BRAND POSITIONING

Brand Positioning CORE OFFERING

FUNCTIONAL BENEFITS

EMOTIVE BENEFITS

PERSONALITY

SUBSTANTIATORS

ESSENCE

Promise

Identify Hygiene factors Differentiators & USP’s

Approach To Brand Building

methodology -  Be thorough in the processes followed (practical &

effective).

-  Be objective and avoid imprinting your own personality on the brand.

-  Develop, capture and articulate a clear understanding of markets, competitors and value propositions and compare with customer needs.

-  From this detailed understanding, capture the brand positioning.

brand Taking cognisance of:

-  The personality types that resonate best with our target markets.

-  The personality types that have the ability to influence our target markets.

-  No imprinting of your own personality type -  No preconceived ideas -  No MPD or Schitsophrenia

personality

Likeability rules!