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.
