Presentation on theme: "BrandZeal Introduction to BrandStars and ProductPlanets A brand mapping tool ErletShaqe................................ Best Viewed Full Screen."— Presentation transcript:
BrandZeal Introduction to BrandStars and ProductPlanets A brand mapping tool ErletShaqe Best Viewed Full Screen
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 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 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
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 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 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
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...
Volkswagen: Driven to perform* Golf Passat Golf Plus Jetta 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 Polo
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