ASSIGNMENT 3.1
BRAND TASKS & BRAND ESSENTIALS
NGUYỄN BÍCH VÂN
PHAN PHƯỢNG TƯỜNG
Question 1

Present formulations of brand positioning.

Target

Benefit

Brand
positioning

Reason
to
believe

Brand posit...
Question 1

Give one example.
Question 2

What is brand essence?

CATEGORY
TRUTH

the
emotional heart of a
Brand Essence is

CONSUMER

TRUTH

BRAND
ESSE...
Question 2

What is brand essence of AXE?

CATEGORY
TRUTH
• Get rid of the smell.
• Bring confident.

A confident seductiv...
Question 2

What is brand essence of TRIUMPH?

CATEGORY
TRUTH
• Necessary for women.
• Sexy & Seductive.

The finesse sens...
Question 3

Present formulations of brand essence.
Question 3

Present formulations of DIANA brand essence.
Young marketers elite 2013   assignment 3.1 - van-tuong
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Young marketers elite 2013 assignment 3.1 - van-tuong

  1. 1. ASSIGNMENT 3.1 BRAND TASKS & BRAND ESSENTIALS NGUYỄN BÍCH VÂN PHAN PHƯỢNG TƯỜNG
  2. 2. Question 1 Present formulations of brand positioning. Target Benefit Brand positioning Reason to believe Brand positioning is one of the single most important steps any business can take on the road to success. Brand positioning brings to light the viability of your product or service. It can also show alternate paths, and even reveal new opportunities. Brand positioning clearly defines the following crucial things in realizing vision:  Determine originality  Establish your unique position in your chosen market  Identify competitors Brand DNA  Determine required budget to compete
  3. 3. Question 1 Give one example.
  4. 4. Question 2 What is brand essence? CATEGORY TRUTH the emotional heart of a Brand Essence is CONSUMER TRUTH BRAND ESSENCE PRODUCT TRUTH brand, summed up in a few words.
  5. 5. Question 2 What is brand essence of AXE? CATEGORY TRUTH • Get rid of the smell. • Bring confident. A confident seductive deodorant spray which helps men look, smell & feel the best. CONSUMER TRUTH Brand essence Want to look, smell & feel the best to be confident & get attraction from girls. CONFIDENT SEDUCTIVENESS PRODUCT TRUTH • Get rid of the smell. • Seductive scent.
  6. 6. Question 2 What is brand essence of TRIUMPH? CATEGORY TRUTH • Necessary for women. • Sexy & Seductive. The finesse sensuous lingerie which boost self-confidence. CONSUMER TRUTH • Want to feel confident from inside. • Sensual feeling. Brand essance SENSUOUS SELF-CONFIDENCE PRODUCT TRUTH • Seductive style combining quality fabric. • Focus on women & their individuality.
  7. 7. Question 3 Present formulations of brand essence.
  8. 8. Question 3 Present formulations of DIANA brand essence.

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