【正文】 lenge 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？ Recognise this Brand? 辨認這個品牌 What Are Its Equities? 什么是它的資產(chǎn)？ Unusually this Brand was built with no advertising support 通常這個品牌沒有廣告的支持 Health Check: Amex versus Diners in Hong Kong Amex 和 Diners 品牌健康檢查 Image Goodwill Product Customer Visual Channel Image Goodwill Product Customer Visual Channel Health Check: Amex versus HSBC Visa in Hong Kong Amex 和 HSBC 品牌健康檢查 Image Goodwill Product Customer Visual Channel Image Goodwill Product Customer Visual Channel Not Until We Have Assessed Where the Strengths and Weaknesses of the Brand Are on These Six Equities 只有當我們了解品牌在 6個方面的強、弱 ? Can we start to determine what the brand could do to be stronger 我們才能決定做些什么可以讓品牌變得更強大 ? And can we define the Challenge facing the brand 我們才能確定品牌面臨的挑戰(zhàn) Equities 資產(chǎn) ? Equities are not disguises for group panies or munication disciplines 資產(chǎn)不是一群公司或多種傳播方法的偽裝 ? However, different disciplines clearly have more impact on some equities than on others 然而，不同的方法在某些資產(chǎn)方面會比其他的方法更有影響力 What We Use to Help Discovery 我們運用什么來幫助發(fā)掘？ ? The background of our basic knowledge and homework about the brand 我們的基本知識背景和關(guān)于品牌的功課 ? A facilitated meeting of the Brand Team including MindShare 具有促進作用的品牌團隊會議（包括傳立） ? Stimuli selected from a shuffle deck of questions across the equities to provoke thinking and focus discussion (it does not matter which equity we start the discussion with) 激發(fā)思考和討論的“撲克牌” ? And the Compass Dial as a visual prompt 視覺化工具 “ 指南針” Stimuli Questions in the Shuffle Deck: Product Equity “撲克牌”中的問題：產(chǎn)品層面 ? What makes this product superior to the petition? 這個產(chǎn)品優(yōu)于競爭品牌的原因有哪些？ ? Does the product performance live up to expectations in all its aspects? 產(chǎn)品的表現(xiàn)符合在所有方面的期望？ ? Are there things about this product which, if better known, would enhance its appeal? 是否存在有關(guān)這個產(chǎn)品的某些事情，如果大家都知道，可以增加這個產(chǎn)品的吸引力？ Stimuli Questions in the Shuffle Deck: Product Equity “撲克牌”中的問題：產(chǎn)品層面 ? Does this product have the optimum pricevalue equation? 是否這個產(chǎn)品具有最佳的價格 價值比？ ? If there is a range of products, how do they clarify or confuse the proposition? 如果有一系列產(chǎn)品，他們是否讓主張變得更清晰或者更混亂？ ? If you had a free hand, are there any things about the product (presentation/design/size etc) you would change to make it more attractive? 如果你可以自由發(fā)揮， 是否有任何你希望改變的方面，（包括：設(shè)計、尺寸等），讓這個產(chǎn)品更具吸引力？ Example: Jaguar Is a Quirky Brand 例子： Jaguar 是一個詭異的品牌 ? The engineers built back features into the product to reinforce this product equity . an instrument dial in a unusual place Or the rubber duck on the side of the bath in the Conrad Hotel Stimuli for Image Equity 形象層面 ? Are the values or attitudes this brand owns relevant to the market today? 品牌所擁有的態(tài)度和價值是否與今天的市場有關(guān)？ ? Does the brand lead or follow trends set in the market place? 品牌是否引領(lǐng)或追隨在市場中的潮流？ ? Who feels closest to the brand a discrete group, or a wide range of people? 哪些人與品牌最接近？部分人群還是廣泛的人群？ ? To what extent is the brand presented in a distinctive manner pared to the petition? 與競爭品牌相比，品牌的風格獨特到哪種程度？ Stimuli for Image Equity 形象層面 ? Is there a strong idea underpinning the brand?s image? 在品牌的形象背后，是否存在一個很強的“ IDEA”？ ? To what extent is the brand?s share of voice an influence on its image strength? 品牌的“ SOV”對品牌強弱的影響有多大？ ? If there is image weakness, is it because the brand is being wrongly presented or not supported in the right way? 如果存在形象上的弱點，是因為品牌以錯誤的方式被呈現(xiàn)，還是沒有以正確的方式被支持？ Example: Ponds Skin Lightening in Japan ? Weighed down with a ?grandmother?s cold cream? reputation 重負“祖母的冷霜”的形象 ? Needed to skip a generation to rejuvenate image, and appeal directly to a new group