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What is a Brand Wheel? — Amati and Associates
In our journey exploring the most important positioning models, the last standing framework is the Brand Wheel.
Brand wheels are powerful tools for brand strategy development and audit. They provide a visual representation of the brand positioning to quickly identify the strengths and weaknesses of each brand. Together with the Brand Key and the Brand Pyramid, is one of the most used positioning frameworks.
What is a Brand Wheel?
A brand essence wheel consists of three concentric circles, moving from the outer circle (general characteristics) to the inner circle (details and intrinsic value), to the Brand Wheel Essence. Brand marketers use the brand wheel as a positioning and audit framework, in either direction: from the Essence to the external rings to define the elements that support the specific promise. Or from the outside ring, by building each component before the Essence, which becomes a cherry on the cake.
Key Elements of a Brand Wheel
The outer ring focuses on external features that define the brand and ensures consumer recognition. This includes general attributes and benefits of products.
