太空风光宇宙自然模板.pptVIP

. . . . . . . Introduction to . . Brand Stars and . Product Planets BrandZeal . Best Viewed Full Screen . . . . . . . A brand mapping tool . . . . . . . . . Brand Zeal . . . . . . . . . . . . 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 Brand Star and its products as Product Planets, 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 Brand Star . . Brand Core – the essence of what the brand . represents. . . Brand Environment – the values, distinctive features and heritage that define the brand. . . Brand Photosphere – the defining sensory elements that people describe when interacting with the brand. Brand Gravity – the strength of attraction the BrandStar exerts. This is measured through brand appeal and consideration measures, compared to competitor brands in the same category. Brand Magnitude – how brightly the brand appears to shine through measures of spontaneous awareness and prompted awareness . . . . . . . . . . . . Defining A Product Planet . . . . . . . Planet Core – the essence of what the product represents . . . . Planet Environment – the rational, distinctive characteristics performance features an