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 Brand Star and its products as Product Planets, 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 Brand Star Brand Core – the essence of what the brand represents. Brand Environment – the values, distinctive features and heritage that define the brand. Brand Photosphere – the defining sensory elements that people describe when interacting with the brand. Brand Gravity – the strength of attraction the BrandStar exerts. This is measured through brand appeal and consideration measures, compared to competitor brands in the same category. Brand Magnitude – how brightly the brand appears to shine through measures of spontaneous awareness and prompted awareness . . . . . . . . . . . . . . . . . . . . . . .
6. Defining A Product Planet Planet Core – the essence of what the product represents Planet Environment – the rational, distinctive characteristics , performance features and heritage of the product Planet Population – profile the consumers that you target for acquisition and also those you retain. Planet Benefit - Why would you buy this product Planet Atmosphere – 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 Product Planet in their own right. These are called Product Moons – the smaller satellites that orbit their parent Product Planet . They may be detailed in the same way as planets – with core, environment, population, benefit and atmosphere specified for each one. Product Moon Product Planet . . . . . . . . . . . . . . . . . . . . . . .
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9. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 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
10. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 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