2. BRAND
POSITIONING
• A way to create a distinct impression in consumer’s mind
• Consumer’s reason to buy your brand
• A single and constant meaning behind “brand” in consumer’s mind
It’s simply is:
owning a space (a meaning behind) of the brand name in
consumer’s mind that marketers utilize their resources to focus on
DEFINITION
PROTECTION QUALITY SEXUALLY
ATTRACTION
HEALTHY HAIR
3. SETTING UP A WINNING BRAND POSITIONING
WHO WE WANT
TO SELL TO:
• Segmentation
• Customers’
insight
WHAT WE ARE SELLING
(benefits) & WHY SHOULD
THEY BELIEVE (RTBs)
• Define consumer target
• Product features: unique
selling points
• Rational benefits: what
they will receive
• Emotional benefits: how
they feel
WHAT WE WANT
ADVERTISING TO DO
FOR THE BRAND
(STRATEGIC
CHOICES):
• Define where brand
is on brand love
curve
• Choose a strategy
for it
WHAT THE LONG
RANGE FEELING
IS THAT BRAND
EVOKES (BIG
IDEA)
Connecting with
consumers
WHAT PEOPLE
THINK, FEEL
(DESIRED
RESPONSE)
Step 1 Step 2 Step 3 Step 4 Step 5
BRAND
POSITIONING
4. Brand proposition:
The bundle of benefits that the
buyer derives out of any
brand. It also includes the
Unique Selling Proposition (USP)
which the buyer benefit that
no other brand can provide.
BRAND
PROPOSITION
DIFFERENCE BETWEEN BRAND POSITIONING & BRAND PROPOSITION
Brand positioning:
it is how the brand appears
and perceived against
other brands in the same
market/segment.
5. Brand proposition = Brand promise + Reasons to believe
BRAND PROMISE: articulation of what target customers can expect
from their experience with an organization. It describes the
experience and the value that this represents to the customer
Brand promise: Safety first
RTBs: innovative safety systems
=> With innovative safety systems,
driving a Volvo car makes me feel
that my family is safe.
BRAND
PROPOSITION
FOMULA
EXAMPLE
6. BRAND
ARCHITECTURE
Brand architecture is the way in which the brands within a company’s
portfolio are related to, and differentiated from, one another.
ROLE OF BRAND ARCHITECTURE
• the different leagues of branding within the organization;
• how the corporate brand and sub-brands relate to and support
each other;
• how the sub-brands reflect or reinforce the core purpose of the
corporate brand to which they belong
The architecture define:
DEFINITION
7. TYPE OF BRAND ARCHITECTURE
Individual product brand
The individual brands are
presented to consumers, and
the parent company name is
given little or no prominence.
Other stakeholders, like
shareholders or partners, will
know the producer by its
company name.
Corporate brand , umbrella
brand and family brand
These are consumer-facing
brands used across all the
firm's activities and also be
used in conjunction with
product descriptions or sub-
brands:
Endorsed brands and sub-
brands
These brands include a parent
brand as an endorsement to a
sub-brand or an individual,
product brand. The
endorsement should add
credibility to the endorsed sub-
brand in the eyes of consumers.
Virgin Group - Virgin Trains
Heinz - Heinz Cream of
Tomato Soup
Nestle - Nestle KitKat
Cadbury – Cadbury DairyMilk
Sony- Sony PlayStation
Procter & Gamble - Pampers
Unilever - Dove
BRAND
ARCHITECTURE
9. SUNSILK
BRAND
• Females between the age group 16-40 belonging to the two upper income
classes
• Like to make up their hair
• Are active, dynamic and simple but still conscious of their need to be beautiful.
• Try to keep the hair healthy and beautiful, though perform their lifestyle.
TARGET CUSTOMER
INSIGHT
I get disproportionately emotional about hair because it
is the most powerful tool for my self-expression.
A healthy and beautiful hair take positive steps to gain
better control of my lives.
10. CUSTOMER VALUE PROPOSITION LADDER
TARGET AND
INSIGHT
BRAND
FEATURES
RATIONAL
BENEFITS
EMOTIONAL
BENEFITS
• Active females,16-40, middle &upper income
classes who like to makeup their hair
• “I get disproportionately emotional about hair
because it is the most powerful tool for my self-
expression. A healthy and beautiful hair take
positive steps to gain better control of my lives.”
• Unique packaging, different varieties, innovative
• Created formula by the world’s leading expert of
hair
• Healthy and beautiful hair
• Sense of style and elegance
• Increase self-esteem, confidence, care free
• Motivate girls to live without bound.
Brand vision: HAIR EXPERT
Brand essence: HAIR ON, LIFE ON
11. • Rational benefit:
Healthy and beautiful
hair, sense of style
and elegance
• Emotional benefit:
Increase self-esteem,
confidence, care
free, motivate to live
without bound
Active females,16-40,
middle & upper
income classes who like
to make up their hairto be
more beautiful.
Girls want to take
positive steps to gain
better control of my
lives.
Unique packaging,
different varieties,
innovative
Created formula by
well experience hair
expert
Work with an incredible
group of hair professional
and each one brings their
own exclusive expertise to
Sunsilk
Hold the Guinness World
Record for the most heads
of hair washed and styled
in one day
Provide what
NEED
To
WHOM
Differentiated
by
Reason
to believe
BRAND POSITIONING STATEMENT
HEALTHY HAIR
