Mar 25, 2001
This diagram is a model of brand, a term often used in business, marketing, and design. The diagram attempts to present a comprehensive model of brand and to unpack the meaning of the term by providing related concepts and examples. You read the armature of the map (structure) horizontally and vertically. The map is framed around four main ideas:
- a brand is more than a name or symbol
- creating a great customer experience is the essence of good branding
- perceptions of a brand can be measured
- brands are a form of sign
10 Comments
Dean Hale
Sep 5, 2008
12:54 pm
“brand..can be…measrured…by…stew”?
What is “stew”
Dean
alex
Sep 24, 2008
12:57 pm
it says “stewards” the page continues from the right to the left. like pacman.
alex
Aniltom
Nov 10, 2008
10:44 pm
Dear Alex,
I stumbled on your brand model while searching for something else. I must say that I stopped everything else and then stayed on your map for the rest of the day. Quite an impressive effort!!!!
Regards
Max
Dec 19, 2008
2:17 pm
This is great diagram for how things used to work.
I’d like to see a version of this diagram that accounts for the realities of the web as seen in the past few years, as social media and increased interactivity push the ownership of brands futher and further into the hands of the consumer.
Brands, promises, products, as labeled here, are no longer things purely crafted by senior management, brand managers, or designers. Brands are shaped and “stewarded” (is that a word?) in realtime with a huge role played by the consumer, now more than ever.
Javed
Jan 26, 2009
2:41 am
this is impressive
Jeff Barlow
Jan 5, 2010
12:35 pm
Max, I don’t think that real brands were ever “crafted by senior management, brand managers, or designers.” A brand is something that exists and is true about the company. It’s a core idea that exists in the soul of the company and the mind of the consumer. If the above mentioned leaders are successful at building brand it’s because they found it and stuck to it. Not because they created it.
That’s why it is absolutely critical that those creating companies should be aware that from day one they’re creating brand. If the brand includes valuable ideas, then as the company progresses, those ideas will eventually be re-found and perpetuated by others.
V
Jan 11, 2010
11:42 pm
a stunning work!
laura
Feb 11, 2010
1:51 am
great!i am currently working on a study related to branding but in the context of an educaional institution and your work helps me a lot…
Don Clark - Atlanta
Mar 18, 2010
12:09 pm
well done. worth a closer look…
Kellie Schroeder
Aug 30, 2010
9:47 am
It’s on my wall..in a prominent place in the studio. We refer to it often!
Brilliant work!