ASSIGNMENT 3.1

BRAND TASK & BRAND ESSENTIALS

KHONG THI THUY TIEN

&

NGUYEN NGOC TRAM

Brand Positioning

Provide what

need To whom Different byReason to

believe

Brand Positioning

Provide what

need To whom Different byReason to

believe

The

lightness both

mentally and physically in

people’s stressful life

Man and women aged 18-25 mostly

in cities suffering a

stressful daily routine or care about

health

Being the

first bottled oolong tea in Vietnam’s

market to tackle the need of

lightness

Japanese quality by a top-ranged Japanese

brand (Suntory) –The natural feature of

oolong tea to reduce fat and ease

minds

OOLONG

TEAPLUS

BRAND POSITIONING - EXAMPLES

EssenceEssenceEssence

EssenceEssenceEssence

Essence

EssenceEssence Essence

Essence

EssenceEssenceEssenceEssence

EssenceEssenceEssence

Essence

EssenceEssence

EssenceEssence

Essence

Essence

Essence

EssenceEssence

Essence

Essence

Essence

Essence

Brand

BRAND ESSENCE

is the shape of brand promiseIt’s the center of brand & defines its central nature.

Single-minded

Intangible

Unique

Experiential

Consistently

DeliveredAuthentic

Sustainable

Meaningful

Scalable

BRAND ESSENCE - EXAMPLES

TRIUMPH

AXE

Brand Essence: Tailor of female self-confidence

Different from other female underwear brand, TRIUMPH as the most premium one who have a

promise to their customer for the women shape & health caring (functional benefit), especially

give them emotional benefit of self-confidence – TRIUMPH is like your own tailor, who

understands you the most & design things which not only fit but also indulge your self-esteem –

they call it “fit you sensually”.

Brand Essence: Give guys the edge in the mating game.

All of male animals, even human, have the instinct of attracting the female ones. It give

him the feeling of masculinity – but mating is not easy for everyone. And AXE was born to

give man (anyman, whoever you are) the power in their mating game.

Brand

Brand Key

Essence

Root strength

Model

Competitive Environment

Target

Insight

Benefit

Valuebelief

Personality

Reason Tobelieve

Discriminator

Brand

DIANALIBERATE

THE FERMININITY

1. Asia brand for Asia women2. High-quality product with Japan technology

Fierce from strong global brandsDirect: Kotex

Indirect: Laurie, Whisper,…

- Women, ABCD- 13-50 YOBehavior & attitude: Feminine

The society think women is the signal of lucky, and women accept wihout

any respecting themselves.

Functional:Care for

women in period

Emotional:To liberate

femininity

CaringHigh quality

Gently feminine

- Create women’s revolution by

motivating them to liberate for

their femininity.- Acceptable Price

Asia brandfor Asia women

High-quality product with Japan

technology

BRAND KEY - EXAMPLES