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Further Brand Identity Planning Models
Short Profiles
35 Models in Alphabetical Order
Short profiles of further brand identity planning models (Tier B of the Atlas): who built the model, what its figure shows, and how the originator defines its elements. Each profile gives the figure as published in the source and, below it, the same figure redrawn in the Atlas style. Full profiles of the Tier-A models are linked from the overview table.
| # | Model | Original Name | Originator |
|---|---|---|---|
| 1 | Brand Essence Wheel | Brand Wheel | Ted Bates Agency (Bates Worldwide) · Advertising Agency · c. 1980 |
| 2 | Brand Flower | Markenblume | Dietrich Identity · Brand and Corporate Identity Consultancy · 2018 |
| 3 | Brand Frame | Helder Brand Frame | Helder · Brand Strategy and Design Agency, Berlin · 2023 |
| 4 | Brand Gestalt Model | Brand Gestalt-Modell | Andreas Wiehrdt · BrandDoctor, Munich · 2020 |
| 5 | Brand Identity Canvas | The Brand Identity Canvas | Jeff Whitlock · SafeBoda · 2016 |
| 6 | Brand Identity Canvas (Alves) | Brand Identity Canvas (BIC) | Antonio Pedro Cruz Costa Alves · ESPM, São Paulo · 2022 |
| 7 | Brand Identity Formation Model | Модель Идентичности Бренда | Marina B. Yanenko · Peter the Great St. Petersburg Polytechnic University · 2016 |
| 8 | Brand Leadership Model | Brand Leadership Model | David A. Aaker and Erich Joachimsthaler · Prophet and Vivaldi · 2000 |
| 9 | Brand One / Gramco Brand Model | ブランドモデル / Brand One | Gramco · Branding firm, Tokyo · 2021 |
| 10 | Brand Onion | Brand Onion | Planning format of agency strategists and marketing teams · Originator not documented · n.d. |
| 11 | Brand Orientation and Brand Hexagon | The Brand Hexagon | Mats Urde · Lund University · 1994/1999 |
| 12 | Brand Thinking Canvas | Brand Thinking Canvas | Anne Miltenburg · Brand The Change · 2014 |
| 13 | Branding for Builders | Branding for Builders | Gibson Biddle · Former VP of Product, Netflix · 2017 |
| 14 | Cohesive Brand | 心引力品牌 | Labsology · Brand consultancy (法博思品牌顧問), Taipei · 2022 |
| 15 | Context Branding Model | コンテクスト・ブランディング | Satoshi Akutsu and Shigeru Ishida · Hitotsubashi University and Dentsu, Tokyo · 2002 |
| 16 | CORE Discovery Framework | The CORE Discovery Framework | Jose Caballer · The Futur · 2019 |
| 17 | Corporate Brand Identity and Reputation Matrix | The Corporate Brand Identity and Reputation Matrix | Mats Urde and Stephen A. Greyser · Lund University and Harvard Business School · 2016 |
| 18 | Corporate Identity Mix | Identitätsmix | Klaus Birkigt, Marinus M. Stadler & Hans Joachim Funck · Verlag Moderne Industrie, Landsberg am Lech · 1986 |
| 19 | De Chernatony Brand Pyramid | The Brand Pyramid | Leslie de Chernatony · University of Birmingham · 2006 |
| 20 | Dentsu Honeycomb Model | 電通ハニカム・モデル | Dentsu Inc. · Advertising agency, Tokyo · 2003 |
| 21 | Ebaqdesign 9-Step Brand Strategy Framework | 9-Step Brand Strategy Framework | Arek Dvornechuck · Ebaq Design, Brooklyn · 2020 |
| 22 | Genetic Code of the Brand | Der Genetische Code der Marke | Institut für Markentechnik Genf · Brand Consultancy Institute, Geneva · 2005 |
| 23 | MarkenWesen Model | MarkenWesen-Modell | Marc Sasserath & Christiane Wenhart · Publicis Sasserath Brand Consultancy, Frankfurt and Berlin · 2004 |
| 24 | Minimum Viable Brand | Minimum Viable Brand | Wolff Olins · Brand Consultancy, London · 2013 |
| 25 | Minimum Viable Brand Canvas | The Minimum Viable Brand Canvas (MVB Canvas) | Jeremiah Gardner · The Lean Brand · 2014 |
| 26 | National Brand Identity (NBI) Model | 국가브랜드 정체성 (NBI) | You-Kyung Kim & Yoo-Shin Kim · Hankuk University of Foreign Studies and Pusan National University · 2012 |
| 27 | Personal Branding Canvas | The Personal Branding Canvas | Luigi Centenaro · BigName · 2014 |
| 28 | Place Brand Identity Model | Identitetni Model Znamke Države | Maja Konečnik Ruzzier and Leslie de Chernatony · University of Ljubljana (Konečnik Ruzzier) · 2011 |
| 29 | PRO Brand Strategy Framework | PRO Brand Strategy Framework | Stephen Houraghan · Brand Master Academy · 2020 |
| 30 | Sector Brand Identity Model | Identity Model for Sector Brands | Marina Toledo de Arruda Lourenção and Janaina de Moura Engracia Giraldi · University of São Paulo (FEA-RP) · 2017 |
| 31 | Six-Station Corporate Identity Model | Six-Station Corporate Identity Model | Jean Yannis Suvatjis, Leslie de Chernatony and John Halikias · 2012 |
| 32 | TAIKN Brand Identity and Management Model | Markenidentitäts- und -Führungsmodell von TAIKN | Achim Burkhardt & Henrike Göpel · TAIKN Strategische Markenberatung (brand consultancy, Heidelberg) · 2011 |
| 33 | TBA Branding Model | Modelo de Branding TBA (Think, Be & Act) | Emilio Llopis · Brand consultant and lecturer (GLR Partners, EDEM Escuela de Empresarios) · 2023 |
| 34 | The Brand Canvas Model | The Brand Canvas Model | Brandcom · Brand and advertising agency, Germany · 2018 |
| 35 | The Brand Strategy Canvas | The Brand Strategy Canvas | Patrick Woods · Archer Malmo · 2020 |
Part of the Brand Identity Model Atlas. The atlas underpins the Brand-Building Canvas: a practical one-page brand identity and strategy framework for building, auditing, and repositioning brands. Download the PDF or PowerPoint template, or compare all brand identity models in the overview.