BRAND POSITIONING
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CENTRAL HUB OF VIETNAM
MARKETING & COMMUNICATIONS INDUSTRY
HANDS-ON TRAINING | INDUSTRY NETWORKING | GLOBAL EXPOSURE
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Your Brand Love Report
Step 1.
• Choose a brand that you love, one you can’t live without!
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Your Brand Love Report
Step 2.
• Explore what makes the product experience so superior
• And what is the compelling idea you are buying into, what is the brand’s
unique point of view?
• What are the little touches that attract and inspire you?
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INTRODUCTION
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INTRODUCTION
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INTRODUCTION
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INTRODUCTION
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BRAND ROOT STRENGTH
ROOT STRENGTHS
Specific assets from the past that we want to leverage for the future.
Những tài sản, kế thừa hữu hình hay vô hình mà thương hiệu có.
Original products/ values and/ or benefits that made the brand great & on which we want to build
> Noodle made from potato
> Selection of Premium taste
The world’s first skin care brand, the first to offer a Regime of Cleansing +
Care.
A legacy of making expert technology accessible to “the many”
Scientific expertise in developing skin care – The Pond’s Institute.
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COMPETITIVE ENVIRONMENT
COMPETITIVE ENVIRONMENT
The Competitive Environment describes all the choices available to the current consumer with which our
brand competes. It is not just a description of the product category by ourselve as defined or our
retail customers. Considering both share of wallet and share of mind!
Snack market All favourites for teenagers (snacks, All branded beverages,
phone-cards, music downloads/“pocket hot and cold (non
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money” items) alcoholic).
TARGET CONSUMER/ PEOPLE WE SERVE
The person & the situation for which our brand is always the best choice (not just demographics but
attitudes/ values).
What are their common defining characteristics?
How would we describe them as an affinity group?
Sometimes it will be helpful to specify the situation in which the brand will be the first choice.
Eg. Magnum users: spontaneous; pleasure seekers
Pleasure entitled adults who
believe that pleasure is their
birthright.
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TARGET CONSUMER/ PEOPLE WE SERVE
accepting of her imperfections. Her self-esteem comes more from how she feels than how she looks.
She is interested in beauty, but hers is a beauty quest within limits. She values quality over hype.
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TARGET CONSUMER
Examples:
14-25 year-old men, fairly cool but still limited in experience of women. Chasing girls, getting chased by
girls, getting girls is a way of defining themselves as individuals and men. Peer group approval is critical.
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CONSUMER INSIGHT
A deep understanding about motivation behind consumers’ needs (tension or desire).
The practical challenges of preparing nutritious and tasty meals
every day get in the way of enjoying the spirit of family mealtimes.
Kids are always neglected and fast in doing many things, including
washing their hands which bears the risk of being unhygienic.
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CONSUMER INSIGHT
Girls get disproportionately emotional
about hair because it is
the most powerful tool for self-
expression: when her hair is ‘off’
her whole life is ‘off;’ when her hair is
‘on’, her whole life is ‘on’.
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BENEFITS
▪ ‘Benefits’ - the way brand solves consumer problems or offers an improvement in some
aspect of their life – the reasons to buy.
▪ Brand benefits will be functional & emotional which fit together.
▪ Products in a category may have similar benefits but a strong brand must also provide
something superior to make consumer prefer that brand to others. This can be done
either by:
✓ Offering differentiating benefit
✓ Deliver a generic benefit better than competitors
EX: Detergent category
-> Category benefit: Clean clothes
-> How to differentiate: (i) Whitening clothes (ii) Not only clean but make clothes more
fragant (iii) Make clothes cleaner 5 times
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BENEFITS
The FUNCTIONAL BENEFITS(S) are defined as the differentiating functional benefit that
motivate purchase.
Examples:
- AXE: Axe makes me feel, look and smell great.
- Closeup: Bring freshness in your every breath.
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BENEFITS
EMOTIONAL BENEFIT(S): to establish an emotional connection between the brand and its
people. This emotional connection builds the trust that leads to loyalty.
Emotional benefit must be the logical development built on the functional benefit.
Examples:
- CLEAR: Self-assurance to project your flawless best
- CLOSEUP: to be confident to get closer
- BECEL:
+ Functional: Becel foods are positively good for your heart*. (*Cardio-vascular system)
+ Emotional: Confident that I have made the right choice for my health and optimistic about
my future.
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REASON TO BELIEVE
▪ The proof that we convince consumers to believe in our benefits:
✓ Superior product ingredients
✓ Expert endorsement
✓ An emotional reason related to the values of the brand or its heritage.
▪ No need to be always rational. It may be based on trust or the testimonial of an expert,
where it is seen, and / or who associates with it. It can also include the brand’s unique
authority for a particular product based on its heritage.
Already tested & certified by Pasteur Institute
Tea is a natural source of goodness - AOX, Theanine
Lipton’s unique mastery to unlock the power of the leaf, from bush to
cup
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130+ years of passionate commitment to caring for all types of skin.
BRAND DISCRIMINATOR
▪ The BRAND DISCRIMINATOR is the simplest, most compelling reason why people
choose the brand; that sets the brand apart from the competition.
▪ They could be functional reasons, emotional reasons or RTB.
▪ Make sure:
✓ important in consumer’s life
✓ credible from this brand
✓ different to competitors
Examples:
- FLORA: Flora is always the healthiest choice. It always has been and always will be.
That's one thing Mum can be sure of.
- SURF: Only Surf bright approach and unique fragrances can elevate laundry from a
mundane task to a joyful experience
- DOVE: Only Dove’s Superior Care offers every woman the happiness of realizing her
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beauty potential.
BRAND PERSONALITY
▪ The BRAND PERSONALITY is a description of how the brand behaves when it
becomes a person.
-> Helps to define the style of communication with the people we want to engage.
▪ Avoid to use ‘fat’ generic words (Ex: modern, young).
▪ Use gritty language that avoids generalisation and gives specific dimension. If no one
would be the opposite of your word, it is not useful!
Examples:
- Wakeup Cafe Saigon: Humorous, sincere, positive
- Ben & Jerry’s: Outspoken, risk taking
- Diana: graceful, girly but strong from inner
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What is brand personality of?
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What is brand personality of?
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BRAND ESSENCE
BRAND ESSENCE
The brand’s mantra/ sense of mission into a single sentence.
-> To direct internal brand team & focus our choices
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SHARE THE POSITIONING
MODEL OF THE BRAND YOU
CHOOSE
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PRESENT
YOUR
HOMEWORK
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THANK YOU.
Contact
Telephone: +84 (8) 3911 5506
Website: http://aimacademy.vn
Facebook: facebook.com/AIMACADEMY.VN
Address: 146Bis Nguyễn Văn Thủ, Đa Kao Ward, District 1, HCMC, Việt Nam.
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