ogilvy360brandtraining0301品牌揭開密奧美.ppt

,1,360DegreesBrandCascadeJune30th-July1stShanghai,DoYouFeelThatYouAre.你是否覺得你是.,Intherightindustry?在一個正確的行業(yè)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(zhàn)BrandPrint品牌寫真Idea想法BrandWorld品牌世界,Why360DegreeBranding?為什么產(chǎn)生360度品牌管理？,WorldwideTaskForceReport:TwoYearsAgo,Weoperateinsilos我們在井中作業(yè)Ourbusinessisbeingpusheddownstream我們的事業(yè)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(yè)重新走向上游,Directrelatedtonewdistribution,HighendPR,CEO,BrandManager品牌經(jīng)理,MarketingDirector行銷總監(jiān),Strategic策略的,Operational運作的,Tactical戰(zhàn)術(shù)的,Direct,Advertising,SalesPromotion,LowendPR,Needs需求,Weareintheknowledgebusiness我們處在一個需要知識的行業(yè)Weneedmoreknowledge我們需要更多的知識Weareintheideasbusiness我們處在一個需要想法的行業(yè)Weneedmoreideas我們需要更多的想法Weareinthebrandbusiness我們處在一個建立品牌的行業(yè)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,Unlimited,Wecrossdisciplinesina360Degreeway通過360度思考跨越專業(yè)Wecrossborders跨越邊界Wechallengebarriers挑戰(zhàn)障礙Wetakeitallthewaythrough我們?nèi)轿贿\用Insight.Ideas.Execution.Evaluation洞察IDEA執(zhí)行評估Webuildthebrandtoitsfullpotential我們將品牌建立至極限,SinceThatInitialTaskForce:Worldwide,Absorbphilosophy吸收哲學Periodofdebate-keepindividualdisciplines保持獨立的原則Experimentsonhowtoworktogetherdifferently嘗試如何共同協(xié)作Gainsonkeyaccounts來自重要客戶的經(jīng)驗AmexbusinesspartnershipAmex商業(yè)伙伴IBMincreaseshareofclienttotalbudget(keymeasure),AdverOnetoPublicDesign/Media-tisingOneRelationsIdentityPromotionBuyingAustraliaBangladeshChinaHongKongIndiaIndonesiaJapanMalaysiaNewZealandPakistanPhilippinesSingaporeSouthKoreaSriLankaTaiwanThailandVietnam,OgilvyResourcesinAsiaPacific奧美在亞太區(qū)的資源,StructuralandAttitudinalObstaclestoImplementing360DegreeBranding實行360度品牌管理的障礙,Threetoolstohelpremovetheobstacles三個幫助消除障礙的工具Changedstructure改變的結(jié)構(gòu)BrandTeams品牌團隊BrandProfit&Loss(P&L)品牌損益,CREATIVE（創(chuàng)意）,Adv廣告,Finance,AdminandITpartners（財務(wù)、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(guān)系,Identity視覺設(shè)計,Head主管,HEADOFCOUNTRY（地區(qū)主管）,Consulting,AgreedStructurefora360DegreeAgency（360度代理商的結(jié)構(gòu)）,TheBrandTeam品牌團隊,Aleaderwholeads一個品牌領(lǐng)導者Teammemberswhoconnect接觸緊密的成員Sittingtogether,ideally理想狀況下，應該坐在一起,TheBrandP&L品牌損益,Shareofclienttarget分享客戶的目標AP&Lwhichreportshorizontally垂直報告的損益Jobstrackedatanindividuallevel工作遵循獨立的層面Incomedistributedandprofitdistributedprorataversushoursspent收入和利潤根據(jù)時間花費進行分配,Finance,AdminandITpartners,Head,Head,Head,Head,Head,HEADOFCOUNTRY,Multi-disciplinaryBrandTeams,Consulting,Adv,SalesPromotion,One,PublicRelations,Identity,CREATIVE,CountryP&L地區(qū)損益,AgreedStructurefora360DegreeAgency（360度代理商結(jié)構(gòu)）,What360DegreeDoesForUs360度可以為我們做什么？,WhatistheTerritoryofaBrand?一個品牌的版圖是什么？,Sixincheswide6英寸寬GreyandwetMysterious,ABrandIsTheTotalityOfWhatTheCustomerExperiences一個品牌是消費者所經(jīng)歷的總和,In360Degree在360度過程中,Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必須預見消費者與品牌的每一次接觸機會Youmustcustomizethemessageforeachencounter針對每一次機會，設(shè)計需要傳達的信息Youarearrangingtheencounterstomakesuretheyenrichthecustomersoverallexperiencewithabrand設(shè)計安排這樣的機會，以保證可以增加消費者與品牌的經(jīng)驗,A360DegreeBrand,ScrapsandStrawsThatAdduptotheMostValuableAssetaCompanyHas,360DegreeBrandStewardship360度品牌管家,Createsgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers創(chuàng)造偉大的“IDEA”，讓我們的品牌在與消費者的每一次接觸中都可以向前發(fā)展Selectstherichestpointsofcustomerinvolvementonwhichtofocusourefforts選擇最有效的接觸點，將我們的努力集中在這些方面,360DegreeBrandStewardship360度品牌管家,Improvestherelationshipbetweenclientsandtheircustomers增強客戶和消費者之間的關(guān)系IncreasesClientvalueintermsofmarketshare,profitandshareprice增加客戶的市場份額，利潤和股票價格AddsfutureClientvaluebydrivingnewopportunities通過驅(qū)動新的機會來增加未來客戶價值A(chǔ)llowsustobewellpaidforusingourcreativityinthepursuitofthiscause讓我們得到更好的利潤回報,Our360DegreeBrandThinking360度品牌思考,Cracksthenon-traditionalcustomerinSingaporeGeneratesprofitsfromdreamsinTaipeiMilkssportforallitisworthinThailandSilencesaWhisperwithconfidenceinKoreaMakesmoneyoutofstripteaseinthePhilippinesTurnsanadvertisingpropertyintoapopulistsloganinIndonesiaDiscoversthepowerofselfdiscoveryinChina,IntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten最初的廣告是寫在報紙上的平面廣告,AlongCameTVWhichWorkedtotheSameBasicShape伴隨電視的誕生，廣告工作仍然保持基本形狀,SoHeadsStartedtoBecometheSameShape因此，頭腦也逐漸變成同樣的形狀,ToFittheBriefsWhichWeretheSameShape-SquarePegsIntoSquareHoles以適應同樣形狀的廣告簡報,SoAdmanLookedLikeThis所以，廣告人看起來都是這個樣子的,ThenAlongCameSomeOtherSortsofBriefs隨著其他類型簡報的產(chǎn)生,Direct直效行銷,PublicRelations公共關(guān)系,SoDifferentShapedHeadsWereRequired導致對不同形狀頭腦的需求,ToMakeuptheFullOrchestraofDisciplines為建立整個管弦樂隊,SpecialisationCanCreateWalls&Silos專業(yè)化創(chuàng)造墻和井,Silo?井？,Alargetowerforthestorageofgrainorcement一個儲藏谷物或水泥的塔形建筑Nowindowstolookinoroutof沒有窗可以從里面看到外面或從里面看到外面,PlusOtherSortsofBriefs加上其他類型的簡報,OldIntegration以前的整合,Eachdisciplinesitsinasilo每個專業(yè)都坐在井里面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略在主導專業(yè)中發(fā)展（通常是廣告）Theleaddisciplinedevelopsitsidea(usuallytelevision)主導專業(yè)發(fā)展它的“IDEA”（通常是電視）Otherdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline)其他專業(yè)在既定的“IDEA”下，被要求根據(jù)它發(fā)展統(tǒng)一的外觀和感受（通常離最后期限很接近）,WhatsChanged引起哪些變化？,Risingcostoftelevision抬高電視的費用Mediafragmentation媒介破碎分離Newmedia-Internet,cable,videoondemand新媒體的誕生-互聯(lián)網(wǎng)、有線電視、點播錄像Importanceofendorsement背書的重要性Searchforbettervaluefrombrandspending在品牌投資中尋求更好的價值,WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking為實行360品牌思考，我們需要改變我們頭腦的形狀,?,TheNew360DegreeBrandingApproach新的360度品牌建立方式,WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandisanchoredintheBrandPrint開始即以品牌團隊進行工作，在一個原則下進行思考-多樣的方法，以品牌寫真為依據(jù)ComeupwithabigIdea產(chǎn)出一個“BIGIDEA”Chosepointsofcontacttointensifytheinvolvementofthebrandinpeopleslives選擇接觸點，加強品牌在人們生活中的融入度,TheNew360DegreeBrandingApproach新的360度品牌建立方式,EnsureinterplaybetweenallexecutionalelementstobringtheBrandIdeaalivewhether確保所有可執(zhí)行元素間的相互影響，以使品牌IDEA誕生，無論single,dualormultipledisciplinesareused是否運用到單一、雙重還是多元的專業(yè)Ogilvycompaniesdeliveralltheexecutionsornot是否所有的執(zhí)行工作都由奧美的公司完成,Thebestchanceofbeing360Degreeiswhenyouhaveaverystrongidea.Ifitsstrong,itwillstarttohappennaturally“成為360度的最大機會是當你有一個很強的IDEA，如果IDEA夠強，它會很自然成為360度。”ShellyLazarus,ToGoAlongWithOurNewHeadsWeNeed為了配合我們的新頭腦，我們需要：,Stimulitoprovokenewthinking激發(fā)新思維的工具Newwaysofworkingtogetherthat新的協(xié)作方式usethefullresourcesoftheBrandTeam運用品牌團隊的所有資源avoidwheel-spinningandduplicationofeffort避免重復勞動maximiseourcreativity最大化我們的創(chuàng)造力,ToGoAlongWithOurNewHeadsWeNeed為了配合我們的新頭腦，我們需要：,Practicetoensurewecan鍛煉可以保證我們picktheroughdiamondsfromtherivergravel在沙礫中篩選出鉆石cutandpolishthemtogiveourbrandstruebrilliance切割、打磨，給予我們的品牌真正的光彩Casestoinspireusalongtheway案例可以激發(fā)我們,BiggestRecipeforDisaster導致災難的最大因素,Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess喪失對結(jié)果的預見，沉迷在過程中間thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms認為僅僅回答一系列問題，填完一些表格即可讓工作得以完成,OtherRecipesforDisaster其他導致災難的因素,FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam認為自己個人作業(yè)要比品牌團隊作業(yè)來得快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoplesreallives羅列每件事情，不從品牌融入消費者生活的角度來考慮優(yōu)先順序Seeing360Degreeascross-sellingorjustcarvingupabudget將360度看作跨領(lǐng)域銷售或僅僅作為瓜分預算的方法,DifferencesBetweenOldFashionedIntegrationand360DegreeBrandThinking360度品牌思考與整合概念的差異性,Integration整合Laundrylistofopportunitiesallofwhichwouldbenicetodobutdontnecessarilysolvethecriticalissue羅列所有的機會點，有些可能還不錯，但并不是解決關(guān)鍵問題所需要的Nostrategicguidingprinciple沒有策略指導原則IdeaactsassuperficialbadgingdeviceIDEA僅作為表面的東西,360DegreeBrandThinkingSolvingthecriticalchallengeofthebrand解決品牌面臨的主要挑戰(zhàn)Operatingwithinastrategicframework,withdifferentrolestoachievethegoal在策略框架下運作，從不同角度達到目的Drivenbyanidea,whichitextends以可延伸的IDEA為指導,WeAssumeThatWeHaveAlreadyDoneOurHomework我們假設(shè)我們已經(jīng)做完我們該做的功課,Someagenciesscornresearch,marketingandhomework.TheyskidaroundonthesurfaceofirrelevantbrillianceAtOgilvyweaskyoutodoyourhomeworkandcreatebrilliantcampaignsDavidOgilvy,SequenceOf360DegreeBrandThinking360度品牌思考的順序,In360Degreethinkingeverythingconnectswitheverythingelse在360度思考中，每件事情之間都有關(guān)聯(lián)Thereisanaturalsequencefortheteamtomovethrough存在一個自然順序Butweneedtocheckbacktoinsightsfrompreviousstagestoprovidestimulusandensurethateverythingfitstogetherandisconsistent但我們?nèi)匀恍枰皇腔仡櫱半A段的洞察，以提供刺激材料和確保每件事配合得很好，確保他們的一致性。,TheElements主要元素,BrandScan品牌掃描,BrandAudit品牌檢驗,Pointsofcontact接觸點,DiscovertheChallengefacingthebrandina360Degreeway從360度的角度，發(fā)掘品牌面臨的挑戰(zhàn),DescribetheBrandsDNA描述品牌的DNA,Challenge挑戰(zhàn),BrandPrint品牌寫真,BrandWorld品牌世界,Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact創(chuàng)造一個世界，讓品牌和它的消費者之間在各個不同接觸點的相互影響達到最大化,WhatWeNeed,Idea,BrandAudit品牌檢驗,BrandScan品牌掃描,Pointsofcontact接觸點,Gathering,orderingandinterpretinginformationaboutthebrandina360Degreeway從360度的角度，收集、整理、解釋關(guān)于品牌的各種訊息,Understandingtheuniquerelationshipbetweenthebrandanditscustomers了解消費者與品牌的獨特關(guān)系,Definingtheareaswherethebrandcanintensifytheimpactithasonpeopleslives確定品牌可以增強其對人們生活影響的接觸點,HowWeGetThere如何達到？,2,FromBrandScantoChallenge從品牌掃描到挑戰(zhàn),WheretheBrandsProblemsLie品牌的問題在哪里？,BrandScan品牌掃描,Challenge挑戰(zhàn),Equities資產(chǎn),A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities一個360度的品牌是不同內(nèi)在相關(guān)的優(yōu)勢和資產(chǎn)的組合Weusesixequitiestolookatabrandinacomprehensiveway我們運用六個方面來觀察一個品牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand就像品牌的健康檢查，我們得到每個方面品牌的優(yōu)勢和弱點,Image形象,Goodwill商譽,Product產(chǎn)品,Customer消費者,Visual視覺,Channel銷售渠道,ACompositeofSixInterrelatedEquities6個方面資產(chǎn)的組合,TheBrandTeamNeedsToKnow,Product產(chǎn)品Howtheproductperformancesupportsthebrand產(chǎn)品的表現(xiàn)如何支持品牌？Image形象Whetherthebrandsimageisstrongandengaging是否品牌形象很強并且吸引消費者？Customer消費者Howstrongthebrandscustomerfranchiseis品牌消費者的特權(quán)有多強？,TheBrandTeamNeedsToKnow,Channel銷售渠道Howwellthebrandisleveragedinthetradeenvironment通路環(huán)境對品牌的影響如何？Visual視覺Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否品牌具有清晰、持續(xù)和差異化視覺形象Goodwill商譽Whetherthebrandisendorsedbyinfluencersandthecommunitiesinwhichitlives是否品牌被“影響者”和社會團體所認可？,RecognisethisBrand?辨認這個品牌,WhatAreItsEquities?什么是它的資產(chǎn)？,HealthCheck:AmexversusDinersinHongKongAmex和Diners品牌健康檢查,Image,Goodwill,Product,Customer,Visual,Channel,Goodwill,Product,Customer,Visual,Channel,HealthCheck:AmexversusHSBCVisainHongKongAmex和HSBC品牌健康檢查,Image,Goodwill,Product,Customer,Visual,Channel,Goodwill,Product,Customer,Visual,Channel,NotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities只有當我們了解品牌在6個方面的強、弱,Canwestarttodeterminewhatthebrandcoulddotobestronger我們才能決定做些什么可以讓品牌變得更強大AndcanwedefinetheChallengefacingthebrand我們才能確定品牌面臨的挑戰(zhàn),Equities資產(chǎn),Equitiesarenotdisguisesforgroupcompaniesorcommunicationdisciplines資產(chǎn)不是一群公司或多種傳播方法的偽裝However,differentdisciplinesclearlyhavemoreimpactonsomeequitiesthanonothers然而，不同的方法在某些資產(chǎn)方面會比其他的方法更有影響力,WhatWeUsetoHelpDiscovery我們運用什么來幫助發(fā)掘？,Thebackgroundofourbasicknowledgeandhomeworkaboutthebrand我們的基本知識背景和關(guān)于品牌的功課AfacilitatedmeetingoftheBrandTeamincludingMindShare具有促進作用的品牌團隊會議（包括傳立）Stimuliselectedfromashuffledeckofquestionsacrosstheequitiestoprovokethinkingandfocusdiscussion(itdoesnotmatterwhichequitywestartthediscussionwith)激發(fā)思考和討論的“撲克牌”AndtheCompassDialasavisualprompt視覺化工具“指南針”,StimuliQuestionsintheShuffleDeck:ProductEquity“撲克牌”中的問題：產(chǎn)品層面,Whatmakesthisproductsuperiortothecompetition?這個產(chǎn)品優(yōu)于競爭品牌的原因有哪些？Doestheproductperformanceliveuptoexpectationsinallitsaspects?產(chǎn)品的表現(xiàn)符合在所有方面的期望？Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal?是否存在有關(guān)這個產(chǎn)品的某些事情，如果大家都知道，可以增加這個產(chǎn)品的吸引力？,StimuliQuestionsintheShuffleDeck:ProductEquity“撲克牌”中的問題：產(chǎn)品層面,Doesthisproducthavetheoptimumprice-valueequation?是否這個產(chǎn)品具有最佳的價格-價值比？Ifthereisarangeofproducts,howdotheyclarifyorconfusetheproposition?如果有一系列產(chǎn)品，他們是否讓主張變得更清晰或者更混亂？Ifyouhadafreehand,arethereanythingsabouttheproduct(presentation/design/sizeetc)youwouldchangetomakeitmoreattractive?如果你可以自由發(fā)揮，是否有任何你希望改變的方面，（包括：設(shè)計、尺寸等），讓這個產(chǎn)品更具吸引力？,Example:JaguarIsaQuirkyBrand例子：Jaguar是一個詭異的品牌,Theengineersbuiltbackfeaturesintotheproducttoreinforcethisproductequitye.g.aninstrumentdialinaunusualplace,OrtherubberduckonthesideofthebathintheConradHotel,StimuliforImageEquity形象層面,Arethevaluesorattitudesthisbrandownsrelevanttothemarkettoday?品牌所擁有的態(tài)度和價值是否與今天的市場有關(guān)？Doesthebrandleadorfollowtrendssetinthemarketplace?品牌是否引領(lǐng)或追隨在市場中的潮流？Whofeelsclosesttothebrand-adiscretegroup,orawiderangeofpeople?哪些人與品牌最接近？部分人群還是廣泛的人群？Towhatextentisthebrandpresentedinadistinctivemannercomparedtothecompetition?與競爭品牌相比，品牌的風格獨特到哪種程度？,StimuliforImageEquity形象層面,Isthereastrongideaunderpinningthebrandsimage?在品牌的形象背后，是否存在一個很強的“IDEA”？Towhatextentisthebrandsshareofvoiceaninfluenceonitsimagestrength?品牌的“SOV”對品牌強弱的影響有多大？Ifthereisimageweakness,isitbecausethebrandisbeingwronglypresentedornotsupportedintherightway?如果存在形象上的弱點，是因為品牌以錯誤的方式被呈現(xiàn)，還是沒有以正確的方式被支持？,Example:PondsSkinLighteninginJapan,Weigheddownwithagrandmotherscoldcreamreputation重負“祖母的冷霜”的形象Neededtoskipagenerationtorejuvenateimage,andappealdirectlytoanewgroupofyoungwomen需要跳過一代，讓品牌形象得以重生。并且直接吸引新一代的年輕女性DoubleWhiteskinlighteningcreammadePondsonceagainseemaninnovator(afterfollowingthetrendsforageneration)雙重美白霜讓Ponds又一次被看作創(chuàng)新者,StimuliforCustomerEquity消費者層面,Atwhatpointintheirlives,andforwhatreasons,docustomersstartandstopcomingtothebrand?在生活中的哪些點？基于何種原因？消費者開始接觸品牌或不再接觸本品牌？Isthebrandpopularamongstthepeoplewhoshouldbeitsnaturalusers?在品牌的自然使用者中，本品牌是否被廣為接受？Inlookingfornewcustomers,towhatextentisthebrandtargetingitsbestvolumeopportunity?在尋求新的消費者時，品牌目標達到它潛力的多少？Whoismoreimportanttoinfluence,thepurchaseroruserofthisbrand?誰對品牌更有影響力？品牌使用者還是品牌的購買者？,StimuliforCustomerEquity消費者層面,Whatisthevaluetothebrandofitsbestormostloyalcustomers?品牌忠實消費者對品牌的價值是什么？Isthebrandover-dependenteitheronitsloyalcustomersoraconstantarrivalofnewusers?是否本品牌過分依賴于忠實消費者和新進消費者？Isthisbrandgettingitsfairshareofthecustomerswallet?是否本品牌得到其應該得到的份額？Doesthisbrandtreatitsbestcustomersascustomersforlife?是否該品牌對待它最好的消費者如同生活中的消費者？,InMostCountriesNestlEnjoysUniqueCustomerEquityAdvantagesLinkedtoItsProductPortfolio,Arangecoveringawidesetofneedsacrossfamilylifestages,frommotherstobetosenioradultnutrition涵蓋大范圍的家庭生活所需，從母親到高級成人營養(yǎng)Umbrellabrandingextendingintomanyaspectsofthecustomerslife(unlikeUnilever)品牌擴展到消費者生活的很多方面Thereforetheabilitytorealisethevalueofthecustomerinportfolioandthroughtime有能力了解消費者的價值,StimuliforChannelEquity銷售渠道方面,Doestheexistingmixofdifferentchannelsworktothebestadvantageofthebrandssalesandimage?現(xiàn)有的不同銷售渠道的組合，是否給品牌的銷售和形象帶來最大的好處Aretherenewpotentialchannelstoexplore?是否有潛在的銷售渠道可以發(fā)展？Withinthecriticalchannels,isthebrandeffectivelydistributedanddisplayed?在重要的銷售渠道，品牌是否被有效的鋪貨及展示？Dosalesforceandchannelactivityworkwelltogether?銷售力量和渠道活動是否配合得很好？,StimuliforChannelEquity銷售渠道方面,Cansalesleadsbetracediftheyaresoldthroughthechannel?銷售痕跡是否可以被追蹤到？Howimportantisthebrandtothechannel,andhowdoestheTradefeelaboutthebrand?本品牌對銷售渠道的重要性如何？銷售渠道對品牌的意見如何？Whatdopotentialcustomersknowaboutwheretofindthebrand,andisitenough?潛在消費者是否知道在哪里可以買得到本品牌？這是否足夠？AreBusinessPartnersworkingtothebestadvantageofthebrand?商業(yè)伙伴是否給本品牌最大的益處？Howeffectivelydoesafter-salesservicesupportthebrand?售后服務(wù)如何有效地支持本品牌？,StimuliforVisualEquity視覺方面,Towhatextentisthebrandslookandfeelalignedtothecorporatevision&valueswhichunderpinthebrand?品牌的外觀和感受與公司遠景及價值觀的緊密程度如何？Istherelationshipbetweencorporateandproductbrandsworkingoptimally?公司品牌與產(chǎn)品品牌之間融合得是否最好？Lookingattheproductbrand,howwellarticulatedarecolours,logos,symbolsassociatedwiththebrand?與品牌有關(guān)的色彩、logo、符號等是否闡述得夠清楚？Doallthevisualaspectsofthebrandgiveacontemporaryfeel?Oracategory-leadingimpression?品牌所有的視覺方面是否有當今的感覺？或者是否覺得有一個品類領(lǐng)導者的感覺？,StimuliforVisualEquity視覺方面,Isthebrandpresenteverywhereintheoutsideworld?本品牌在外部世界是否得可以看得見？Howstrongisthevisualimpactofthebrandinstore?品牌在店頭的視覺沖擊力有多強？Towhatdegreearealltheaspectsofthebrandsvisualpresenceconsistentwitheachother?品牌視覺各個方面的一致性如何？,StimuliforGoodwillEquity商譽方面,Arethereanysocialtrendswhicharelikelytoincreaseordecreasedemandforthebrandinthefuture?是否存在任何社會趨勢，在將來會影響到對本品牌的需求增減？Arethereanyexternalissueswhichaffectthisbrand,eitherpositivelyornegatively?Cananybecreated?是否有外部觀點會影響到本品牌？（正面的或負面的觀點）能否創(chuàng)造這樣的觀點？Whointheworldatlargehasabiginfluenceonthisbrandorthedecision-makingofitsconsumers?誰對這個品牌有最大的影響力？對消費者購買決定有影響力？,StimuliforGoodwillEquity商譽方面,Howfavourableisthemediacoveragethisbrandreceives?這個品牌得到的媒體方面的照顧有多好？Howdoprofessionalexpertsfeelaboutrecommendingthebrandtoothers?專家在推薦這個品牌時的感受如何？Doesthebrandpubliclyliveuptoitspromises?是否這個品牌符合它的承諾？Isthebrandagoodcitizenofthecommunity?本品牌是否是一個良好的社會公民？Howdothebrandsownemployeesfeelaboutbeingassociatedwiththebrand?IstheirbehaviouralignedwiththeCEOsvision?當與本品牌有聯(lián)系時，品牌自己雇員的感受如何？,Xerox施樂,30minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompanystatementwasontheXeroxwebsite,TheCompassDial羅盤（指南針）,Isavisualprompttohelp360Degreethinking幫助360度思考的視覺刺激Dividedintosixsegments-eachcoveringtheelementsassociatedwithoneofthesixequities分割為6個部分，每個部分涵蓋該部分的主要元素Atthecentretheelementsaremorestrategic中心部分是較戰(zhàn)略性的Whatisthebrandsstrategytowardscurrentusersversusnon-users與非品牌使用者相比，什么是品牌針對目前消費群的策略？,TheCompassDial羅盤（指南針）,Aswemoveoutwardstheelementsbecomemoretangible越往外部，元素變得越來越可操作Thequalityoftheloyaltyprogramme,thestrengthofthebrandidea忠誠度活動的質(zhì)量；品牌“IDEA”的力度Ontheouterrimarethepointsofcontactthemselves-thephysicalplaceswherethebrandpresentsitselftothecustomer最外面的邊緣，是與消費者的接觸點；是品牌呈現(xiàn)自己的物理地點,Listofelementsassociatedwitheachequity與每個方面有關(guān)的主要元素列表,BrandScanHelpsUsDiagnosetheAreasofSicknessintheBrand品牌掃描幫助我們診斷品牌的弱點,Forexample例如Keycustomerswhomthebrandisnotaddressingproperly品牌沒有照顧好的主要客戶Whereth