【正文】 個部分，每個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 忠誠度活動的質(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 associatedwith each equity與每個方面與每個方面有關(guān)的主要有關(guān)的主要元素列表元素列表Brand Scan Helps Us Diagnose the Areas of Sickness in the Brand品牌掃描幫助我們診斷品牌的弱點(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 在每一個方面，你的品牌與競爭品牌的比較如何？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 自問你的品牌是否存在弱點(diǎn)？羅盤不會告訴你解決方法， 但可以幫助你了解問題的所在。Distilling the Discovery Discussion將討論進(jìn)行過濾Into asingle Challenge挑戰(zhàn)挑戰(zhàn)The biggest challenge the brand faces品牌所面臨的最大挑戰(zhàn) ImageGoodwillProduct CustomerVisualChannelSummarising a Brand ScanDiscussion: Guinness Singapore品牌掃描小結(jié)（健力士，新加坡）How the Product’s Performance Supports the Brand產(chǎn)品的表現(xiàn)如何支持品牌Product 產(chǎn)品? People measure Guinness against beer, therefore are unpleasantly surprised by its bitterness 人們以啤酒的標(biāo)準(zhǔn)來判斷 Guinness，發(fā)現(xiàn)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較強(qiáng)Image 形象? Guinness is good for you persists and is seen as oldfashioned “Guinness is good for you ”有持續(xù)性，但被認(rèn)為過時? Serious drink needs to lighten up to invite younger drinkers into the brand 嚴(yán)肅飲品 需要讓年輕消費(fèi)群進(jìn)入本品牌How Strong the Brand’s Customer Franchise IsCustomer? People e late to the brand an old man’s drink 人們接觸品牌較晚，是一個老年男性的品牌 ? Young tend to dip in and out of brand 年輕人如蜻蜓點(diǎn)水般嘗試一下How Well the Brand Is Leveraged in the Trade EnvironmentChannel 銷售渠道? Focuses on extremes (hawker centres Westernstyle pubs), leaving middle ground Chinese night spots underleveraged 集中在終端? Younger drinkers surprised if Guinness is not available but five outlet switch brands 沒有 “Guinness”年輕人會很驚訝，但會原諒?fù)范D(zhuǎn)換品牌Whether the Brand Presents a Clear Consistent and Differentiating PresenceVisual 視覺? Blackness is visibly different, striking and signifies masculinity 黑色是視覺差異， 意味著男性? Inbar signage is dusty 酒吧內(nèi)的象征是灰塵 Whether the Brand Is Endorsed by Influencers and the Communities in Which It LivesGoodwill 商譽(yù)? Campaign approach irreverent, but doesn’t do much for the munity at large 廣告方式有點(diǎn)叛逆、不尊重的感覺，但并沒有太過分? But awareness of Irish pubs introduces an ‘a(chǎn)uthentic’ feel which appeals to the young 愛爾蘭酒吧帶來可信的感覺，并且吸引年輕人Image Whether the Brand’s Image Is Strong and Engaging是否品牌形象夠強(qiáng)且吸引人Customer How Strong the Brand’s Customer Franchise Is品牌消費(fèi)者的特權(quán)有多強(qiáng)ChannelHow Well the Brand Is Leveraged in the Trade Environment品牌在銷售環(huán)境中的調(diào)節(jié)作用有多強(qiáng)ProductWhether the Brand Presents a Clear Consistent and Differentiating Presence是否品牌保持清晰的、持續(xù)的，并且具有差異化的呈現(xiàn)VisualWhether the Brand Presents a Clear Consistent and Differentiating Presence是否品牌保持清晰的、持續(xù)的，并且具有差異化的呈現(xiàn)Goodwill Whether the Brand Is Endorsed by Influencers and the Communities in Which It Lives 品牌是否被影響者或在所生活的社會所認(rèn)可?Image?GIGFY persists and is seen as oldfashioned?Serious drink needs to lighten up to invite younger drinkers into the brand?“Guinness is good for you ”有持續(xù)性，但被認(rèn)為過時?嚴(yán)肅飲品 需要讓年輕消費(fèi)群進(jìn)入本品牌Customer? People e late to the brand an old man’s drink? Young tend to dip in and out of brand?人們接觸品牌較晚，是一個老年男性的品牌 ?年輕人如蜻蜓點(diǎn)水般嘗試一下Channel?Focuses on extremes (hawker centres Westernstyle pubs), leaving middle ground Chinese night spots underleveraged?Younger drinkers surprised if Guinness is not available but five outlet switch brands?集中在終端?沒有 “Guinness”年輕人會很驚訝，但會原諒?fù)范D(zhuǎn)換品牌Product? People measure Guinness against beer, therefore are continually surprised by its bitterness人們以啤酒的標(biāo)準(zhǔn)來判斷 Guinness， 發(fā)現(xiàn)它的味道太苦，不易接受Visual? Blackness is visibly different, striking and signifies masculinity?Inbar signage is dusty?黑色是視覺差異， 意味著男性?酒吧內(nèi)的象征是灰塵GoodwillCampaign approach irreverent, but doesn’t do much for the munity at largeBut awareness of Irish pubs introduces an ‘a(chǎn)uthentic’ feel which appeals to the young?廣告方式有點(diǎn)叛逆、不尊重的感覺，但并沒有太過分?愛爾蘭酒吧帶來可信的感覺，并且吸引年輕人Challenge 挑戰(zhàn)Find ways to encourage young drinkers to experiment with Guinness and to sustain that experiment into a drinking habit尋求一些方法，鼓勵年輕消費(fèi)者嘗試 “Guinness”，并且將其嘗試經(jīng)驗(yàn)保留成為飲用習(xí)慣A Challenge Is Not An Objective挑戰(zhàn)不是目標(biāo)? Is not a marketing objective 不是市場目標(biāo)– Increase share by 10% 提升 10%的市場份額? It is not a munication objective 也不是傳播目標(biāo)– Raise brand awareness from 45% to 70% 將品牌知名度從 45%提升至 70%? A Challenge helps us redefine the way people experience the brand 挑戰(zhàn)幫助我們重新定義人們接觸品牌的方式….in order to do this (objective)為了做到這樣（目標(biāo)）….we have to do that (Challenge)我們必須那樣做（挑戰(zhàn)）Amex Blue SingaporeObjective... in order to目標(biāo) …為了? Launch an Amex credit card into an already saturated market during a depression 在經(jīng)濟(jì)消沉的時期，在一個信用卡成熟市場上市一個 “Amex”信用卡Challenge…we have to do to