太空宇宙自然风光.ppt

BrandZeal
Introduction to BrandStars and s
A brand mapping tool
BrandZeal
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Best Viewed Full Screen
Encountering a brand is like exploring a different world.
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Consumers are attracted by the radiance and gravity of a brand. The level of awareness it generates, its relevance and appeal.
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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 s, these are mapped to orbit around it.
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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 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 petitor brands in the same category.
BrandMagnitude – how brightly the brand appears to shine through measures of spontaneous awareness and prompted awareness
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Defining A
Core – the essence of what the product represents
Environment – the rational, distinctive characteristics ,
performance features and heritage of the product
Population – profile the consumers that you target
for acquisition and also those you retain.
Benefit - Why would you buy this product
Atmosphere – the emo