BRAND POSITIONING

Why do we need brand positioning?

What is brand positioning?

An organized system for finding a window in the mind of the

consumers and sweetly occupying their belief.

1. Consumer’s brain is very LAZY

Consumers don’t want to try their best to absorb all things we say → What is the core message of our product which is different from others? If other products can penetrate in consumer’s brain, they will exist steadily. → How can we replace these stable positions by our product?

2. How brand can exist and develop in long-term and under competitive pressure from other brands

Follow 4 rules: - Direction - Focus - Consistency - Inspiration And must be effectively delivered across the 6P formula, including: Product, Price, Place, Promotion, Packaging, Proposition.

How is great brand

positioning?

To Whom

- Who is your core target? - What is the appropriate insight?

Provide What Need

- Key things to look into: consumer insight, product features, rational/functional benefit, emotional benefit. - Challenge yourself to find a point of difference where you can with against your competition

Reasons To Believe

- Rational truth (attributes & association) - what the head says - Emotional truth (values & personalities) - what the heart says

Differentiated By

- The driver of every part of the organization connected to the brand - Key things to look into: Personalities, products & services, consumer view, internal beacon

Brand positioning statement sets up the brand's promise to the consumer, impacting both external

communication as well as internally with employees who deliver that promise.

Difference between brand positioning statement and tagline

Positioning statements, which help marketers make key decisions that affect customer’s perception of the brand, are for internal use. A tag line is an external statement used in marketing efforts.

BRAND POSITIONING STATEMENT

Tagline Brand positioning statement

Brand Provide What Need To Whom Differentiated

By Reasons To Believe

Knorr - Thơm ngon tròn vị

-All-in-one seasoning product delivers great

taste for the family meals and saves

cooking time

Female, ABC

Age: 20-35

Live in urban

They have modern lifestye but respect for

cooking as a way bonding family

(Tròn vị) rounded taste

of dishes

the rounded taste of dishes with 3

premium ingredients (shinbone, tenderloin

& marrow)

Sunsilk - Cho tóc mềm mượt suốt ngày dài

Functional: Shampoo keeps hair soft and smooth till the tips.

Emotional: Every girls has hair on her side as

she “writes her own story”.

Modern woman, BCD

Age: 18-40

They are graceful females with gentle

long hair.

Trully personalized

and combinable

range of expect

solutions

An incredible group of 7 hair professionals, and each one brings their own exclusive expertise to Sunsilk.

Cafe Việt - Cà phê mạnh

cho phái mạnh

Coffee with strong taste that consider as

the symbol of masculinity

Male, ABC

Age: 25-45

Live in urban, do the blue-collar jobs and

highly appreciate the masculinity

Very strong taste

Strong recipe from experts who

researched and understood deeply about Vietnamese

coffee taste

EXAMPLES

BRAND ESSENCE

The brand essence is the single intangible attribute that differentiates the brand from competitive brands as perceived by the audience

Brand essence sums up how your brand connects emotionally with your customers

Brand essence is the distillation of the brand into a core idea or a promise

Different definitions of Brand Essence

Brand essence is a single intangible attribute, distillated into a core idea or a promise, perceived by consumers that

differentiates the brand from competitive brands

Brand essence often lies at the center of many brand models and is seen as the heart of a brand. It plays the main

part in guiding your strategies and activires to achieve the consitency across large organization and along with

time

1

2

3

Unique

Intangible

Single -minded

Experiantial

Meaningful

Consistantly

Delivered

Authentic

Sustainable

Scalable

EXAMPLE Sting – A breakthough way of life

Mountain dew – Drink for

the fearless, the extreme and

those who strive to stand out

What is brand essence?

Why does it matter?

What does a great brand essence look like?

Brand key establishes a framework to

achieve a brand’s future desired

positioning and what we want to build

BRAND KEY

Insight

Competitive

environment Target

Root strengths

Essence

Value: What the

brand stands for

or belives in

Personality:

Characteristics

attributed to the

brand

The problems the

brand can solve to

motivate purchase

This contains both

functional and

emotional benefits

The proof for the

brand’s ability to

deliver the benefits it

promises

This makes it

trustworthy and help

substantiate the

positioning

All of your understanding about the consumer needs, wants, desires and purchase drivers

The unique reason

why consumers

must choose one

brand instead of

others, giving it a

competitive edge

The detailed

description of

people who are

willing to purchase

and see your brand

as the first choice

The alternatives or

substitutes to your

brand provided in the

markets by competitors

as seen by your

consumers The original platform of attributes and values or benefits that the brand is built on or known for

This is the basic model of brand key

developed by Unilever. Depending

on specific category, brand or

corporation characteristics, the

model can be adjusted. Besides,

there are similar alternative model

like brand pyramid or brand wheel

that serve similar functions.

So it’s not about the model. It’s the

concept that matters!

Key principles of excellent Brand Key:

Focus Strategic

Intent

Saliency Simplicity

BA

SE

EX

TER

NA

L B

RA

ND

DN

A

Focus Strategic

Intent

Saliency Simplicity

5 steps to build a brand key

HOW TO BUILD A BRAND KEY

Root Strengths: What is your brand famous for at the moment and in the

future?

Competitive Environment: Describe compertitors in terms of consumer

choice

Target Customers: Focus on attitudes of the key influencer

Consumer Insight: Observe, collect facts and ask questions to dig deeper

Benefits: Develop Emotional benefits on the platform of Functional benefits

Values - Belief – Personalities: Portray your brand in terms of belief and

personalities in details

Reason to believe: Must persuade consumers to buy Rationally And

Emotionally

Discriminators: Tightly linked to root strengths and consumer insights

Brand Essence: Must have substance and real meaning rather than just

catchy straplines

BUSINESS NEED TARGET GROUP PRODUCT RELEVANCE

TO CONSUMERS COMPETITIVE

ENVIRONMENT VALUES

DEVELOPMENT

Decide the the need and the

purpose your business, your

product

Segment and select

one group of

consumers to target

Link the product

benefits to the

consumer needs

Collect information

about market and

competitors in general

Develop further values

based on the available

information

After finishing the above 5 steps, we go into detail about the elenments of brand key

1. Root Strengths: The first and leading green tea brand - Cool Down

Your Life

2. Competitive Environment: Branded freshing beverages and

unbranded ice-tea

3. Target: Young and modern peole (19-25) have urban lifestyle, but

embrace traditional goodies and love nature

4. Insight: I believe in balancing: taste-health, body-mind is very

important for a good life.

5. Benefits:

Emotional: Healthy balance of body and mind

Functional: Refreshing, natural good taste, healthy

6.Values Personality

Values: Health, Nature, Modern, Convenient

Personalities: Youngful, Modern, Optimistic, Sociable, Outgoing,

Flexible

7.Reason to believe: Made from 100% green tea essence. Green

tea has the cooling, comfortable power.

8. Discriminator: Không Đô ̣ Green Tea help you feel balance of your

life.

9. Essence: Life Balancing

EXAMPLE : TRÀ XANH KHÔNG ĐỘ

Insight

Competitive environment

Target

Root strengths

Essence

Healthy

Natural

Delitious

Nutritious

Family

connection

Functional: nutritions

and vitamins for a

good health and

outstanding growth

Emotional: the

platform of health

for family

connection

Millk taken from the

largest community of

well-cinnected and

organized family farms

Sellected happy cows

More than 100 years of

experience

“I’m happy when my family

members are strong and healthy”

The pure milk made

from one single

ingredient

Consumers: Children

under 18 in different

stage of growth

Shopper: Women

from 22-45 care for

the health of family

members

Dirrectly: Vinamilk, TH

True Milk, Dalatmilk, Lovin

Farm, Nutifood,…

Indirectly: Milo,

Nutriboost, Vinasoy, V-

fresh, other beverages,…

Great taste and full of nutritions

Build a health

platform for

family

connection

EXAMPLE

DUTCH LADY

EXAMPLE

ROMANO

Root strengths

Romano is a leading brand of personal care products for men with high

awareness and strong emotional attributes such as SUCCESSFUL, SEDUCTIVE

and functional attribute of FINE FRAGRANCE.

Competitive Environment

- Direct competitors: X-men

- Undirect competitors: Clearmen

Target

DEMOGRAPHIC

Male: 22-28 y.o.

ABC class, living in urban area.

Young and single.

He enjoys his life and his work, regardless of employed or self-employed.

PERSONALITY AND LIFESTYLE

Confident, Talented, Liberal-minded, which make him the center of

attraction.

Work and life balance.

Takes well care of his appearance

Insight

As a man, I have big ego so I do not like to be told to ’be somebody’ as I

already thinks I am. I do not live the rule of life because I have my own set of

rules

Benefits

Functional: Uptrend, elegant & long-lasting fragrances within products

Emotional: Brings successful, seductive, elegant image

Discriminator

Brings men confidence, masculinity, seduction, elegance

to live a great life.

Personality

Young , Elegant, Modern, Play at life, Successful (On the

way to success)

RTBs

Fine fragrances from top manufacturers in the world

Italian men was well-known & widely favored for

GALLANT, STYLE, ROMANTIC, MASCULINE (famous football

players: Paolo Madinni , Roberto Baggio…)

Italia reminded people of sophisticated and premium

image (art, culture, HI-END FASHION…)

BRAND ESSENCE

PLAY AT LIFE

EXTENDED BRAND KEY / POSITIONING

Extended Brand Key is the brand key that is developed based on the existed brand key due to the extension of the brand.

Extended Positioning Statement is the new positioning statement developed from the old positioning statement due to brand extension.

EXAMPLE YOUNG MARKETERS 2013 VS YOUNG MARKETERS SEASON 3

To

Students, age 18-24, who are studying at

universities in HCMC, who are in need of a

marketing contest that can provide a chance to

check, systematize and improve their marketing

knowledge.

Young

Marketers

is the marketing contest that is exclusive

designed for students with huge investment in

both quality and prizes.

That give a chance for students to check, systematize and

improve their marketing knowledge.

RTBs

-Top marketers from MNCs throughout Vietnam

attends as judges and trainers

-Training classes for top teams throughout the

contest

To

Students, age 18-24, who are studying at universities in

Vietnam, who are in need of a marketing contest that can

provide a chance to check, systematize and improve their

marketing knowledge as well as can help them to get in

the marketing world.

Young

Marketer

s

is the marketing contest that is exclusive designed for

students with huge investment in both quality, prizes and

training course after contest.

That give

a chance for students to check, systematize and improve

their marketing knowledge as well as offer them a passport

to get in the marketing world.

RTBs

-Top marketers from MNCs throughout Vietnam attends as

judges and trainers

-Training classes for top teams throughout the contest.

-Training course for the winners after the contest.

Young Marketers 2013 Young Marketers season 3

Root strengths

A competition held by marketing experts.

-A competition held by marketing experts

-A well-structured marketing contest with huge impact gained from the

past seasons

Competitive

Environment

There are very few marketing contests for students,

especially contests with thorough invest like Young

Marketers.

- There are very few marketing contests with thorough invest and huge

impact like Young Marketers.

Target Students, age 18-24, study at universities in HCMC. - Students, age 18-24, study at universities throughout Vietnam

Insight - “I need a marketing contest that can provide me a

chance to check, systematize and improve my marketing

knowledge as well as connect me to other students who

have the same passion for marketing.”

“I need a marketing contest that not only provide me a chance to check,

systematize and improve my marketing knowledge but also give me a

passport to get in the marketing world.”

Benefits -Functional: Have a chance to systematize the marketing

knowledge / experience real marketing cases / achieve

very clear map in the marketing career path.

-Emotional: Have a chance to overcome the inner barriers

and gain self-confident / Make friends with others students

who have the same passion.

-Functional: Have a chance to systematize the marketing knowledge /

experience real marketing cases / achieve very clear map in the

marketing career path / a passport to get in the marketing world

-Emotional: Have a chance to overcome the inner barriers and gain self-

confident / Make friends with others students who have the same passion /

Obtain very huge pride if qualifying for the Elite Program.

Discriminator -The marketing contest that is most invested both in the

quality of the judges and the value of the prizes

-The marketing contest that is most invested both in the quality of the

judges and the value of the prizes

-The well-structured marketing training courses for the winners.

Personality - Passion, Young, Bold. - Passion, Young, Bold.

RTBs -Top marketers from MNCs throughout Vietnam attends as

judges and trainer

-Training classes for top teams throughout the contest

-Top marketers from MNCs throughout Vietnam attends as judges and

trainer

-Training classes for top teams throughout the contest

-Training courses for the winners after the contest.

Brand

Essence Orientate next marketing generations. Empower next marketing generations.

EXTENDED BRAND KEY

Brand love key is the different version of basic brand key, which included Brand purpose as well as

“USLP” – That’s why we also consider it as “Extended” Brand Key.

FOOD FOR THOUGHTS – BRAND LOVE KEY

ROOT STRENGTHS Specific assets from the past that we want to

leverage for the future

BRAND LOVE TRIANGLE Deep understanding of the people we want to

serve, their deep rooted tension or desire, brand

POV to cut through human tension & it’s core value.

UNLOCK THE MAGIC Portray the brand as a human – functional,

emotional, discriminator, personality and the most

important thing : USLP – Sustainable Living Plan.

Example - Rexona