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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, 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. . . . .

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 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 . . .

BrandStars and ProductPlanets . . 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. . . . . . . . . . . . . . .

. System Example: VW . . . . . . . . Phaeton . . . . . Touareg Touran . . Volkswagen: Driven to perform* . Passat Sharan . . . Jetta . Golf Plus . . Polo . Golf Golf Estate Beetle 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 Apple: Freedom by design * Mac Book . . . . . . 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.

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