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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,distinctivecharacteristics,performancefeaturesandheritageoftheproductPlanetPopulation–profiletheconsumersthatyoutargetforacquisitionandalsothoseyouretain.PlanetBenefit-WhywouldyoubuythisproductPlanetAtmosphere–theemotionalfacetsoftheproduct’spersonality;howitlooks,sounds,acts,tastes,feels,smells...........................................Someproductsspawnderivatives–newflavoursorvariantsthataren’timportantenoughtobeclassifiedasanewProductPlanetintheirownright.ThesearecalledProductMoons–thesmallersatellitesthatorbittheirparentProductPlanet.Theymaybedetailedinthesamewayasplanets–withcore,environment,population,benefitandatmospherespecifiedforeachone.ProductMoonProductPlanet.....................................................BrandStarsandProductPlanetsBrandStarAstrongerProductPlanetAweakerProductPlanet-Thebrandtemplateisthestaratthecentreofabrandmap-Inthissystem,thebettertheproductisatreflectingorencapsulatingthespiritofthebrand,thecloseritorbitsaroundtheBrandStar...BrandZeal..................................深度办公模板、合同范本全部免费下载