【正文】 nfluence on this brand or the decisionmaking of its consumers? 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？ 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 hFrom : 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(lè) ? 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(jué)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(lái)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(méi)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 Using the Compass Dial 運(yùn)用羅盤（指南針） ? Use it as a checklist of the anatomy of a brand 作為解剖品牌的“ checklist‖ ? See how your brand stacks up against a petitor brand in each equity 在每一個(gè)方面，你的品牌與競(jìng)爭(zhēng)品牌的比較如何？ Using the Compass Dial 運(yùn)用羅盤（指南針） ? Explore whether the creative idea is leveraged throughout the pass and what the scope is for interplay between the elements 探索創(chuàng)意 IDEA是否在羅盤上得以發(fā)揮，各元素間的相互影響達(dá)到哪種程度？ ? Ask yourself whether your brand has weaknesses that need to be addressed the pass dial will not tell you the solution. But it will point you to a definition of what the problem is 自問(wèn)你的品牌是否存在弱點(diǎn)？羅盤不會(huì)告訴你解決方法， 但可以幫助你了解問(wèn)題的所在。并且直接吸引新一代的年輕女性 ? Double White skin lightening cream made Pond’s once again seem an innovator (after following the trends for a generation) 雙重美白霜讓 Pond’s 又一次被看作創(chuàng)新者 Stimuli for Customer Equity 消費(fèi)者層面 ? At what point in their lives, and for what reasons, do customers start and stop ing to the brand? 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？ ? Is the brand popular amongst the people who should be its natural users? 在品牌的自然使用者中，本品牌是否被廣為接受？ ? In looking for new customers, to what extent is the brand targeting its best volume opportunity? 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？ ? Who is more important to influence, the purchaser or user of this brand? 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？ Stimuli for Customer Equity 消費(fèi)者層面 ? What is the value to the brand of its best or most loyal customers? 品牌忠實(shí)消費(fèi)者對(duì)品牌的價(jià)值是什么？ ? Is the brand overdependent either on its loyal customers or a constant arrival of new users? 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？ ? Is this brand getting its fair share of the customer’s wallet? 是否本品牌得到其應(yīng)該得到的份額？ ? Does this brand treat its best customers as customers for life? 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？ In Most Countries Nestl233。 ?全方位品牌策劃 ?品牌全方位的價(jià)值提升 ?資源合作伙伴 ?豐富媒介資源 —網(wǎng)媒、報(bào)媒、記者編輯 ?央視資源的整合者 ?公關(guān)和營(yíng)銷策劃 漢馬傳播業(yè)務(wù)范圍 360 Degrees Brand Cascade June 30th July1st Shanghai Do You Feel That You Are……. 你是否覺(jué)得你是 …... ? In the right industry? 在一個(gè)正確的行業(yè)工作 ? ? With the right agency? 在一個(gè)正確的公司工作 ? ? At the right time? 在正確的時(shí)間 ? 360 Degree Branding is a terrific opportunity for our brands, our clients for ourselves 對(duì)品牌、客戶和我們