Brand Mapping Tool5000

BrandZeal

Introduction to BrandStars and ProductPlanetsA brand mapping tool

BrandZeal

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Best Viewed Full Screen

Encountering a brand is like exploring a different world.

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Consumers are attracted by the radiance and gravity of a brand. The level of awareness it generates, its relevance and appeal.

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Consumers then experience the products or services that the brand holds within its portfolio.

In this brand mapping system we represent the brand as a sun, called a BrandStar and its products as ProductPlanets, these are mapped to orbit around it.

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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 how well each product extension fits within a brand system.

Defining A BrandStar

BrandCore – 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 with 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 prompted awareness

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Defining A ProductPlanet

PlanetCore – the essence of what the product represents

PlanetEnvironment – 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.

PlanetBenefit - Why would you buy this product

PlanetAtmosphere – the emotional facets of the product’s personality; how it looks, sounds, acts, tastes, feels, smells

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Some products spawn derivatives – new flavours or variants that aren’t important enough to be classified as a new ProductPlanet in their own right.

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.

ProductMoon

ProductPlanet

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BrandStars and ProductPlanets

BrandStar

A stronger ProductPlanet

A 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.

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Volkswagen: Driven to perform*

Golf

Passat

Golf PlusJetta

Fox

Beetle

Sharan

Touran

Eos

Touareg

Caravelle

Golf Estate

Phaeton

*This is merely an example and not the current brand essence for Volkswagen.

System Example: VW

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Apple: Freedom by design *

iPod

Mac Book

iPod Shuffle

Mac Book Pro

iLife

OS X

Mac Pro

iTunes

iMac

Mac mini

iPod Nano

Apple TV

QuickTime

iWork .Mac

*This is merely an example and not the current brand essence for Apple.

Airport

Xserve

Xserve RAID

iPhone

System Example: Apple

Copyright © 2007 BrandZeal. All rights reserved.

You may copy, distribute and reference this brand mapping system. When you reference or use the system, you must highlight BrandZeal as the system

originator in any documentation.

We would appreciate the inclusion of a link to our website: www.brandzeal.com

If you require support for this system, we answer general enquiries via email for free, in our own time, but charge standard consultancy fees to work on projects.

If you would like us to undertake a brand audit or the development of a BrandStar and ProductPlanet system for a client, please contact us via email.

If you have any questions, please contact us:

[email protected]

We are grateful to the Photoshop artists who have created the planet graphics and made them publicly available on the internet. If you own the rights to any graphic and do not wish us to include your work here, please contact us via our website. We will happily

remove any artwork you do not wish us to use from this document.

Thank you.

BrandZeal

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Web microsite: www.brandzeal.com

Blog: http://brandtao.wordpress.com