Transcript

Brand positioning Brand keyBrand essence

I am offering the only that can [BRAND POSITIONING] In the categoryI will make you feel [WHAT-TO-BE-BRAND ESSENCE]

MARKETERSCONSUMERS

BRAND ESSENCESBRAND KEY

Brand positioning Brand keyBrand essence

Positioning is defined as the way bywhich the marketers attempt to

create a DISTINCT impression inthe customer's mind.

Or what marketers want the targetmarket to perceive in their mind whenmentioning the brand. Brand

positioning refers to “targetconsumer’s” reason to buyyour brand in preference toothers

• Avis: We’re #2. We try harder

• Seven-Up: The Un-cola

• Apple: Think different

• Burger King: Have it your way

• United Airlines: The friendly skies of United

• WalMart: Always the lowest price

• U.S. Army: Be all you can be

• Budweiser: For all you do, this Bud’s for you

• Pepsi Generation

• Volvo = Safety

• Miller Lite: Great Taste, Less Filling

• Walt Disney Company: Magic

PRODUCT & CONSUMER

CATEGORY BENEFIT

AGAINSTCOMPETITOR

BUSINESSMODEL

Brand positioning Brand keyBrand essence

FORMULA

POSITIONING IS WHEN WHAT MARKETERS SAY MEET WHAT CONSUMER PERCEIVE.

Positioning Statement = [Target Audience] + [Frame of Reference] + [Point of Difference] + [Reasons to Believe]

OUR [OFFERING] IS THE ONLY [CATEGORY] THAT [R2B]

Brand positioning Brand keyBrand essence

MORE EXAMPLES

For homemakers, Dow

Bathroom Products are the

easy way to get a great clean

shine for your tub, tile and toilet.

That’s because only Dow Bathroom Products contain

scrubbing bubbles that cut

through dirt and grime clean to

the shine!

For those suffering from a

cold, Comtrex offers four

different relief formulas

that treat and work

against your specific cold ailments.

Brand positioning Brand keyBrand essence

SINGLE INTANGIBLE attribute that DIFFERENTIATES the brand from competitors’ brands as PERCEIVED BY CONSUMER

A BRAND PROMISEWhen using the brand, the customer will FEEL [THAT ESSENCE]

Single minded; Intangible; Unique; Experiential; Consistent; Authentic; Sustainable; Meaningful; Scalable

Brand positioning Brand keyBrand essence

Triumph’s underwear designed perfectly fit in base on mixing of fashion , passion about woman body . Make women feel “confident” when using it.=> “Fashion from passion with women body”

Axe gives guys the edge in the mating game, and can achieve any girls they want. Axe makes men feel seduced=> “Grooms men to seduce”

Brand positioning Brand keyBrand essenceFormula of a regular Brand key and the sample of AXE Brand key by Unilever ANOTHER TYPE OF

BRAND KEY by COKE

Brand positioning Diana Brand keyBrand essence

5 . Benefit : a product that make women feel still confident in “red day” and they are confident to show off themselves all the time.

4. Insight : It’s great being a woman

6. Value , belief , personality : Diana is a sweet & gentle girl , still keep traditional but so confident to do what she like & confident to show it. Diana-er, women appreciate Diana’s

value.

2. Competitive environment : Tampons Vietnam market have 2 leader

with over 40 pecent share: Kotex & Diana. It’s a was last many many year

and to be continues.

1. Rooth strength: Use the best way and try to be better everyday to cherish women in “red day” – “Red-day can’t make you less great”

2. Target: Women, 14-45, both urban and rural, all SEC.

7. R2B: Diana understand unconvinience of women in “red day” and may be it can make she shy, but Diana want to tell them that, it’s normal

and it’s not make them less great. Diana will help them to feel better.

8. Discriminator: Kotex with bye byelabel campaign telling girl don’t care about

“labels” people stick in them, just be themselve. Diana not, Diana make women

feel inspiration from their mind and confident to show it to many people

9. Essence: Do what I love in the way I love.

Feel self wonderful


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