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Basics of brand map

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Basics of Branding

Basics of Branding

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Basics of brand map Basics of brand map Presentation Transcript

  • 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