At the heart of every strong brand is a product that supports the brand experience. Without this, nothing else will work.

But too often we focus our attention on the physical product, when in reality there are many other aspects of the product to consider, all of which help shape the brand experience.

The model below, adapted from work done by Professor Theodore Levitt, can help to highlight the many other aspects of the extended product:

Use this framework (physical product, product identity and product features), and complete the extended product model for your own brand.

It will highlight new opportunities and help you focus your brand building work.