360度品牌管理培训.ppt

What Are Its Equities?什么是它的资产？ Unusually this Brand was built with no advertising support 通常这个品牌没有广告的支持 Health Check: Amex versus Diners in Hong KongAmex 和 Diners 品牌健康检查 Image Goodwill Product Customer Visual Channel Image Goodwill Product Customer Visual Channel Health Check: Amex versus HSBC Visa in Hong KongAmex 和 HSBC 品牌健康检查 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 只有当我们了解品牌在6个方面的强、弱 Can we start to determine what the brand could do to be stronger 我们才能决定做些什么可以让品牌变得更强大 And can we define the Challenge facing the brand 我们才能确定品牌面临的挑战 Equities资产 Equities are not disguises for group companies or communication disciplines 资产不是一群公司或多种传播方法的伪装 However, different disciplines clearly have more impact on some equities than on others 然而，不同的方法在某些资产方面会比其他的方法更有影响力 What We Use to Help Discovery我们运用什么来帮助发掘？ The background of our basic knowledge and homework about the brand 我们的基本知识背景和关于品牌的功课 A facilitated meeting of the Brand Team including MindShare 具有促进作用的品牌团队会议（包括传立） 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) 激发思考和讨论的“扑克牌” And the Compass Dial as a visual prompt 视觉化工具“指南针” Stimuli Questions in the Shuffle Deck: Product Equity“扑克牌”中的问题：产品层面 What makes this product superior to the competition? 这个产品优于竞争品牌的原因有哪些？ Does the product performance live up to expectations in all its aspects? 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“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