Introduction to Brand Stars and Product Planets

1. BrandZeal . . . Best Viewed Full Screen . . . . . . . . . . . . Introduction toBrandStarsandProductPlanets . . . . . . A brand mapping tool . . . . . . . . . . ErletShaqe .

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 andProductPlanets . . . 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 . . . . Touran Touareg . . Volkswagen: Driven to perform* Passat . . Sharan . . Jetta Golf Plus . . . . Golf Polo 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 . . iPod iTunes 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.

11. . . . . . . . . . . . . . . . . . . . ErletShaqe . . . . www.dualibra.com . . . . . . . . . . .