十问十答 | 宝洁十亿美元品牌的品牌资产体系（中英文原版）

问：“WHO”(目标消费者)的出色选择是如何提高“WHAT”(品牌资产)的？

“WHO”(目标消费者)和“WHAT”(品牌资产)的选择是一个彼此关联影响的过程。在回顾品牌资产金字塔体系（译者注：即品牌定位资产屋）时，我们会发现，那些拥有更好“目标消费者”的品牌实现了以下目标：

■ 在品牌心智或体验上更加影响品牌个性的感性资产；
■ 目标消费者对品牌POPs利益点（point ofparity品类兼有利益点）/PODS差异化利益点（point of difference品牌特色利益点）的理性认知理解更具体明确，基于品牌功能性主张的情绪感知更丰富。
■ 越是严丝合缝的品牌金字塔定位，品牌资产就越是消费者的心智要素，而非若干语词的拼凑集合。

『 2 』

Question: My communication needs to be broad enough to appeal to a large segment of thepopulation in order to achieve my business goals. Since feeling equities arepolarizing how can I use them with such a broad target ？

We are finding that in fact the opposite works. In identifying and utilizing thefeelings/emotions relevant to a smaller inspirational target you will attract abroader audience. Net, in saying something deeply relevant to a smaller groupyou connect better with a broader group versus trying to stand for somethingthat Is bland /generic (such as"confidence”).The trick is to identify an inspirationaltarget which will lead to this connection point. This can be different by brand-for some it may be those consumers who use the brand in an extreme way(e.g.fanatical Gain users even wash their pets with Gain to get more of the scent).For others it may be those who only use thebrand under certain circumstances who hold the key to inspiration(eg I only useTide when I have an extremely dirty load), for others there may be a segmentthat is aspirational to a much broader audience in general (eg. in finefragrances).

问：为实现业务目标，我们的沟通范围必须足够大众，吸引大部分消费者，（但目标消费者收窄了人群）导致品牌资产发生（小众性）极化，我们怎能将其应用于大众人群？

实际上，情况恰恰相反。品牌资产越是基于小众心智的锋利性，越可以吸引更广泛的大众。总之，当品牌诉求越与目标小众群体丝丝入扣，越能与更广泛的大众消费人群建立恰当的关联，而不是平淡中庸地言之无物（如: 泛泛而谈“飘柔就是这样自信”）。

这个技巧在于找到这些“引领性小众”，从而导出品牌与他们的链接点。除非特别例外的那些不正常使用品牌的小众群体（比如一些狂热的GAIN用户会用GAIN来洗宠物以获得更多香气）；

对于特定的情景式品牌消费者（例如，我只在衣服极度肮脏的情况下才使用Tide汰渍洗衣），在推导品牌定位关键时，也可以成为品牌的目标细分人群，通常情况下也可以引领大众成就规模化的品牌业务。（例如，1936年优之美香的品牌案例）

『 3 』

Question: How do Iknow when the top of pyramid is good ?

The top of the pyramid is"what you want to stand for in the target’sheart/mind”. Criteria to evaluate are ：

a)drive preference amongstrategic target ,
b)distinctive to competition,transcending building blocks to unify and differentiate the brand
c) define the shoulders of the brand to provide breadth

This said it seems that there are three current broad ways of tackling the top ofthe pyramid:

◆  The most important POD. Example Cover Girl: Positively Fresh andEasy Beauty.
◆ A provocative articulation of the 2-3 most important ideas oftenboth the functional and emotional . Exampe Betty Crocker: Home Made Made Easy,Nike: Authentic Athletic Performance ,
◆ A higher order promise that builds on but transcends the specificbuilding blocks. Example Tampax . Invisible Protection, Always: Frees you toenjoy life as a woman every day .

问：如何理解什么才是更好金字塔顶端部分(译者注：品牌核心价值)

品牌金字塔的顶端是“你所希望品牌在目标消费者的心目所代表什么”。评估标准包括：

a)喜闻乐见：抢占战略目标消费者中的偏好
b) 独树一帜：区别竞争，突出统一化和差异化的利益点
c) 责任担当：界定品牌所肩负的责任，以提供广度。

这就是说，目前有三种普遍性的方法来解决金字塔顶端（品牌核心价值定位）问题：

◆ 最重要的POD升华（point of difference品牌特色利益点）。例如，封面女郎(COVERGIRL品牌名)：清透简单之美。
◆ 富有感染性地整合2-3个重大亮点，可兼具功能和情感。例如：贝蒂妙厨(Betty Crocker罐头食品的北美知名品牌)：家常便饭更轻松；耐克：真正的运动在表现。
◆ 更高的境界性承诺主张，则可超越所有的具体品牌元素堆砌。例如，丹碧丝（Tampax 妇女卫生棉条品牌名）：看不见的保护；护舒宝（Always，即Whisper）：自由女生，天天尽享人生。

『 4 』

Question: Shouldbrands be encouraged to measure the Top of Pyramids ？

Yes,BUT. Tops of pyramids cannot be lifted from the equity document and placedverbatim into Equity Scan because they are written in strategic not consumerlanguage-eg. Olay"Where skin amazement begins ”.

Brands should identify what consumer friendlyattributes are good surrogate composites for the top of the pyramid. Forexample, Olay measures the top of the pyramid "Where skin amazementbegins"by tracking four Equity Scan statements：

—Gets me compliments about my skin
—Makes me feel good about my appearance
—Makes me feel good about myself
—Makes me confident

问：是否应该支持品牌部门来评估品牌金字塔顶端的核心价值定位？

是的。但，金字塔顶端的核心价值定位不能从品牌资产文件中断章取义地直接截取，并用于品牌资产评估的消费者调研，因为核心价值定位是战略表达，而非消费者沟通话术，例如，Olay："肌肤惊喜的源头"。

品牌部门应该确定哪些消费者话术可以良好地表达品牌金字塔顶部核心价值定位（再用于品牌资产评估的消费者调研），例如，Olay评估了代表"肌肤惊喜的源头"核心价值的四个品牌资产表述：

○ 赞美我的肌肤
○ 让我对自己的形象感觉良好
○ 让我对自我感觉良好
○ 让我自信

『 5 』

Question: Feelings are highlycorrelated to market share yet are vastly underrepresented in pyramid choices.How do I incorporate"feelings "into my equity choices?

The strongest brands have both head and heart elements. Examples are Coke, Disney,BMW. Nike, Apple and  Louis Vuitton.There is a huge opportunity to enhance our ability to define and measure thefeelings territory brands want to own. For perspective, less than 25% of P&Gtop I5 brands in the US are strongest on feelings vs. 50% are strongest onperformance. What is clear is that brands need to havehigh scores on performance and imagery attributes before they can pretend toplay in the feelings territory. But while performance and judgment areessential they are not on their own sufficient, as the brands with the highestmarket share also have the symbiotic duality of delighting the head and the heart .

问：（消费者）心灵感受与品牌的市场份额密切相关，但在品牌金字塔定位体系中并未被充分反映。如何将"心灵感受"纳入品牌资产的选择中？

强大的品牌都是同时具备理性和心灵的品牌要素。例如可口可乐、迪斯尼、宝马、耐克、苹果和路易威登。

（对宝洁而言）有一个品牌管理能力的巨大提升机会（译者注：美式语言，其实就是不足和缺点），就是要定义和评估品牌领域里想要拥有的（消费者）心灵感受。

有观点认为，美国市场上，宝洁最强大的15个品牌里，只有不到25%建立了最强大的（消费者）心灵感受，而有50%还是在产品功能表现上最为强大。当然，品牌要在功效和体验的产品属性上先有高分，才能在心灵领域上有所呈现。

但是，产品表现和功效再必不可少，对于品牌而言也是不足够的，因为市场份额最高的品牌也最需要（令消费者）在理性与心灵上同时愉悦。

『 6 』 

Question: Should Imeasure feeling attributes?

Yes. We do need to make choices about whatfeeling territory we want to play in and then read over time our progresstoward getting there. This does not mean though that we identify a categorydriving feeling and just add this to our brand pyramid.

First, we need to identify a specific, ownableand distinctive feeling our brand can own in the hearts of our strategictarget.

Second we need toarticulate a number of surrogate phrases that together would likely revealprogress towards desired goal.

Owning a feelingis more ethereal than owning a functional benefit and we need to acknowledgethe complexity behind it and devise the questionnaire with caution andpsychological sensitivity.

Examples are SKII-"enriches your soul, helping to make you feel rewarded and renewed,Folgers "prepares you to embrace the day "and Bounty"helps youresolve tension around spills and messes ".

问：我们应该评估消费者的心灵感受吗？

是的。我们应该开始在消费者的心灵感受上规划出品牌的定位领域，然后向着这个方向前进。但这并不意味着我们只是确定了一个品牌心灵定位的模块，然后加到品牌金字塔定位体系里而已。

首先，我们需要基于品牌战略目标用户的心智，确定一个具体的、可拥有的和独特的心灵定位，

然后，我们需要明确这些心灵定位的表达，这些表达合力指向了我们预设的品牌目标；

品牌占位（消费者的）心灵感受比占位产品功效利益点更加地玄妙优雅，我们要承认这背后的复杂性，并小心敏锐地设计这部分调研问卷。

例如SKII-"丰富你的灵魂，帮助你感到有犒赏和焕新，Folgers福尔格斯（咖啡品牌）”, "准备好了，拥抱这一天"和Bounty(厨房纸巾品牌)"帮助你解决意外和混乱 "。

『 7 』

Question: Should weinclude Value as a POD? If so shouldnt all brands have this in their pyramid ?

We are seeing a need for brands to have a very strong focus on value especiallywith strong rise in oil prices, interest rates and the deflationary environmentin Western Europe/Japan. Given our traditional premium performance-premiumpriced business model we do think it appropriate to encourage brands to have aspecial focus on their value rating.

问：我们是否应该将“用户价值”（中国宝洁译为“物有所值”）作为POD品牌利益点？如果是这样，是不是所有的品牌都应该在他们的金字塔体系里出现“用户所值”？

我们看到，品牌需要非常注重用户价值，尤其是在西欧/日本油价、利率和通货紧缩环境强劲上升情况下。鉴于我们一直以来的“优质优价”业务模式，我们的确认为鼓励品牌部门应该特别关注其用户价值的评分是合适的。

『 8 』

Question: BrandCharacter ratings don't drive preference so what value does it add and howshould I manage to maximize brand equity strength?

The value of brand character is in its differentiating ability-good characterscreate a differentiated image .This explains why the characteristics of a greatbrand character are a)decisive b)distinctive and c) inspirational to thecreatives. Brand character isn't a driver of preference because it isn't atangible consumer benefit.

However, it is part of a brand's intangibleimagery value that helps consumers to distinguish a brand from the thousands ofothers that compete for mind and awareness space .

Weak Characters are vague, contradictory, and generic Strong Characters cause aperson to come to mind (Clever, Lighthearted & Irresistible- Charmin),sometimes have duality that creates distinctively(e.g. Playful  Goddess- Pantene; and impact all aspects ofthe brands work design, product, communication e.g. Pampers - Joyful,Genuine, Insightful )

问：品牌个性的评估得分并不会像“用户价值”评估得分一样驱动品牌偏好，那么我们如何通过管理品牌个性来赢得独特强大的品牌资产？

品牌个性的价值在于其差异化能力，塑造出差异化的性格化识别。这解释了为什么一个伟大的品牌特征是

a）决定性
b）独特性和
c）鼓舞人心的创作。

品牌个性不是偏好的驱动因素，因为它不是有形的消费者利益点。

然而，它是品牌无形的形象价值的一部分，帮助消费者区分一个品牌和成千上万的其他品牌思想和意识空间的竞争。

弱化品牌个性是空泛的，矛盾的，而通常强化品牌个性使人浮想联翩（聪明、轻快让人无法抗拒—魅力），有时需要担当独特性的创造（如：俏皮女神--潘婷；并影响品牌设计、产品、传播的方方面面，如：帮宝适--乐活、真情、有见地）

『 9 』

Question: how do weprovide for adequate stretch while ensurin brands spanning categoriesremain  rooted to their core?

If abrand is looking to move into new categories, it should identify a"Transferable Point of Difference" (TPOD), that POD which isCURRENTLY OWNED and is meaningful in the new categories. The brand needs to ownthe TPOD in order to be able to use it to move. The key here is that it needsto be currently owned and important to address an unmet need in the newcategory and therefore effective in helping succee  in new category.

问：我们如何提供足够的延伸，使跨类别的品牌仍然植根于其核心？

如果一个品牌想要进入新的类别，它应该确定一个"可转移的差异点"（TPOD），即POD在目前自有的，和在新的类别中都是有意义的。该品牌需要拥有TPOD才能使它移动。这里的关键是，它需要是目前拥有的，并且重要的是解决新类别中未被满足的需求，从而有效地帮助在新类别中取得成功。

『 10 』

Question: How do Icapture the equities of brands that span multinle categories and benefits ？

The equity pyramid should capture the unifying elements at the core of the brand.The cluster matrix should capture the specific POP/PODS necessary for eachcluster to be successful as well as the key brand POD beingdelivered via each cluster. Brands that compete in multiple categories such aslams, Olay, Pampers, Bounty , Swiffer, Mr Clean, Crest should do this.Brands that have many variants but only compete in one category such as Tide,Cascade, Charmin and Downy should use a strategic communication matrix

问：如何捕捉跨多个类别和利益点的品牌资产？

品牌资产应抓住品牌核心的统一元素。品类集群矩阵应反映每个集群所需的具体的POP/PODS，以及通过每个集群交付的关键品牌POD，在多个领域竞争的品牌，如拉姆，奥莱，潘珀，赏金，斯威弗，清洁先生，克雷斯特这样做的。品牌有很多变化，但只竞争在一个品牌，如汰渍、卡斯卡德、夏明、道尼等，应采用战略传播矩阵。