Crafting the Brand Positioning

John Rocky Leona

Outline

• #BeDifferent

• #Heart+Mind

#BeDifferent: Brand Differentiation in Achieving

Competitive Advantage

● Employee ● Channel

● Image ● Image

#Heart+Mind=EmotionalBranding

#EmotionalBranding

Three Traits of Emotional Brands

● strong people-focused corporate culture

● distinctive communication style and philosophy

● compelling emotional hook

Analyzing Potential Threats from Competitors

Crafting the Brand Positioning

John Rocky Leona