【正文】 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? 售后服務如何有效地支持本品牌？ 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景及價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? 與品牌有關的色彩、 logo、 符號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今的感覺？或者是否覺得有一個品類領導者的感覺？ 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？ ? To what degree are all the aspects of the brand?s visual presence consistent with each other? 品牌視覺各個方面的一致性如何？ Stimuli for Goodwill Equity 商譽方面 ? Are there any social trends which are likely to increase or decrease demand for the brand in the future? 是否存在任何社會趨勢，在將來會影響到對本品牌的需求增減？ ? Are there any external issues which affect this brand, either positively or negatively? Can any be created? 是否有外部觀點會影響到本品牌？ （正面的或負面的觀點）能否創(chuàng)造這樣的觀點？ ? Who in the world at large has a big influence on this brand or the decisionmaking of its consumers? 誰對這個品牌有最大的影響力？對消費者購買決定有影響力？ Stimuli for Goodwill Equity 商譽方面 ? How favourable is the media coverage this brand receives? 這個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? 專家在推薦這個品牌時的感受如何？ ? Does the brand publicly live up to its promises? 是否這個品牌符合它的承諾？ ? Is the brand a good citizen of the munity? 本品牌是否是一個良好的社會公民？ ? How do the brand?s own employees feel about being associated with the brand? Is their behaviour aligned with the CEO?s vision? 當與本品牌有聯(lián)系時， 品牌自己雇員的感受如何？ 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， 是與消費者的接觸點；是品牌呈現(xiàn)自己的物理地點 List of elements associated with each equity 與每個方面 有關的主要 元素列表 Brand Scan Helps Us Diagnose the Areas of Sickness in the Brand 品牌掃描幫助我們診斷品牌的弱點 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品牌需要建立更強關系的地方 ? Inconsistencies in the various points of contact between the brand and its customers 品牌與其消費者在各個不同聯(lián)系點上的不一致性 Using the Compass Dial 運用羅盤（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？羅盤不會告訴你解決方法， 但可以幫助你了解問題的所在。 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 Chal