Basics of brand map

Brand Map The Tool Peshwa Acharya [email_address]

Brand Map : An Overview
Tool used by Unilever worldwide
Replaces brand positioning statement, brand architecture and other positioning tools

Brand Map : The Scope
Consumer focussed
Understand the brand as consumers see it
Re-engineer the brand
Leverage on changing opportunities or threats
Plot the strategy for the same
Launch new extensions

Brand Map : The Elements
Positioning Map
Extensions Map
Vision Map

Positioning Map : The Elements
External Elements
Competitive Environment
Target
Insight
Consumer’s view of the brand
Benefits
Values & Personality
Reasons to Believe
Discriminator
Essence

1. Competitive Environment
The market and alternative choices as seen by the consumer
“ Who loses if we win and who wins if we lose?”
As viewed by the consumer and not ORG

1. Competitive Environment
Dove Bar
Competes with premium soaps, such as Nivea and Olay2. Target
The person and the situation for which the Brand is always the best choice
Defined in terms of their values & attitudes (psychographics) and not just demographics

2. Target
Dove Bar
Women who want to care for their skin and look and feel their personal best, aged 35-50 and beginning to feel the effects of dry skin

3. Insight
The element of all we know about the target consumer and their needs (in this competitive environment) upon which the brand is founded

3. Insight
Dove Bar
Soap leaves skin feeling dry and tight

4. Benefits
The differentiating benefits that motivate the purchase
Functional, Emotional and / or Sensory

4. Benefits
Dove Bar
“ Won’t dry my skin like soap can, makes my skin soft and smooth , helps me feel more feminine”

5. Values and Personality
What the brand stands for and believes in

5. Values and Personality
Dove Bar
Honesty, femininity, purity, optimism, inner confidence
Honesty : Dove believes in delivering what it promises. It is credible and straightforward without being righteous
Femininity : Dove believes in a woman’s innate feminity. It seeks to restore her natural beauty and confidence without transforming her into someone else. Dove’s femininity is about white linen and pearls, not silk and diamonds

6. Reasons to Believe
The proof we offer to substantiate positioning
Why the Brand is better than alternative choices
Superior product details
Expert endorsement
Emotional reasons related to the values of the brand
Its heritage

6. Reasons to Believe
Dove Bar
Contains ¼ moisturising cream, uses clinical proof to indict other products, recommended by doctors, endorsed by users, creamy lather

7. Discriminator
The single most compelling and competitive reason for the target consumer to choose the brand
Selected from the other elements of the brand map

7. Discriminator
Dove Bar
(Only) Dove won’t dry my skin like soap can because it contains one quarter moisturising cream

8. Essence
The distillation of the Brand’s genetic code into one clear thought
Brand’s most important and distinctive feature that determines its identity

8. Essence
Dove Bar
Femininity restored to me and my skin
Axe
Masculine attractiveness
Budweiser
American camaraderie

Vision Map
Plot current map v/s objectives map
Define elements that will remain consistent
Answer the following :
Which element changes
Current?
Future?
Why should it change?
Rationale and evidence for making this change
How will it change?
The strategy for implementing the change

Extensions Map
Current map as the starting point
Define elements that will remain consistent
Define the opportunities
Justify the extension
Define what extension borrows from the mother brand and what does it build back

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Basics of brand map

by PESHWA ACHARYA on Dec 23, 2008

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Basics of brand map — Presentation Transcript