1. ppt宝藏_www.pptbz.com_提供下载 . BrandZeal . . . . . . . . . . . . . . . . .

2. Encountering a brand is like exploring a different world.

3. .
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. . . . .

4. 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. . . . . . . . . . . . . . . . . . . . . .

5. . .
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 . . . . . . . . . . . . .

6. 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 . . . . . . . . . . . . . . . . . .

7. . . . . .
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 . . .

8. BrandStars and ProductPlanets. .
BrandStars and ProductPlanets . .
BrandStar .
- The brand template is the star at the centre of a brand map . . . . .
A weaker ProductPlanet . . . . . .
A stronger ProductPlanet . .
In this system, the better the product is at reflecting or encapsulating the spirit of the brand, the closer it orbits around the BrandStar. . . . . . . . . . . . . . .

9. .
System Example: VW . . . . . . . .
Phaeton . . . . .
Touareg
Touran . .
Volkswagen:
Driven to perform* .
Passat
Sharan . . .
Jetta .
Golf Plus . .
Polo .
Golf
Golf Estate
Beetle
Eos . . . . . .
Fox . . . . . . .
Caravelle . . . .
*This is merely an example and not the current brand essence for Volkswagen.

10. .
System Example: Apple .
Apple TV . . . . . . . . .
Mac Pro . . . .
Mac mini .
iMac
Apple:
Freedom by design *
Mac Book . . . . . .
iPod Shuffle .
Mac Book Pro . .
iTunes
iPod
iPod Nano
OS X
QuickTime
iPhone . . . . .
Airport
iLife .
iWork . .
.Mac . .
Xserve . .
Xserve RAID
*This is merely an example and not the current brand essence for Apple.

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