宇宙行星星球PPT模板.ppt
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Encountering a brand is like exploring a different world.
Consumers areattracted by theradiance and gravi ty ofabrand.Thelevel of awareness it generatesitsrelevance and appeal. Consumersthenexperiencetheproductsorservi cesthatthebrandholdswithinitsportfolio. Inthisbrandmappingsystemwerepresentthe.branid as asun calledaBrandStaranditsproductsasProductPla netsthese are mapped to orbit around it.
Like other brand mapping toolsthis system helps yo utoclearlydefineabrandandpositionitsproducts. However thismappingsystem alsovisuallyrepresen tshowwell eachproductextensionfitswithinabrand system.
DefiningABrandStar BrandCore-theessenceof what thebrand represents. BrandEnvironment-thevalues distinctiv efeaturesand heritagethatdefine thebrand. BrandPhotosphere-thedefiningsensory elements thatpeopledescribewheninteracting withthebrand. BrandGravity-thestrengthofattractionthe BrandStar exerts.This is measured through br and appeal and consideration measuresp ared to petitor brands in the same category BrandMagnitude-howbrightlythebranda ppears to shine through measures of spontane ousawarenessandpromptedawareness
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