太空风光宇宙自然PPT模板.pptVIP

Introduction to BrandStars and ProductPlanets A brand mapping tool Defining A BrandStar Defining A ProductPlanet BrandStars and ProductPlanets BrandZeal BrandZeal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Best Viewed Full Screen 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. 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 . . . . . . . . . . . . . . . . . . . . . . . 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