This document introduces the BrandStarsTM and ProductPlanetsTM framework for mapping brand and product portfolios. It defines key elements used to describe brands (BrandStarTM) and products (ProductPlanetTM) within the system. These include brand attributes like BrandCore and measures of brand performance. The framework represents brands as stars and products as planets orbiting them. It can be used to evaluate how well products fit within brands and to track brand performance over time against competitors. Examples of Volkswagen and Apple brand maps are provided to illustrate how the system can be applied.

1. Introduction to
BrandStars™ and ProductPlanets™
A brand positioning, mapping and
performance tracking tool
.
.
.
. .
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
. .
.
1
BrandTao
The way of brands
Best Viewed Full Screen
Updated: Version 4.0 (April 2015)

2. First a quick thank you
• Thank you to the 250,000+ readers of the earlier versions of this brand and product portfolio
evaluation tool.
2
BrandStars™ was originally published
in 2007.
I recently removed the previous file
in preparation for this revised and
extended version. So the viewer stats
have been reset from Version 4.

3. Encountering a brand is like
exploring a different world.
.
.
.
.
.
.
.
.
.
.
BrandStars™ and ProductPlanets™
3

4. .
.
Consumers are attracted by the radiance and gravity of a brand.
The level of awareness it illuminates, its difference, relevance and
engaging appeal.
.
.
.
.
.
.
.
.
. .
.
.
.
. . .
.
.
.
.
.
.
.
.
.
.
.
.
Consumers experience the advertising, 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.
4

5. .
.
.
.
.
. .
.
.
.
.
.
.
.
.
.
.
.
.
.
.
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.
Once a brand is mapped, the system goes on to track performance
against competitor brands, reporting progress against key
performance metrics that aid diagnosis of each reported brand’s
strengths and weaknesses.
5

6. .
.
.
.
.
. .
.
.
.
.
.
.
.
.
.
.
.
.
.
.
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 prompted
awareness
.
.
.
. .
.
.
.
.
. .
. .
.
. .
. .
.
.
.
.
Brand Positioning
6

7. 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
..
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
7

8. ..
.
.
.
.
.
..
.
.
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
..
.
.
.
.
.
..
.
.
.
.
.
.
.
. .
.
.
.
.
.
8

9. .
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
. 9
BrandStar
A stronger ProductPlanet
A weaker ProductPlanet
The brand positioning template is the star at the centre of a brand map
- In this system, the better the product is at
reflecting or encapsulating the spirit of the brand,
the closer it orbits around the BrandStar.
.
.
BrandStars™ and ProductPlanets ™

10. .
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
Volkswagen:
Assured at every turn*
Golf
Passat
Golf Plus
Jetta
Up!
Beetle
Sharan
Touran
Eos
Touareg
Caravelle
Golf Estate
Phaeton
System Example: VW
Polo
Scirocco
.
*This is merely an example and not the current brand essence for VW.
10

11. .
.
.
.
.
.
.
.
.
.
. .
.
.
.
.
.
.
..
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
Apple:
Inspired 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

12. Extending BrandStars™ into Star Lifestage and Brand Performance
Tracking
12
Your brand exists in a state of constant competition.
The following slides introduce comparative measures of success, allowing you to
gauge the performance of your brand against others, using brand tracking
research.
Then catagories of BrandStar™ are introduced, indicating the lifestage of each
brands.

13. Surviving in hostile worlds
13
Brands may set many performance
metrics. Other than measuring
Sales and Share Price, there are 7
Key Brand Performance Indicators
every business should measure in
order to gauge the health of your
brand in comparison to your
competitors.

14. Performance Measured Through Consumer Belief & Behaviour
14
Salience
Awareness
Hearing more about
Comprehension (Role Understood)
Rational Persuasion
Relevant to my needs
Functional Performance Benefits
Value
Distinctiveness
Different to other brands
Progressive
Recognisable brand cues
Emotional Engagement
Enjoyable
Interesting
Appealing
Aspirational Persuasion
Credible
Quality
Worth Paying A Premium For
Connection
Provokes reappraisal
Recommendation
Purchase Intent
1
2
3
4
5
6
Evaluation of a brand’s performance is conducted through quarterly rounds of brand & customer service tracking. This reports
progress against 7 core Key Performance Indicators (KPI’s), comparing a a brand against its key competitors. The components that
make up each of the 7 KPI’s are listed under each point.
Customer Service
Customer Satisfaction
Service Performance
7

15. BrandStars™ - Classifying the lifestage of a brand
15
Red Giant
Stellar Nebula
Yellow Star
A leading brand, well
established, energetic
and still growing its
market share and
profitability.
A vigorous small brand,
rapidly forming into a
star by growing market
share and profitability. A market leader, long
established, fighting to
maintain its existing
market share and
profitability against
increasing competition.
White Dwarf
A brand that possesses
limited (or significantly
diminished) influence and
market share, through
heritage or niche appeal.
This brand is fighting to
maintain its relevance,
existing market share and
profitability.

16. 16
Automotive Sector: Western Europe
Outline example
GM
Premium
Value For Money
High Market ShareLow Market Share
Ford
VW
Alfa Romeo
Audi
Fiat
Dacia
BrandGalaxy™
Renault
Citroen
Mini
Mapping your competitive
BrandGalaxy™ on a correspondence
map brings to life the market,
positioning competing brands within
a business sector by their lifestage,
market share and perceived quality.
Toyota
Honda
Nissan
Peugeot
Kia
Hyundai
Land
Rover
Lexus
Jaguar
Skoda
Seat
Mercedes
BMW
Mazda

17. 17
Copyright © 2007 BrandTao. All rights reserved.
Version 4.0 updated April 2015
Thank you to the first 250,000 readers and 25,000
downloads of the BrandStars™ system. V4.0 simplifies
brand tracking performance evaluation; reported through
6 fundamental Key Performance Indicators.
You may copy, distribute and reference this brand mapping
system. When you reference or use the system, you must
highlight BrandTao as the system originator in any
documentation.
We would appreciate the inclusion of a link to our blog:
www.brandtao.co.uk
We support educators running marketing, brand strategy,
planning, research and MBA courses.
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 portfolio mapping
audit and tracking study using the BrandStar and
ProductPlanet system for a brand, please enquire via email.
Or if you have any questions, also feel free to make contact:
kevin.sugrue@brandtao.co.uk
ThankYou.

18. .
.
.
.
.
.
.
.
.
.
.
.
. .
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
Blog: http://www.brandtao.co.uk
18
BrandTao
The way of brands