsassociatedwitheachequity与每个方方面有关的主主要元素列表表BrandScanHelpsUsDiagnosetheAreasofSicknessintheBrand品牌扫描描帮助我我们诊断断品牌的的弱点Forexample例如Keycustomerswhomthebrandisnotaddressingproperly品牌没有有照顾好好的主要要客户Wherethebrandneedstobuildstrongerrelationships品牌需要要建立更更强关系系的地方方Inconsistenciesinthevariouspointsofcontactbetweenthebrandanditscustomers品牌与其其消费者者在各个个不同联联系点上上的不一一致性UsingtheCompassDial

运用用罗盘（（指南针针）Useitasachecklistoftheanatomyofabrand作为解剖剖品牌的的“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销售渠道Focusesonextremes(hawkercentres&Western-stylepubs),l