ASSIGNMENT 10.1 – BRAND POSITIONING

Tuan Duong

TRUNG HIEU

BRAND

POSITIONING

• A way to create a distinct impression in consumer’s mind

• Consumer’s reason to buy your brand

• A single and constant meaning behind “brand” in consumer’s mind

It’s simply is:

owning a space (a meaning behind) of the brand name in

consumer’s mind that marketers utilize their resources to focus on

DEFINITION

PROTECTION QUALITY SEXUALLY

ATTRACTION

HEALTHY HAIR

SETTING UP A WINNING BRAND POSITIONING

WHO WE WANT

TO SELL TO:

• Segmentation

• Customers’

insight

WHAT WE ARE SELLING

(benefits) & WHY SHOULD

THEY BELIEVE (RTBs)

• Define consumer target

• Product features: unique

selling points

• Rational benefits: what

they will receive

• Emotional benefits: how

they feel

WHAT WE WANT

ADVERTISING TO DO

FOR THE BRAND

(STRATEGIC

CHOICES):

• Define where brand

is on brand love

curve

• Choose a strategy

for it

WHAT THE LONG

RANGE FEELING

IS THAT BRAND

EVOKES (BIG

IDEA)

Connecting with

consumers

WHAT PEOPLE

THINK, FEEL

(DESIRED

RESPONSE)

Step 1 Step 2 Step 3 Step 4 Step 5

BRAND

POSITIONING

Brand proposition:

The bundle of benefits that the

buyer derives out of any

brand. It also includes the

Unique Selling Proposition (USP)

which the buyer benefit that

no other brand can provide.

BRAND

PROPOSITION

DIFFERENCE BETWEEN BRAND POSITIONING & BRAND PROPOSITION

Brand positioning:

it is how the brand appears

and perceived against

other brands in the same

market/segment.

Brand proposition = Brand promise + Reasons to believe

BRAND PROMISE: articulation of what target customers can expect

from their experience with an organization. It describes the

experience and the value that this represents to the customer

Brand promise: Safety first

RTBs: innovative safety systems

=> With innovative safety systems,

driving a Volvo car makes me feel

that my family is safe.

BRAND

PROPOSITION

FOMULA

EXAMPLE

BRAND

ARCHITECTURE

Brand architecture is the way in which the brands within a company’s

portfolio are related to, and differentiated from, one another.

ROLE OF BRAND ARCHITECTURE

• the different leagues of branding within the organization;

• how the corporate brand and sub-brands relate to and support

each other;

• how the sub-brands reflect or reinforce the core purpose of the

corporate brand to which they belong

The architecture define:

DEFINITION

TYPE OF BRAND ARCHITECTURE

Individual product brand

The individual brands are

presented to consumers, and

the parent company name is

given little or no prominence.

Other stakeholders, like

shareholders or partners, will

know the producer by its

company name.

Corporate brand , umbrella

brand and family brand

These are consumer-facing

brands used across all the

firm's activities and also be

used in conjunction with

product descriptions or sub-

brands:

Endorsed brands and sub-

brands

These brands include a parent

brand as an endorsement to a

sub-brand or an individual,

product brand. The

endorsement should add

credibility to the endorsed sub-

brand in the eyes of consumers.

Virgin Group - Virgin Trains

Heinz - Heinz Cream of

Tomato Soup

Nestle - Nestle KitKat

Cadbury – Cadbury DairyMilk

Sony- Sony PlayStation

Procter & Gamble - Pampers

Unilever - Dove

BRAND

ARCHITECTURE

Corporate brand,

umbrella brand,

family brand

Endorsed brands,

sub-brands

Individual product brand

EXAMPLE

SUNSILK

BRAND

• Females between the age group 16-40 belonging to the two upper income

classes

• Like to make up their hair

• Are active, dynamic and simple but still conscious of their need to be beautiful.

• Try to keep the hair healthy and beautiful, though perform their lifestyle.

TARGET CUSTOMER

INSIGHT

I get disproportionately emotional about hair because it

is the most powerful tool for my self-expression.

A healthy and beautiful hair take positive steps to gain

better control of my lives.

CUSTOMER VALUE PROPOSITION LADDER

TARGET AND

INSIGHT

BRAND

FEATURES

RATIONAL

BENEFITS

EMOTIONAL

BENEFITS

• Active females,16-40, middle &upper income

classes who like to make up their hair

• “I get disproportionately emotional about hair

because it is the most powerful tool for my self-

expression. A healthy and beautiful hair take

positive steps to gain better control of my lives.”

• Unique packaging, different varieties, innovative

• Created formula by the world’s leading expert of

hair

• Healthy and beautiful hair

• Sense of style and elegance

• Increase self-esteem, confidence, care free

• Motivate girls to live without bound.

Brand vision: HAIR EXPERT

Brand essence: HAIR ON, LIFE ON

• Rational benefit: Healthy and beautiful

hair, sense of style

and elegance

• Emotional benefit:

Increase self-esteem,

confidence, care

free, motivate to live

without bound

Active females,16-40,

middle & upper

income classes who like

to make up their hair to be

more beautiful.

Girls want to take

positive steps to gain

better control of my

lives.

Unique packaging,

different varieties,

innovative

Created formula by

well experience hair

expert

Work with an incredible

group of hair professional

and each one brings their

own exclusive expertise to

Sunsilk

Hold the Guinness World

Record for the most heads

of hair washed and styled

in one day

Provide what

NEEDTo

WHOM

Differentiated

by

Reason

to believe

BRAND POSITIONING STATEMENT

HEALTHY HAIR