BrandZeal

Introduction to BrandStars and ProductPlanetsA brand mapping tool

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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

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