Comprehensive Brand Management

What We NeedDiscover the Challenge Describe the Brand’s DNAfacing the brand in 描述品牌的DNAa 360 Degree way BrandPrint从360度的角度，发掘 品牌写真品牌面临的挑战Challenge Idea挑战 Brand World 品牌世界Create a world which maximises the interplay between the brand and its customers atvarious points of contact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

How We Get There如何达到？Gathering, ordering and Understanding the unique relationshipinterpreting information about the between the brand and its customersbrand in a 360 Degree way从360度的角度，收集、整理、解 了解消费者与品牌的独特关系释关于品牌的各种讯息 Brand Audit Brand Scan 品牌检验 品牌扫描 Points of contact 接触点Defining the areas where the brand can intensify the impact it has on people’s lives 确定品牌可以增强其对人们生活影响的接触点

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From Brand Scan to Challenge 从品牌扫描到挑战

Where the Brand’s Problems Lie品牌的问题在哪里？Brand Scan Challenge 品牌扫描 挑战

Equities 资产• A 360 Degree brand is a composite of different, inter-related strengths or equities 一个360度的品牌是不同内在相关的优势和资产的组合• We use six equities to look at a brand in a comprehensive way 我们运用六个方面来观察一个品牌• We assess the strengths and weaknesses on each as a health check on the brand 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

A Composite of Six Interrelated Equities6个方面资产的组合 Product 产品Visual Image 视觉 形象Channel Goodwill销售渠道 商誉 Customer 消费者

The Brand Team Needs To Know• Product产品 How the product performance supports the brand 产品的表现如何支持品牌？• Image形象 Whether the brand’s image is strong and engaging 是否品牌形象很强并且吸引消费者？• Customer消费者 How strong the brand’s customer franchise is 品牌消费者的特权有多强？

The Brand Team Needs To Know• Channel销售渠道 How well the brand is leveraged in the trade environment 通路环境对品牌的影响如何？• Visual视觉 Whether the brand presents a clear, consistent and differentiating presence 是否品牌具有清晰、持续和差异化视觉形象• Goodwill商誉 Whether the brand is endorsed by influencers and the communities in which it lives 是否品牌被“影响者”和社会团体所认可？

Recognise this Brand?辨认这个品牌

What Are Its Equities?什么是它的资产？ Unusually this Brand was built with no advertising support 通常这个品牌没有广 告的支持

Health Check: Amex versus Diners in HongKongAmex 和 Diners 品牌健康检查 Product ProductVisual Image Visual ImageChannel Goodwill Channel Goodwill Customer Customer

Health Check: Amex versus HSBC Visa inHong KongAmex 和 HSBC 品牌健康检查 Product ProductVisual Image Visual ImageChannel Goodwill Channel Goodwill Customer Customer

Not Until We Have Assessed Where the Strengths andWeaknesses of the Brand Are on These Six Equities只有当我们了解品牌在6个方面的强、弱 • Can we start to determine what the brand could do to be stronger 我们才能决定做些什么可以让品牌变得更强大 • And can we define the Challenge facing the brand 我们才能确定品牌面临的挑战

Equities 资产• Equities are not disguises for group companies or communication disciplines 资产不是一群公司或多种传播方法的伪装• However, different disciplines clearly have more impact on some equities than on others 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

What We Use to Help Discovery 我们运用什么来帮助发掘？• The background of our basic knowledge and homework about the brand 我们的基本知识背景和关于品牌的功课• A facilitated meeting of the Brand Team including MindShare 具有促进作用的品牌团队会议（包括传立）• Stimuli selected from a shuffle deck of questions across the equities to provoke thinking and focus discussion (it does not matter which equity we start the discussion with) 激发思考和讨论的“扑克牌”• And the Compass Dial as a visual prompt 视觉化工具“指南针”

Stimuli Questions in the Shuffle Deck: ProductEquity“扑克牌”中的问题：产品层面 • What makes this product superior to the competition? 这个产品优于竞争品牌的原因有哪些？ • Does the product performance live up to expectations in all its aspects? 产品的表现符合在所有方面的期望？ • Are there things about this product which, if better known, would enhance its appeal? 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？

Stimuli Questions in the Shuffle Deck: Product Equity“扑克牌”中的问题：产品层面 • Does this product have the optimum price-value equation? 是否这个产品具有最佳的价格--价值比？ • If there is a range of products, how do they clarify or confuse the proposition? 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？ • If you had a free hand, are there any things about the product (presentation/design/size etc) you would change to make it more attractive? 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: Jaguar Is a Quirky Brand 例子：Jaguar 是一个诡异的品牌• The engineers built back features into the product to reinforce this product equity e.g. an instrument dial in a unusual place Or the rubber duck on the side of the bath in the Conrad Hotel

Stimuli for Image Equity 形象层面• Are the values or attitudes this brand owns relevant to the market today? 品牌所拥有的态度和价值是否与今天的市场有关？• Does the brand lead or follow trends set in the market place? 品牌是否引领或追随在市场中的潮流？• Who feels closest to the brand - a discrete group, or a wide range of people? 哪些人与品牌最接近？部分人群还是广泛的人群？• To what extent is the brand presented in a distinctive manner compared to the competition? 与竞争品牌相比，品牌的风格独特到哪种程度？

Stimuli for Image Equity 形象层面• Is there a strong idea underpinning the brand’s image? 在品牌的形象背后，是否存在一个很强的“IDEA”？• To what extent is the brand’s share of voice an influence on its image strength? 品牌的“SOV”对品牌强弱的影响有多大？• If there is image weakness, is it because the brand is being wrongly presented or not supported in the right way? 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: Ponds Skin Lightening in Japan• Weighed down with a ‘grandmother’s cold cream’ reputation 重负“祖母的冷霜”的形象• Needed to skip a generation to rejuvenate image, and appeal directly to a new group of young women 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• Double White skin lightening cream made Pond’s once again seem an innovator (after following the trends for a generation) 双重美白霜让Pond’s又一次被看作创新者

Stimuli for Customer Equity 消费者层面• At what point in their lives, and for what reasons, do customers start and stop coming to the brand? 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？• Is the brand popular amongst the people who should be its natural users? 在品牌的自然使用者中，本品牌是否被广为接受？• In looking for new customers, to what extent is the brand targeting its best volume opportunity? 在寻求新的消费者时，品牌目标达到它潜力的多少？• Who is more important to influence, the purchaser or user of this brand? 谁对品牌更有影响力？ 品牌使用者还是品牌的购买者？

Stimuli for Customer Equity 消费者层面• What is the value to the brand of its best or most loyal customers? 品牌忠实消费者对品牌的价值是什么？• Is the brand over-dependent either on its loyal customers or a constant arrival of new users? 是否本品牌过分依赖于忠实消费者和新进消费者？• Is this brand getting its fair share of the customer’s wallet? 是否本品牌得到其应该得到的份额？• Does this brand treat its best customers as customers for life? 是否该品牌对待它最好的消费者如同生活中的消费者？

In Most Countries Nestlé Enjoys UniqueCustomer Equity Advantages Linked to ItsProduct Portfolio• A range covering a wide set of needs across family lifestages, from mothers to be to senior adult nutrition 涵盖大范围的家庭生活所需，从母亲到高级成人营养• Umbrella branding extending into many aspects of the customer ’s life (unlike Unilever) 品牌扩展到消费者生活的很多方面• Therefore the ability to realise the value of the customer in portfolio and through time 有能力了解消费者的价值

Stimuli for Channel Equity 销售渠道方面• Does the existing mix of different channels work to the best advantage of the brand’s sales and image? 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• Are there new potential channels to explore? 是否有潜在的销售渠道可以发展？• Within the critical channels, is the brand effectively distributed and displayed? 在重要的销售渠道， 品牌是否被有效的铺货及展示？• Do sales force and channel activity work well together? 销售力量和渠道活动是否配合得很好？

Stimuli for Channel Equity 销售渠道方面• Can sales leads be traced if they are sold through the channel? 销售痕迹是否可以被追踪到？• How important is the brand to the channel, and how does the Trade feel about the brand? 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？• What do potential customers know about where to find the brand, and is it enough? 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？• Are Business Partners working to the best advantage of the brand? 商业伙伴是否给本品牌最大的益处？• How effectively does after-sales service support the brand? 售后服务如何有效地支持本品牌？

Stimuli for Visual Equity 视觉方面• To what extent is the brand’s look and feel aligned to the corporate vision & values which underpin the brand? 品牌的外观和感受与公司远景及价值观的紧密程度如何？• Is the relationship between corporate and product brands working optimally? 公司品牌与产品品牌之间融合得是否最好？• Looking at the product brand, how well articulated are colours, logos, symbols associated with the brand? 与品牌有关的色彩、logo、符号等是否阐述得够清楚？• Do all the visual aspects of the brand give a contemporary feel? Or a category - leading impression? 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？

Stimuli for Visual Equity 视觉方面• Is the brand present everywhere in the outside world? 本品牌在外部世界是否得可以看得见？• How strong is the visual impact of the brand in store? 品牌在店头的视觉冲击力有多强？• To what degree are all the aspects of the brand’s visual presence consistent with each other? 品牌视觉各个方面的一致性如何？

Before Enterprise Developed a New Visual Identity forHK Post, Name Cards Were All Different香港邮政 （视觉整合以前）

By Contrast, the Strong Visual Equity of Amex相反，美国运通卡有很强的视觉资产

Stimuli for Goodwill Equity 商誉方面• Are there any social trends which are likely to increase or decrease demand for the brand in the future? 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？• Are there any external issues which affect this brand, either positively or negatively? Can any be created? 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？• Who in the world at large has a big influence on this brand or the decision-making of its consumers? 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？

Stimuli for Goodwill Equity 商誉方面• How favourable is the media coverage this brand receives? 这个品牌得到的媒体方面的照顾有多好？• How do professional experts feel about recommending the brand to others? 专家在推荐这个品牌时的感受如何？• Does the brand publicly live up to its promises? 是否这个品牌符合它的承诺？• Is the brand a good citizen of the community? 本品牌是否是一个良好的社会公民？• How do the brand’s own employees feel about being associated with the brand? Is their behaviour aligned with the CEO’s vision? 当与本品牌有联系时， 品牌自己雇员的感受如何？

Xerox 施乐• 30 minutes after a deranged employee had taken a gun to his collegues last year a company statement was on the Xerox web site



The Compass Dial 罗盘（指南针）• Is a visual prompt to help 360 Degree thinking 帮助360度思考的视觉刺激• Divided into six segments - each covering the elements associated with one of the six equities 分割为6个部分，每个部分涵盖该部分的主要元素• At the centre the elements are more strategic 中心部分是较战略性的 – What is the brand’s strategy towards current users versus non- users 与非品牌使用者相比，什么是品牌针对目前消费群的策略 ？

The Compass Dial 罗盘（指南针）• As we move outwards the elements become more tangible 越往外部，元素变得越来越可操作 – The quality of the loyalty programme, the strength of the brand idea 忠诚度活动的质量； 品牌“IDEA”的力度• On the outer rim are the points of contact themselves - the physical places where the brand presents itself to the customer 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

List ofelementsassociatedwitheachequity与每个方面有关的主要元素列表

Brand Scan Helps Us Diagnose the Areas ofSickness in the Brand品牌扫描帮助我们诊断品牌的弱点 For example 例如 • Key customers whom the brand is not addressing properly品牌没有照顾好的主要客户 • Where the brand needs to build stronger relationships品牌需要建立更强关系的地方 • Inconsistencies in the various points of contact between the brand and its customers 品牌与其消费者在各个不同联系点上的不一致 性

Using the Compass Dial 运用罗盘（指南针）• Use it as a checklist of the anatomy of a brand 作为解剖品牌的“checklist”• See how your brand stacks up against a competitor brand in each equity 在每一个方面，你的品牌与竞争品牌的比较如何？

Using the Compass Dial 运用罗盘（指南针）• Explore whether the creative idea is leveraged throughout the compass and what the scope is for interplay between the elements 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？• Ask yourself whether your brand has weaknesses that need to be addressed - the compass dial will not tell you the solution. But it will point you to a definition of what the problem is 自问你的品牌是否存在弱点？罗盘不会告诉你解决方法 ， 但可以帮助你了解问题的所在。

Distilling the Discovery Discussion将讨论进行过滤 Into a The biggest challenge singleChallenge the brand faces 品牌所面临的 挑战 最大挑战

Summarising a Brand ScanDiscussion: Guinness Singapore品牌扫描小结（健力士，新加坡） ImageProduct CustomerGoodwill Channel Visual

How the Product’s Performance Supports the Brand 产品的表现如何支持品牌Product 产品• People measure Guinness against beer, therefore are unpleasantly surprised by its bitterness 人们以啤酒的标准来判断Guinness，发现它 的味道太苦，不易接受

Whether the Brand’s Image Is Strong and Engaging 在哪些方面品牌形象较强Image 形象• Guinness is good for you persists and is seen as old-fashioned “Guinness is good for you ”有持续性，但 被认为过时• Serious drink - needs to lighten up to invite younger drinkers into the brand 严肃饮品---需要让年轻消费群进入本品牌

How Strong the Brand’s Customer Franchise IsCustomer• People come late to the brand an old man’s drink 人们接触品牌较晚，是一个老年男性的品牌• Young tend to dip in and out of brand 年轻人如蜻蜓点水般尝试一下

How Well the Brand Is Leveraged in the Trade EnvironmentChannel 销售渠道• Focuses on extremes (hawker centres & Western-style pubs), leaving middle ground Chinese night spots under-leveraged 集中在终端• Younger drinkers surprised if Guinness is not available - but forgive outlet & switch brands 没有“Guinness”年轻人会很惊讶，但会原谅通 路而转换品牌

Whether the Brand Presents a Clear Consistent and Differentiating PresenceVisual 视觉• Blackness is visibly different, striking and signifies masculinity 黑色是视觉差异， 意味着男性• In-bar signage is dusty 酒吧内的象征是灰尘

Whether the Brand Is Endorsed by Influencers and the Communities in Which It LivesGoodwill 商誉• Campaign approach irreverent, but doesn’t do much for the community at large 广告方式有点叛逆、不尊重的感觉，但并没有太 过分• But awareness of Irish pubs introduces an ‘authentic’ feel which appeals to the young 爱尔兰酒吧带来可信的感觉，并且吸引年轻人

Product ImageWhether the Brand Presents a Clear Whether the Brand’s Image Is StrongConsistent and Differentiating Presence and Engaging是否品牌保持清晰的、持续的，并且具有 是否品牌形象够强且吸引人差异化的呈现Goodwill CustomerWhether the Brand Is Endorsed by How Strong the Brand’s CustomerInfluencers and the Communities in Franchise IsWhich It Lives 品牌消费者的特权有多强品牌是否被影响者或在所生活的社会所认可Visual ChannelWhether the Brand Presents a Clear How Well the Brand Is Leveraged inConsistent and Differentiating Presence the Trade Environment是否品牌保持清晰的、持续的，并且具 品牌在销售环境中的调节作用有多强有差异化的呈现