brandzeal introduction to brandstars and productplanets a brand mapping tool...
TRANSCRIPT
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BrandZeal
Introduction to BrandStars and ProductPlanetsA brand mapping tool
ErletShaqe
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Best Viewed Full Screen
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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.
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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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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
Polo
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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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ErletShaqe
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www.dualibra.com