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1、BrandZeal.Encountering a brand is like exploring a different world.Consumers are attracted by the radiance and gravity of a brand. The level of awareness it generates, its relevance and appeal.Consumers then experience the products or services that the brand holds within its portfolio.In this brand
2、mapping system we represent the brand as a sun, called a BrandStar and its products as ProductPlanets, these are mapped to orbit around it.Like other brand mapping tools, this system helps you to clearly define a brand and position its products.However, this mapping system also visually represents h
3、ow well each product extension fits within a brand system.Defining A BrandStarBrandCore the essence of what the brand represents.BrandEnvironment the values, distinctive features and heritage that define the brand.BrandPhotosphere the defining sensory elements that people describe when interacting w
4、ith the brand.BrandGravity the strength of attraction the BrandStar exerts. This is measured through brand appeal and consideration measures, compared to competitor brands in the same category.BrandMagnitude how brightly the brand appears to shine through measures of spontaneous awareness and prompt
5、ed awareness .Defining A ProductPlanetPlanetCore the essence of what the product representsPlanetEnvironment the rational, distinctive characteristics ,performance features and heritage of the product PlanetPopulation profile the consumers that you target for acquisition and also those you retain.Pl
6、anetBenefit - Why would you buy this productPlanetAtmosphere the emotional facets of the products personality; how it looks, sounds, acts, tastes, feels, smells.Some products spawn derivatives new flavours or variants that arent important enough to be classified as a new ProductPlanet in their own r
7、ight.These are called ProductMoons the smaller satellites that orbit their parent ProductPlanet. They may be detailed in the same way as planets with core, environment, population, benefit and atmosphere specified for each one.ProductMoonProductPlanet.BrandStars and ProductPlanetsBrandStarA stronger
8、 ProductPlanetA weaker ProductPlanet- The brand template is the star at the centre of a brand map- In this system, the better the product is at reflecting or encapsulating the spirit of the brand, the closer it orbits around the BrandStar.Volkswagen: Driven to perform*GolfPassatGolf PlusJettaFoxBeet
9、leSharanTouranEosTouaregCaravelleGolf EstatePhaeton*This is merely an example and not the current brand essence for Volkswagen.System Example: VWPolo.Apple: Freedom by design *iPodMac BookiPod ShuffleMac Book ProiLifeOS XMac ProiTunesiMacMac miniiPod NanoApple TVQuickTimeiWork.Mac*This is merely an example and not the current brand essence for Apple.AirportXserveXserve RAIDiPhoneSystem Example: Apple
