欧美经典品牌体系

gravity .of a brand. The level of awareness it
generates, its relevance a.nd appeal.
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Consumers. then experience the .products or
services that .the brand h. olds within its .
portfolio.
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. In
this
brand
mapping
.
system
we
rep.resent .the .
brand as a sun, called a BrandStar and its
. products as ProductPlanets, these are mappe. d to orbit around it.
Mac Book
Apple:
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Freedom by design *
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iPod Shuffle
. Mac Book Pro
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OS X
iTunes
iPod iPod Nano
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QuickTime
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iWork
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iLife
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Xserve
iPhone
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Airport
.Mac
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Caravelle
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*This is merely an example and not the current brand essence for Volksw
System Example: Apple
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Apple TV
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Mac Pro
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Mac mini
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iMac
wi.thin a brand system.
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.Leabharlann ....
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. . Defining A BrandStar
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B.randCore – the
brand represents.
essence
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of
wha.t
the
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BrandEnvironment – the values,
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PlanetPopulation – profile the consu.mers that you ta
for acquisition and also those you retain.
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Pl.anetBenefit . PlanetAtmosphere
Why would you buy this product
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. BesBtraV.nide.Zweeadl Full Screen .
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Introduc.tion to .
BrandStars an.d ProductPl. anets
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A brand mapping tool
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BrandZeal
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System Example: VW
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– the emotiona.l facets of the
produ
personality; how it looks, sounds, acts, tastes, feels, sm
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Some products spawn derivatives – new flavours or variants
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.
. Like other brand ma.pping tools, this system
helps you to clearly. define a brand and
position its products.
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However, this mapping system also visually . represents how well each product extension fits
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BrandMagnitude – how brightly the
brand appears to shine through measures of
spontaneous awareness and prompted
awareness
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. Defining A ProductPlanet
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PlanetCore – the essence of what the product represent
PlanetEnvir.onment – the rational, distinctive charac
performance features and heritage of the product
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Phaeton
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Touareg
Touran
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Passat
Jetta
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Polo
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Volkswagen: Driven to perform*
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Golf Plus
Golf Golf Estate
Sharan
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Fox
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Eos
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Beetle
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Xserve RAID
*This is merely an example and not the current brand essence for
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Encountering a brand is . like exploring a
. different world.
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Consumers are attracted by the radiance a. nd
dis.tinctive features and heritage that
define the brand.
BrandPhotosphere – the defining
sensory elements that people describe when interacting with the brand.