Branding constellations allow brand decision makers to become aware of their non-conscious branding knowlegde. This is important as the far greater part of the information we receive is processed implicitly. We think in structures and frames and perceive the world form these structures. However, we are not aware that we do. 

Branding constellations are build on the way our brain stores and retrieves information. Extensive studies at the Open University of the Netherlands showed that branding constellations allow brand teams to develop a clear vision on the brand future in a short time. This allows for an effective and successful branding process.