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Brand positioning

MARKETERS

Brand essence

BRAND KEY

I am offering the only that can [BRAND
POSITIONING] In the categor...
Brand positioning

Brand essence

Positioning is defined as the way by
which the marketers attempt to
create a DISTINCT im...
Brand positioning

FORMULA
POSITIONING IS WHEN WHAT MARKETERS
SAY MEET WHAT CONSUMER PERCEIVE.
Positioning Statement = [Ta...
Brand positioning

Brand essence

Brand key

MORE EXAMPLES
For homemakers, Dow
Bathroom Products are the
easy way to get a...
Brand positioning

Brand essence

Brand key

SINGLE INTANGIBLE attribute that DIFFERENTIATES the brand
from competitors’ b...
Brand positioning

Triumph’s underwear designed
perfectly fit in base on mixing
of fashion , passion about
woman body . Ma...
Brand positioning

Brand essence

Formula of a regular Brand key and the sample of AXE Brand key by Unilever

Brand key
AN...
Brand positioning
6. Value , belief , personality : Diana is
a sweet & gentle girl , still keep traditional but
so confide...
Young marketers elite 2013   assignment 3.1 - thuyet-hieu
Young marketers elite 2013   assignment 3.1 - thuyet-hieu
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Young marketers elite 2013 assignment 3.1 - thuyet-hieu

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Young marketers elite 2013 assignment 3.1 - thuyet-hieu

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Transcript of "Young marketers elite 2013 assignment 3.1 - thuyet-hieu"

  1. 1. Brand positioning MARKETERS Brand essence BRAND KEY I am offering the only that can [BRAND POSITIONING] In the category I will make you feel [WHAT-TO-BEBRAND ESSENCE] Brand key BRAND ESSENCES CONSUMERS
  2. 2. Brand positioning Brand essence Positioning is defined as the way by which the marketers attempt to create a DISTINCT impression in the customer's mind. Or what marketers want the target market to perceive in their mind when mentioning the brand. Brand “target consumer’s” reason to buy your brand in preference to others positioning refers • Volvo = Safety • Miller Lite: Great Taste, Less Filling • Walt Disney Company: Magic Brand key • U.S. Army: Be all you can be • Budweiser: For all you do, this Bud’s for you • Pepsi Generation CATEGORY BENEFIT PRODUCT & CONSUMER to BUSINESS MODEL • Burger King: Have it your way • United Airlines: The friendly skies of United • WalMart: Always the lowest price AGAINST COMPETITOR • Avis: We’re #2. We try harder • Seven-Up: The Un-cola • Apple: Think different
  3. 3. Brand positioning FORMULA POSITIONING IS WHEN WHAT MARKETERS SAY MEET WHAT CONSUMER PERCEIVE. Positioning Statement = [Target Audience] + [Frame of Reference] + [Point of Difference] + [Reasons to Believe] OUR [OFFERING] IS THE ONLY [CATEGORY] THAT [R2B] Brand essence Brand key
  4. 4. Brand positioning Brand essence Brand key MORE EXAMPLES For homemakers, Dow Bathroom Products are the easy way to get a great clean shine for your tub, tile and toilet. That’s because only Dow Bathroom Products contain scrubbing bubbles that cut through dirt and grime clean to the shine! For those suffering from a cold, Comtrex offers four different relief formulas that treat and work against your specific cold ailments.
  5. 5. Brand positioning Brand essence Brand key SINGLE INTANGIBLE attribute that DIFFERENTIATES the brand from competitors’ brands as PERCEIVED BY CONSUMER A BRAND PROMISE When using the brand, the customer will FEEL [THAT ESSENCE] Single minded; Intangible; Unique; Experiential; Consistent; Authentic; Sustainable; Meaningful; Scalable
  6. 6. Brand positioning Triumph’s underwear designed perfectly fit in base on mixing of fashion , passion about woman body . Make women feel “confident” when using it. => “Fashion from passion with women body” Brand essence Brand key Axe gives guys the edge in the mating game, and can achieve any girls they want. Axe makes men feel seduced => “Grooms men to seduce”
  7. 7. Brand positioning Brand essence Formula of a regular Brand key and the sample of AXE Brand key by Unilever Brand key ANOTHER TYPE OF BRAND KEY by COKE
  8. 8. Brand positioning 6. Value , belief , personality : Diana is a sweet & gentle girl , still keep traditional but so confident to do what she like & confident to show it. Diana-er, women appreciate Diana’s value. 5 . Benefit : a product that make women feel still confident in “red day” and they are confident to show off themselves all the time. Brand essence 9. Essence: Do what I love in the way I love. Feel self wonderful Diana Brand key 7. R2B: Diana understand unconvinience of women in “red day” and may be it can make she shy, but Diana want to tell them that, it’s normal and it’s not make them less great. Diana will help them to feel better. 8. Discriminator: Kotex with bye bye label campaign telling girl don’t care about “labels” people stick in them, just be themselve. Diana not, Diana make women feel inspiration from their mind and confident to show it to many people 4. Insight : It’s great being a woman 2. Competitive environment : Tampons Vietnam market have 2 leader with over 40 pecent share: Kotex & Diana. It’s a was last many many year and to be continues. 1. Rooth strength: Use the best way and try to be better everyday to cherish women in “red day” – “Red-day can’t make you less great” 2. Target: Women, 14-45, both urban and rural, all SEC.
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