Brand Mapping Tool

Slide 1: BrandZeal . . . Best Viewed Full Screen . . . . . . . . Introduction to . . . BrandStars and. . ProductPlanets . A brand mapping tool . . . . . . . . . . . . . . BrandZeal .

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

Slide 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. . .

Slide 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. . . . . . . . . . . . . .

Slide 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 . . . . .

Slide 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 . . . . .

Slide 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 . . .

Slide 8: . . 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. . . . . . . . . . . .

Slide 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.

Slide 10: . System Example: Apple . Apple TV . . . . . . . . . Mac Pro . . . Mac mini . . iMac Apple: Mac Book Freedom by design * . . . . . 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.

Slide 11: Copyright © 2007 BrandZeal. All rights reserved. You may copy, distribute and reference this brand mapping system. When you reference or use the system, you must highlight BrandZeal as the system originator in any documentation. We would appreciate the inclusion of a link to our website: www.brandzeal.com If you require support for this system, we answer general enquiries via email for free, in our own time, but charge standard consultancy fees to work on projects. If you would like us to undertake a brand audit or the development of a BrandStar and ProductPlanet system for a client, please contact us via email. If you have any questions, please contact us: kevin.sugrue@brandzeal.com We are grateful to the Photoshop artists who have created the planet graphics and made them publicly available on the internet. If you own the rights to any graphic and do not wish us to include your work here, please contact us via our website. We will happily remove any artwork you do not wish us to use from this document. Thank you.

Slide 12: . . . . .. . . .. . . . . . . . . . BrandZeal . . . . Web microsite: www.brandzeal.com . . Blog: http://brandtao.wordpress.com . . . . . . . . .