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Introducing a new brand positioning and mapping tool.
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Introduction to BrandStars™ and ProductPlanets™
A brand positioning, mapping and performance tracking tool
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1BrandTao
The way of brands
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 illuminates, its difference, relevance and engaging appeal.
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Consumers experience the advertising, 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.
Once a brand is mapped, the system goes on to track performance against competitor brands, reporting progress aginst key performance metrics that aid diagnosis of each reported brand’s strengths and weaknesses.
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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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Brand Positioning
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Measuring BrandStar™ Performance
Distinctive from other brands
Engaging
Pertinence
Enj
oyab
le
MemorablyBranded
Engaging Pertinence – persuasive information that relevantly justifies relevance and consideration, logical reappraisal, trial, purchase or continuance of preference
Servi
ce
Valu
e
Function
Availability
Brand Performance Metrics: Brand differentiators and indicators of prowess
Brand Hygiene Metrics:Factors indicating common performance necessities that indicate general competitiveness
Questions within the brand tracker contribute toward 8 metrics: - 4 Brand Hygiene Metrics - 4 Brand Performance Metrics
A brand needs to be competitive by managing the hygiene factors, but growth and long term success often relate to prowess in communicating and demonstrating brand difference, engagement and recognised leadership through the Performance Metrics.
Metrics are reported through continuous quantitative tracking, comparing the brand against the competitive set of other brands in the sector
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Example BrandStar™ Tracking KPI Dashboard
Availability
Service
Function
Value
Memorably Branded
Enjoyable
Engaging Pertinence
Distinctive from others
Availability
Service
Function
Value
Memorably Branded
Enjoyable
Engaging Pertinence
Distinctive from others
Client Brand Example Competitor Brand
Brand Performance KPIsBrand Hygiene KPIs Brand Performance KPIsBrand Hygiene KPIs
75%
65%
43%
39%
70%
38%
46%
46%
82%
65%
43%
43%
67%
47%
42%
35%
Significant shifts since last report: * *Competitor brands active in sector this reporting period:
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**
Positive Negative
*
*
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Availability
Service
Function
Value
Memorably Branded
Enjoyable
Engaging Pertinence
Distinctive from others
Sector Average
75%
YourBrand
CompetitorBrand B
CompetitorBrand B
CompetitorBrand B
YourRanking
BrandStars™ Quarterly Performance Summary Grid
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58%
63%
70%
64%
72%
61%
65%
Awareness & Distribution
Customer Service
Quality & Innovative Functionality
Value for Money
Memorable and Recognisable Brand Cues
Enjoyable Comms/Advertising
How Engaging and Relevant in Considering for next Purchase
Brand Distinction
Continuous quantitative tracking reporting every quarter8
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Example BrandStar™ Trend ChartsD
istin
ctive
from
oth
ers
Engaging Pertinence
*
Leading Rational Brand in Q4 = Brand X
Leading Emotional Brand in Q4 = Brand Y
Leading Brand in Q4 = Brand Y
*Q1
Q2
Brand A * Sector Average
Q1 Q4
Q3Q4*Q2 En
joym
ent
Memorably Branded
* *Q1Q2
Brand A * Sector Average
Q1Q4
Q3 Q4
*Q2
Serv
ice
Function
* *Q1 Q2
Brand A * Sector Average
Q1Q4
Q3Q4*Q2
Valu
e
Availability
* *Q1Q2
Brand A * Sector Average
Q1 Q3
Q3Q4*Q2 *Q4
*Q3*Q3
*Q3
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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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BrandStarA stronger ProductPlanet
A weaker ProductPlanet
The brand positioning 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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BrandStars™ and ProductPlanets ™
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.Volkswagen:
Assured at every turn*
Golf
Passat
Golf PlusJetta
Up!
Beetle
Sharan
Touran
Eos
Touareg
Caravelle
Golf Estate
Phaeton
System Example: VW
Polo
Scirocco
.
*This is merely an example and not the current brand essence for VW.13
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Apple: Inspiring through 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
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Copyright © 2007 BrandTao. All rights reserved. Version 3.0 updated June 2013
Thank you to the first 100,000 readers of the BrandStars™ system. V3.0 adds further details of tracking and
performance evaluation
You may copy, distribute and reference this brand mapping system. When you reference or use the system, you must
highlight BrandTao as the system originator in any documentation.
We would appreciate the inclusion of a link to our blog: www.brandtao.co.uk
We support educators running marketing, brand strategy, planning, research and MBA courses.
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 and tracking, or the development of a BrandStar and ProductPlanet
system for a client, please enquire via email.
Or if you have any questions, also feel free to make contact:
ThankYou.
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Blog: http://www.brandtao.co.uk
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BrandTaoThe way of brands
