1360DegreesBrandCascadeJune30th-July1stShanghaiDoYouFeelThatYouAre…….

你是否覺得你是…...Intherightindustry? 在一個正確的行業工作?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：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BrandPrint品牌寫真Idea想法BrandWorld

品牌世界Why360DegreeBranding? 為什么產生360度品牌管理？WorldwideTaskForceReport:TwoYearsAgoWeoperateinsilos 我們在井中作業Ourbusinessisbeingpusheddownstream 我們的事業正走向下游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,讓事業重新走向上游DirectrelatedtonewdistributionHighendPRCEOBrandManager品牌經理MarketingDirector行銷總監Strategic策略的Operational運作的Tactical戰術的DirectAdvertisingSales

PromotionLowendPRNeeds需求Weareintheknowledgebusiness 我們處在一個需要知識的行業

Weneedmoreknowledge 我們需要更多的知識Weareintheideasbusiness 我們處在一個需要想法的行業

Weneedmoreideas 我們需要更多的想法Weareinthebrandbusiness 我們處在一個建立品牌的行業

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度思考跨跨越專業Wecrossborders跨越邊界Wechallengebarriers挑戰障礙Wetakeitallthewaythrough我們全方位位運用Insight...Ideas...Execution...Evaluation洞察…IDEA……執行…評估Webuildthebrandtoitsfullpotential我們將品牌牌建立至極極限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吸收哲學Periodofdebate-keepindividualdisciplines保持持獨獨立立的的原原則則Experimentsonhowtoworktogetherdifferently嘗試如何共同同協作Gainsonkeyaccounts來自重要客戶戶的經驗AmexbusinesspartnershipAmex商業伙伴IBMincreaseshareofclienttotalbudget(keymeasure)AdverOnetoPublicDesign/Media-tisingOneRelationsIdentityPromotionBuyingAustralia?? ???Bangladesh??China?? ??? ???HongKong?? ? ??? ???India?? ??? ??? ?Indonesia?? ? ???????Japan?? ?Malaysia ??? ??? ???NewZealand ? ?????Pakistan ???Philippines ? ?????Singapore?? ? ??? ???SouthKorea ? ?????SriLanka?? ?Taiwan ? ??? ?????Thailand ??? ?????Vietnam ?OgilvyResourcesinAsiaPacific

奧美在在亞太區的資資源StructuralandAttitudinalObstaclestoImplementing360DegreeBranding實行360度度品牌管理的的障礙Threetoolstohelpremovetheobstacles三個幫助消除除障礙的工具具Changedstructure改變的結構BrandTeams品牌團隊BrandProfit&Loss(P&L)品牌損益CREATIVE（創意）Adv廣告Finance,AdminandITpartners（財務、行政、、IT部門）SalesPromotion銷售推廣Head主管Head主管Head主管Head主管One直效行銷PublicRelations公共關系Identity視覺設計Head主管HEADOFCOUNTRY（地區主管）IMAGINEERSMulti-disciplinaryBrandTeams

多元化品牌團隊ConsultingAgreedStructurefora360DegreeAgency（（360度代代理商的結構構）TheBrandTeam品品牌團隊Aleaderwholeads一個品牌領導導者Teammemberswhoconnect接觸緊密的成成員Sittingtogether,ideally理想狀況下，，應該坐在一一起TheBrandP&L品牌損益Shareofclienttarget分享客戶的目目標AP&Lwhichreportshorizontally垂直報告的損損益Jobstrackedatanindividuallevel工作遵循獨立立的層面Incomedistributedandprofitdistributedprorataversushoursspent收入和利潤根根據時間花費費進行分配Finance,AdminandITpartnersHeadHeadHeadHeadHeadHEADOFCOUNTRYMulti-disciplinaryBrandTeamsConsultingIMAGINEERSAdvSalesPromotionOnePublicRelationsIdentityCREATIVEBrandP&L品牌損益CountryP&L地區損益AgreedStructurefora360DegreeAgency（（360度代代理商結構））What360DegreeDoesForUs360度可以為我們們做什么？WhatistheTerritoryofaBrand?

一個個品牌的版圖圖是什么？Sixincheswide6英寸寬GreyandwetMysteriousLineextensions產品延伸Salespromotion促銷活動Serviceexperience服務經驗Wordofmouth口碑Receptionistsstyle接待人員的風格Prejudices偏見Quality質量Designandcolour設計和色彩Packaging包裝Retailenvironment零售環境Deliverytrucks送貨車Yourshowrooms展示廳Corporatereputation企業聲譽Telemarketingscripts電話行銷記錄Taste口味Price價格ThewaythetelephoneisansweredSocialattitudes社會態度Collectivememory記憶累計Governmentendorsement政府認可Newsmedia新聞媒體Employeerelations雇員關系ABrandIsTheTotalityOfWhatTheCustomerExperiences一個品牌是消消費者所經歷歷的總和In360Degree

在360度過程程中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必須預見消消費者與品牌牌的每一次接接觸機會Youmustcustomizethemessageforeachencounter針對每一次機機會，設計需需要傳達的信信息Youarearrangingtheencounterstomakesuretheyenrichthecustomer‘‘soverallexperiencewithabrand設計安排這樣樣的機會，以以保證可以增增加消費者與與品牌的經驗驗A360DegreeBrandScrapsandStrawsThatAdduptotheMostValuableAssetaCompanyHas360DegreeBrandStewardship

360度品牌管管家Createsgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers創造偉大的““IDEA”，，讓我們的品牌牌在與消費者者的每一次接接觸中都可以以向前發展Selectstherichestpointsofcustomerinvolvementonwhichtofocusourefforts選擇最有效的的接觸點，將將我們的努力力集中在這些些方面360DegreeBrandStewardship360度品品牌管家Improvestherelationshipbetweenclientsandtheircustomers增強強客客戶戶和和消消費費者者之之間間的的關關系系IncreasesClientvalueintermsofmarketshare,profitandshareprice增加加客客戶戶的的市市場場份份額額，，利利潤潤和和股股票票價價格格AddsfutureClientvaluebydrivingnewopportunities通過過驅驅動動新新的的機機會會來來增增加加未未來來客客戶戶價價值值Allowsustobewellpaidforusingourcreativityinthepursuitofthiscause讓我我們們得得到到更更好好的的利利潤潤回回報報Our360DegreeBrandThinking360度度品品牌牌思思考考Cracksthenon-traditionalcustomerinSingaporeGeneratesprofitsfromdreamsinTaipeiMilkssportforallitisworthinThailandSilencesaWhisperwithconfidenceinKoreaMakesmoneyoutofstripteaseinthePhilippinesTurnsanadvertisingpropertyintoapopulistsloganinIndonesiaDiscoversthepowerofselfdiscoveryinChinaIntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten最初初的的廣廣告告是是寫寫在在報報紙紙上上的的平平面面廣廣告告AlongCameTVWhichWorkedtotheSameBasicShape伴隨隨電電視視的的誕誕生生，，廣廣告告工工作作仍仍然然保保持持基基本本形形狀狀SoHeadsStartedtoBecometheSameShape因因此此，，頭頭腦腦也也逐逐漸漸變變成成同同樣樣的的形形狀狀ToFittheBriefsWhichWeretheSameShape-SquarePegsIntoSquareHoles以以適適應應同同樣樣形形狀狀的的廣廣告告簡簡報報SoAdmanLookedLikeThis所所以以，，廣廣告告人人看看起起來來都都是是這這個個樣樣子子的的ThenAlongCameSomeOtherSortsofBriefs隨著著其其他他類類型型簡簡報報的的產產生生Direct直效效行行銷銷PublicRelations公共共關關系系SoDifferentShapedHeadsWereRequired導致對不同形形狀頭腦的需需求ToMakeuptheFullOrchestraofDisciplines為為建立整個管管弦樂隊SpecialisationCanCreateWalls&Silos專專業化創造墻墻和井Silo?井井？Alargetowerforthestorageofgrainorcement一個儲藏谷物物或水泥的塔塔形建筑Nowindowstolookinoroutof沒有窗可以從從里面看到外外面或從里面看到到外面PlusOtherSortsofBriefs

加上其他他類型的簡報報OldIntegration以以前的整合合Eachdisciplinesitsinasilo每個專業都坐坐在井里面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略在主導專專業中發展（（通常是廣告告）Theleaddisciplinedevelopsitsidea(usuallytelevision)主導專業發展展它的“IDEA”（（通常是電視））Otherdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline)其他專業在既既定的“IDEA”下，被要求求根據它發展展統一的外觀觀和感受（通通常離最后期期限很接近））What’sChanged引引起哪些變化化？Risingcostoftelevision抬高電視的費費用Mediafragmentation媒介破碎分離離Newmedia-Internet,cable,videoondemand新媒體的誕生生互互聯網、有線線電視、點播播錄像Importanceofendorsement背書的重要性性Searchforbettervaluefrombrandspending在品牌投資中中尋求更好的的價值WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking為實行360品牌思考，，我們需要改改變我們頭腦腦的形狀?TheNew360DegreeBrandingApproach

新的360度品牌建建立方式WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandisanchoredintheBrandPrint開始即以品牌牌團隊進行工工作，在一個個原則下進行行思考多樣的方法法，以品牌寫寫真為依據ComeupwithabigIdea產出一個“BIGIDEA”Chosepointsofcontacttointensifytheinvolvementofthebrandinpeople’’slives選擇接觸點，，加強品牌在在人們生活中中的融入度TheNew360DegreeBrandingApproach

新的360度品牌建建立方式EnsureinterplaybetweenallexecutionalelementstobringtheBrandIdeaalivewhether確保所有可執執行元素間的的相互影響，，以使品牌牌IDEA誕生，無論single,dualormultipledisciplinesareused是否運用到單單一、雙重還還是多元的專專業Ogilvycompaniesdeliveralltheexecutionsornot是否所有的執執行工作都由由奧美的公司司完成Thebestchanceofbeing360Degreeiswhenyouhaveaverystrongidea.Ifit’sstrong,itwillstarttohappennaturally“成為360度的最大機機會是當你有有一個很強的的IDEA，如果IDEA夠強，它會會很自然成為為360度度。”ShellyLazarusToGoAlongWithOurNewHeadsWeNeed

為了了配合我們的的新頭腦，我我們需要：Stimulitoprovokenewthinking激發新思維的的工具Newwaysofworkingtogetherthat新的協作方式式usethefullresourcesoftheBrandTeam運用品牌團隊隊的所有資源源avoidwheel-spinningandduplicationofeffort避免重復勞動動maximiseourcreativity最大化我們的的創造力ToGoAlongWithOurNewHeadsWeNeed

為了了配合我們的的新頭腦，我我們需要：Practicetoensurewecan鍛煉可以保證證我們picktheroughdiamondsfromtherivergravel在沙礫中篩選選出鉆石cutandpolishthemtogiveourbrandstruebrilliance切割、打磨，，給予我們的的品牌真正的的光彩Casestoinspireusalongtheway案例可以激發發我們BiggestRecipeforDisaster

導致災災難的最大因因素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess喪失對結果的的預見，沉迷迷在過程中間間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

其他導致致災難的因素素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam認為自己個人人作業要比品品牌團隊作業業來得快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先先順序Seeing360Degreeascross-sellingorjustcarvingupabudget將360度看看作跨領域銷銷售或僅僅作作為瓜分預算算的方法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，但并不是是解決關鍵問問題所需要的的Nostrategicguidingprinciple沒有策略指導導原則IdeaactsassuperficialbadgingdeviceIDEA僅作為表面的的東西360DegreeBrandThinkingSolvingthecriticalchallengeofthebrand解決品牌面臨臨的主要挑戰戰Operatingwithinastrategicframework,withdifferentrolestoachievethegoal在策略框架下下運作，從不不同角度達到到目的Drivenbyanidea,whichitextends以可延伸的的IDEA為指導WeAssumeThatWeHaveAlreadyDoneOurHomework我們假設我我們已經做做完我們該該做的功課課Someagenciesscornresearch,marketingandhomework.TheyskidaroundonthesurfaceofirrelevantbrillianceAtOgilvyweaskyoutodoyourhomeworkandcreatebrilliantcampaignsDavidOgilvySequenceOf360DegreeBrandThinking

360度品牌思思考的順序序In360Degreethinkingeverythingconnectswitheverythingelse在360度度思考中，，每件事情情之間都有有關聯Thereisanaturalsequencefortheteamtomovethrough存在一個自自然順序Butweneedtocheckbacktoinsightsfrompreviousstagestoprovidestimulusandensurethateverythingfitstogetherandisconsistent但我們仍然然需要不是是回顧前階階段的洞察察，以提供供刺激材料料和確保每每件事配合合得很好，，確保他們們的一致性性。TheElements主主要元素素BrandScan品牌掃描BrandAudit品牌檢驗Pointsofcontact接觸點Challenge挑戰BrandPrint品牌寫真

IdeaBrandWorld品牌世界Executions執行DiscovertheChallengefacingthebrandina360Degreeway從360度度的角度，，發掘品牌面臨的的挑戰DescribetheBrand’sDNA描述品牌的的DNAChallenge挑戰BrandPrint品牌寫真BrandWorld品牌世界Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact創造一個世世界，讓品品牌和它的的消費者之之間在各個個不同接觸觸點的相互互影響達到到最大化WhatWeNeedIdeaBrandAudit品牌檢驗BrandScan品牌掃描Pointsofcontact接觸點Gathering,orderingandinterpretinginformationaboutthebrandina360Degreeway從360度度的角度，，收集、整整理、解釋釋關于品牌牌的各種訊訊息Understandingtheuniquerelationshipbetweenthebrandanditscustomers了解消費者者與品牌的的獨特關系系Definingtheareaswherethebrandcanintensifytheimpactithasonpeople’’slives確定品牌可可以增強其其對人們生生活影響的的接觸點HowWeGetThere如如何達到到？2FromBrandScantoChallenge從品牌掃描描到挑戰WheretheBrand’sProblemsLie

品牌牌的問題在在哪里？BrandScan品牌掃描Challenge挑戰Equities資資產A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities一個360度的品牌牌是不同內內在相關的的優勢和資資產的組合合Weusesixequitiestolookatabrandinacomprehensiveway我們運用六六個方面來來觀察一個個品牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand就像品牌的的健康檢查查，我們得得到每個方方面品牌的的優勢和弱弱點Image形象Goodwill商譽Product產品Customer消費者Visual視覺Channel銷售渠道ACompositeofSixInterrelatedEquities6個方面面資產的組組合TheBrandTeamNeedsToKnowProduct產品Howtheproductperformancesupportsthebrand產品的表現現如何支持持品牌？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有有多強？TheBrandTeamNeedsToKnowChannel銷售渠道Howwellthebrandisleveragedinthetradeenvironment通路環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?什什么么是它它的資資產？？UnusuallythisBrandwasbuiltwithnoadvertisingsupport通常這個品牌沒有廣告的支持HealthCheck:AmexversusDinersinHongKongAmex和和Diners品品牌健健康檢檢查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealthCheck:AmexversusHSBCVisainHongKongAmex和和HSBC品品牌牌健康康檢查查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelNotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities只有當當我們們了解解品牌牌在6個方方面的的強、、弱Canwestarttodeterminewhatthebrandcoulddotobestronger我們才才能決決定做做些什什么可可以讓讓品牌牌變得得更強強大AndcanwedefinetheChallengefacingthebrand我們才才能確確定品品牌面面臨的的挑戰戰Equities資資產產Equitiesarenotdisguisesforgroupcompaniesorcommunicationdisciplines資產不不是一一群公公司或或多種種傳播播方法法的偽偽裝However,differentdisciplinesclearlyhavemoreimpactonsomeequitiesthanonothers然而，，不同同的方方法在在某些些資產產方面面會比比其他他的方方法更更有影影響力力WhatWeUsetoHelpDiscovery我我們運運用什什么來來幫助助發掘掘？Thebackgroundofourbasicknowledgeandhomeworkaboutthebrand我們的的基本本知識識背景景和關關于品品牌的的功課課AfacilitatedmeetingoftheBrandTeamincludingMindShare具有促促進作作用的的品牌牌團隊隊會議議（包包括傳傳立））Stimuliselectedfromashuffledeckofquestionsacrosstheequitiestoprovokethinkingandfocusdiscussion(itdoesnotmatterwhichequitywestartthediscussionwith)激發思思考和和討論論的““撲克克牌””AndtheCompassDialasavisualprompt視覺化化工具具“指南針針”StimuliQuestionsintheShuffleDeck:ProductEquity““撲克牌牌”中中的問問題：：產品品層面面Whatmakesthisproductsuperiortothecompetition?這個產產品優優于競競爭品品牌的的原因因有哪哪些？？Doestheproductperformanceliveuptoexpectationsinallitsaspects?產品的的表現現符合合在所所有方方面的的期望望？Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal?是否存存在有有關這這個產產品的的某些些事情情，如如果大大家都都知道道，可可以增增加這這個產產品的的吸引引力？？StimuliQuestionsintheShuffleDeck:ProductEquity“撲克牌牌”中中的問問題：：產品品層面面Doesthisproducthavetheoptimumprice-valueequation?是否這這個產產品具具有最最佳的的價格格--價值值比？？Ifthereisarangeofproducts,howdotheyclarifyorconfusetheproposition?如果有有一系系列產產品，，他們們是否否讓主主張變變得更更清晰晰或者者更混混亂？？Ifyouhadafreehand,arethereanythingsabouttheproduct(presentation/design/sizeetc)youwouldchangetomakeitmoreattractive?如果你可以以自由發揮揮，是否否有任何你你希望改變變的方面，，（包括：：設計、尺尺寸等），，讓這個產產品更具吸吸引力？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?品牌所擁有有的態度和和價值是否否與今天的的市場有關關？Doesthebrandleadorfollowtrendssetinthemarketplace?品牌是否否引領或或追隨在在市場中中的潮流流？Whofeelsclosesttothebrand-adiscretegroup,orawiderangeofpeople?哪些人與與品牌最最接近？？部分人人群還是是廣泛的的人群？？Towhatextentisthebrandpresentedinadistinctivemannercomparedtothecompetition?與競爭品品牌相比比，品牌牌的風格格獨特到到哪種程程度？StimuliforImageEquity形形象層層面Isthereastrongideaunderpinningthebrand’’simage?在品牌的的形象背背后，是是否存在在一個很很強的““IDEA”？Towhatextentisthebrand’’sshareofvoiceaninfluenceonitsimagestrength?品牌的““SOV””對品牌強強弱的影影響有多多大？Ifthereisimageweakness,isitbecausethebrandisbeingwronglypresentedornotsupportedintherightway?如果存在在形象上上的弱點點，是因因為品牌牌以錯誤誤的方式式被呈現現，還是是沒有以以正確的的方式被被支持？？Example:PondsSkinLighteninginJapanWeigheddownwitha‘grandmother’scoldcream’’reputation重負“祖祖母的冷冷霜”的的形象Neededtoskipagenerationtorejuvenateimage,andappealdirectlytoanewgroupofyoungwomen需要跳過過一代，，讓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輕女性性DoubleWhiteskinlighteningcreammadePond’sonceagainseemaninnovator(afterfollowingthetrendsforageneration)雙重美白白霜讓Pond’s又一次被被看作創創新者StimuliforCustomerEquity消消費者者層面Atwhatpointintheirlives,andforwhatreasons,docustomersstartandstopcomingtothebrand?在生活中中的哪些些點？基基于何種種原因？？消費者者開始接接觸品牌牌或不再再接觸本本品牌？？Isthebrandpopularamongstthepeoplewhoshouldbeitsnaturalusers?在品牌的的自然使使用者中中，本品品牌是否否被廣為為接受？？Inlookingfornewcustomers,towhatextentisthebrandtargetingitsbestvolumeopportunity?在尋求新新的消費費者時，，品牌目目標達到到它潛力力的多少少？Whoismoreimportanttoinfluence,thepurchaseroruserofthisbrand?誰對品牌牌更有影影響力？？品牌牌使用者者還是品品牌的購購買者？？StimuliforCustomerEquity消消費者者層面Whatisthevaluetothebrandofitsbestormostloyalcustomers?品牌忠實實消費者者對品牌牌的價值值是什么么？Isthebrandover-dependenteitheronitsloyalcustomersoraconstantarrivalofnewusers?是否本品品牌過分分依賴于于忠實消消費者和和新進消消費者？？Isthisbrandgettingitsfairshareofthecustomer’swallet?是否本品品牌得到到其應該該得到的的份額？？Doesthisbrandtreatitsbestcustomersascustomersforlife?是否該品品牌對待待它最好好的消費費者如同同生活中中的消費費者？InMostCountriesNestléEnjoysUniqueCustomerEquityAdvantagesLinkedtoItsProductPortfolioArangecoveringawidesetofneedsacrossfamilylifestages,frommotherstobetosenioradultnutrition涵蓋大大范圍圍的家家庭生生活所所需，，從母母親到到高級級成人人營養養Umbrellabrandingextendingintomanyaspectsofthecustomer’’slife(unlikeUnilever)品牌擴擴展到到消費費者生生活的的很多多方面面Thereforetheabilitytorealisethevalueofthecustomerinportfolioandthroughtime有能力力了解解消費費者的的價值值StimuliforChannelEquity銷銷售售渠道道方面面Doestheexistingmixofdifferentchannelsworktothebestadvantageofthebrand’ssalesandimage?現有的的不同同銷售售渠道道的組組合，，是是否給給品牌牌的銷銷售和和形象象帶來來最大大的好好處Aretherenewpotentialchannelstoexplore?是否有有潛在在的銷銷售渠渠道可可以發發展？？Withinthecriticalchannels,isthebrandeffectivelydistributedanddisplayed?在重要要的銷銷售渠渠道，，品品牌是是否被被有效效的鋪鋪貨及及展示示？Dosalesforceandchannelactivityworkwelltogether?銷售售力力量量和和渠渠道道活活動動是是否否配配合合得得很很好好？？StimuliforChannelEquity銷銷售售渠渠道道方方面面Cansalesleadsbetracediftheyaresoldthroughthechannel?銷售售痕痕跡跡是是否否可可以以被被追追蹤蹤到到？？Howimportantisthebrandtothechannel,andhowdoestheTradefeelaboutthebrand?本品品牌牌對對銷銷售售渠渠道道的的重重要要性性如如何何？？銷銷售售渠渠道道對對品品牌牌的的意意見見如如何何？？Whatdopotentialcustomersknowaboutwheretofindthebrand,andisitenough?潛在在消消費費者者是是否否知知道道在在哪哪里里可可以以買買得得到到本本品品牌牌？？這這是是否否足足夠夠？？AreBusinessPartnersworkingtothebestadvantageofthebrand?商業業伙伙伴伴是是否否給給本本品品牌牌最最大大的的益益處處？？Howeffectivelydoesafter-salesservicesupportthebrand?售后后服服務務如如何何有有效效地地支支持持本本品品牌牌？？AmexCanshowrelativelyweaknessinchannelequityStimuliforVisualEquity視視覺覺方方面面Towhatextentisthebrand’’slookandfeelalignedtothecorporatevision&valueswhichunderpinthebrand?品牌牌的的外外觀觀和和感感受受與與公公司司遠遠景景及及價價值值觀觀的的緊緊密密程程度度如如何何？？Istherelationshipbetweencorporateandproductbrandsworkingoptimally?公司司品品牌牌與與產產品品品品牌牌之之間間融融合合得得是是否否最最好好？Lookingattheproductbrand,howwellarticulatedarecolours,logos,symbolsassociatedwiththebrand?與品品牌牌有有關關的的色色彩彩、、logo、、符號號等等是是否否闡闡述述得得夠夠清清楚楚？？Doallthevisualaspectsofthebrandgiveacontemporaryfeel?Oracategory-leadingimpression?品牌牌所所有有的的視視覺覺方方面面是是否否有有當當今今的的感感覺覺？？或或者者是是否否覺覺得得有有一一個個品品類類領領導導者者的的感感覺覺？？StimuliforVisualEquity視視覺覺方方面面Isthebrandpresenteverywhereintheoutsideworld?本品品牌牌在在外外部部世世界界是是否否得得可可以以看看得得見見？？Howstrongisthevisualimpactofthebrandinstore?品牌牌在在店店頭頭的的視視覺覺沖沖擊擊力力有有多多強強？？Towhatdegreearealltheaspectsofthebrand’’svisualpresenceconsistentwitheachother?品牌牌視視覺覺各各個個方方面面的的一一致致性性如如何何？？BeforeEnterpriseDevelopedaNewVisualIdentityforHKPost,NameCardsWereAllDifferent香港郵政政（視視覺整合合以前））ByContrast,theStrongVisualEquityofAmex相反，美美國運通通卡有很很強的視視覺資產產StimuliforGoodwillEquity商商譽方方面Arethereanysocialtrendswhicharelikelytoincreaseordecreasedemandforthebrandinthefuture?是否存在在任何社社會趨勢勢，在將將來會影影響到對對本品牌牌的需求求增減？？Arethereanyexternalissueswhichaffectthisbrand,eitherpositivelyornegatively?Cananybecreated?是否有外部部觀點會影影響到本品品牌？（（正面的或或負面的觀觀點）能否否創造這樣樣的觀點？？Whointheworldatlargehasabiginfluenceonthisbrandorthedecision-makingofitsconsumers?誰對這個品品牌有最大大的影響力力？對消費費者購買決決定有影響響力？StimuliforGoodwillEquity商商譽方面Howfavourableisthemediacoveragethisbrandreceives?這個品牌牌得到的的媒體方方面的照照顧有多多好？Howdoprofessionalexpertsfeelaboutrecommendingthebrandtoothers?專家在推推薦這個個品牌時時的感受受如何？？Doesthebrandpubliclyliveuptoitspromises?是否這個個品牌符符合它的的承諾？？Isthebrandagoodcitizenofthecommunity?本品牌是是否是一一個良好好的社會會公民？？Howdothebrand’sownemployeesfeelaboutbeingassociatedwiththebrand?IstheirbehaviouralignedwiththeCEO’’svision?當與本品品牌有聯聯系時，，品牌牌自己雇雇員的感感受如何何？ExampleFrom:J.NasserSentFriday,November19,19991:41PMToFordEmployeesandothersYesterday,BillFordandIspentmuchofthedaywithagroupofourseniorleadershipdiscussingoneofourkeyareasofcompetitiveadvantage--corporatecitizenshipTraditionally,manyofushaveconsideredcorporatecitizenshipasphilanthropyandvolunteerprograms.Letmeassureyouitismuchmorethanthat.It’saboutwhoweare,whatweofferinthemarketplaceandhowweconductourbusiness.It’’sourreputation…..Expectationsforperformancebylargeglobalcompaniesaremuchgreaterthanever.Itisnolongerenoughforusjusttoproducegoodproductsandemployandtreatpeoplefairly.Weareexpectedtohelpfindsolutionstotheenvironmental,socialandeconomicproblemsfacingtheworldXerox施施樂30minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompanystatementwasontheXeroxwebsiteTheCompassDial

羅盤盤（指南南針）Isavisualprompttohelp360Degreethinking幫助360度思思考的視視覺刺激激Dividedintosixsegments-eachcoveringtheelementsassociatedwithoneofthesixequities分割為6個部分分，每個個部分涵涵蓋該部部分的主主要元素素Atthecentretheelementsaremorestrategic中心部分分是較戰戰略性的的Whatisthebrand’sstrategytowardscurrentusersversusnon-users與非品牌牌使用者者相比，，什么是是品牌針針對目前前消費群群的策略略？TheCompassDial

羅盤盤（指南南針）Aswemoveoutwardstheelementsbecomemoretangible越往外部部，元素素變得越越來越可可操作Thequalityoftheloyaltyprogramme,thestrengthofthebrandidea忠誠度活活動的質質量；品品牌““IDEA”的力度Ontheouterrimarethepointsofcontactthemselves-thephysicalplaceswherethebrandpresentsitselftothecustomer最外面的的邊緣，，是與與消費者者的接觸觸點；是是品牌呈呈現自己己的物理理地點Listofelementsassociatedwitheachequity與每個方方面有關的主主要元素列表表BrandScanHelpsUsDiagnosetheAreasofSicknessintheBrand品牌掃描描幫助我我們診斷斷品牌的的弱點Forexample例如Keycustomerswhomthebrandisnotaddressingproperly品牌沒有有照顧好好的主要要客戶Wherethebrandneedstobuildstrongerrelationships品牌需要要建立更更強關系系的地方方Inconsistenciesinthevariouspointsofcontactbetweenthebrandanditscustomers品牌與其其消費者者在各個個不同聯聯系點上上的不一一致性UsingtheCompassDial

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

運用用羅盤（指指南針）Explorewhetherthecreativeideaisleveragedthroughoutthecompassandwhatthescopeisforinterplaybetweentheelements探索創意IDEA是否在羅盤盤上得以發發揮，各元元素間的相相互影響達達到哪種程程度？Askyourselfwhetheryourbrandhasweaknessesthatneedtobeaddressed-thecompassdialwillnottellyouthesolution.Butitwillpointyoutoadefinitionofwhattheproblemis自問你的品品牌是否存存在弱點？？羅盤不會會告訴你解解決方法，，但可以以幫助你了了解問題的的所在。DistillingtheDiscoveryDiscussion將將討論進行行過濾IntoasingleChallenge挑戰Thebiggestchallengethebrandfaces品牌所面臨臨的最大挑戰ImageGoodwillProductCustomerVisualChannelSummarisingaBrandScanDiscussion:GuinnessSingapore品品牌掃描小小結（健力力士，新加加坡）HowtheProduct’sPerformanceSupportstheBrand產產品的表表現如何支支持品牌Product產品PeoplemeasureGuinnessagainstbeer,thereforeareunpleasantlysurprisedbyitsbitterness人們以啤酒酒的標準來來判斷Guinness，，發現它的味味道太苦，，不易接受受WhethertheBrand’sImageIsStrongandEngaging在在哪些方方面品牌形形象較強Image形象Guinnessisgoodforyoupersistsandisseenasold-fashioned“Guinnessisgoodforyou”有持續性，，但被認為為過時Seriousdrink-needstolightenuptoinviteyoungerdrinkersintothebrand嚴肅飲品需要要讓年輕消消費群進入入本品牌HowStrongtheBrand’’sCustomerFranchiseIsCustomerPeoplecomelatetothebrandanoldman’’sdrink人們接觸品品牌較晚，，是一個老老年男性的的品牌Youngtendtodipinandoutofbrand年輕人如蜻蜻蜓點水般般嘗試一下下HowWelltheBrandIsLeveragedintheTradeEnvironmentChannel銷售渠道Focusesonextremes(hawkercentres&Western-stylepubs),leavingmiddlegroundChinesenightspotsunder-leveraged集中在終端端YoungerdrinkerssurprisedifGuinnessisnotavailable-