【正文】 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 Presence Visual 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 Lives Goodwill 商譽 ? Campaign approach irreverent, but doesn?t do much for the munity at large 廣告方式有點叛逆、不尊重的感覺，但并沒有太過分 ? But awareness of Irish pubs introduces an ?authentic? 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 是否品牌形象夠強且吸引人 Customer How Strong the Brand?s C。 Distilling the Discovery Discussion 將討論進行過濾 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 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 需要讓年輕消費群進入本品牌 How Strong the Brand?s Customer Franchise Is Customer ? 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 年輕人如蜻蜓點水般嘗試一下 How Well the Brand Is Leveraged in the Trade Environment Channel 銷售渠道 ? Focuses on extremes (hawker centres amp。 Enjoys Unique Customer Equity Advantages Linked to Its Product Portfolio ? A range covering a wide set of needs across family lifestages, from mothers to be to senior adult nutrition涵蓋大范圍的家庭生活所需，從母親到高級成人營養(yǎng) ? Umbrella branding extending into many aspects of the customer ’s life (unlike Unilever) 品牌擴展到消費者生活的很多方面 ? Therefore the ability to realise the value of the customer in portfolio and through time 有能力了解消費者的價值 Stimuli for Channel Equity 銷售渠道方面 ? Does the existing mix of different channels work to the best advantage of the brand’s sales and image? 現(xiàn)有的不同銷售渠道的組合， 是否給品牌的銷售和形象帶來最大的好處 ? Are there new potential channels to explore? 是否有潛在的銷售渠道可以發(fā)展？ ? 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? 本品牌對銷售渠道的重要性如何？銷售渠道對品牌的意見如何？ ? 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 amp。 The Elements 主要元素 Brand Scan 品牌掃描 Brand Audit 品牌檢驗 Points of contact 接觸點 Challenge 挑戰(zhàn) BrandPrint 品牌寫真 Idea Brand World 品牌世界 Executions 執(zhí)行 Discover the Challenge facing the brand in a 360 Degree way 從 360度的角度，發(fā)掘 品牌面臨的挑戰(zhàn) Describe the Brand’s DNA 描述品牌的 DNA Challenge 挑戰(zhàn) BrandPrint 品牌寫真 Brand World 品牌世界 Create a world which maximises the interplay between the brand and its customers at various points of contact創(chuàng)造一個世界，讓品牌和它的消費者之間在各個不同接觸點的相互影響達到最大化 What We Need Idea Brand Audit 品牌檢驗 Brand Scan 品牌掃描 Points of contact 接觸點 Gathering, ordering and interpreting information about the brand in a 360 Degree way 從 360度的角度，收集、整理、解釋關(guān)于品牌的各種訊息 Understanding the unique relationship between the brand and its customers 了解消費者與品牌的獨特關(guān)系 Defining the areas where the brand can intensify the impact it has on people’s lives 確定品牌可以增強其對人們生活影響的接觸點 How We Get There 如何達到？ 2 From Brand Scan to Challenge 從品牌掃描到挑戰(zhàn) Where the Brand’s Problems Lie 品牌的問題在哪里？ Brand Scan 品牌掃描 Challenge 挑戰(zhàn) Equities 資產(chǎn) ? A 360 Degree brand is a posite of different, interrelated strengths or equities 一個 360度的品牌是不同內(nèi)在相關(guān)的優(yōu)勢和資產(chǎn)的組合 ? We use six equities to look at a brand in a prehensive way 我們運用六個方面來觀察一個品牌 ? We assess the strengths and weaknesses on each as a health check on the brand 就像品牌的健康檢查，我們得到每個方面品牌的優(yōu)勢和弱點 Image 形象 Goodwill 商譽 Product 產(chǎn)品 Customer 消費者 Visual 視覺 Channel 銷售渠道 A Composite of Six Interrelated Equities 6個方面資產(chǎn)的組合 The Brand Team Needs To Know ? Product產(chǎn)品 How the product performance supports the brand 產(chǎn)品的表現(xiàn)如何支持品牌？ ? Image形象 Whether the brand’s image is strong and engaging 是否品牌形象很強并且吸引消費者？ ? Customer消費者 How strong the brand’s customer franchise is 品牌消費者的特權(quán)有多強？ The Brand Team Needs To Know ? Channel銷售渠道 How well the brand is leveraged in the trade environment 通路環(huán)境對品牌的影響如何？ ? Visual視覺 Whether the brand presents a clear, consistent and differentiating presence是否品牌具有清晰、持續(xù)和差異化視覺形象 ? Goodwill商譽 Whether the brand is endorsed by influencers and the munities in which it lives 是否品牌被“影響者”和社會團體所認可？