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Further Brand Identity Planning Models
Short Profiles
25 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 One / Gramco Brand Model | ブランドモデル / Brand One | Gramco · Branding firm, Tokyo · 2021 |
| 9 | Brand Thinking Canvas | Brand Thinking Canvas | Anne Miltenburg · Brand The Change · 2014 |
| 10 | Branding for Builders | Branding for Builders | Gibson Biddle · Former VP of Product, Netflix · 2017 |
| 11 | Cohesive Brand | 心引力品牌 | Labsology · Brand consultancy (法博思品牌顧問), Taipei · 2022 |
| 12 | CORE Discovery Framework | The CORE Discovery Framework | Jose Caballer · The Futur · 2019 |
| 13 | 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 |
| 14 | Dentsu Honeycomb Model | 電通ハニカム・モデル | Dentsu Inc. · Advertising agency, Tokyo · 2003 |
| 15 | Ebaqdesign 9-Step Brand Strategy Framework | 9-Step Brand Strategy Framework | Arek Dvornechuck · Ebaq Design, Brooklyn · 2020 |
| 16 | Genetic Code of the Brand | Der Genetische Code der Marke | Institut für Markentechnik Genf · Brand Consultancy Institute, Geneva · 2005 |
| 17 | Minimum Viable Brand | Minimum Viable Brand | Wolff Olins · Brand Consultancy, London · 2013 |
| 18 | Minimum Viable Brand Canvas | The Minimum Viable Brand Canvas (MVB Canvas) | Jeremiah Gardner · The Lean Brand · 2014 |
| 19 | National Brand Identity (NBI) Model | 국가브랜드 정체성 (NBI) | You-Kyung Kim & Yoo-Shin Kim · Hankuk University of Foreign Studies and Pusan National University · 2012 |
| 20 | Personal Branding Canvas | The Personal Branding Canvas | Luigi Centenaro · BigName · 2014 |
| 21 | PRO Brand Strategy Framework | PRO Brand Strategy Framework | Stephen Houraghan · Brand Master Academy · 2020 |
| 22 | 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 |
| 23 | TAIKN Brand Identity and Management Model | Markenidentitäts- und -Führungsmodell von TAIKN | Achim Burkhardt & Henrike Göpel · TAIKN Strategische Markenberatung (brand consultancy, Heidelberg) · 2011 |
| 24 | The Brand Canvas Model | The Brand Canvas Model | Brandcom · Brand and advertising agency, Germany · 2018 |
| 25 | The Brand Strategy Canvas | The Brand Strategy Canvas | Patrick Woods · Archer Malmo · 2020 |