Assignment 7.1 – Brand positioning

Nhóm 1 – Giang, Hiển, Vân

1. Brand positioning (Slide 2 – 3)

2. Brand key, Brand essence (Slide 4 – 7)

3. Extended Brand key/positioning (Slide 8 – 11)

is the promise that brand want to

own in the target consumer’s

mind -the benefits brand want

them to think of when they think

of brand

Provide What

Need

What is the

competitive

context? With which

product category

should the brand be

associated?

To Whom

The attitudinal and

demographic

description of the core

group of peoples that

most closely represents

the brand’s most fervent

consumer

Different By

The different point of

brand compare to

others in the market .

What benefits

(rational/emotional)

should the brand stand

for and deliver on?

Reasons to

believe

The most convincing

proof that the brand

delivers what it

promises.

BRAND

POSITIONING =

Brand positioning must be delivered

across the 6P formula, including

BRAND

POSITIONING

STATEMENT is a one or two sentence

declaration that communicates

brand’s unique value to their

customers in relation to their

competitors

The following brand positioning statement framework is often used:

To (target audience) Product X is the only (frame of reference)

that (benefits delivered) because (reasons to believe)

Product Price Place Promotion Packaging Proposition

3

To Vietnamese

Women, age 25 -

45, care about

handskin

protection,

sunlight is an

perfect DWL

that not only

make dishes

squeaky clean

but also protect

handskin

beacause it

contains vitamin

E and sensitivity

of lemon juice

which is

increscent for

handskin .

To Young

Vietnamese

Modern Women,

like the traditional

beauty of hair and

see the

relationship

between hair and

self- expression,

sunsilk is the hair

care exprert that

provides solutions

to women’s

everyday hair

problem because

each hair issues is

solved by an

expert with

specialist hair

knowledge .

To Young

Vietnamese, age

18 -25 , care

about technology

but don’t have

much much

financial

capability, ASUS is

the best smart

phone in

lowbuget

beacause they

only need to

spend a little

money to have a

smartphone with

a powerful

configuration

compared to

others smartphone

in the market

BRAND POSITIONING EXTENDED BRAND POSITIONING BRAND ESSENCE

BRAND KEY

Brand essence is the extraction of the brand into

BR

AN

D

It lives at the center of

the brand and defines

its center natures cannot be changed in brand

key/ brand positioning

extension

authentic

meaningful

Consistently

delivered

sustainable

Single-

minded intangible

unique experiential

scalable

STARBUCK – THE THIRD

PLACE OF TOP

INTERNATIONAL LIFESTYLE

AXE - GIVE MAN AN EGDE

IN MATING GAME

YOUNG MARKETERS

EMPOWER THE NEXT

MARKETING GENERATION

P R O M I S E

Brand Key is a typical framework

to define a brand positioning, show us

what we need to build for our brand

“what brand does?”

“how it does?”

“what makes it unique?”

Reasons to believe

The proof to

substantiate the

brand differentiation

Essence

The extraction of

brand into a promise

Benefits functional and emotional

benefits that motivate

purchase

Target group To whom the brand is always

the best choice (defined by

demographic/attitudes/

value)

Competitive Environment The market and alternative

choices as seen by the consumer

Insight Deep understanding

about TA’s need that

hooks on the brand

Discriminator A single compelling

statement to state

our paid-worthy

values.

Value and

personality What the brand

stands for and

believes in, also the

character in

communication

Root strengths The original product, value

and/or benefits that made

the brand great in the first

place

external

conditions

consumer

view

of

a brand

what is

BRAND KEY?

BRAND KEY

aim to

provide DIRECTION FOCUS

on important things

make things

CONSISTENT INSPIRE marketers

o make sure that

your internal and

external marketing

follow the brand

path

When a decision

need to be made,

focus on the

important points to

make it right!

for your consumers

will see your brand

with consistently

image

To love the brand

and work effective

for it

excellent

BRAND KEY

FOCUS on the most important

points

STRATEGIC INTENT: tightly

linked and directed to the business

strategy

STRIKING: show the brand

salient edge

SIMPLE: all must be basically

clear

M U

S T

PURPOSE & PRINCIPLE of brand key

THE SEDUCTIVE

FRAGRANCE

THE THIRD PLACE

EXPERIENCE

Essence Gives guys

an edge in

mating

game

Reasons to believe Great fragrance

Cool pack, cool communication

Benefits Function: cool and

attracted fragrance

Emotion: more attractive

and seductive

Target group 14-25 male, cool, have

less experience with girl

getting girl is a way of

defining themselves

Competitive

Environment Male grooming brands:

Romano, X-men, Nivea..

Male fragrance brands:

Playboy, Channel, BVLGARI„

Insight

In mating game, young

man need to feeling,

looking and smelling good

to success

Discriminator A cool brand

designed to help

you get girl

Value and

personality

Cool, Fun,

Seductive, Sexy,

Masculine

Root strengths

Cool fragrances

Seductive male

Get the desired girl

Essence the third

place of

top

internation

-al lifestyle

Reasons to believe Nice location

Good service through employee

training

Variety of great coffee

Local culture placement in store

Benefits Function: Great coffee,

great atmosphere

Emotion: comfortable,

relax, treasured

Target group 18 – 40, middle to high

income, young and business

people, having habit of

drinking coffee in coffee store

Competitive

Environment Other coffee store brand:

McDonald, Dunkin Donut

Coffee, Coffee bean & tea

leaf, Highland coffee, Coffee

Bene, Phuc Long„

Insight I want a place between home

and work to enjoy, it must

demonstrate my trendy lifestyle

and an iconic brand seems to fit

me best.

Discriminator The good place to

experience coffee

and life.

Value and

personality Premium

Lifestyle

Relaxed

Familiar

Root strengths Leading brand in coffee & store

Great coffee

Worldly store placement

Innovation

Service

THE BEST MARKETING

PLATFORM FOR

STUDENTS

ESSENCE

Discriminator

Top expert marketing

environment for students

Value and Personality

Professional

Expertise

Knowledgeable

Attractive

Confident

Reason to believe Expert people in Vn marketing

Competitive environment

The success of previous Young

Marketers contestant

Benefit Function: pool of Marketing

fundamental knowledge

Emotion: Self-aware,

confident in Marketing career

path

Insight I need to be marketing

orientation & have a

professional marketing

environment to self-prepared

the fundamental & practical

marketing knowledge and

have perfect career jump-

start

Target group Key cities university students,

3rd or 4th years, having

marketing passion, looking for

a perfect career jump-start.

Competitive Environment YM Contest: other marketing contest (UFLL, Nielsen

Case Competition, Marketing Challenger..)

YM Elite Development Program: other marketing

institute (Aiim, BMG, Sage...)

YM Connection: workshop from student

organization (Creatio, RMIT Business Club, MarC

Club)

Root strengths

Held by strong background

marketing-agency

Marketing expert advise

EMPOWER THE NEXT

MARKETING

GENERATION

When a brand extends

one or some elements in

its brand key, we call

that case “extended

brand key”.

Extended Brand key/Positioning

1. Competitive environment

2. Target consumer

3. Insight

4. Benefit

For the Wii’s 2007 launch, Nintendo

avoided standing toe-to-toe with

Sony’s PlayStation 3 and Microsoft’s

Xbox 360 to compete for the

attention of teenage boys. Instead,

they decided to extend their target

audience and market to men and

women over the age of 25. Then,

Wii hit paydirt, selling nearly 100

million consoles worldwide. Finally,

even senior citizens began getting

into gaming.

Colgate (Brand promise: “Care for the world”)

discovered an insight of children: “Tooth

brushing is a very boring activity”, then

added to insight of parents: “I want my

children to proactively brush tooth in fun and

happy way”. Thus, Colgate introduced

Colgate-Kid, persuaded parents to buy these

products for their children.

Since changing proposition to “The third place” in

1980s, Starbuck (Brand essence: The third place of

top international lifestyle) hasn’t played in “coffee

market” only. They have moved to another

competitive environment: “place for enjoying

and demonstrating trendy lifestyle” (Consumer

insight: I want a place between home and work to

enjoy and demonstrate my trendy lifestyle and an

iconic brand seems to fit me best)

1. Gillette (Brand essence: The best a man can

get) launched a Gillette Good News which sells

disposable razors in 1976 and successfully

extended function benefits of their products.

2. Disney (Brand essence: Magical family fun,

Brand Promise: Only Disney can deliver a fantasy

experience for families to share) has extended

the brand into many new category to provide

more benefits: Entertainment Park (Disneyland),

TV Show series, TV channel, hotels, resorts, travel

boat, Broadway theatre). All have supported

Disney’s brand promise.

An extension should

follow Brand DNA, not

dilute the current brand

Extended Brand key/Positioning

5. Values, beliefs, personalities

6. Reason to believe

7. Discrimination

8. Brand essence

BMW extended their essence from “Ultimate driving

machine” (very functional) to “Sheer driving

pleasure” (more emotional and inspiring)

A classic extension failure example would be Coca-

Cola launching “New Coke” in 1985.

Because Pepsi had been growing up so fast and

attracting more new young consumers, Coca-Cola

wanted to make them younger in brand’s personalities

by “New Coke” which was replaced the original

formula.

Unfortunately, a backlash against it soon emerged

among consumers. To clarify, in America, Coca-Cola

represented for “tradition” and “New coke” was not.

Consumers who had already loved Coca-Cola

opposed to new innovation. Not only did Coca-Cola

not succeed in developing a new brand but sales of

the original flavor also decreased.

Vinacafe extended their RTB by focusing on claiming

“heritage” to compete with other competitors.

FLiRTSTORY is a small fashion

business in HCMC who sells

“Espadrilles shoes” in Vietnam. At

the first time, FLiRTSTORY used

“gently smooth” (one typical

attribute of Espadrilles shoes) as USP

to sell products. Then, there were

many fake products in the market

who claimed “gently smooth” also.

To cope with it, FLiRTSTORY extended

USP of Espadrilles shoes to “not only

gently smooth, but also durable”

(because other fake products are

easily footworn).

Extended Brandkey/Positioning B

RA

ND

NA

ME

PRODUCT Existing New

Exis

tin

g

Ne

w

1. LINE extension

2. BRAND extension

3. Multi brands

4. New Brands

1. Line extention 2. BRAND extension

3. Multibrands 4. New brand

Questions to be asked by ourselves before making an extension decision: 1. What the opportunity is? How potential it is? 2. Is this extension opportunity add more value to our brand or dilute it? 3. How much is the “profit” for this extension? (How much we pay and how much we will receive?)

A brand launches a product that

targets a new market segmentation

within a product category currently

served by the parent brand.

There are some strategies:

• Product sizes: Aquafina 500ml

(original), 1.5l, 5l

• Color: Pantene White, Black, Pink,

etc„

• Flavor: Vinamilk orange, chocolate,

strawberry, etc„

• Ingredients: Colgate gel, herbal,

salt, etc„

• Form: VIM bar, liquid, powder, etc„

Using an existing brand name to promote a product in a different

category.

Ex: LG (TV, Refrigerator, computer monitor, microwave, mobile

phone…); Maggi (Maggi soy, Maggi seasoning, Maggi oyster).

About failure: Greed => Key to success: Don’t dilute Brand DNA

(Example about Gillette and Disney in slide 9)

With the promise “Only Harley Davidson delivers the fantasy of

complete freedom on the road and the comradeship of kindred

spirits to avid cyclists”, this heritage brand totally failed when

launching an irrelevant brand “Harley Davidson perfume” in 1920s.

Similarly, Adidas perfume and Levi’s perfume also failed since

being introduced.

On the other hand, Gap which sells clothes as Levi’s successfully

launched Gap perfume because this new category was relevant

with “sensitivity” personality of original Gap brand.

Introducing new brand in the

same category

Unilever has multi-brands in the

same product category of

shampoos (Dove, Lux, Sunsilk),

so does P&G (Head & Shoulder,

Pantene, Rejoice)

Using a new brand name in conjunction with a family brand name

to introduce new products.

Ex: Ipod of Apple, Technics of Panasonic

We take Lexus of Toyota as an example to clarify. Toyota (brand

essence: Reliability and Quality) has already been considered as

an affordable brand which is not so expensive. Lexus which sells

premium and high-class cars is a new brand of Toyota. Toyota is

a “shadow endorser”, stands behind to support and protect Lexus.

With Lexus, Toyota steps into a competitive environment which has

BMW, Mercedes and doesn’t care about brand dilution.

In terms of

business strategy

Thank you