360度品牌管理(2)写真、idear.ppt

Revised Brand Audit Questions修正后的品牌检验问题
Thinking about the specific things that trigger this brand’s identity in your mind… 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
When you hear the brand’s name, what immediately springs to mind? 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?
What else?还有呢?
visuals or images?视觉和形象?
packaging or product elements?包装和产品元素?
bits munication?传播的片断?
signs or symbols?标志和符号?
other brand lore?其他有关品牌的部分?
What kind of people do you associate with the brand, and how do you feel about them? 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?
Thinking about the feelings and emotions the brand evokes in you … 想象一下这个品牌给你带来的感受和情绪……
What specific feelings and emotions do you experience in connection with using this brand? 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?
What personal memories, experiences or associations does this brand bring to mind? 这个品牌让你回忆起哪些个人的记忆、体验或联想?
What does this brand do for you in your life that other brands don’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?
what unique contribution does it make? 它带来哪些独特的地方?
what special perspective does it give you about using the category? 它带给你哪些有关试用这个类别产品的特殊的观感?
Now stepping out of the role of the brand’s user, and considering all the implications of these insights …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
What do these insights suggest or signal about the brand? 这些消费者洞察暗示了这个品牌的哪些方面?
What is the mood of the brand? 这个品牌的情绪是怎样的?
How do the feelings and emotions this brand evokes differ from those its petitor evokes? 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?
Brand Audit Helps Us Define the Unique Relationship Between the Customer and the Brand品牌检验帮助我们确定消费者与品牌之间的独特关系
The brand’s DNA
expressed in a written
书面表达的品牌DNA
BrandPrint
品牌写真
When You Write a Brandprint You Will Almost Certainly Start With Have Too Many Words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
Chivas Regal: Thailand
Chiivas is the night.
A palet of flickering neon and blinking car lights.
The blast of raw music as you swing through the doors of a crowded
friendly pub.
Chivas is never wanting the night to end.
Because Chivas is camaradie