360度品牌管理(2)

RevisedBrandAuditQuestions修正后的品牌检验问题Thinkingaboutthespecificthingsthattriggerthisbrand’sidentityinyourmind…想象一下哪些可以让你辨认出这个品牌的一些特定的事务•Whenyouhearthebrand’sname,whatimmediatelyspringstomind?当你听到这个牌子的名字，那些东西会立刻出现在你的脑海中？•Whatelse?还有呢？–visualsorimages?视觉和形象？–packagingorproductelements?包装和产品元素？–bitsofcommunication?传播的片断？–signsorsymbols?标志和符号？–otherbrandlore?其他有关品牌的部分？•Whatkindofpeopledoyouassociatewiththebrand,andhowdoyoufeelaboutthem?哪种类型的人会让你与这个品牌联系起来？你对这些人的感觉如何？Thinkingaboutthefeelingsandemotionsthebrandevokesinyou…想象一下这个品牌给你带来的感受和情绪……Whatspecificfeelingsandemotionsdoyouexperienceinconnectionwithusingthisbrand?当你和这个品牌有联系时，你体验到那些特别的感受和情绪？•Whatpersonalmemories,experiencesorassociationsdoesthisbrandbringtomind?这个品牌让你回忆起哪些个人的记忆、体验或联想？•Whatdoesthisbranddoforyouinyourlifethatotherbrandsdon’t?这个品牌在你的生活中做了哪些其他品牌无法做的事情？–whatuniquecontributiondoesitmake?它带来哪些独特的地方？–whatspecialperspectivedoesitgiveyouaboutusingthecategory?它带给你哪些有关试用这个类别产品的特殊的观感？Nowsteppingoutoftheroleofthebrand’suser,andconsideringalltheimplicationsoftheseinsights…现在走出品牌使用者的角色，考虑所有这些消费者洞察的启示•Whatdotheseinsightssuggestorsignalaboutthebrand?这些消费者洞察暗示了这个品牌的哪些方面？•Whatisthemoodofthebrand?这个品牌的情绪是怎样的？•Howdothefeelingsandemotionsthisbrandevokesdifferfromthoseitsleadingcompetitorevokes?这个品牌引起的感受和情绪与其它主要竞争品牌带来的有哪些不同的方面？BrandAuditHelpsUsDefinetheUniqueRelationshipBetweentheCustomerandtheBrand品牌检验帮助我们确定消费者与品牌之间的独特关系Thebrand’sDNAexpressedinawritten书面表达的品牌DNABrandPrint品牌写真WhenYouWriteaBrandprintYouWillAlmostCertainlyStartWithHaveTooManyWords当你开始写品牌写真时，你开始几乎一定会从运用很多词句进行描述ChivasRegal:ThailandChiivasisthenight.Apaletofflickeringneonandblinkingcarlights.Theblastofrawmusicasyouswingthroughthedoorsofacrowdedfriendlypub.Chivasisneverwantingthenighttoend.BecauseChivasiscamaradie.Aclutchoftruefriendsforever.ThesubtlesplashofChivasovericeunderliningaburstofuninhibitedlaughter.Thestuffourfondestmemoriesaremadeof.AndChivasisirrevocablyright.itimpartsanelitistspirittothepeoplewhodrinkitThewhiskypreferredbycontenporary,affluentyoungmen...whichwomenareonlytoohappytoshareWhenLookingatandEvaluatingBrandPrints当你细看及评估品牌写真时•RememberNeilFrench’sstoryofthebrilliantcarverofwoodenelephants记住NeilFrench关于伟大的木象雕刻匠的故事•Hissecretformakingperfectelephantswastocutawayeverythingthatwasnotelephant它创造完美大象的秘诀是，去掉所有不是大象的部分ExamplesofShorterBrandPrints精悍的品牌写真------例如•JaguarOriginal•Impulse•TheEconomist•BankofChina•AmericanExpressJaguar(USA)ThedifferencebetweenJaguarandothercarsrunsdeeperthansheetmetalandengineering:It’saboutsoul,passionandoriginalityAJaguarisacopyofnothing...justlikeitsownersJaguar和其他轿车的差别不仅在钢板和引擎技术在于精神、热情和原创性Jaguar都是独一无二的就象它的主人Impulse(Europe)ImpulsegivesmetheconfidencetoexploreandenjoythesometimesbumpyjourneyintowomanhoodAsIexperimentwiththeemergingme,Impulsesurroundsmewithanenergyfieldfilledwithvitality,spontaneityandthecouragetobemyselfTheEconomist(Asia)TheEconomistisredanddaringItsboldcovershintatwhatlieswithin:provocative,brutallyhonestandnon-conformistopinionsBeholdentonoone,itrefusesto‘kowtow’topopularity,andseesthroughthenewclothesofemperors,politiciansandtaipansalikeBankOfChina(Singapore)TheBankofChinaistheWiseOldManItbringswisdomtodealingswithyourassets...theWisdomofWealthAmericanExpress…isnotforeverybody.Itisforthosewhothinkbiggerthoughts,dobiggerthings,andpaintbiggerpicturesAmericanExpressAdditionalWaystoApproachWritingaBrandPrint其他形成品牌写真的方法•AtoZ•Photomontage图片集锦AToZ-AVerbalBank•Usingwordassociationtoarticulatesuppressedfeelingsandemotions运用词汇联系来表达潜在的感觉和情绪•CanbeusedinadditiontoBrandAudittoenrichvocabulary除了可以运用在品牌检验，还可以丰富词汇e.g.BMW(NewZealand)HowItWorks如何运用•GeneratewordassociationsforthebrandbeginningwiththeletterAandwritethemdown将字母A开头的与本品牌有关的词汇都写下来•ThenfortheletterB,thenforletterCetcetctoZ接着字母B，字母C……到字母Z•ReviewyourWordBank重新检视你的词汇银行•Selectoneassociationforeachletter每一个字母选择一个有联系的内容•Writeasummary写下小结AdultBlitzkriegCulturedDriveableEnvyFlatOutGruntHandlingIndependentJumpingKrautLookOutModernNoticedActiveBoldClassicDynamicEnergeticFastGermanHarmonyIndividualJiveKingLoverMuscleNotoriousArrogantBallsyConfidentDiscerningEngineeredFashionableGlamourHitechIntelligentJazzKillerLuxuryManlyNotoldAmbitiousBetterConservativeDrivemeExpensiveFastGermanHotIntegrityKnowledgeLongtermMeticulousNurturedAchievementCompetitiveEliteGoalImportantLeaderMeNuanceABCDEFGHIJKLMNOvertPrestigiousQuickRevsSuaveTrustworthyUnbeatableVampYouthXcuseMe0-100OverdrivePassionateQualityRefinedStylishThrustingUniqueVibrantWealthSeXyYoungZoomPrideRedSleekTailoredUnderstandVirileWaywardXcitingYearnZealotPleasureReliableSilentThroatyVerveWishXuberantYesZippyPositiveSelfishTorqueValuesWantonXcellenceOPQRSTUVWXYZArrogant,aspirationalBallsy,boldCom/fort,classy,confidentDemanding,discerningExclusive,engineeredFashionGlamourHotIndividual,intelligentJazzKillerLoversManlyNotold,notslowOvertPassionateQualityRedSleek(Tailored)UniqueVirileWealthXcitingYearningZealotABCDEFGHIJKLMNOPQRSTUVWXYZWesawaBMWas:HavingpowerundercontrolAfeelingofsuperiorityachievedbybeingthetamerofapowerful,passionatebeastAperfectsenseofharmonyandbalanceinac