xx-360度品牌管理課件

11360DegreesBrandCascadeJune30th-July1stShanghai360DegreesBrandCascadeDoYouFeelThatYouAre…….

你是否覺(jué)得你是…...Intherightindustry? 在一個(gè)正確的行業(yè)工作?Withtherightagency? 在一個(gè)正確的公司工作?Attherighttime? 在正確的時(shí)間?360DegreeBrandingisaterrificopportunityforourbrands,ourclients&forourselves對(duì)品牌、客戶和我們自己而言，360度品牌管理是一個(gè)巨大的機(jī)會(huì)

DoYouFeelThatYouAre…….

你3IndividualPre-sessionExercise:

FramingtheAgenda

個(gè)人練習(xí)：Basedonwhatyouknownowabout360DegreeBranding,writedownonthecardwhatyoubelievetobethethreekeyissuesweneedtoaddresstobesuccessful

基于你對(duì)360度品牌管理的了解，在卡片上寫(xiě)下你認(rèn)為帶來(lái)成功的三個(gè)主要觀點(diǎn)Anissueissomethingwehavetodosomethingabout觀點(diǎn)是一些我們必須要做的事情,它包含Anopportunity機(jī)會(huì)Aproblem問(wèn)題Abalanceweneedtomakebetweentwoormorethings在幾件事情之間我們需要做的平衡IndividualPre-sessionExercis4Agenda

議程Introduction-thewhyandthewhat 為什么會(huì)有360度，什么是360度TheHow-fourpartsof360thinking 如何運(yùn)用（360度思考的四個(gè)部分）Challenge

挑戰(zhàn)BrandPrint品牌寫(xiě)真Idea想法BrandWorld

品牌世界Agenda

議程Introduction-thewhy5Why360DegreeBranding? 為什么產(chǎn)生360度品牌管理？xx--360度品牌管理課件6WorldwideTaskForceReport:TwoYearsAgoWeoperateinsilos 我們?cè)诰凶鳂I(yè)Ourbusinessisbeingpusheddownstream 我們的事業(yè)正走向下游ManagementconsultancythreatwithCEOlevelcontacts 管理顧問(wèn)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(jià)值,讓事業(yè)重新走向上游WorldwideTaskForceReport:T7DirectrelatedtonewdistributionHighendPRCEOBrandManager品牌經(jīng)理MarketingDirector行銷總監(jiān)Strategic策略的Operational運(yùn)作的Tactical戰(zhàn)術(shù)的DirectAdvertisingSales

PromotionLowendPRDirectHighendCEOBrandMarketi8Needs需求Weareintheknowledgebusiness 我們處在一個(gè)需要知識(shí)的行業(yè)

Weneedmoreknowledge 我們需要更多的知識(shí)Weareintheideasbusiness 我們處在一個(gè)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(gè)建立品牌的行業(yè)

Weneedmoreinfluenceonthetotalbrand 我們需要在整個(gè)品牌上有更多的影響力

Needs需求Weareintheknowledge9WhatSortofCompanyDoWeWanttoBe?

我們希望成為一個(gè)怎樣的公司？TheUnlimitedBrandCompany無(wú)限品牌公司W(wǎng)hatSortofCompanyDoWeWanUnlimitedWecrossdisciplinesina360Degreeway 通過(guò)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\(yùn)用

Insight...Ideas...Execution...Evaluation 洞察…IDEA…執(zhí)行…評(píng)估Webuildthebrandtoitsfullpotential 我們將品牌建立至極限UnlimitedWecrossdisciplines11Imagineallcommunicationsreflectingthesamedeepinsight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(xiàn)在傳播活動(dòng)上ImagineImagine12SinceThatInitialTaskForce:WorldwideAbsorbphilosophy吸收哲學(xué)Periodofdebate-keepindividualdisciplines 保持獨(dú)立的原則Experimentsonhowtoworktogetherdifferently 嘗試如何共同協(xié)作Gainsonkeyaccounts來(lái)自重要客戶的經(jīng)驗(yàn)AmexbusinesspartnershipAmex商業(yè)伙伴IBMincreaseshareofclienttotalbudget(keymeasure)SinceThatInitialTaskForce:13

AdverOnetoPublicDesign/Media -tisingOneRelationsIdentityPromotionBuying

Australia ? ? ?Bangladesh ? China ? ? ? ? ?HongKong ? ? ? ? ? ?India ? ? ? ? ? ?Indonesia ? ? ? ? ? ?Japan ? ? Malaysia ? ? ? ? ? ?NewZealand ? ? ? ?Pakistan ? ?Philippines ? ? ? ?Singapore ? ? ? ? ? ?SouthKorea ? ? ? ?SriLanka ? ? Taiwan ? ? ? ? ? ?Thailand ? ? ? ? ?Vietnam ?OgilvyResourcesinAsiaPacific

奧美在亞太區(qū)的資源Adver14StructuralandAttitudinalObstaclestoImplementing360DegreeBranding

實(shí)行360度品牌管理的障礙Threetoolstohelpremovetheobstacles三個(gè)幫助消除障礙的工具Changedstructure改變的結(jié)構(gòu)BrandTeams品牌團(tuán)隊(duì)BrandProfit&Loss(P&L)品牌損益StructuralandAttitudinalObs15CREATIVE（創(chuàng)意）Adv廣告Finance,AdminandITpartners（財(cái)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(jué)設(shè)計(jì)

Head主管HEADOFCOUNTRY（地區(qū)主管）IMAGINEERSMulti-disciplinaryBrandTeams

多元化品牌團(tuán)隊(duì)ConsultingAgreedStructurefora360DegreeAgency（360度代理商的結(jié)構(gòu)）CREATIVE（創(chuàng)意）AdvFinance,Admin16TheBrandTeam

品牌團(tuán)隊(duì)Aleaderwholeads

一個(gè)品牌領(lǐng)導(dǎo)者Teammemberswhoconnect

接觸緊密的成員Sittingtogether,ideally

理想狀況下，應(yīng)該坐在一起TheBrandTeam

品牌團(tuán)隊(duì)Aleaderwh17TheBrandP&L

品牌損益Shareofclienttarget 分享客戶的目標(biāo)AP&Lwhichreportshorizontally 垂直報(bào)告的損益Jobstrackedatanindividuallevel 工作遵循獨(dú)立的層面Incomedistributedandprofitdistributedprorataversushoursspent 收入和利潤(rùn)根據(jù)時(shí)間花費(fèi)進(jìn)行分配TheBrandP&L

品牌損益Shareofcli18

Finance,AdminandITpartners

Head

Head

Head

Head

HeadHEADOFCOUNTRYMulti-disciplinaryBrandTeams

ConsultingIMAGINEERSAdvSalesPromotion

OnePublicRelationsIdentityCREATIVEBrandP&L品牌損益Country

P&L地區(qū)損益AgreedStructurefora360DegreeAgency（360度代理商結(jié)構(gòu)）Finance,AdminandITpartn19What360DegreeDoesForUs 360度可以為我們做什么？

What360DegreeDoesForUs 20WhatistheTerritoryofaBrand?

一個(gè)品牌的版圖是什么？Sixincheswide6英寸寬GreyandwetMysteriousWhatistheTerritoryofaBra21Lineextensions產(chǎn)品延伸Salespromotion促銷活動(dòng)Serviceexperience服務(wù)經(jīng)驗(yàn)Wordofmouth口碑Receptionistsstyle接待人員的風(fēng)格Prejudices偏見(jiàn)Quality質(zhì)量Designandcolour設(shè)計(jì)和色彩Packaging包裝Retailenvironment零售環(huán)境Deliverytrucks送貨車Yourshowrooms展示廳Corporatereputation企業(yè)聲譽(yù)Telemarketingscripts電話行銷記錄Taste口味Price價(jià)格ThewaythetelephoneisansweredSocialattitudes社會(huì)態(tài)度Collectivememory記憶累計(jì)Governmentendorsement政府認(rèn)可Newsmedia新聞媒體Employeerelations雇員關(guān)系A(chǔ)BrandIsTheTotalityOfWhatTheCustomerExperiences一個(gè)品牌是消費(fèi)者所經(jīng)歷的總和LineextensionsSalespromotion22In360Degree

在360度過(guò)程中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand

你必須預(yù)見(jiàn)消費(fèi)者與品牌的每一次接觸機(jī)會(huì)Youmustcustomizethemessageforeachencounter 針對(duì)每一次機(jī)會(huì)，設(shè)計(jì)需要傳達(dá)的信息

Youarearrangingtheencounterstomakesuretheyenrichthecustomer‘soverallexperiencewithabrand

設(shè)計(jì)安排這樣的機(jī)會(huì)，以保證可以增加消費(fèi)者與品牌的經(jīng)驗(yàn)In360Degree

在360度過(guò)程中Youhave23A360DegreeBrandScrapsandStrawsThatAdduptotheMostValuableAssetaCompanyHasAScrapsandStrawsThatAddu24360DegreeBrandStewardship

360度品牌管家Createsgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers

創(chuàng)造偉大的“IDEA”，讓我們的品牌在與消費(fèi)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(diǎn)，將我們的努力集中在這些方面360DegreeBrandStewardship

325360DegreeBrandStewardship

360度品牌管家Improvestherelationshipbetweenclientsandtheircustomers

增強(qiáng)客戶和消費(fèi)者之間的關(guān)系IncreasesClientvalueintermsofmarketshare,profitandshareprice 增加客戶的市場(chǎng)份額，利潤(rùn)和股票價(jià)格AddsfutureClientvaluebydrivingnewopportunities 通過(guò)驅(qū)動(dòng)新的機(jī)會(huì)來(lái)增加未來(lái)客戶價(jià)值A(chǔ)llowsustobewellpaidforusingourcreativityinthepursuitofthiscause

讓我們得到更好的利潤(rùn)回報(bào)360DegreeBrandStewardship

26Our360DegreeBrandThinking

360度品牌思考Cracksthenon-traditionalcustomerinSingaporeGeneratesprofitsfromdreamsinTaipeiMilkssportforallitisworthinThailandSilencesaWhisperwithconfidenceinKoreaMakesmoneyoutofstripteaseinthePhilippinesTurnsanadvertisingpropertyintoapopulistsloganinIndonesiaDiscoversthepowerofselfdiscoveryinChinaOur360DegreeBrandThinking

27IntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten

最初的廣告是寫(xiě)在報(bào)紙上的平面廣告IntheBeginningWasaBlankS28AlongCameTVWhichWorkedtotheSameBasicShape

伴隨電視的誕生，廣告工作仍然保持基本形狀A(yù)longCameTVWhichWorkedto29SoHeadsStartedtoBecometheSameShape

因此，頭腦也逐漸變成同樣的形狀SoHeadsStartedtoBecomethe30ToFittheBriefsWhichWeretheSameShape-SquarePegsIntoSquareHoles

以適應(yīng)同樣形狀的廣告簡(jiǎn)報(bào)ToFittheBriefsWhichWeret31SoAdmanLookedLikeThis

所以，廣告人看起來(lái)都是這個(gè)樣子的SoAdmanLookedLikeThis

所以，廣32ThenAlongCameSomeOtherSortsofBriefs

隨著其他類型簡(jiǎn)報(bào)的產(chǎn)生Direct直效行銷PublicRelations公共關(guān)系ThenAlongCameSomeOtherSor33SoDifferentShapedHeadsWereRequired

導(dǎo)致對(duì)不同形狀頭腦的需求SoDifferentShapedHeadsWere34ToMakeuptheFullOrchestraofDisciplines

為建立整個(gè)管弦樂(lè)隊(duì)ToMakeuptheFullOrchestra35SpecialisationCanCreateWalls&Silos

專業(yè)化創(chuàng)造墻和井SpecialisationCanCreateWall36Silo?

井？Alargetowerforthestorageofgrainorcement一個(gè)儲(chǔ)藏谷物或水泥的塔形建筑Nowindowstolookinoroutof沒(méi)有窗可以從里面看到外面或從里面看到外面Silo?

井？Alargetowerforthe37PlusOtherSortsofBriefs

加上其他類型的簡(jiǎn)報(bào)PlusOtherSortsofBriefs

加上其38OldIntegration

以前的整合Eachdisciplinesitsinasilo

每個(gè)專業(yè)都坐在井里面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)

策略在主導(dǎo)專業(yè)中發(fā)展（通常是廣告）Theleaddisciplinedevelopsitsidea(usuallytelevision)

主導(dǎo)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）OldIntegration

以前的整合Eachdisc39What’sChanged

引起哪些變化？Risingcostoftelevision 抬高電視的費(fèi)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(diǎn)播錄像Importanceofendorsement 背書(shū)的重要性Searchforbettervaluefrombrandspending 在品牌投資中尋求更好的價(jià)值What’sChanged

引起哪些變化？Risingc40WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking

為實(shí)行360品牌思考，我們需要改變我們頭腦的形狀?WeNeedtoChangetheShapeof41TheNew360DegreeBrandingApproach

新的360度品牌建立方式WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandisanchoredintheBrandPrint

開(kāi)始即以品牌團(tuán)隊(duì)進(jìn)行工作，在一個(gè)原則下進(jìn)行思考--------多樣的方法，以品牌寫(xiě)真為依據(jù)

ComeupwithabigIdea 產(chǎn)出一個(gè)“BIGIDEA”

Chosepointsofcontacttointensifytheinvolvementofthebrandinpeople’slives 選擇接觸點(diǎn)，加強(qiáng)品牌在人們生活中的融入度TheNew360DegreeBrandingAp42TheNew360DegreeBrandingApproach

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(wú)論single,dualormultipledisciplinesareused 是否運(yùn)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TheNew360DegreeBrandingAp43

Thebestchanceofbeing360Degreeiswhenyouhaveaverystrongidea.Ifit’sstrong,itwillstarttohappennaturally“成為360度的最大機(jī)會(huì)是當(dāng)你有一個(gè)很強(qiáng)的IDEA，如果IDEA夠強(qiáng)，它會(huì)很自然成為360度。”

ShellyLazarus

Thebestchanceofbeing36044ToGoAlongWithOurNewHeadsWeNeed

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(yùn)用品牌團(tuán)隊(duì)的所有資源avoidwheel-spinningandduplicationofeffort 避免重復(fù)勞動(dòng)maximiseourcreativity 最大化我們的創(chuàng)造力ToGoAlongWithOurNewHeads45ToGoAlongWithOurNewHeadsWeNeed

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ToGoAlongWithOurNewHeads46BiggestRecipeforDisaster

導(dǎo)致災(zāi)難的最大因素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess 喪失對(duì)結(jié)果的預(yù)見(jiàn)，沉迷在過(guò)程中間thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms 認(rèn)為僅僅回答一系列問(wèn)題，填完一些表格即可讓工作得以完成BiggestRecipeforDisaster

導(dǎo)致47OtherRecipesforDisaster

其他導(dǎo)致災(zāi)難的因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam

認(rèn)為自己個(gè)人作業(yè)要比品牌團(tuán)隊(duì)作業(yè)來(lái)得快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives

羅列每件事情，不從品牌融入消費(fèi)者生活的角度來(lái)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(yù)算的方法OtherRecipesforDisaster

其他導(dǎo)48DifferencesBetweenOldFashionedIntegrationand360DegreeBrandThinking

360度品牌思考與整合概念的差異性Integration整合Laundrylistofopportunitiesallofwhichwouldbenicetodobutdon’tnecessarilysolvethecriticalissue羅列所有的機(jī)會(huì)點(diǎn)，有些可能還不錯(cuò)，但并不是解決關(guān)鍵問(wèn)題所需要的Nostrategicguidingprinciple 沒(méi)有策略指導(dǎo)原則Ideaactsassuperficialbadgingdevice IDEA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(yùn)作，從不同角度達(dá)到目的Drivenbyanidea,whichitextends以可延伸的IDEA為指導(dǎo)DifferencesBetweenOldFashio49WeAssumeThatWeHaveAlreadyDoneOurHomework

我們假設(shè)我們已經(jīng)做完我們?cè)撟龅墓φnSomeagenciesscornresearch,marketingandhomework.TheyskidaroundonthesurfaceofirrelevantbrillianceAtOgilvyweaskyoutodoyourhomeworkandcreatebrilliantcampaignsDavidOgilvyWeAssumeThatWeHaveAlready50SequenceOf360DegreeBrandThinking

360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(gè)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。

SequenceOf360DegreeBrandT51TheElements

主要元素BrandScan品牌掃描BrandAudit品牌檢驗(yàn)Pointsofcontact接觸點(diǎn)Challenge挑戰(zhàn)BrandPrint品牌寫(xiě)真

IdeaBrandWorld品牌世界Executions執(zhí)行TheElements

主要元素BrandScanBra52DiscovertheChallengefacingthebrandina360Degreeway從360度的角度，發(fā)掘品牌面臨的挑戰(zhàn)DescribetheBrand’sDNA描述品牌的DNAChallenge挑戰(zhàn)BrandPrint品牌寫(xiě)真BrandWorld品牌世界Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact創(chuàng)造一個(gè)世界，讓品牌和它的消費(fèi)者之間在各個(gè)不同接觸點(diǎn)的相互影響達(dá)到最大化WhatWeNeed

IdeaDiscovertheChallengeDescribe53BrandAudit品牌檢驗(yàn)BrandScan品牌掃描Pointsofcontact接觸點(diǎn)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(fèi)者與品牌的獨(dú)特關(guān)系Definingtheareaswherethebrandcanintensifytheimpactithasonpeople’slives確定品牌可以增強(qiáng)其對(duì)人們生活影響的接觸點(diǎn)HowWeGetThere

如何達(dá)到？BrandAuditBrandScanPointsof54

22FromBrandScantoChallenge

從品牌掃描到挑戰(zhàn)

FromBrandScantoChallenge

從56WheretheBrand’sProblemsLie

品牌的問(wèn)題在哪里？BrandScan品牌掃描Challenge挑戰(zhàn)WheretheBrand’sProblemsLie57Equities

資產(chǎn)A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities 一個(gè)360度的品牌是不同內(nèi)在相關(guān)的優(yōu)勢(shì)和資產(chǎn)的組合Weusesixequitiestolookatabrandinacomprehensiveway 我們運(yùn)用六個(gè)方面來(lái)觀察一個(gè)品牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand 就像品牌的健康檢查，我們得到每個(gè)方面品牌的優(yōu)勢(shì)和弱點(diǎn)

Equities

資產(chǎn)A360Degreebrand58Image形象Goodwill商譽(yù)Product產(chǎn)品Customer消費(fèi)者Visual視覺(jué)Channel銷售渠道ACompositeofSixInterrelatedEquities

6個(gè)方面資產(chǎn)的組合ImageGoodwillProductCustomerVi59TheBrandTeamNeedsToKnowProduct產(chǎn)品

Howtheproductperformancesupportsthebrand 產(chǎn)品的表現(xiàn)如何支持品牌？Image形象

Whetherthebrand’simageisstrongandengaging 是否品牌形象很強(qiáng)并且吸引消費(fèi)者？Customer消費(fèi)者

Howstrongthebrand’scustomerfranchiseis 品牌消費(fèi)者的特權(quán)有多強(qiáng)？TheBrandTeamNeedsToKnowPr60TheBrandTeamNeedsToKnowChannel銷售渠道

Howwellthebrandisleveragedinthetradeenvironment

通路環(huán)境對(duì)品牌的影響如何？Visual視覺(jué)

Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否品牌具有清晰、持續(xù)和差異化視覺(jué)形象Goodwill商譽(yù)

Whetherthebrandisendorsedbyinfluencersandthecommunitiesinwhichitlives 是否品牌被“影響者”和社會(huì)團(tuán)體所認(rèn)可？TheBrandTeamNeedsToKnowC61RecognisethisBrand?

辨認(rèn)這個(gè)品牌RecognisethisBrand?

辨認(rèn)這個(gè)品牌62WhatAreItsEquities?

什么是它的資產(chǎn)？UnusuallythisBrandwasbuiltwithnoadvertisingsupport通常這個(gè)品牌沒(méi)有廣告的支持WhatAreItsEquities?

什么是它的資產(chǎn)63HealthCheck:AmexversusDinersinHongKong

Amex和Diners品牌健康檢查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealthCheck:AmexversusDine64HealthCheck:AmexversusHSBCVisainHongKong

Amex和HSBC品牌健康檢查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealthCheck:AmexversusHSBC65NotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities

只有當(dāng)我們了解品牌在6個(gè)方面的強(qiáng)、弱Canwestarttodeterminewhatthebrandcoulddotobestronger 我們才能決定做些什么可以讓品牌變得更強(qiáng)大AndcanwedefinetheChallengefacingthebrand 我們才能確定品牌面臨的挑戰(zhàn)NotUntilWeHaveAssessedWhe66Equities

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(huì)比其他的方法更有影響力

Equities

資產(chǎn)67WhatWeUsetoHelpDiscovery

我們運(yùn)用什么來(lái)幫助發(fā)掘？Thebackgroundofourbasicknowledgeandhomeworkaboutthebrand

我們的基本知識(shí)背景和關(guān)于品牌的功課AfacilitatedmeetingoftheBrandTeamincludingMindShare具有促進(jìn)作用的品牌團(tuán)隊(duì)會(huì)議（包括傳立）Stimuliselectedfromashuffledeckofquestionsacrosstheequitiestoprovokethinkingandfocusdiscussion(itdoesnotmatterwhichequitywestartthediscussionwith) 激發(fā)思考和討論的“撲克牌”AndtheCompassDialasavisualprompt 視覺(jué)化工具“指南針”WhatWeUsetoHelpDiscovery

68StimuliQuestionsintheShuffleDeck:ProductEquity

“撲克牌”中的問(wèn)題：產(chǎn)品層面Whatmakesthisproductsuperiortothecompetition? 這個(gè)產(chǎn)品優(yōu)于競(jìng)爭(zhēng)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(gè)產(chǎn)品的某些事情，如果大家都知道，可以增加這個(gè)產(chǎn)品的吸引力？StimuliQuestionsintheShuff69StimuliQuestionsintheShuffleDeck:ProductEquity

“撲克牌”中的問(wèn)題：產(chǎn)品層面Doesthisproducthavetheoptimumprice-valueequation? 是否這個(gè)產(chǎn)品具有最佳的價(jià)格--價(jià)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(jì)、尺寸等），讓這個(gè)產(chǎn)品更具吸引力？StimuliQuestionsintheShuff70Example:JaguarIsaQuirkyBrand

例子：Jaguar是一個(gè)詭異的品牌Theengineersbuiltbackfeaturesintotheproducttoreinforcethisproductequitye.g.aninstrumentdialinaunusualplaceOrtherubberduckonthesideofthebathintheConradHotelExample:JaguarIsaQuirkyBr71StimuliforImageEquity

形象層面Arethevaluesorattitudesthisbrandownsrelevanttothemarkettoday? 品牌所擁有的態(tài)度和價(jià)值是否與今天的市場(chǎng)有關(guān)？

Doesthebrandleadorfollowtrendssetinthemarketplace? 品牌是否引領(lǐng)或追隨在市場(chǎng)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(jìng)爭(zhēng)品牌相比，品牌的風(fēng)格獨(dú)特到哪種程度？StimuliforImageEquity

形象層面A72StimuliforImageEquity

形象層面Isthereastrongideaunderpinningthebrand’simage? 在品牌的形象背后，是否存在一個(gè)很強(qiáng)的“IDEA”？

Towhatextentisthebrand’sshareofvoiceaninfluenceonitsimagestrength? 品牌的“SOV”對(duì)品牌強(qiáng)弱的影響有多大？

Ifthereisimageweakness,isitbecausethebrandisbeingwronglypresentedornotsupportedintherightway? 如果存在形象上的弱點(diǎn)，是因?yàn)槠放埔藻e(cuò)誤的方式被呈現(xiàn)，還是沒(méi)有以正確的方式被支持？StimuliforImageEquity

形象層面I73Example:PondsSkinLighteninginJapanWeigheddownwitha‘grandmother’scoldcream’reputation 重負(fù)“祖母的冷霜”的形象Neededtoskipagenerationtorejuvenateimage,andappealdirectlytoanewgroupofyoungwomen 需要跳過(guò)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DoubleWhiteskinlighteningcreammadePond’sonceagainseemaninnovator(afterfollowingthetrendsforageneration) 雙重美白霜讓Pond’s又一次被看作創(chuàng)新者Example:PondsSkinLightening74StimuliforCustomerEquity

消費(fèi)者層面Atwhatpointintheirlives,andforwhatreasons,docustomersstartandstopcomingtothebrand? 在生活中的哪些點(diǎn)？基于何種原因？消費(fèi)者開(kāi)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(fèi)者時(shí)，品牌目標(biāo)達(dá)到它潛力的多少？Whoismoreimportanttoinfluence,thepurchaseroruserofthisbrand? 誰(shuí)對(duì)品牌更有影響力？品牌使用者還是品牌的購(gòu)買者？StimuliforCustomerEquity

消費(fèi)75StimuliforCustomerEquity

消費(fèi)者層面Whatisthevaluetothebrandofitsbestormostloyalcustomers? 品牌忠實(shí)消費(fèi)者對(duì)品牌的價(jià)值是什么？

Isthebrandover-dependenteitheronitsloyalcustomersoraconstantarrivalofnewusers? 是否本品牌過(guò)分依賴于忠實(shí)消費(fèi)者和新進(jìn)消費(fèi)者？

Isthisbrandgettingitsfairshareofthecustomer’swallet? 是否本品牌得到其應(yīng)該得到的份額？

Doesthisbrandtreatitsbestcustomersascustomersforlife?

是否該品牌對(duì)待它最好的消費(fèi)者如同生活中的消費(fèi)者？

StimuliforCustomerEquity

消費(fèi)76InMostCountriesNestléEnjoysUniqueCustomerEquityAdvantagesLinkedtoItsProductPortfolioArangecoveringawidesetofneedsacrossfamilylifestages,frommotherstobetosenioradultnutrition涵蓋大范圍的家庭生活所需，從母親到高級(jí)成人營(yíng)養(yǎng)

Umbrellabrandingextendingintomanyaspectsofthecustomer

’slife(unlikeUnilever) 品牌擴(kuò)展到消費(fèi)者生活的很多方面Thereforetheabilitytorealisethevalueofthecustomerinportfolioandthroughtime 有能力了解消費(fèi)者的價(jià)值

InMostCountriesNestléEnjoy77StimuliforChannelEquity

銷售渠道方面Doestheexistingmixofdifferentchannelsworktothebestadvantageofthebrand’ssalesandimage? 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(lái)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(dòng)是否配合得很好？StimuliforChannelEquity

銷售渠78StimuliforChannelEquity

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(duì)銷售渠道的重要性如何？銷售渠道對(duì)品牌的意見(jiàn)如何？ Whatdopotentialcustomersknowaboutwheretofindthebrand,andisitenough? 潛在消費(fèi)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？StimuliforChannelEquity

銷售渠79AmexCanshowrelativelyweaknessinchannelequityAmexCanshowrelativelyweakn80StimuliforVisualEquity

視覺(jué)方面Towhatextentisthebrand’slookandfeelalignedtothecorporatevision&valueswhichunderpinthebrand? 品牌的外觀和感受與公司遠(yuǎn)景及價(jià)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(hào)等是否闡述得夠清楚？Doallthevisualaspectsofthebrandgiveacontemporaryfeel?Oracategory-leadingimpression? 品牌所有的視覺(jué)方面是否有當(dāng)今的感覺(jué)？或者是否覺(jué)得有一個(gè)品類領(lǐng)導(dǎo)者的感覺(jué)？StimuliforVisualEquity

視覺(jué)方面81StimuliforVisualEquity

視覺(jué)方面Isthebrandpresenteverywhereintheoutsideworld? 本品牌在外部世界是否得可以看得見(jiàn)？ Howstrongisthevisualimpactofthebrandinstore? 品牌在店頭的視覺(jué)沖擊力有多強(qiáng)？ Towhatdegreearealltheaspectsofthebrand’svisualpresenceconsistentwitheachother? 品牌視覺(jué)各個(gè)方面的一致性如何？StimuliforVisualEquity

視覺(jué)方面82BeforeEnterpriseDevelopedaNewVisualIdentityforHKPost,NameCardsWereAllDifferent

香港郵政（視覺(jué)整合以前）BeforeEnterpriseDevelopeda83ByContrast,theStrongVisualEquityofAmex

相反，美國(guó)運(yùn)通卡有很強(qiáng)的視覺(jué)資產(chǎn)ByContrast,theStrongVisual84StimuliforGoodwillEquity

商譽(yù)方面Arethereanysocialtrendswhicharelikelytoincreaseordecreasedemandforthebrandinthefuture? 是否存在任何社會(huì)趨勢(shì)，在將來(lái)會(huì)影響到對(duì)本品牌的需求增減？Arethereanyexternalissueswhichaffectthisbrand,eitherpositivelyornegatively?Cananybecreated? 是否有外部觀點(diǎn)會(huì)影響到本品牌？（正面的或負(fù)面的觀點(diǎn)）能否創(chuàng)造這樣的觀點(diǎn)？Whointheworldatlargehasabiginfluenceonthisbrandorthedecision-makingofitsconsumers? 誰(shuí)對(duì)這個(gè)品牌有最大的影響力？對(duì)消費(fèi)者購(gòu)買決定有影響力？StimuliforGoodwillEquity

商譽(yù)85StimuliforGoodwillEquity

商譽(yù)方面Howfavourableisthemediacoveragethisbrandreceives? 這個(gè)品牌得到的媒體方面的照顧有多好？Howdoprofessionalexpertsfeelaboutrecommendingthebrandtoothers? 專家在推薦這個(gè)品牌時(shí)的感受如何？Doesthebrandpubliclyliveuptoitspromises? 是否這個(gè)品牌符合它的承諾？Isthebrandagoodcitizenofthecommunity? 本品牌是否是一個(gè)良好的社會(huì)公民？Howdothebrand’sownemployeesfeelaboutbeingassociatedwiththebrand?IstheirbehaviouralignedwiththeCEO’svision? 當(dāng)與本品牌有聯(lián)系時(shí)，品牌自己雇員的感受如何？

StimuliforGoodwillEquity

商譽(yù)86ExampleExample87From:J.Nasser SentFriday,November19,19991:41PMToFordEmployeesandothersYesterday,BillFordandIspentmuchofthedaywithagroupofourseniorleadershipdiscussingoneofourkeyareasofcompetitiveadvantage--corporatecitizenshipTraditionally,manyofushaveconsideredcorporatecitizenshipasphilanthropyandvolunteerprograms.Letmeassureyouitismuchmorethanthat.It’saboutwhoweare,whatweofferinthemarketplaceandhowweconductourbusiness.It’sourreputation…..Expectationsforperformancebylargeglobalcompaniesaremuchgreaterthanever.Itisnolongerenoughforusjusttoproducegoodproductsandemployandtreatpeoplefairly.Weareexpectedtohelpfindsolutionstotheenvironmental,socialandeconomicproblemsfacingtheworldFrom:J.Nasser 88Xerox施樂(lè)30minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompanystatementwasontheXeroxwebsiteXerox施樂(lè)30minutesafterader89xx--360度品牌管理課件90TheCompassDial

羅盤（指南針）Isavisualprompttohelp360Degreethinking 幫助360度思考的視覺(jué)刺激Dividedintosixsegments-eachcoveringtheelementsassociatedwithoneofthesixequities 分割為6個(gè)部分，每個(gè)部分涵蓋該部分的主要元素Atthecentretheelementsaremorestrategic 中心部分是較戰(zhàn)略性的

Whatisthebrand’sstrategytowardscurrentusersversusnon-users 與非品牌使用者相比，什么是品牌針對(duì)目前消費(fèi)群的策略？TheCompassDial

羅盤（指南針）Isav91TheCompassDial

羅盤（指南針）Aswemoveoutwardstheelementsbecomemoretangible 越往外部，元素變得越來(lái)越可操作Thequalityoftheloyaltyprogramme,thestrengthofthebrandidea 忠誠(chéng)度活動(dòng)的質(zhì)量；品牌“IDEA”的力度

Ontheouterrimarethepointsofcontactthemselves-thephysicalplaceswherethebrandpresentsitselftothecustomer

最外面的邊緣，是與消費(fèi)者的接觸點(diǎn)；是品牌呈現(xiàn)自己的物理地點(diǎn)TheCompassDial

羅盤（指南針）Aswe92Listofelementsassociatedwith