. .

BrandZeal
Best .
Viewed Full Screen
. . .
. .
. .
.
Introduction
.
. to
.
BrandStars and.
.
ProductPlanets
.

A brand mapping tool .

.
.
.
.
.
.
.
.

.
. .
. .
BrandZeal
.
 .
.
.
.
.

.
Encountering a brand is like .
exploring a different world.
.

.
 .
Consumers are attracted by the radiance and.
gravity of. a brand. The level of awareness it
. .
generates, it’s relevance and appeal.

.
. then experience the products
Consumers or
. .
. services that the
. brand holds within it’s 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.
 .
. 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.
.

. .

.
.
.
. .
. .
.
 .
. . . .
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 .
. .
.
.
 . .
. 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

. . .
. .
 . . .
. .
Some products spawn derivatives – new flavours or variants that
aren’t important enough to be classified as a new ProductPlanets 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
.
. .
 . .
BrandStars and ProductPlanets
.
. .
BrandStar
- The brand template
. is the star at the centre of a brand map
. .
.
. A weaker ProductPlanet
.
. . .

. A strong ProductPlanet. .

.
- In this system, the better the
. product is at reflecting or
. encapsulating the spirit of the brand,
the .closer its orbit around the
BrandStar. .
. . . . .
.
. .
. .
 .
System Example: VW . .
. . .
. . .
Phaeton . .
. . .
Touareg Touran
.
.
Volkswagen:
. Passat Driven to perform*
Sharan .
Jetta . .
Golf Plus
.
. .
. Golf
Golf Estate

Beetle
Polo Eos
.
.
. .
. .
Fox
.
. .
.
.
. . Caravelle
. .
.
.
*This is merely an example and not the current brand essence for Volkswagen.
 .
System Example: Apple .
Apple TV
. . .
. . . .
. .
Mac Pro
. . .
Mac mini iMac
.
.
Mac Book Apple:
. Freedom by design *
.
. . .
iPod Shuffle
.
. Mac Book Pro
.
. iTunes iPod
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.
 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 to from this document.

Thank you.
 . .
. .
. .

.
. . .
.
. . .
.
.
.
. BrandZeal .
.
.
.
.
Website due to launch October 2007:
. www.brandzeal.com
.
Blog up and running: http://brandtao.wordpress.com
. .
. .
.
. .
.
.