ASSIGNMENT 9.1 – [BRAND POSITIONING]

[Dung-Oanh-Ha]

is actually a strategic platform, which is critical to brand building.

1.1 WHAT IS BRAND POSITIONING

BRAND

POSITIONING is a typical benefit (both functionally & emotionally) of the brand that owns target

consumers‟ mind and of course, that’s different from the competing brands.

“Positioning is not what you do to a product. Positioning is what you do to the mind of the

prospect. That is, you position the product in the mind of the prospect.” (Al Ries and Jack Trout, Positioning: The Battle for Your Mind).

BRAND POSITIONING = Provide what need + To whom + Differentiated by + Reasons to believe

Service, selection

and delivery for

almost all shopping

needs

Online

shoppers

Perfect

customer

service which

“delivering

happiness”

Fast delivery,

never out of stock,

free shipping both

ways,

365 days/year,

no questions-asked

returns customer

service free calling

1.2 HOW TO CREATE BRAND POSITIONING

Brand positioning is often based on these 2 sources:

• Unique rational benefit comes from product differences

• Consumers’ added emotional benefit, which is built by communication

Who is your target

consumer?

What position do you own?

Where are your competitors’

positions?

What is your desired

positioning?

Do you match your

position?

As positioning is

about the brand

in consumers’

mind, we need

to know exactly

what is

happening in

their mind.

Determine how

the brand is

currently

positioning itself.

Identify your

direct competitors

and understand

how each

competitor is

positioning their

brand.

Compare your

positioning to

your competitors

to identify your

uniqueness and

create your

desired

positioning.

Using SWOT

analysis is

necessary to

answer the

questions 2-5.

In order to create a strong brand positioning, it‟s recommended to go through these questions:

BRAND

PROPOSITION

Presents the complete positioning of the brand in the customer’s mind. It should

summarize the single most compelling reason to choose your brand - which could be

a functional or emotional benefit or attribute of the brand that no other brand can

provide

Often a brand benefit is translated into an end-line that becomes part of the brand

communication on advertising, packaging or promotions

Product/ sub

brand positioning

Proposition

Brand positioning

2. WHAT IS BRAND PROPOSITION

How can we speak to

our customers to

make them believe in

the positioning of our

brand and product.

What our customers

are thinking when

they are about to buy

our product or

experience our brand.

The decision making

process explored.

GOOD PROPOSITIONS: are easy to understand

are based on great customer insights and therefore are engaging and relevant to customers

are unique and help to differentiate the brand from its competitors

are believable and authentic - promise something the brand can credibly and consistently deliver.

“Red bull Energy drink has been developed for people who want to have a clear and focus

mind, perform physically, are dynamic and performance-oriented whilst also balancing this

with a fun and active lifestyle. In short, red bull give wings to people who want to be mentally

and physical active and have a zest for life. “

BOSSTING CONCENTRATION, ENDURANCE AND

ENERGY FOR PHYSICAL AND MENTAL

PERFORMACE

RED BULL„S BRAND PROPOSITION

3. WHAT IS BRAND ARCHITECTURE?

Brand architecture is defined as portfolio and allocation thinking applied to a

corporation’s brand structure. This is the way how a business structures,

organizes and communicates for each brand.

WHAT IS IT USE FOR?

Brand architecture defines the different levels within your brand

and provides a hierarchy that explains the relationships between the

different products, services, and components that make up your company’s portfolio of offerings.

This architecture gives your existing brand structure so employees and customers understand the value of and relationship between its

different parts. It also creates a roadmap that guides how your brand can

scale in the future.

HOW IS IT DIFFERENT FROM BRAND KEY?

BRAND KEY BRAND ARCHITECTURE

It’s a familiar tool for all brand.

It can be simple or complex which be used in common

language or approach to ensure that we are clear about

brand’s portfolio.

WHAT IS THE TOOL TO EXPLORE IT?

Brand scope

pyramid

Range platform Naming

Hierarchy

There are 3 tools to explore brand architecture

It defines the potential

product or service market

that our brand can expand

to

Core

Extension

Stretch

Out of scope Dove laundry

Dove shampoo

Dove shower

Dove bar

EXAMPLE: DOVE

It is the groups of products/

service that target similar

need/occasion

EXAMPLE: DOVE

Platform Bar Shower Haircare Body Face-care Product line Shampoo Conditioner

It clarify different names

and description

Based on product category

EXAMPLE: BMW

Platform 3 series

Product line Coupé

Product description 325i

Brand positioning of Sunsilk in Vietnam?

BRAND POSITIONING = Provide what need + To whom + Differentiated by + Reasons to believe

Modern

women,

18-40,

class BCD

Functional: Sunsilk keeps your hair soft

& smooth till the

tips.

Emotional: Every girls has hair on her

side as she “writes

her own story”.

7 SUNSILK HAIR EXPERTS

“With almost 200 years

of combined

experience in each

bottle, whether it’s curl

management, volume

boosting, damage

control, straightening,

smoothening or color

protect, Sunsilk has an

expert and a

customized product to

match.”

Truly personalized

& combinable

range of expert

solutions.

Competitive environment: Hair-care market, Mass with Class, A unique price between premiums and low price brand.

Competitors: Rejoice, Pamolive, etc. Insight: In Vietnam, woman’s hair reflects lots about her (Cái răng cái tóc là gốc con người). My hair is a tool to

express myself so I want it to look good and natural then I can be confident of stepping out of the door fired up

for the day ahead and embrace everything in my life.

HAIR EXPERTS

Campaign

Ambassador

Relate to Expert,

Natural and typical Vietnamese

woman’s hair

“Toc Hat” musical night

1 million

Vietnamese

girls choose

long smooth

traditional

Vietnamese

hair