【正文】 Revised Brand Audit Questions 修正后的品牌檢驗問題 Thinking about the specific things that trigger this brand’ s identity in your mind… 想象一下哪些可以讓你辨認出這個品牌的一些特定的事務 ? When you hear the brand’ s name, what immediately springs to mind? 當你聽到這個牌子的名字，那些東西會立刻出現(xiàn)在你的腦海中？ ? What else?還有呢？ – visuals or images?視覺和形象？ – packaging or product elements?包裝和產(chǎn)品元素？ – bits of munication?傳播的片斷？ – signs or symbols?標志和符號？ – other brand lore?其他有關品牌的部分？ ? What kind of people do you associate with the brand, and how do you feel about them? 哪種類型的人會讓你與這個品牌聯(lián)系起來？你對這些人的感覺如何？ Thinking about the feelings and emotions the brand evokes in you … 想象一下這個品牌給你帶來的感受和情緒 …… What specific feelings and emotions do you experience in connection with using this brand? 當你和這個品牌有聯(lián)系時，你體驗到那些特別的感受和情緒？ ? What personal memories, experiences or associations does this brand bring to mind? 這個品牌讓你回憶起哪些個人的記憶、體驗或聯(lián)想？ ? What does this brand do for you in your life that other brands don’ t? 這個品牌在你的生活中做了哪些其他品牌無法做的事情？ – what unique contribution does it make? 它帶來哪些獨特的地方？ – what special perspective does it give you about using the category? 它帶給你哪些有關試用這個類別產(chǎn)品的特殊的觀感？ Now stepping out of the role of the brand’ s user, and considering all the implications of these insights … 現(xiàn)在走出品牌使用者的角色， 考慮所有這些消費者洞察的啟示 ? What do these insights suggest or signal about the brand? 這些消費者洞察暗示了這個品牌的哪些方面？ ? What is the mood of the brand? 這個品牌的情緒是怎樣的？ ? How do the feelings and emotions this brand evokes differ from those its leading petitor evokes? 這個品牌引起的感受和情緒與其它主要競爭品牌帶來的有哪些不同的方面？ Brand Audit Helps Us Define the Unique Relationship Between the Customer and the Brand 品牌檢驗幫助我們確定消費者與品牌之間的獨特關系 The brand’s DNA expressed in a written 書面表達的品牌 DNA BrandPrint 品牌寫真 When You Write a Brandprint You Will Almost Certainly Start With Have Too Many Words 當你開始寫品牌寫真時，你開始幾乎一定會從運用很多詞句進行描述 Chivas Regal: Thailand Chiivas is the night. A palet of flickering neon and blinking car lights. The blast of raw music as you swing through the doors of a crowded friendly pub. Chivas is never wanting the night to end. Because Chivas is camaradie. A clutch of true friends forever. The subtle splash of Chivas over ice underlining a burst of uninhibited laughter. The stuff our fondest memories are made of. And Chivas is irrevocably right. it imparts an elitist spirit to the people who drink it The whisky preferred by contenporary, affluent young men. . . which women are only too happy to share When Looking at and Evaluating BrandPrints 當你細看及評估品牌寫真時 ? Remember Neil French’s story of the brilliant carver of wooden elephants 記住 Neil French 關于偉大的木象雕刻匠的故事 ? His secret for making perfect elephants was to cut away everything that was not elephant 它創(chuàng)造完美大象的秘訣是，去掉所有不是大象的部分 Examples of Shorter BrandPrints 精悍的品牌寫真 例如 ? Jaguar Original ? Impulse ? The Economist ? Bank of China ? American Express Jaguar (USA) The difference between Jaguar and other cars runs deeper than sheet metal and engineering: It’s about soul, passion and originality A Jaguar is a copy of nothing ... just like its owners Jaguar和其他轎車的差別不僅在鋼板和引擎技術 在于精神、熱情和原創(chuàng)性 Jaguar都是獨一無二的 就象它的主人 Impulse (Europe) Impulse gives me the confidence to explore and enjoy the sometimes bumpy journey into womanhood As I experiment with the emerging me, Impulse surrounds me with an energy field filled with vitality, spontaneity and the courage to be myself The Economist (Asia) The Economist is red and daring Its bold covers hint at what lies within: provocative, brutally honest and nonconformist opinions Beholden to no one, it refuses to ‘kow tow’ to popularity, and sees through the new clothes of emperors, politicians and taipans alike Bank Of China (Singapore) The Bank of China is the Wise Old Man It brings wisdom to dealings with your assets ... the Wisdom of Wealth American Express … is not for everybody. It is for those who think bigger thoughts, do bigger things, and paint bigger pictures American Express Additional Ways to Approach Writing a BrandPrint 其他形成品牌寫真的方法 ? A to Z ? Photomontage 圖片集錦 A To Z A Verbal Bank ? Using word association to articulate suppressed feelings and emotions 運用詞匯聯(lián)系來表達潛在的感覺和情緒 ? Can be used in addition to Brand Audit to enrich vocabulary 除了可以運用在品牌檢驗，還可以豐富詞匯 . BMW (New Zealand) How It Works 如何運用 ? Generate word associations for the brand beginning with the letter A and write them down 將字母 A開頭的與本品牌有關的詞匯都寫下來 ? Then for the letter B, then for letter C etc etc to Z 接著字母 B， 字母 C…… 到字母 Z ? Review your Word Bank 重新檢視你的詞匯銀行 ? Sel