1、BrandZeal,Introduction to BrandStars and ProductPlanets,A brand mapping tool,BrandZeal,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,Best Viewed Full Screen,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,Volkswagen:Driven to perform*,Golf,Passat,G
2、olf 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
3、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,Encountering a brand is like exploring a different world.,.,.,.,.,.,.,.,
4、.,.,.,.,.,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 m
5、apping 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 map
6、ping 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
7、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 measure
8、s of spontaneous awareness and prompted awareness,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,Defining A ProductPlanet,PlanetCore the essence of what the product representsPlanetEnvironment 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 productPlanetAtmosphere the emotional facets of the products personality;how it looks,sounds,acts,tastes,feels,smells,.,.,.,
