This document introduces the Brand Stars and Product Planets brand mapping system. It describes how brands are represented as Brand Stars at the center, and their products are mapped as Product Planets orbiting around the star. Closer-orbiting planets better encapsulate the brand spirit. The system helps define the brand core, environment, and magnitude, as well as each product's core, environment, benefits and atmosphere. Weaker product fits orbit further from the star. Examples applying this to Volkswagen and Apple are provided.

1. Introduction to Brand Stars and Product Planets A brand mapping tool BrandZeal Brand Zeal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Best Viewed Full Screen

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

3. . . 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.

4. . . . . . . . . . . . . . . . . . . . . . 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.

5. 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 . . . . . . . . . . . . . . . . . . . . . . .

6. Defining A Product Planet Planet Core – the essence of what the product represents Planet Environment – the rational, distinctive characteristics , performance features and heritage of the product Planet Population – profile the consumers that you target for acquisition and also those you retain. Planet Benefit - Why would you buy this product Planet Atmosphere – the emotional facets of the product’s personality; how it looks, sounds, acts, tastes, feels, smells . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

7. . . . . . . . . . . . Some products spawn derivatives – new flavours or variants that aren’t important enough to be classified as a new Product Planet in their own right. These are called Product Moons – the smaller satellites that orbit their parent Product Planet . They may be detailed in the same way as planets – with core, environment, population, benefit and atmosphere specified for each one. Product Moon Product Planet . . . . . . . . . . . . . . . . . . . . . . .

9. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Volkswagen: Driven to perform* Golf Passat Golf Plus Jetta Fox Beetle Sharan Touran Eos Touareg Caravelle Golf Estate Phaeton *This is merely an example and not the current brand essence for Volkswagen. System Example: VW Polo

10. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Apple: Freedom by design * iPod Mac Book iPod Shuffle Mac Book Pro iLife OS X Mac Pro iTunes iMac Mac mini iPod Nano Apple TV QuickTime iWork .Mac *This is merely an example and not the current brand essence for Apple. Airport Xserve Xserve RAID iPhone System Example: Apple

11. Copyright © 2007 Brand Zeal . All rights reserved. You may copy, distribute and reference this brand mapping system. When you reference or use the system, you must highlight Brand Zeal as the system originator in any documentation. We would appreciate the inclusion of a link to our website: www. brand zeal .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 Brand Star and Product Planet s ystem for a client, please contact us via email. If you have any questions, please contact us: kevin.sugrue@ brand zeal .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 from this document. Thank you.

12. Brand Zeal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Web microsite: www. brand zeal .com Blog: http://brandtao.wordpress.com