欧美经典品牌体系
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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
.
represents how well each product extension fits . within a brand system.
. .
.
.
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.
.
.
. . Defining A BrandStar
.
.
.
B.randCore – the essence of what the brand
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:
this product
. f.acets of the
product’s
personality; how it looks, sounds, acts, tastes, feels, smells
.
. .
.
.
.
.
.
Some products spawn derivatives – new flavours or variants that
.
. .
.
.
.
.
.
.
.
PlanetCore – the essence of what the product represents
PlanetEnviro. nment – the rational, distinctive characteristics
performance features and heritage of the product
parent ProductPlanet. They may be detailed in the same way as
.
planets –.with core, environment,
specified for each one. .
.
.
popu. lation,
.
.
ProductMoon
benefit and atmosphere
.
.
PlanetPopulation – profile the consumers t.hat you target
for acquisition and also those you retain.
.
.
Pl.anetBenefit
- .Why would you buy .
PlanetAtmosphere – the emotional
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.
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.
Caravelle
. . .
.
*This is merely an example and not the current brand essence for Volkswagen.
System Example: Apple
.
.
Apple TV
.
.
.
.
Mac Pro . . .
.
.
.
.
.
.
Mac mini
aren’t important enough to be classified as a new ProductPlanet in .
thei.r own right.
.
.
These are called ProductMoons – the smaller satellites that orbit their
Байду номын сангаас. .
BrandMagnitude – how brightly the brand
appears to shine through measures of spontaneous awareness and prompted awareness
. .
.
. .
.
. .
. .
.
Defining A ProductPlanet
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.
.
BrandStar.
.
.
. ..
.
.
.
.
.
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.
.
.
.
.
. .
.
. .
..
.
.
.
..
.
.. .
.
BrandZeal
. .
.
.
.
.
.
.
.
.
. .
.
.
.
.
.
Jetta
.
Passat
. .
Polo
.
. .
.
Fox
.
.
Phaeton
.
.
.
.. .
.
Touareg
.
Touran
. .
.
.
Volkswagen: Driven to perform*
.
Sharan
.
Golf Plus
Golf
.
Golf Estate
Eos
.
.
.
Beetle
.
. .
. .
.
.
.
.
Xserve RAID
*This is merely an example and not the current brand essence for Apple.
. . .
. .
.
Encountering a brand is like
.
.
exploring a different world.
. Like other brand map.ping tools, this system helps you to clearly define a .brand and position its products.
.
However, this ma. pping system al.so visually
.
. A stronger ProductPlan. et
.
. - In this system, the better the
. product is at reflecting or
.
encapsulating the spirit of the brand,
the .closer it orbits around the
.
iMac
. .
Mac Book
Apple:
Freedom by design *
.
.
. .
iPod Shuffle
. Mac Book Pro
.
OS X
iTunes iPod
.
iPod Nano
. .
QuickTime
.
iWork
iPhone
.
.
.
iLife
.
Airport
.
Xserve
.Mac
.
.
.
.
. .
. .
.
.
.
. .
.
.
ProductPlanet
.
.
.
.
.
BrandStars and ProductPlanets
BrandStar .
. .
-
The
brand
templa. te
is
the
star
at
the
centre
of .
a
brand
map .
.
.
.
.
.
A weaker ProductPlanet
.
.
.
Consumers are attracted by the radiance and.
gravity o.f a brand. The level of awareness it
generates, its relevance and .appeal.
.
.
. .
Consumer.s then experience the p. roducts or services that the. brand hold.s within its portfolio. .
.
.
. .
. BesBtraV.nied.wZeedalFull Screen .
.
Introduct. ion to .
BrandStars an. d
ProductP. lanets
. .
. .
A brand mapping tool
.
.
.
.
.
.
.
..
. .
BrandZeal
.
.
. .
System Example: VW
represents.
.
.
.
.
BrandEnvironment – the values, distinctive
fea.tures and heritage that define the brand.
BrandPhotosphere – the defining sensory
elements that people describe when interacting with the brand.
. .
.
.
.
.
.
.
.
.
.
In
this
brand
mapping
.
system
we
repre.sent
the.
bran. d
as
a sun, called a BrandStar and its products as
. ProductPlanets, these are mapped to orbit arou.nd it.
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
.
represents how well each product extension fits . within a brand system.
. .
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
. . Defining A BrandStar
.
.
.
B.randCore – the essence of what the brand
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:
this product
. f.acets of the
product’s
personality; how it looks, sounds, acts, tastes, feels, smells
.
. .
.
.
.
.
.
Some products spawn derivatives – new flavours or variants that
.
. .
.
.
.
.
.
.
.
PlanetCore – the essence of what the product represents
PlanetEnviro. nment – the rational, distinctive characteristics
performance features and heritage of the product
parent ProductPlanet. They may be detailed in the same way as
.
planets –.with core, environment,
specified for each one. .
.
.
popu. lation,
.
.
ProductMoon
benefit and atmosphere
.
.
PlanetPopulation – profile the consumers t.hat you target
for acquisition and also those you retain.
.
.
Pl.anetBenefit
- .Why would you buy .
PlanetAtmosphere – the emotional
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.
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.
Caravelle
. . .
.
*This is merely an example and not the current brand essence for Volkswagen.
System Example: Apple
.
.
Apple TV
.
.
.
.
Mac Pro . . .
.
.
.
.
.
.
Mac mini
aren’t important enough to be classified as a new ProductPlanet in .
thei.r own right.
.
.
These are called ProductMoons – the smaller satellites that orbit their
Байду номын сангаас. .
BrandMagnitude – how brightly the brand
appears to shine through measures of spontaneous awareness and prompted awareness
. .
.
. .
.
. .
. .
.
Defining A ProductPlanet
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.
.
BrandStar.
.
.
. ..
.
.
.
.
.
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.
.
.
.
.
. .
.
. .
..
.
.
.
..
.
.. .
.
BrandZeal
. .
.
.
.
.
.
.
.
.
. .
.
.
.
.
.
Jetta
.
Passat
. .
Polo
.
. .
.
Fox
.
.
Phaeton
.
.
.
.. .
.
Touareg
.
Touran
. .
.
.
Volkswagen: Driven to perform*
.
Sharan
.
Golf Plus
Golf
.
Golf Estate
Eos
.
.
.
Beetle
.
. .
. .
.
.
.
.
Xserve RAID
*This is merely an example and not the current brand essence for Apple.
. . .
. .
.
Encountering a brand is like
.
.
exploring a different world.
. Like other brand map.ping tools, this system helps you to clearly define a .brand and position its products.
.
However, this ma. pping system al.so visually
.
. A stronger ProductPlan. et
.
. - In this system, the better the
. product is at reflecting or
.
encapsulating the spirit of the brand,
the .closer it orbits around the
.
iMac
. .
Mac Book
Apple:
Freedom by design *
.
.
. .
iPod Shuffle
. Mac Book Pro
.
OS X
iTunes iPod
.
iPod Nano
. .
QuickTime
.
iWork
iPhone
.
.
.
iLife
.
Airport
.
Xserve
.Mac
.
.
.
.
. .
. .
.
.
.
. .
.
.
ProductPlanet
.
.
.
.
.
BrandStars and ProductPlanets
BrandStar .
. .
-
The
brand
templa. te
is
the
star
at
the
centre
of .
a
brand
map .
.
.
.
.
.
A weaker ProductPlanet
.
.
.
Consumers are attracted by the radiance and.
gravity o.f a brand. The level of awareness it
generates, its relevance and .appeal.
.
.
. .
Consumer.s then experience the p. roducts or services that the. brand hold.s within its portfolio. .
.
.
. .
. BesBtraV.nied.wZeedalFull Screen .
.
Introduct. ion to .
BrandStars an. d
ProductP. lanets
. .
. .
A brand mapping tool
.
.
.
.
.
.
.
..
. .
BrandZeal
.
.
. .
System Example: VW
represents.
.
.
.
.
BrandEnvironment – the values, distinctive
fea.tures and heritage that define the brand.
BrandPhotosphere – the defining sensory
elements that people describe when interacting with the brand.
. .
.
.
.
.
.
.
.
.
.
In
this
brand
mapping
.
system
we
repre.sent
the.
bran. d
as
a sun, called a BrandStar and its products as
. ProductPlanets, these are mapped to orbit arou.nd it.