【正文】 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 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題的所在。 Distilling the Discovery Discussion 將討論進(jìn)行過濾 Into a single Challenge 挑戰(zhàn) The biggest challenge the brand faces 品牌所面臨的 最大挑戰(zhàn) Image Goodwill Product Customer Visual Channel Summarising a Brand Scan Discussion: 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(shí) ? 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 演講完畢，謝謝觀看！