【正文】 ? Within the critical channels, is the brand effectively distributed and displayed? 在重要的銷售渠道， 品牌是否被有效的鋪貨及展示？ ? Do sales force and channel activity work well together? 銷售力量和渠道活動(dòng)是否配合得很好？ Stimuli for Channel Equity 銷售渠道方面 ? Can sales leads be traced if they are sold through the channel? 銷售痕跡是否可以被追蹤到？ ? How important is the brand to the channel, and how does the Trade feel about the brand? 本品牌對(duì)銷售渠道的重要性如何？銷售渠道對(duì)品牌的意見如何？ ? What do potential customers know about where to find the brand, and is it enough? 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？ ? Are Business Partners working to the best advantage of the brand? 商業(yè)伙伴是否給本品牌最大的益處？ ? How effectively does aftersales service support the brand? 售后服務(wù)如何有效地支持本品牌？ Amex ? Can show relatively weakness in channel equity Stimuli for Visual Equity 視覺方面 ? To what extent is the brand?s look and feel aligned to the corporate vision values which underpin the brand? 品牌的外觀和感受與公司遠(yuǎn)景及價(jià)值觀的緊密程度如何？ ? Is the relationship between corporate and product brands working optimally? 公司品牌與產(chǎn)品品牌之間融合得是否最好 ？ ? Looking at the product brand, how well articulated are colours, logos, symbols associated with the brand? 與品牌有關(guān)的色彩、 logo、 符號(hào)等是否闡述得夠清楚？ ? Do all the visual aspects of the brand give a contemporary feel? Or a category leading impression? 品牌所有的視覺方面是否有當(dāng)今的感覺？或者是否覺得有一個(gè)品類領(lǐng)導(dǎo)者的感覺？ Stimuli for Visual Equity 視覺方面 ? Is the brand present everywhere in the outside world? 本品牌在外部世界是否得可以看得見？ ? How strong is the visual impact of the brand in store? 品牌在店頭的視覺沖擊力有多強(qiáng)？ ? To what degree are all the aspects of the brand?s visual presence consistent with each other? 品牌視覺各個(gè)方面的一致性如何？ Before Enterprise Developed a New Visual Identity for HK Post, Name Cards Were All Different 香港郵政 （視覺整合以前） By Contrast, the Strong Visual Equity of Amex 相反，美國(guó)運(yùn)通卡有很強(qiáng)的視覺資產(chǎn) Stimuli for Goodwill Equity 商譽(yù)方面 ? Are there any social trends which are likely to increase or decrease demand for the brand in the future? 是否存在任何社會(huì)趨勢(shì)，在將來會(huì)影響到對(duì)本品牌的需求增減？ ? Are there any external issues which affect this brand, either positively or negatively? Can any be created? 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)？ ? Who in the world at large has a big influence on this brand or the decisionmaking of its consumers? 誰對(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？ Stimuli for Goodwill Equity 商譽(yù)方面 ? How favourable is the media coverage this brand receives? 這個(gè)品牌得到的媒體方面的照顧有多好？ ? How do professional experts feel about remending the brand to others? 專家在推薦這個(gè)品牌時(shí)的感受如何？ ? Does the brand publicly live up to its promises? 是否這個(gè)品牌符合它的承諾？ ? Is the brand a good citizen of the munity? 本品牌是否是一個(gè)良好的社會(huì)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? 當(dāng)與本品牌有聯(lián)系時(shí)， 品牌自己雇員的感受如何？ Example MA ST ER PI EC E N O K I A 8 8 1 0~ P l o y G a e m P e t c hH o n g K o n g a c t r e s s d i e sf r o m b r a i n c a n c e r ~ L i a n h e Z a o b a oF i n l a n d d o n a t e s p h o n e s f o re l e c t i o n ~ S u a r a K a r y aN o k i a A r ts A w a r d s A s i a Pa c i fi cto g i v e a w a y m o b i l e p h o n e sa n d N T $ 5 0 0 0 0~ C o m m e r c i a l T i m e sH u m a n r e s o u r c e i s th e k e y tom o b i l e te l e c o m te c h n o l o g y~ C h i n a T i me sEr i c s s o n Sp o n s o r s Yo u thO r c h e s tr a ~ C h i n a D a i l yT he F ut ur e i s F i n ni s h From : J. Nasser Sent Friday , November 19, 1999 1:41PM To Ford Employees and others Yesterday, Bill Ford and I spent much of the day with a group of our senior leadership discussing one of our key areas of petitive advantage corporate citizenship Traditionally , many of us have considered corporate citizenship as philanthropy and volunteer programs. Let me assure you it is much more than that. It’s about who we are,what we offer in the marketplace and how we conduct our business. It’s our reputation….. Expectations for performance by large global panies are much greater than ever. It is no longer enough for us just to produce good products and employ and treat people fairly. We are expected to help find solutions to the environmental, social and economic problems facing the world Xerox 施樂 ? 30 minutes after a deranged employee had taken a gun to his collegues last year a pany statement was on the Xerox web site The Compass Dial 羅盤（指南針） ? Is a visual prompt to help 360 Degree thinking 幫助 360度思考的視覺刺激 ? Divided into six segments each covering the elements associated with one of the six equities 分割為 6個(gè)部分，每個(gè)部分涵蓋該部分的主要元素 ? At the centre the elements are more strategic 中心部分是較戰(zhàn)略性的 – What is the brand?s strategy towards current users versus nonusers 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？ The Compass Dial 羅盤（指南針） ? As we move outwards the elements bee more tangible 越往外部，元素變得越來越可操作 – The quality of the loyalty programme, the strength of the brand idea 忠誠(chéng)度活動(dòng)的質(zhì)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) List of elements associated with each equity 與每個(gè)方面 有關(guān)的主要 元素列表 Brand Scan Helps Us Diagnose the Areas of Sickness in the Brand 品牌掃描幫助我們?cè)\斷品牌的弱點(diǎn) For example 例如 ? Key customers whom the brand is not addressing properly品牌沒有照顧好的主要客戶 ? Where the brand needs to build stronger relationships品牌需要建立更強(qiáng)關(guān)系的地方 ? Inconsistencies in the various points of contact between the brand and its customers 品牌與其消費(fèi)者在各個(gè)不同聯(lián)系點(diǎn)上的不一致性