Bá Lộc Vũ Phúc

Brand positionin

g

Target audience

(who do we want to sell to)

Benefit(what are we selling)

Reason To Believe

(why should they believe us)

Brand DNA(what’s the long range

feeling the brand evokes)

Brand positioning formula

“Positioning: The Battle for Your Mind”(by Al Ries, Jack Trout, Philip Kotler)

Example of Brand Positioning formula-Target Primary Target = Males aged 18-30

-Secondary Target = Sexually active people

-Market leader, over 75 years experience-Works with healthcare professionals, governments and organisations-Exceeding International standards

-Rational benefit: durability, reliability and excellence

-Emotional benefit: sensual, sensitive and fun

Target

DURabilityREliability EXcellence

BrandDistinctiveness

Novelty

Attribites

Brand-Communication: misson of durex is responsible for the safety of public health-Modern sexual culture -developing product lines: condoms, lubes, toys….

Brand Essence

Brand essence is

The distillation of the brand

into

It is a short brand manifesto to bring

Brand essence should be:-short-crisp-vivid

-memorable in its meaning

OR

-Brand commitment

-Brand mission-Brand vision

into life with the support of creative communication campaigns

Example: -Nike: genuine Athletic Performance-Disney: Fun Family Entertainment or “Disneyworld, Magical Fun”-Hallmark: Caring Shared

between brand and customer

Brand Essence

“AXE GROOMS MEN TO SEDUCE”

Brand Essence

love your body and live your dreams

Brandkey formulaReasons to believe

why should

they believe

us

what are we sellingbenifit

Targetwho do we want to sell to

Competitive Environment

direct, indirect and potential competitors

insight

Values, Belief & personality

Discriminator

Root strengths

Essence

The basic / oriinal attributes / values / benefits we want to build on and be known for

stands for and believes in and its personality

single most compelling and competitive reason for they to choose the brand

distillation of the brand into a core idea or promise

Hidden deep thinking through their attitudes and behavior

DIANA brandkey

benifit

Values, Belief & personality Essence

Discriminator

Insight

Root strengths

Competitive Environment

TargetMass marketfemale tampons, including Kotex, Laurier, Whisper...

Brand: women of all ages from 14and periods

Reasons to believe

I’m a modern girl, with the comforts of modern life, a little inconvenience monthly are minor compared to the fun series and other privileges that only girls can have

outstanding quality and variety

Be a girl, it’s so great!

When I use Diana, I feel

confidentand

comfortable

comfortconveniencesafety

confidence

joy and pride of women

love life

high market share in Vn and foreign

13 years of existence and development