ASSIGNMENT 7.1 – BRAND POSITIONING

Ky Vy Khánh ThyDuc Hiep

Decide the competitive stance you want to adopt.

BrandTarget

consumerCompetitors Target market

Directly deliver the brand’s benefits/ reasons to buy.

Give your target consumer’ sreason to buy your brand in preference to other brands.

Create a distinctive place in

the market and own your target market niche.

BRAND POSITIONING

BRAND POSITIONING DO

BRAND POSITIONING IS IMPLEMENTED WITH

marketing plan

marketing strategies

product

concept

communication concept

pricing

distribution

packaging

promotions

competition

….

Anatomy of Brand positioning

Brand domain: the brand’s target market, where it competes in the market place.Brand heritage: the background to the brand and its cultureBrand values: the core values and characteristics of the brand. Brand assets: what makes the brand different

to its competitors? For example logos, symbols and images Brand personality: the character of the brand described in terms of other entities such as people, animals or objects.Brand reflection: how the brand relates to self-identity; how the consumer perceives him/herself as a result of buying or using the brand.

BRAND POSITIONING IS a process of positioning your brand in the mind of your consumer to create a unique impression in the consumer’s mind so that the customer associates something specific and desirable with your brand that is distinct from rest of the marketplace.

EXAMPLE:Colgate: ProtectionLux: Glamour

Axe: Sexual attraction

THE FOUR POSITIONING STATEMENT COMPONENTS

HOW IS POSITIONING IMPORTANT?

BRAND POSITIONING STATEMENT ISA one or two sentence declaration that communicates your brand’s unique value to your consumers in relation to your main competitors.

BRAND POSITIONING STATEMENT

probably the most important sentence in a marketing plan.

brings focus to the development of a marketing strategy and the marketing plan and tactics supporting that strategy

make key decisions that affect your consumer’s perception of your brand.

Positioning Statements versus TaglinesBrand positioning statements are often confused with company taglines or slogans.

Positioning statements Tag line Internal use. External statement

Insights from your positioning statement can be turned into a tagline.

EXAMPLE: Walmart:Tagline: Always low prices. Always.Positioning statement:Walmart is an multinational retail corporation provides to household with low-price goods where multinational retail corporation

1. Target Consumer: What is a concise summary of the attitudinal and demographic description of the target group of consumers your brand is attempting to appeal to and attract?

2. Market Definition: What category is your brand competing in and in

what context does your brand have relevance to your consumers?

3. Brand Promise: What is the most compelling

(emotional/rational) benefit to your target consumers that your brand can own relative to your competition?

4. Reason to Believe: What is the most compelling evidence that your brand

delivers on its brand promise?

1. Vietjetair

Brand positioning: cheap price flight service

Brand positioning statement: Vietjetair is an

airline service providing to middle-income and

low-income class with affordable price flights

which in parallel with qualified service.

3. WeCreate:

Brand positioning: Book for start up and career.

Brand positioning statement: We Create is book

publisher providing to reader who aim to have

successful career and extent professional knowlegde

with books about "occupation" to help readers have

an overview of potential job requirements as well as

the skills and knowledge to successful careers.

Category : airline service

Competitive environment:

Vietnamairline, Jetstar Pacific,...

Target consumer: middle-

income and low-income class.

Category: Book publisher

Target consumer: reader who

aim to have successful career

and extent professional

knowlegde

2. An Phuoc Group

Brand positioning: formal outfit

Brand positioning statement: An

Phuoc is a ready-to-wear clothes

brand providing to white collar

workers with business casual with

elegent and genteel colour,

fabric and styles.

Category: Clothes

Target consumer: white

collar worker.

Competive environment:

Blue Exchange, Ninomax,

Viettien,..

Insight

Target

Benefits

Values, Beliefs& Personality

Reason toBelieve

Discriminator

CompetitiveEnvironment

RootStrengths What made us famous in the first place?

What do we still want to be famous for in the future?

Describe in

consumer terms

Focus on attitudes of the key influencer

Ask “why is that important?” to dig deeper

Functional

benefit

must

lead

into

emotional

benefit

A picture

thousand

paints a

words

Own Rational &

Emotional

Tightly

linked

to

insight

BRAND KEYWHAT BRAND KEY IS?- It establishes a framework for brand’s future desired positioning, most importantly a common language for brand- It’s one of the single most important exercises when commencing brand development journey

Beware of

essences that

are no more

than catchy

straplines and

have no

substance

BRAND KEY PROVIDES 4 RULES

- Direction- Focus- Consistency- Inspiration

KEY PRINCIPLES OFEXCELLENT BRAND KEY

- Focus- Strategic Intent- Saliency- Simple

- Usually stated in 2 – 3 words, a brand’s essence is the one constant across product categories and throughout the world- And what cannot be changed when extending is brand essence- 9 criteria for Brand Essence:

BRAND ESSENCEThe heart and soul of a Brand – a

brand’s fundamental nature or quality

UNIQUE INTANGIBLE SINGLE-MINDED

MEANINGFUL

CONSISTANTLY DELIVERED

AUTHENTIC

SUBTAINABLE

SCALABLE

Insight

Target

Benefits

Values, Beliefs& Personality

Reason toBelieve

Discriminator

CompetitiveEnvironment

RootStrengths

High-class technology of the worldEssence of natural Vietnamese land

Tough with a lot of

popular brands

such as Vinamilk,

Dutch Lady, BaVì…

Mom

Age: 25-40

High incomeCaring families

Among lots of kinds of bad

milk in the market, I want a clean milk that really made from nature to assurance for

health of my family

Fresh & Clean Milk

Functional

Emotional

Assurance for families’health

TRUE HAPPINESS Leading

in fresh &

clean milk in

Vietnamese market

Authenticity

Integrity

Caring

Modern

Biggest

centralized dairy farm with Hi-tech

applicationsin Asia

Insight

Target

Benefits

Values, Beliefs& Personality

Reason toBelieve

Discriminator

CompetitiveEnvironment

RootStrengths

Since 1975, deep understanding human slumbers

Stable environment, not new competitors. Kimdanis leading

Modern women got married or prepare to do, 25-45

High income & education, always updates new trend

A great & deep slumber started

from the balance of the body

in sleeping posture, so a mattress that

keeps the balance of my body to bring most comfortable while slumbering

lift and always keep the

spine upright

Functional

Emotional

FRESH

YOUR

LIVING“Smart” mattress

Innovative

Caring

Modern

100% made

from natural

rubber with Hi-tech

comfortable

to keep

balance

when sleeping

of the body

Insight

Target

Benefits

Values, Beliefs& Personality

Reason toBelieve

Discriminator

CompetitiveEnvironment

RootStrengths

As a Brand of Unilever –A leading company in the world in FMCG

Cheap Price Brand -compete directly

with Tide

Household wives22 – 45, ruralLow or Average income

There’s something about brightwhite clothes that triggers the

confidence within you to take on the day's challenges and perform to

the best of your abilities.

White & brighten effectiveness

Functional

Emotional

TRIGGER YOUR

CONFIDENCE Not only white but

Innovative

Caring

Friendly

Specialwhiten helps decrease yellowish

Confident

only within the 1st washing

color, compounds

enhance the brightens

also Brighten

BRAND EXTENSION

Brand extension is an action that the company use the existing brand to introduce new products with new brands.- Increase awareness of the new brand name.- Inherit the reputation of the parent brand.

- Increase profit by add more profit, feature in the existing product.- Reach the new segments.

When the new brand is combined with an existing brand, the extended brand is called sub-brand and the existing brand is called parent brand.

SUB-BRANDPARENT BRAND

2 TYPES

When the parent brand is used to establish a new product that target different segment but still within the category of the parent brand.The line extension often add new flavors, ingredients or forms, size..

LINE EXTENSION

CATEGORY EXTENSION

When the parent brand is used to establish new products in a new product category.

CSD SPORT DRINK

Extended Brand Key/Positioning means expansion of Brand

Key/Positioning – occurs when the brand extends

Insight

Target

Benefits

Values, Beliefs& Personality

Reason toBelieve

Discriminator

CompetitiveEnvironment

RootStrengths

Dove is a specialized brand of bath products , skin whitening and skin-friendly

Soap leave my skin feeling dry and tight

Won’t dry skin like soap can, skin soft and smooth

Functional

Emotional

RESTORING FEMINITY

Feminity

Caring

Honesty

Contains of 1/4 moisturizing cream

More feminine

Recomment

Dove bridges soap and skincare Competes directly with premium soaps such as Lux, Pears, Cam

Women 35 – 50, who begin to feel the effects of dry skinCaring yourself beauty

Optimism

by doctors

Dove don’tdry my skinlike soapcan

because itcontains of ¼ moisturizingcream

Dove brand’s heritage is based on moisturisationcomes from US, deep understanding about women

“The pressure to be beautiful feeds our tendency to focus on the negative, making beauty an unnecessary source of anxiety

Tangibly improve the condition of skin or hair

Functional

Emotional

INSPIREREAL

BEAUTY

Innovative

Caring

Modern

title " Expert “by the ability of

the comprehensive

care product named Dove

Confident

Tough and stronglyCompetitive environment but Dove is leading brands in almolst the skin and hair care

Women 18 – 50Caring yourself beauty

Optimism

Real care

1957: The Dove brand started its life in 1957 in the US, with the revolutionary new beauty cleansing Bar.

1995: Dove bring womennew experiences by expand its product line into the milk bath products , hair care , deodorant , cleanser and body moisturizer