From Brand Scan to Challenge 从品牌扫描到挑战
A Composite of Six Interrelated Equities 6个方面资产的组合
Product 产品 Visual 视觉 Channel 销售渠道 Customer 消费者 Image 形象 Goodwill 商誉
Stimuli for Customer Equity 消费者层面
At what point in their lives, and for what reasons, do customers start and stop coming to the brand?
在生活中的哪些点？基于何种原因？消费者开始接触品牌或不 再接触本品牌？
如果有一系列产品，他们是否让主张变得更清晰或者更混 乱？
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?
品牌是否引领或追随在市场中的潮流？
Who feels closest to the brand - a discrete group, or a wide range of people?
哪些人与品牌最接近？部分人群还是广泛的人群？
Stimuli for Image Equity 形象层面
Is there a strong idea underpinning the brand’s image?
Prejudices偏见 Retail environment零售环境 Quality 质量 Taste Receptionists style Design and colour 口味 接待人员的风格 设计和色彩 Line extensions Telemarketing scripts电话行销记录 产品延伸 Sales promotion Employee Service experience 促销活动 relations 服务经验 The way the telephone is answered 雇员关系
如果存在形象上的弱点，是因为品牌以错误的方式被呈现 ，还是没有以正确的方式被支持？
Example: Ponds Skin Lightening in Japan
Weighed down with a ‘grandmother’s cold cream’ reputation 重负“祖母的冷霜”的形象 Needed to skip a generation to rejuvenate image, and appeal directly to a new group of young women 需要跳过一代，让品牌形象得以重生。并 且直接吸引新一代的年轻女性 Double White skin lightening cream made Pond’s once again seem an innovator (after following the trends for a generation) 双重美白霜让Pond’s又一次被看作创新者
产品的表现符合在所有方面的期望？
Are there things about this product which, if better known, would enhance its appeal?
是否存在有关这个产品的某些事情，如果大家都知道，可 以增加这个产品的吸引力？
Stimuli Questions in the Shuffle Deck: Product Equity
Is the brand popular amongst the people who should natural users? be its
在品牌的自然使用者中，本品牌是否被广为接受？
In looking for new customers, to what extent is the brand targeting its best volume opportunity?
Brand Audit 品牌检验
Brand Scan 品牌扫描
Points of contact
接触点
Defining the areas where the brand can intensify the impact it has on people’s lives 确定品牌可以增强其对人们生活影响的接触点
在寻求新的消费者时，品牌目标达到它潜力的多少？
Who is more important to influence, the purchaser or user of
Stimuli for Customer Equity 消费者层面
What is the value to the brand of its best or most loyal customers?
“扑克牌”中的问题：产品层面
Does this product have the optimum price-value equation?
是否这个产品具有最佳的价格--价值比？
If there is a range of products, how do they clarify or confuse the proposition?
品牌忠实消费者对品牌的价值是什么？
Is the brand over-dependent either on its loyal customers or a constant arrival of new users?
是否本品牌过分依赖于忠实消费者或新进消费者？
Is this brand getting its fair share of the customer’s wallet?
What Sort of Company Do We Want to Be? 我们希望成为一个怎样的公司？
The Unlimited Brand Company 无限品牌公司
A Brand Is The Totality Of What The Customer Experiences 一个品牌是消费者所经历的总和
描述品牌的DNA BrandPrint 品牌写真 Idea Brand World 品牌世界
Challenge 挑战
Create a world which maximises the interplay between the brand and its customers at various points of contact创造一个世界，让品牌和它的消
Stimuli for Image Equity 形象层面
Are the values or attitudes this brand owns relevant to the mar天的市场有关？
Does the brand lead or follow trends set in the market place?
Corporate reputation Collective memory 企业声誉 Packaging包装 记忆累计 Word of mouth 口碑 Social attitudes社会态度 Price 价格 Government endorsement 政府认可 Delivery trucks送货车 News media新闻媒体 Your showrooms展示厅
是否本品牌得到其应该得到的份额？
Does this brand treat its best customers as customers for life?
In Most Countries Nestlé Enjoys Unique Customer Equity Advantages Linked to Its Product Portfolio
Stimuli for Channel Equity 销售渠道方面
Does the existing mix of different channels work to the best advantage of the brand’s sales and image?
现有的不同销售渠道的组合， 是否给品牌的销售和形象带来 最大的好处
A range covering a wide set of needs across family lifestages, from mothers to be to senior adult nutrition涵盖大范围的家庭生活所需，从母亲 到高级成人营养 Umbrella branding extending into many aspects of the customer ’s life (unlike Unilever) 品牌扩展到消费者生活的很多方面 Therefore the ability to realize the value of the customer in portfolio and through time 有能力了解消费者的价值
费者之间在各个不同接触点的相互影响达到最大化
How We Get There 如何达到？
Gathering, ordering and interpreting information about the brand in a 360 Degree way 从360度的角度，收集、整理、解 释关于品牌的各种讯息 Understanding the unique relationship between the brand and its customers 了解消费者与品牌的 独特关系
在品牌的形象背后，是否存在一个很强的“IDEA”？
To what extent is the brand’s share of voice an influence on its image strength?