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首页 奥美360度品牌管理

奥美360度品牌管理

奥美360度品牌管理

上传者: 我足以致命 2018-01-23 评分 0 0 0 0 0 0 暂无简介 简介 举报

简介:本文档为《奥美360度品牌管理ppt》,可适用于营销管理领域,主题内容包含DegreesBrandCascadeJunethJulystShanghaiDoYouFeelThatYouArehelliphellip你是否觉符等。

DegreesBrandCascadeJunethJulystShanghaiDoYouFeelThatYouArehelliphellip你是否觉得你是hellipIntherightindustry在一个正确的行业工作Withtherightagency在一个正确的公司工作Attherighttime在正确的时间DegreeBrandingisaterrificopportunityforourbrands,ourclientsforourselves对品牌、客户和我们自己而言度品牌管理是一个巨大的机会IndividualPresessionExercise:FramingtheAgenda个人练习:BasedonwhatyouknownowaboutDegreeBranding,writedownonthecardwhatyoubelievetobethethreekeyissuesweneedtoaddresstobesuccessful基于你对度品牌管理的了解在卡片上写下你认为带来成功的三个主要观点Anissueissomethingwehavetodosomethingabout观点是一些我们必须要做的事情,它包含Anopportunity机会Aproblem问题Abalanceweneedtomakebetweentwoormorethings在几件事情之间我们需要做的平衡Agenda议程Introductionthewhyandthewhat为什么会有度什么是度TheHowfourpartsofthinking如何运用(度思考的四个部分)Challenge挑战BrandPrint品牌写真Idea想法BrandWorld品牌世界WhyDegreeBranding为什么产生度品牌管理?WorldwideTaskForceReport:TwoYearsAgoWeoperateinsilos我们在井中作业Ourbusinessisbeingpusheddownstream我们的事业正走向下游ManagementconsultancythreatwithCEOlevelcontacts管理顾问公司威胁到CEO层面的接触Recommendation建议FocustheagencyonDegreeBrandingasawayofaddingvalueandgettingbackupstream将公司集中到度品牌思考,以增加我们的价值,让事业重新走向上游DirectrelatedtonewdistributionHighendPRCEOBrandManager品牌经理MarketingDirector行销总监Strategic策略的Operational运作的Tactical战术的DirectAdvertisingSalesPromotionLowendPRNeeds需求Weareintheknowledgebusiness我们处在一个需要知识的行业Weneedmoreknowledge我们需要更多的知识Weareintheideasbusiness我们处在一个需要想法的行业Weneedmoreideas我们需要更多的想法Weareinthebrandbusiness我们处在一个建立品牌的行业Weneedmoreinfluenceonthetotalbrand我们需要在整个品牌上有更多的影响力WhatSortofCompanyDoWeWanttoBe我们希望成为一个怎样的公司?TheUnlimitedBrandCompany无限品牌公司UnlimitedWecrossdisciplinesinaDegreeway通过度思考跨越专业Wecrossborders跨越边界Wechallengebarriers挑战障碍Wetakeitallthewaythrough我们全方位运用InsightIdeasExecutionEvaluation洞察hellipIDEAhellip执行hellip评估Webuildthebrandtoitsfullpotential我们将品牌建立至极限SinceThatInitialTaskForce:WorldwideAbsorbphilosophy吸收哲学Periodofdebatekeepindividualdisciplines保持独立的原则Experimentsonhowtoworktogetherdifferently尝试如何共同协作Gainsonkeyaccounts来自重要客户的经验AmexbusinesspartnershipAmex商业伙伴IBMincreaseshareofclienttotalbudget(keymeasure)AdverOnetoPublicDesignMediatisingOneRelationsIdentityPromotionBuyingAustraliabullbullbullBangladeshbullChinabullbullbullbullbullHongKongbullbullbullbullbullbullIndiabullbullbullbullbullbullIndonesiabullbullbullbullbullbullJapanbullbullMalaysiabullbullbullbullbullbullNewZealandbullbullbullbullPakistanbullbullPhilippinesbullbullbullbullSingaporebullbullbullbullbullbullSouthKoreabullbullbullbullSriLankabullbullTaiwanbullbullbullbullbullbullThailandbullbullbullbullbullVietnambullOgilvyResourcesinAsiaPacific奥美在亚太区的资源StructuralandAttitudinalObstaclestoImplementingDegreeBranding实行度品牌管理的障碍Threetoolstohelpremovetheobstacles三个帮助消除障碍的工具Changedstructure改变的结构BrandTeams品牌团队BrandProfitLoss(PL)品牌损益CREATIVE(创意)Adv广告Finance,AdminandITpartners(财务、行政、IT部门)SalesPromotion销售推广Head主管Head主管Head主管Head主管One直效行销PublicRelations公共关系Identity视觉设计Head主管HEADOFCOUNTRY(地区主管)ConsultingAgreedStructureforaDegreeAgency(度代理商的结构)TheBrandTeam品牌团队Aleaderwholeads一个品牌领导者Teammemberswhoconnect接触紧密的成员Sittingtogether,ideally理想状况下应该坐在一起TheBrandPL品牌损益Shareofclienttarget分享客户的目标APLwhichreportshorizontally垂直报告的损益Jobstrackedatanindividuallevel工作遵循独立的层面Incomedistributedandprofitdistributedprorataversushoursspent收入和利润根据时间花费进行分配Finance,AdminandITpartnersHeadHeadHeadHeadHeadHEADOFCOUNTRYMultidisciplinaryBrandTeamsConsultingAdvSalesPromotionOnePublicRelationsIdentityCREATIVECountryPL地区损益AgreedStructureforaDegreeAgency(度代理商结构)WhatDegreeDoesForUs度可以为我们做什么?WhatistheTerritoryofaBrand一个品牌的版图是什么?Sixincheswide英寸宽GreyandwetMysteriousABrandIsTheTotalityOfWhatTheCustomerExperiences一个品牌是消费者所经历的总和InDegree在度过程中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必须预见消费者与品牌的每一次接触机会Youmustcustomizethemessageforeachencounter针对每一次机会设计需要传达的信息Youarearrangingtheencounterstomakesuretheyenrichthecustomerlsquosoverallexperiencewithabrand设计安排这样的机会以保证可以增加消费者与品牌的经验ADegreeBrandScrapsandStrawsThatAdduptotheMostValuableAssetaCompanyHasDegreeBrandStewardship度品牌管家Createsgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers创造伟大的ldquoIDEArdquo让我们的品牌在与消费者的每一次接触中都可以向前发展Selectstherichestpointsofcustomerinvolvementonwhichtofocusourefforts选择最有效的接触点将我们的努力集中在这些方面DegreeBrandStewardship度品牌管家Improvestherelationshipbetweenclientsandtheircustomers增强客户和消费者之间的关系IncreasesClientvalueintermsofmarketshare,profitandshareprice增加客户的市场份额利润和股票价格AddsfutureClientvaluebydrivingnewopportunities通过驱动新的机会来增加未来客户价值Allowsustobewellpaidforusingourcreativityinthepursuitofthiscause让我们得到更好的利润回报OurDegreeBrandThinking度品牌思考CracksthenontraditionalcustomerinSingaporeGeneratesprofitsfromdreamsinTaipeiMilkssportforallitisworthinThailandSilencesaWhisperwithconfidenceinKoreaMakesmoneyoutofstripteaseinthePhilippinesTurnsanadvertisingpropertyintoapopulistsloganinIndonesiaDiscoversthepowerofselfdiscoveryinChinaIntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten最初的广告是写在报纸上的平面广告AlongCameTVWhichWorkedtotheSameBasicShape伴随电视的诞生广告工作仍然保持基本形状SoHeadsStartedtoBecometheSameShape因此头脑也逐渐变成同样的形状ToFittheBriefsWhichWeretheSameShapeSquarePegsIntoSquareHoles以适应同样形状的广告简报SoAdmanLookedLikeThis所以广告人看起来都是这个样子的ThenAlongCameSomeOtherSortsofBriefs随着其他类型简报的产生Direct直效行销PublicRelations公共关系SoDifferentShapedHeadsWereRequired导致对不同形状头脑的需求ToMakeuptheFullOrchestraofDisciplines为建立整个管弦乐队SpecialisationCanCreateWallsSilos专业化创造墙和井Silo井?Alargetowerforthestorageofgrainorcement一个储藏谷物或水泥的塔形建筑Nowindowstolookinoroutof没有窗可以从里面看到外面或从里面看到外面PlusOtherSortsofBriefs加上其他类型的简报OldIntegration以前的整合Eachdisciplinesitsinasilo每个专业都坐在井里面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略在主导专业中发展(通常是广告)Theleaddisciplinedevelopsitsidea(usuallytelevision)主导专业发展它的ldquoIDEArdquo(通常是电视)Otherdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline)其他专业在既定的ldquoIDEArdquo下被要求根据它发展统一的外观和感受(通常离最后期限很接近)WhatrsquosChanged引起哪些变化?Risingcostoftelevision抬高电视的费用Mediafragmentation媒介破碎分离NewmediaInternet,cable,videoondemand新媒体的诞生互联网、有线电视、点播录像Importanceofendorsement背书的重要性Searchforbettervaluefrombrandspending在品牌投资中寻求更好的价值WeNeedtoChangetheShapeofOurHeadstoApproachDegreeBrandThinking为实行品牌思考我们需要改变我们头脑的形状TheNewDegreeBrandingApproach新的度品牌建立方式WorkasaBrandTeamfromthestartsothinkingdevelopsinadisciplinerichwayandisanchoredintheBrandPrint开始即以品牌团队进行工作在一个原则下进行思考多样的方法以品牌写真为依据ComeupwithabigIdea产出一个ldquoBIGIDEArdquoChosepointsofcontacttointensifytheinvolvementofthebrandinpeoplersquoslives选择接触点加强品牌在人们生活中的融入度TheNewDegreeBrandingApproach新的度品牌建立方式EnsureinterplaybetweenallexecutionalelementstobringtheBrandIdeaalivewhether确保所有可执行元素间的相互影响以使品牌IDEA诞生无论single,dualormultipledisciplinesareused是否运用到单一、双重还是多元的专业Ogilvycompaniesdeliveralltheexecutionsornot是否所有的执行工作都由奥美的公司完成ThebestchanceofbeingDegreeiswhenyouhaveaverystrongideaIfitrsquosstrong,itwillstarttohappennaturallyldquo成为度的最大机会是当你有一个很强的IDEA如果IDEA够强它会很自然成为度。rdquoShellyLazarusToGoAlongWithOurNewHeadsWeNeed为了配合我们的新头脑我们需要:Stimulitoprovokenewthinking激发新思维的工具Newwaysofworkingtogetherthat新的协作方式usethefullresourcesoftheBrandTeam运用品牌团队的所有资源avoidwheelspinningandduplicationofeffort避免重复劳动maximiseourcreativity最大化我们的创造力ToGoAlongWithOurNewHeadsWeNeed为了配合我们的新头脑我们需要:Practicetoensurewecan锻炼可以保证我们picktheroughdiamondsfromtherivergravel在沙砾中筛选出钻石cutandpolishthemtogiveourbrandstruebrilliance切割、打磨给予我们的品牌真正的光彩Casestoinspireusalongtheway案例可以激发我们BiggestRecipeforDisaster导致灾难的最大因素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess丧失对结果的预见沉迷在过程中间thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms认为仅仅回答一系列问题填完一些表格即可让工作得以完成OtherRecipesforDisaster其他导致灾难的因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam认为自己个人作业要比品牌团队作业来得快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoplesrsquoreallives罗列每件事情不从品牌融入消费者生活的角度来考虑优先顺序SeeingDegreeascrosssellingorjustcarvingupabudget将度看作跨领域销售或仅仅作为瓜分预算的方法DifferencesBetweenOldFashionedIntegrationandDegreeBrandThinking度品牌思考与整合概念的差异性Integration整合Laundrylistofopportunitiesallofwhichwouldbenicetodobutdonrsquotnecessarilysolvethecriticalissue罗列所有的机会点有些可能还不错但并不是解决关键问题所需要的Nostrategicguidingprinciple没有策略指导原则IdeaactsassuperficialbadgingdeviceIDEA仅作为表面的东西DegreeBrandThinkingSolvingthecriticalchallengeofthebrand解决品牌面临的主要挑战Operatingwithinastrategicframework,withdifferentrolestoachievethegoal在策略框架下运作从不同角度达到目的Drivenbyanidea,whichitextends以可延伸的IDEA为指导WeAssumeThatWeHaveAlreadyDoneOurHomework我们假设我们已经做完我们该做的功课Someagenciesscornresearch,marketingandhomeworkTheyskidaroundonthesurfaceofirrelevantbrillianceAtOgilvyweaskyoutodoyourhomeworkandcreatebrilliantcampaignsDavidOgilvySequenceOfDegreeBrandThinking度品牌思考的顺序InDegreethinkingeverythingconnectswitheverythingelse在度思考中每件事情之间都有关联Thereisanaturalsequencefortheteamtomovethrough存在一个自然顺序Butweneedtocheckbacktoinsightsfrompreviousstagestoprovidestimulusandensurethateverythingfitstogetherandisconsistent但我们仍然需要不是回顾前阶段的洞察以提供刺激材料和确保每件事配合得很好确保他们的一致性。TheElements主要元素BrandScan品牌扫描BrandAudit品牌检验Pointsofcontact接触点DiscovertheChallengefacingthebrandinaDegreeway从度的角度发掘品牌面临的挑战DescribetheBrandrsquosDNA描述品牌的DNAChallenge挑战BrandPrint品牌写真BrandWorld品牌世界Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact创造一个世界让品牌和它的消费者之间在各个不同接触点的相互影响达到最大化WhatWeNeedIdeaBrandAudit品牌检验BrandScan品牌扫描Pointsofcontact接触点Gathering,orderingandinterpretinginformationaboutthebrandinaDegreeway从度的角度收集、整理、解释关于品牌的各种讯息Understandingtheuniquerelationshipbetweenthebrandanditscustomers了解消费者与品牌的独特关系Definingtheareaswherethebrandcanintensifytheimpactithasonpeoplersquoslives确定品牌可以增强其对人们生活影响的接触点HowWeGetThere如何达到?FromBrandScantoChallenge从品牌扫描到挑战WheretheBrandrsquosProblemsLie品牌的问题在哪里?BrandScan品牌扫描Challenge挑战Equities资产ADegreebrandisacompositeofdifferent,interrelatedstrengthsorequities一个度的品牌是不同内在相关的优势和资产的组合Weusesixequitiestolookatabrandinacomprehensiveway我们运用六个方面来观察一个品牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand就像品牌的健康检查我们得到每个方面品牌的优势和弱点Image形象Goodwill商誉Product产品Customer消费者Visual视觉Channel销售渠道ACompositeofSixInterrelatedEquities个方面资产的组合TheBrandTeamNeedsToKnowProduct产品Howtheproductperformancesupportsthebrand产品的表现如何支持品牌?Image形象Whetherthebrandrsquosimageisstrongandengaging是否品牌形象很强并且吸引消费者?Customer消费者Howstrongthebrandrsquoscustomerfranchiseis品牌消费者的特权有多强?TheBrandTeamNeedsToKnowChannel销售渠道Howwellthebrandisleveragedinthetradeenvironment通路环境对品牌的影响如何?Visual视觉Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否品牌具有清晰、持续和差异化视觉形象Goodwill商誉Whetherthebrandisendorsedbyinfluencersandthecommunitiesinwhichitlives是否品牌被ldquo影响者rdquo和社会团体所认可?RecognisethisBrand辨认这个品牌WhatAreItsEquities什么是它的资产?HealthCheck:AmexversusDinersinHongKongAmex和Diners品牌健康检查ImageGoodwillProductCustomerVisualChannelGoodwillProductCustomerVisualChannelHealthCheck:AmexversusHSBCVisainHongKongAmex和HSBC品牌健康检查ImageGoodwillProductCustomerVisualChannelGoodwillProductCustomerVisualChannelNotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities只有当我们了解品牌在个方面的强、弱Canwestarttodeterminewhatthebrandcoulddotobestronger我们才能决定做些什么可以让品牌变得更强大AndcanwedefinetheChallengefacingthebrand我们才能确定品牌面临的挑战Equities资产Equitiesarenotdisguisesforgroupcompaniesorcommunicationdisciplines资产不是一群公司或多种传播方法的伪装However,differentdisciplinesclearlyhavemoreimpactonsomeequitiesthanonothers然而不同的方法在某些资产方面会比其他的方法更有影响力WhatWeUsetoHelpDiscovery我们运用什么来帮助发掘?Thebackgroundofourbasicknowledgeandhomeworkaboutthebrand我们的基本知识背景和关于品牌的功课AfacilitatedmeetingoftheBrandTeamincludingMindShare具有促进作用的品牌团队会议(包括传立)Stimuliselectedfromashuffledeckofquestionsacrosstheequitiestoprovokethinkingandfocusdiscussion(itdoesnotmatterwhichequitywestartthediscussionwith)激发思考和讨论的ldquo扑克牌rdquoAndtheCompassDialasavisualprompt视觉化工具ldquo指南针rdquoStimuliQuestionsintheShuffleDeck:ProductEquityldquo扑克牌rdquo中的问题:产品层面Whatmakesthisproductsuperiortothecompetition这个产品优于竞争品牌的原因有哪些?Doestheproductperformanceliveuptoexpectationsinallitsaspects产品的表现符合在所有方面的期望?Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal是否存在有关这个产品的某些事情如果大家都知道可以增加这个产品的吸引力?StimuliQuestionsintheShuffleDeck:ProductEquityldquo扑克牌rdquo中的问题:产品层面Doesthisproducthavetheoptimumpricevalueequation是否这个产品具有最佳的价格价值比?Ifthereisarangeofproducts,howdotheyclarifyorconfusetheproposition如果有一系列产品他们是否让主张变得更清晰或者更混乱?Ifyouhadafreehand,arethereanythingsabouttheproduct(presentationdesignsizeetc)youwouldchangetomakeitmoreattractive如果你可以自由发挥是否有任何你希望改变的方面(包括:设计、尺寸等)让这个产品更具吸引力?Example:JaguarIsaQuirkyBrand例子:Jaguar是一个诡异的品牌TheengineersbuiltbackfeaturesintotheproducttoreinforcethisproductequityeganinstrumentdialinaunusualplaceOrtherubberduckonthesideofthebathintheConradHotelStimuliforImageEquity形象层面Arethevaluesorattitudesthisbrandownsrelevanttothemarkettoday品牌所拥有的态度和价值是否与今天的市场有关?Doesthebrandleadorfollowtrendssetinthemarketplace品牌是否引领或追随在市场中的潮流?Whofeelsclosesttothebrandadiscretegroup,orawiderangeofpeople哪些人与品牌最接近?部分人群还是广泛的人群?Towhatextentisthebrandpresentedinadistinctivemannercomparedtothecompetition与竞争品牌相比品牌的风格独特到哪种程度?StimuliforImageEquity形象层面Isthereastrongideaunderpinningthebrandrsquosimage在品牌的形象背后是否存在一个很强的ldquoIDEArdquo?Towhatextentisthebrandrsquosshareofvoiceaninfluenceonitsimagestrength品牌的ldquoSOVrdquo对品牌强弱的影响有多大?Ifthereisimageweakness,isitbecausethebrandisbeingwronglypresentedornotsupportedintherightway如果存在形象上的弱点是因为品牌以错误的方式被呈现还是没有以正确的方式被支持?Example:PondsSkinLighteninginJapanWeigheddownwithalsquograndmotherrsquoscoldcreamrsquoreputation重负ldquo祖母的冷霜rdquo的形象Neededtoskipagenerationtorejuvenateimage,andappealdirectlytoanewgroupofyoungwomen需要跳过一代让品牌形象得以重生。并且直接吸引新一代的年轻女性DoubleWhiteskinlighteningcreammadePondrsquosonceagainseemaninnovator(afterfollowingthetrendsforageneration)双重美白霜让Pondrsquos又一次被看作创新者StimuliforCustomerEquity消费者层面Atwhatpointintheirlives,andforwhatreasons,docustomersstartandstopcomingtothebrand在生活中的哪些点?基于何种原因?消费者开始接触品牌或不再接触本品牌?Isthebrandpopularamongstthepeoplewhoshouldbeitsnaturalusers在品牌的自然使用者中本品牌是否被广为接受?Inlookingfornewcustomers,towhatextentisthebrandtargetingitsbestvolumeopportunity在寻求新的消费者时品牌目标达到它潜力的多少?Whoismoreimportanttoinfluence,thepurchaseroruserofthisbrand谁对品牌更有影响力?品牌使用者还是品牌的购买者?StimuliforCustomerEquity消费者层面Whatisthevaluetothebrandofitsbestormostloyalcustomers品牌忠实消费者对品牌的价值是什么?Isthebrandoverdependenteitheronitsloyalcustomersoraconstantarrivalofnewusers是否本品牌过分依赖于忠实消费者和新进消费者?Isthisbrandgettingitsfairshareofthecustomerrsquoswallet是否本品牌得到其应该得到的份额?Doesthisbrandtreatitsbestcustomersascustomersforlife是否该品牌对待它最好的消费者如同生活中的消费者?InMostCountriesNestleacuteEnjoysUniqueCustomerEquityAdvantagesLinkedtoItsProductPortfolioArangecoveringawidesetofneedsacrossfamilylifestages,frommotherstobetosenioradultnutrition涵盖大范围的家庭生活所需从母亲到高级成人营养Umbrellabrandingextendingintomanyaspectsofthecustomerrsquoslife(unlikeUnilever)品牌扩展到消费者生活的很多方面Thereforetheabilitytorealisethevalueofthecustomerinportfolioandthroughtime有能力了解消费者的价值StimuliforChannelEquity销售渠道方面Doestheexistingmixofdifferentchannelsworktothebestadvantageofthebrandrsquossalesandimage现有的不同销售渠道的组合是否给品牌的销售和形象带来最大的好处Aretherenewpotentialchannelstoexplore是否有潜在的销售渠道可以发展?Withinthecriticalchannels,isthebrandeffectivelydistributedanddisplayed在重要的销售渠道品牌是否被有效的铺货及展示?Dosalesforceandchannelactivityworkwelltogether销售力量和渠道活动是否配合得很好?StimuliforChannelEquity销售渠道方面Cansalesleadsbetracediftheyaresoldthroughthechannel销售痕迹是否可以被追踪到?Howimportantisthebrandtothechannel,andhowdoestheTradefeelaboutthebrand本品牌对销售渠道的重要性如何?销售渠道对品牌的意见如何?Whatdopotentialcustomersknowaboutwheretofindthebrand,andisitenough潜在消费者是否知道在哪里可以买得到本品牌?这是否足够?AreBusinessPartnersworkingtothebestadvantageofthebrand商业伙伴是否给本品牌最大的益处?Howeffectivelydoesaftersalesservicesupportthebrand售后服务如何有效地支持本品牌?StimuliforVisualEquity视觉方面Towhatextentisthebrandrsquoslookandfeelalignedtothecorporatevisionvalueswhichunderpinthebrand品牌的外观和感受与公司远景及价值观的紧密程度如何?Istherelationshipbetweencorporateandproductbrandsworkingoptimally公司品牌与产品品牌之间融合得是否最好?Lookingattheproductbrand,howwellarticulatedarecolours,logos,symbolsassociatedwiththebrand与品牌有关的色彩、logo、符号等是否阐述得够清楚?DoallthevisualaspectsofthebrandgiveacontemporaryfeelOracategoryleadingimpression品牌所有的视觉方面是否有当今的感觉?或者是否觉得有一个品类领导者的感觉?StimuliforVisualEquity视觉方面Isthebrandpresenteverywhereintheoutsideworld本品牌在外部世界是否得可以看得见?Howstrongisthevisualimpactofthebrandinstore品牌在店头的视觉冲击力有多强?Towhatdegreearealltheaspectsofthebrandrsquosvisualpresenceconsistentwitheachother品牌视觉各个方面的一致性如何?StimuliforGoodwillEquity商誉方面Arethereanysocialtrendswhicharelikelytoincreaseordecreasedemandforthebrandinthefuture是否存在任何社会趋势在将来会影响到对本品牌的需求增减?Arethereanyexternalissueswhichaffectthisbrand,eitherpositivelyornegativelyCananybecreated是否有外部观点会影响到本品牌?(正面的或负面的观点)能否创造这样的观点?Whointheworldatlargehasabiginfluenceonthisbrandorthedecisionmakingofitsconsumers谁对这个品牌有最大的影响力?对消费者购买决定有影响力?StimuliforGoodwillEquity商誉方面Howfavourableisthemediacoveragethisbrandreceives这个品牌得到的媒体方面的照顾有多好?Howdoprofessionalexpertsfeelaboutrecommendingthebrandtoothers专家在推荐这个品牌时的感受如何?Doesthebrandpubliclyliveuptoitspromises是否这个品牌符合它的承诺?Isthebrandagoodcitizenofthecommunity本品牌是否是一个良好的社会公民?HowdothebrandrsquosownemployeesfeelaboutbeingassociatedwiththebrandIstheirbehaviouralignedwiththeCEOrsquosvision当与本品牌有联系时品牌自己雇员的感受如何?Xerox施乐minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompanystatementwasontheXeroxwebsiteTheCompassDial罗盘(指南针)IsavisualprompttohelpDegreethinking帮助度思考的视觉刺激Dividedintosixsegmentseachcoveringtheelementsassociatedwithoneofthesixequities分割为个部分每个部分涵盖该部分的主要元素Atthecentretheelementsaremorestrategic中心部分是较战略性的Whatisthebrandrsquosstrategytowardscurrentusersversusnonusers与非品牌使用者相比什么是品牌针对目前消费群的策略?TheCompassDial罗盘(指南针)Aswemoveoutwardstheelementsbecomemoretangible越往外部元素变得越来越可操作Thequalityoftheloyaltyprogramme,thestrengthofthebrandidea忠诚度活动的质量品牌ldquoIDEArdquo的力度Ontheouterrimarethepointsofcontactthemselvesthephysicalplaceswherethebrandpresentsitselftothecustomer最外面的边缘是与消费者的接触点是品牌呈现自己的物理地点Listofelementsassociatedwitheachequity与每个方面有关的主要元素列表BrandScanHelpsUsDiagnosetheAreasofSicknessintheBrand品牌扫描帮助我们诊断品牌的弱点Forexample例如Keycustomerswhomthebrandisnotaddressingproperly品牌没有照顾好的主要客户Wherethebrandneedstobuildstrongerrelationships品牌需要建立更强关系的地方Inconsistenciesinthevariouspointsofcontactbetweenthebrandanditscustomers品牌与其消费者在各个不同联系点上的不一致性UsingtheCompassDial运用罗盘(指南针)Useitasachecklistoftheanatomyofabrand作为解剖品牌的ldquochecklistrdquoSeehowyourbrandstacksupagainstacompetitorbrandineachequity在每一个方面你的品牌与竞争品牌的比较如何?UsingtheCompassDial运用罗盘(指南针)Explorewhetherthecreativeideaisleveragedthroughoutthecompassandwhatthescopeisforinterplaybetweentheelements探索创意IDEA是否在罗盘上得以发挥各元素间的相互影响达到哪种程度?Askyourselfwhetheryourbrandhasweaknessesthatneed

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