BrandZealIntroductiontoBrandStarsandProductPlanetsAbrandmappingtoolBrandZeal................................BestViewedFullScreen.........................................Volkswagen:Driventoperform*GolfPassatGolfPlusJettaFoxBeetleSharanTouranEosTouaregCaravelleGolfEstatePhaeton*ThisismerelyanexampleandnotthecurrentbrandessenceforVolkswagen.SystemExample:VWPolo.....................................Apple:Freedombydesign*iPodMacBookiPodShuffleMacBookProiLifeOSXMacProiTunesiMacMacminiiPodNanoAppleTVQuickTimeiWork.Mac*ThisismerelyanexampleandnotthecurrentbrandessenceforApple.AirportXserveXserveRAIDiPhoneSystemExample:AppleEncounteringabrandislikeexploringadifferentworld.............Consumersareattractedbytheradianceandgravityofabrand.Thelevelofawarenessitgenerates,itsrelevanceandappeal.............................Consumersthenexperiencetheproductsorservicesthatthebrandholdswithinitsportfolio.Inthisbrandmappingsystemwerepresentthebrandasasun,calledaBrandStaranditsproductsasProductPlanets,thesearemappedtoorbitaroundit......................Likeotherbrandmappingtools,thissystemhelpsyoutoclearlydefineabrandandpositionitsproducts.However,thismappingsystemalsovisuallyrepresentshowwelleachproductextensionfitswithinabrandsystem.DefiningABrandStarBrandCore–theessenceofwhatthebrandrepresents.BrandEnvironment–thevalues,distinctivefeaturesandheritagethatdefinethebrand.BrandPhotosphere–thedefiningsensoryelementsthatpeopledescribewheninteractingwiththebrand.BrandGravity–thestrengthofattractiontheBrandStarexerts.Thisismeasuredthroughbrandappealandconsiderationmeasures,comparedtocompetitorbrandsinthesamecategory.BrandMagnitude–howbrightlythebrandappearstoshinethroughmeasuresofspontaneousawarenessandpromptedawareness.......................DefiningAProductPlanetPlanetCore–theessenceofwhattheproductrepresentsPlanetEnvironment–therational,distinctivecharacteristicsperformancefeaturesandheritageoftheproductPlanetPopulation–profiletheconsumersthatyoutargetforacquisitionandalsothoseyour...
