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度思思考跨跨越專專業Wecrossborders跨越邊邊界Wechallengebarriers挑戰障障礙Wetakeitallthewaythrough我們全全方位位運用用Insight...Ideas...Execution...Evaluation洞察……IDEA…執執行……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Periodofdebate-keepindividualdisciplines保持獨獨立的的原則則Experimentsonhowtoworktogetherdifferently嘗試如如何共共同協協作Gainsonkeyaccounts來自重重要客客戶的的經驗驗AmexbusinesspartnershipAmex商業伙伙伴IBMincreaseshareofclienttotalbudget(keymeasure)AdverOnetoPublicDesign/Media-tisingOneRelationsIdentityPromotionBuyingAustralia??????Bangladesh??China??????????HongKong????????????India????????????Indonesia????????????Japan????Malaysia????????????NewZealand????????Pakistan????Philippines?? ?????Singapore ??? ??? ???SouthKorea?? ?????SriLanka ???Taiwan ??? ???????Thailand?? ??? ???Vietnam??OgilvyResourcesinAsiaPacific奧奧美在亞亞太區的資資源StructuralandAttitudinalObstaclestoImplementing360DegreeBranding實行360度品牌管管理的障礙礙Threetoolstohelpremovetheobstacles三個幫助消消除障礙的的工具Changedstructure改變的結構構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度度代理商的的結構）TheBrandTeam

品牌牌團隊Aleaderwholeads一個品牌領領導者Teammemberswhoconnect接觸緊密的的成員Sittingtogether,ideally理想狀況下下，應該坐坐在一起TheBrandP&L品牌損益Shareofclienttarget分享客戶的的目標AP&Lwhichreportshorizontally垂直報告的的損益Jobstrackedatanindividuallevel工作遵循獨獨立的層面面Incomedistributedandprofitdistributedprorataversushoursspent收入和利潤潤根據時間間花費進行行分配Finance,AdminandITpartnersHeadHeadHeadHeadHeadHEADOFCOUNTRYMulti-disciplinaryBrandTeamsConsultingIMAGINEERSAdvSalesPromotionOnePublicRelationsIdentityCREATIVEBrandP&L品牌損益CountryP&L地區損益AgreedStructurefora360DegreeAgency（（360度度代理商結結構）What360DegreeDoesForUs360度可以為我我們做什么么？WhatistheTerritoryofaBrand?

一個品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一個品牌是是消費者所所經歷的總總和In360Degree

在360度過程程中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必須預見見消費者與與品牌的每每一次接觸觸機會Youmustcustomizethemessageforeachencounter針對每一次次機會，設設計需要傳傳達的信息息Youarearrangingtheencounterstomakesuretheyenrichthecustomer‘soverallexperiencewithabrand設計安排這這樣的機會會，以保證證可以增加加消費者與與品牌的經經驗A360DegreeBrandScrapsandStrawsThatAdduptotheMostValuableAssetaCompanyHas360DegreeBrandStewardship360度度品牌管家家Createsgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers創造偉大的的“IDEA””，讓我們的的品牌在與與消費者的的每一次接接觸中都可可以向前發發展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通過驅動新新的機會來來增加未來來客戶價值值Allowsustobewellpaidforusingourcreativityinthepursuitofthiscause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生Direct直效行銷PublicRelations公共關系SoDifferentShapedHeadsWereRequired導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專專業化創造造墻和井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以以前的的整合Eachdisciplinesitsinasilo每個專業業都坐在在井里面面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略在主主導專業業中發展展（通常常是廣告告）Theleaddisciplinedevelopsitsidea(usuallytelevision)主導專業業發展它它的“IDEA”（通常是是電視））Otherdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline)其他專業業在既定定的“IDEA”下，被被要求根根據它發發展統一一的外觀觀和感受受（通常常離最后后期限很很接近））What’sChanged引引起哪些些變化？？Risingcostoftelevision抬高電視視的費用用Mediafragmentation媒介破碎碎分離Newmedia-Internet,cable,videoondemand新媒體的的誕生互聯網網、有線線電視、、點播錄錄像Importanceofendorsement背書的重重要性Searchforbettervaluefrombrandspending在品牌投投資中尋尋求更好好的價值值WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking為實行360品品牌思考考，我們們需要改改變我們們頭腦的的形狀?TheNew360DegreeBrandingApproach新新的360度度品牌建建立方式式WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandisanchoredintheBrandPrint開始即以以品牌團團隊進行行工作，，在一個個原則下下進行思思考多樣的的方法，，以品牌牌寫真為為依據ComeupwithabigIdea產出一個個“BIGIDEA”Chosepointsofcontacttointensifytheinvolvementofthebrandinpeople’’slives選擇接觸觸點，加加強品牌牌在人們們生活中中的融入入度TheNew360DegreeBrandingApproach新的360度品品牌建立立方式EnsureinterplaybetweenallexecutionalelementstobringtheBrandIdeaalivewhether確保所有有可執行行元素間間的相互互影響，，以使使品牌IDEA誕生，無無論single,dualormultipledisciplinesareused是否運用用到單一一、雙重重還是多多元的專專業Ogilvycompaniesdeliveralltheexecutionsornot是否所有有的執行行工作都都由奧美美的公司司完成Thebestchanceofbeing360Degreeiswhenyouhaveaverystrongidea.Ifit’’sstrong,itwillstarttohappennaturally“成為360度度的最大大機會是是當你有有一個很很強的IDEA，如果果IDEA夠強，它它會很很自然成成為360度度。”ShellyLazarusToGoAlongWithOurNewHeadsWeNeed為為了配合合我們的的新頭腦腦，我們們需要：：Stimulitoprovokenewthinking激發新思思維的工工具Newwaysofworkingtogetherthat新的協作作方式usethefullresourcesoftheBrandTeam運用品牌牌團隊的的所有資資源avoidwheel-spinningandduplicationofeffort避免重復復勞動maximiseourcreativity最大化我我們的創創造力ToGoAlongWithOurNewHeadsWeNeed為了配合合我們的的新頭腦腦，我們們需要：：Practicetoensurewecan鍛煉可以以保證我我們picktheroughdiamondsfromtherivergravel在沙礫中中篩選出出鉆石cutandpolishthemtogiveourbrandstruebrilliance切割、打打磨，給給予我們們的品牌牌真正的的光彩Casestoinspireusalongtheway案例可以以激發我我們BiggestRecipeforDisaster導導致災災難的最最大因素素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess喪失對結結果的預預見，沉沉迷在過過程中間間thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms認為僅僅僅回答一一系列問問題，填填完一些些表格即即可讓工工作得以以完成OtherRecipesforDisaster其其他導致致災難的的因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam認為自己己個人作作業要比比品牌團團隊作業業來得快快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives羅列每件件事情，，不從品品牌融入入消費者者生活的的角度來來考慮優優先順序序Seeing360Degreeascross-sellingorjustcarvingupabudget將360度看作作跨領域域銷售或或僅僅作作為瓜分分預算的的方法DifferencesBetweenOldFashionedIntegrationand360DegreeBrandThinking360度品牌思思考與整整合概念念的差異異性Integration整合Laundrylistofopportunitiesallofwhichwouldbenicetodobutdon’tnecessarilysolvethecriticalissue羅列所有有的機會會點，有有些可能能還不錯錯，但并并不是解解決關鍵鍵問題所所需要的的Nostrategicguidingprinciple沒有策略略指導原原則IdeaactsassuperficialbadgingdeviceIDEA僅作為表表面的東東西360DegreeBrandThinkingSolvingthecriticalchallengeofthebrand解決品牌牌面臨的的主要挑挑戰Operatingwithinastrategicframework,withdifferentrolestoachievethegoal在策略框框架下運運作，從從不同角角度達到到目的Drivenbyanidea,whichitextends以可延伸伸的IDEA為指導WeAssumeThatWeHaveAlreadyDoneOurHomework我們假設設我們已已經做完完我們該該做的功功課Someagenciesscornresearch,marketingandhomework.TheyskidaroundonthesurfaceofirrelevantbrillianceAtOgilvyweaskyoutodoyourhomeworkandcreatebrilliantcampaignsDavidOgilvySequenceOf360DegreeBrandThinking

360度品品牌思考考的順序序In360Degreethinkingeverythingconnectswitheverythingelse在360度思考考中，每每件事情情之間都都有關聯聯Thereisanaturalsequencefortheteamtomovethrough存在一個個自然順順序Butweneedtocheckbacktoinsightsfrompreviousstagestoprovidestimulusandensurethateverythingfitstogetherandisconsistent但我們仍仍然需要要不是回回顧前階階段的洞洞察，以以提供刺刺激材料料和確保保每件事事配合得得很好，，確保他他們的一一致性。。TheElements主主要元元素BrandScan品牌掃描描BrandAudit品牌檢驗驗Pointsofcontact接觸點Challenge挑戰BrandPrint品牌寫真

IdeaBrandWorld品牌世界Executions執行DiscovertheChallengefacingthebrandina360Degreeway從360度的角角度，發發掘品牌面臨臨的挑戰戰DescribetheBrand’’sDNA描述品牌牌的DNAChallenge挑戰BrandPrint品牌寫真真BrandWorld品牌世界界Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact創造一個個世界，，讓品牌牌和它的的消費者者之間在在各個不不同接觸觸點的相相互影響響達到最最大化WhatWeNeedIdeaBrandAudit品牌檢驗驗BrandScan品牌掃描描Pointsofcontact接觸點Gathering,orderingandinterpretinginformationaboutthebrandina360Degreeway從360度的角角度，收收集、整整理、解解釋關于于品牌的的各種訊訊息Understandingtheuniquerelationshipbetweenthebrandanditscustomers了解消費費者與品品牌的獨獨特關系系Definingtheareaswherethebrandcanintensifytheimpactithasonpeople’slives確定品牌牌可以增增強其對對人們生生活影響響的接觸觸點HowWeGetThere

如何何達到？？2FromBrandScantoChallenge從品牌掃掃描到挑挑戰WheretheBrand’’sProblemsLie品品牌的的問題在在哪里？？BrandScan品牌掃描描Challenge挑戰Equities資資產A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities一個360度的的品牌是是不同內內在相關關的優勢勢和資產產的組合合Weusesixequitiestolookatabrandinacomprehensiveway我們運用用六個方方面來觀觀察一個個品牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand就像品牌牌的健康康檢查，，我們得得到每個個方面品品牌的優優勢和弱弱點Image形象Goodwill商譽Product產品Customer消費者Visual視覺Channel銷售渠道ACompositeofSixInterrelatedEquities6個方面資資產的組合TheBrandTeamNeedsToKnowProduct產品Howtheproductperformancesupportsthebrand產品的的表現現如何何支持持品牌牌？Image形象Whetherthebrand’simageisstrongandengaging是否品品牌形形象很很強并并且吸吸引消消費者者？Customer消費者者Howstrongthebrand’scustomerfranchiseis品牌消消費者者的特特權有有多強強？TheBrandTeamNeedsToKnowChannel銷售渠渠道Howwellthebrandisleveragedinthetradeenvironment通路環環境對對品牌牌的影影響如如何？？Visual視覺Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否品品牌具具有清清晰、、持續續和差差異化化視覺覺形象象Goodwill商譽Whetherthebrandisendorsedbyinfluencersandthecommunitiesinwhichitlives是否品品牌被被“影影響者者”和和社會會團體體所認認可？？RecognisethisBrand?辨辨認這這個品品牌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””StimuliQuestionsintheShuffleDeck:ProductEquity““撲克牌牌”中的的問題：：產品層層面Whatmakesthisproductsuperiortothecompetition?這個產品品優于競競爭品牌牌的原因因有哪些些？Doestheproductperformanceliveuptoexpectationsinallitsaspects?產品的表表現符合合在所有有方面的的期望？？Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal?是否存在在有關這這個產品品的某些些事情，，如果大大家都知知道，可可以增加加這個產產品的吸吸引力？？StimuliQuestionsintheShuffleDeck:ProductEquity“撲克牌””中的問問題：產產品層面面Doesthisproducthavetheoptimumprice-valueequation?是否這個個產品具具有最佳佳的價格格--價價值比？？Ifthereisarangeofproducts,howdotheyclarifyorconfusetheproposition?如果有一一系列產產品，他他們是否否讓主張張變得更更清晰或或者更混混亂？Ifyouhadafreehand,arethereanythingsabouttheproduct(presentation/design/sizeetc)youwouldchangetomakeitmoreattractive?如果你可可以自由由發揮，，是否否有任何何你希望望改變的的方面，，（包括括：設計計、尺寸寸等），，讓這個個產品更更具吸引引力？Example:JaguarIsaQuirkyBrand例例子：：Jaguar是一一個詭異異的品牌牌Theengineersbuiltbackfeaturesintotheproducttoreinforcethisproductequitye.g.aninstrumentdialinaunusualplaceOrtherubberduckonthesideofthebathintheConradHotelStimuliforImageEquity形形象層層面Arethevaluesorattitudesthisbrandownsrelevanttothemarkettoday?品牌所擁擁有的態態度和價價值是否否與今天天的市場場有關？？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形象層面面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應該得到的的份額？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發展？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銷售渠道方方面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?商業伙伴是是否給本品品牌最大的的益處？Howeffectivelydoesafter-salesservicesupportthebrand?售后服務如如何有效地地支持本品品牌？AmexCanshowrelativelyweaknessinchannelequityStimuliforVisualEquity

視覺方方面Towhatextentisthebrand’slookandfeelalignedtothecorporatevision&valueswhichunderpinthebrand?品牌的外觀觀和感受與與公司遠景景及價值觀觀的緊密程程度如何？？Istherelationshipbetweencorporateandproductbrandsworkingoptimally?公司品牌與與產品品牌牌之間融合合得是否最最好？Lookingattheproductbrand,howwellarticulatedarecolours,logos,symbolsassociatedwiththebrand?與品牌有關關的色彩、、logo、符號等是是否闡述得得夠清楚？？Doallthevisualaspectsofthebrandgiveacontemporaryfeel?Oracategory-leadingimpression?品牌所有的的視覺方面面是否有當當今的感覺覺？或者是是否覺得有有一個品類類領導者的的感覺？StimuliforVisualEquity視覺方面Isthebrandpresenteverywhereintheoutsideworld?本品牌在外外部世界是是否得可以以看得見？？Howstrongisthevisualimpactofthebrandinstore?品牌在店頭頭的視覺沖沖擊力有多多強？Towhatdegreearealltheaspectsofthebrand’svisualpresenceconsistentwitheachother?品牌視覺各各個方面的的一致性如如何？BeforeEnterpriseDevelopedaNewVisualIdentityforHKPost,NameCardsWereAllDifferent香港郵政（（視覺整整合以前））ByContrast,theStrongVisualEquityofAmex相反，美國國運通卡有有很強的視視覺資產StimuliforGoodwillEquity商商譽方面Arethereanysocialtrendswhicharelikelytoincreaseordecreasedemandforthebrandinthefuture?是否存在任任何社會趨趨勢，在將將來會影響響到對本品品牌的需求求增減？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商譽方面Howfavourableisthemediacoveragethisbrandreceives?這個品牌得得到的媒體體方面的照照顧有多好好？Howdoprofessionalexpertsfeelaboutrecommendingthebrandtoothers?專家在推薦薦這個品牌牌時的感受受如何？Doesthebrandpubliclyliveuptoitspromises?是否這個品品牌符合它它的承諾？？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（指南針針）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；是品牌牌呈現自己的的物理地點Listofelementsassociatedwitheachequity與每個方面有關的主要元素列表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系的的地方Inconsistenciesinthevariouspointsofcontactbetweenthebrandanditscustomers品牌與其消費費者在各個不不同聯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運用羅盤（指指南針）Explorewhetherthecreativeideaisleveragedthroughoutthecompassandwhatthescopeisforinterplaybetweentheelements探索創意IDEA是否在羅盤上上得以發揮，，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Thebiggestchallengethebrandfaces品牌所面臨的的最大挑戰ImageGoodwillProductCustomerVisualChannelSummarisingaBrandScanDiscussion:GuinnessSingapore品品牌掃描小小結（健力士士，新加坡））HowtheProduct’’sPerformanceSupportstheBrand

產品品的表現如何何支持品牌Product產品PeoplemeasureGuinnessagainstbeer,thereforeareunpleasantlysurprisedbyitsbitterness人們以啤酒的的標準來判斷斷Guinness，發現它的味味道太苦，不不易接受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年輕人如蜻蜓蜓點水般嘗試試一下HowWelltheBrandIsLeveragedintheTradeEnvironmentChannel銷售渠道Focusesonextremes(hawkercentres&Western-stylepubs),leavingmiddlegroundChinesenightspotsunder-leveraged集中在終端YoungerdrinkerssurprisedifGuinnessisnotavailable-butforgiveoutlet&switchbrands沒有“Guinness”年輕人會很驚驚訝，但會原原諒通路而轉轉換品牌WhethertheBrandPresentsaClearConsistentandDifferentiatingPresenceVisual視覺Blacknessisvisiblydifferent,strikingandsignifiesmasculinity黑色是視覺差差異，意味味著男性In-barsignageisdusty酒吧內的象征征是灰塵WhethertheBrandIsEndorsedbyInfluencersandtheCommunitiesinWhichItLivesGoodwill商譽Campaignapproachirreverent,butdoesn’tdomuchforthecommunityatlarge廣告方式有點點叛逆、不尊尊重的感覺，，但并沒有太太過分ButawarenessofIrishpubsintroducesan‘authentic’feelwhichappealstotheyoung愛爾蘭酒吧帶帶來可信的感感覺，并且吸吸引年輕人ImageWhethertheBrand’sImageIsStrongandEngaging是否品牌形