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Brand Mapping


When we talk about Brand Maps and Brand Mapping, we’re presenting two different useful outcomes.

When we discuss Brand Maps, we’re focused on providing a universal view of one brand, as well as its component parts, while also indicating who is responsible for managing the brand and why, where the brand lives within the organization and where it bridges the gap between the role of Marketing (making the brand promise) and Operations (delivering on that brand promise).

The Brand Map is different from the Brand Architecture in that it takes into account the brand’s SWOT (Strengths, Weaknesses, Opportunities, Threats) as well as the Brand Purpose (Mission, Vision and Values). Moreover, the Brand Map organizes the four P’s: Product, Placement, Price and Promotions and adds a fifth: People.

Brand Maps defined: Our Brand Map tool provides a relational snapshot — a visual manifestation — of the brand’s own universe. It is a useful device in employee onboarding and training, as well as larger organizational initiatives such as Mergers and Acquisitions.

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