McDonald's and the Essence Music Festival - Brand Marketing and Communications Master's Project
Brand Essence
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Transcript of Brand Essence
A presentation by
Kazi M. Hossain
Brand Consultant, Mozaic Creative Yonge St, Thornhill, ON L3T, Toronto, Canada
Ex. COO of Protishabda (Publicis and Saatchi & Saatchi Affiliate)
26 Kemal Ataturk Avenue, Dhaka, Bangladesh
Mobile: (647) 836 4335Email: [email protected]
ca.linkedin.com/in/mkazihossainyoutube.com/user/kmhraselBrand Essence
Let’s define the Brand Essence (DNA)
of brand ‘X’ to create a unique
positioning
*Original brand name of Edible Oil has been changed to brand ‘X’ due to confidentiality
Target Consume
r
Product Attribute
s
Brand Personali
tyBrand
Benefits
Target Consumer
Mother takes particular care in cooking for her family as it’s one of the most important attributes of her caring expression.
Target Consumer
She believes that cooking food is the way to bring and keep her family together and healthy.
Target Consumer
The meal she prepares gives her intrinsic reward that she does it with the best of her knowledge and love.
Target Consumer
She feels essential for her family as she exerts a huge influence on her family’s happiness, health and future. She takes pride in it.
Target Consume
r
Product Attribute
s
Brand Personali
tyBrand
Benefits
Product Attributes
Preserves the inherent goodness, nutritional benefits of the product, Brand X offers.
Product Attributes
Makes balanced food through appropriate level of
nutrients.
Product Attributes
Ensures purity
Product Attributes
Enhance Taste
Target Consume
r
Product Attribute
sBrand
BenefitsBrand
Personality
Confidence from knowing you are making the informed choiceMothers have wide range of options available to them. But choosing ‘X’
brand, they should be reassured about the goodness of the food they prepare for themselves and their loved ones. As oil is the main ingredient of cooking, it helps to ensure quality of taste and goodness of nutrition.
Brand Benefits
Satisfying sense of involvement and controlWhenever mothers prepare food, the Brand ‘X’ always lets them get
the best cooking experience which allows them to express themselves and show how much they care.
Brand Benefits
Brand Benefits
Togetherness with good foodOffering good food is the most delicious way to show mother’s love and
care and has the wonderful power of bringing family together. Brand ‘X’ is on her side and helps mom bind their loved ones around ‘X’.
Satisfaction in taking care of family healthThe ‘X’ brand offers a range of products, recipes and related advice that
ensure healthy meal cooked for everyone. There is nothing more satisfying than to cook a healthy meal and to see family members’
empty plates at the end of the meal, big smiles or enthusiastic compliments. These are the signs of good healthy family. The ultimate
satisfaction of mother is to be the gatekeeper of family health and Brand ‘X’ ensures it.
Brand Benefits
Target Consume
r
Product Attribute
sBrand
BenefitsBrand
Personality
Brand PersonalityShe understands the importance of wholesome food for good health.
Brand PersonalityShe is always conscious about the purity of
the food ingredients she uses for food preparation.
Brand PersonalityShe wants to bind her family with her care
through serving the very best food in terms of purity, taste, and nutrition.
Brand PersonalityShe loves to play with food, recipes and
ingredients. She explores new ideas of cooking.
Brand Essence (The DNA)
Target Consumer Product Attributes
Brand Benefits Brand Personality
Healthy Living, Active Family
Target Consumer• caring expression
• bring her family together• her intrinsic reward• takes pride in cooking
Product Attributes• inherent goodness
• appropriate nutrients level • ensures purity• enhance taste
Brand Benefits• confidence of informed choice
• satisfying sense• togetherness
• gatekeeper of healthy family
Brand Personality• wholesome• conscious• caring• cheerful
ThanksTo know more , please contact-
Kazi M. HossainBrand Consultant, Mozaic Creative
Yonge St, Thornhill, ON L3T, Toronto, Canada
Ex. COO of Protishabda (Publicis and Saatchi & Saatchi Affiliate)
26 Kemal Ataturk Avenue, Dhaka, Bangladesh
Mobile: (647) 836 4335Email: [email protected]
ca.linkedin.com/in/mkazihossainyoutube.com/user/kmhrasel