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1、Revised Brand Audit Questions 修正后的品牌检验问题Thinking about the specific things that trigger this brands 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 brands 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 produc
2、t elements?包装和产品元素？ bits of communication?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
3、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 dont? 这个品牌在
4、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 brands 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
5、 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 leading competitor 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 Relation
6、ship 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 brands 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: ThailandChiivas is the night. A palet of fl
7、ickering 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. A clutch of true friends forever. The subtle splash of Chivas over ice underlining a burst of uninhibited lau
8、ghter. The stuff our fondest memories are made of. And Chivas is irrevocably right. it imparts an elitist spirit to the people who drink it The whisky preferred by contenporary, affluent young men. . . which women are only too happy to shareWhen Looking at and Evaluating BrandPrints 当你细看及评估品牌写真时 Rem
9、ember Neil Frenchs story of the brilliant carver of wooden elephants记 住Neil French 关于伟大的木象雕刻匠的故事 His secret for making perfect elephants was to cut away everything that was not elephant它 创造完美大象的秘诀是，去掉所有不是大象的部分Examples of Shorter BrandPrints 精悍的品牌写真-例如Jaguar OriginalImpulse The EconomistBank of China
10、American ExpressJaguar (USA)The difference between Jaguar and other cars runs deeper than sheet metal and engineering: Its about soul, passion and originalityA Jaguar is a copy of nothing . just like its owners Jaguar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)Impulse gives me
11、 the confidence to explore and enjoy the sometimes bumpy journey into womanhood As I experiment with the emerging me, Impulse surrounds me with an energy field filled with vitality, spontaneity and the courage to be myselfThe Economist (Asia)The Economist is red and daring Its bold covers hint at wh
12、at lies within: provocative, brutally honest and non- conformist opinions Beholden to no one, it refuses to kow tow to popularity, and sees through the new clothes of emperors, politicians and taipans alikeBank Of China (Singapore)The Bank of China is the Wise Old Man It brings wisdom to dealings wi
13、th your assets . the Wisdom of WealthAmerican Express is not for everybody. It is for those who think bigger thoughts, do bigger things, and paint bigger picturesAmerican ExpressAdditional Ways to Approach Writing a BrandPrint 其他形成品牌写真的方法 A to Z Photomontage 图片集锦A To Z - A Verbal Bank Using word ass
14、ociation to articulate suppressed feelings and emotions运 用词汇联系来表达潜在的感觉和情绪 Can be used in addition to Brand Audit to enrich vocabulary除 了可以运用在品牌检验，还可以丰富词汇e.g. BMW (New Zealand)How It Works 如何运用 Generate word associations for the brand beginning with the letter A and write them down 将 字母A开头的与本品牌有关的词汇都
15、写下来 Then for the letter B, then for letter C etc etc to Z 接 着字母B，字母C到字母Z Review your Word Bank 重 新检视你的词汇银行 Select one association for each letter 每 一个字母选择一个有联系的内容 Write a summary 写 下小结Adult Blitzkrieg Cultured Driveable Envy Flat Out Grunt Handling Independent Jumping Kraut Look Out Modern NoticedAc
16、tive Bold Classic Dynamic Energetic Fast German Harmony Individual Jive King Lover Muscle NotoriousArrogant Ballsy Confident Discerning Engineered Fashionable Glamour Hi tech Intelligent Jazz Killer Luxury Manly Not oldAmbitious Better Conservative Drive me Expensive Fast German Hot IntegrityKnowledge Long term Meticulous NurturedAchievementCompetitiveEliteGoalIm
