3. Taxonomy of Users
• Social or personality types
• Different wants and needs
• Identity profiles
• Health club users
– Muscle Mike
– Stylin’ Susan
– Lookin’ Lucy
– Sweating Sam
– Zombie Zoe
4. Points of Difference & Parity
Difference
• Strong, favorable, unique
• Attribute or benefit
Parity
• Shared with other brands
• Important for brand extensions
20. Means-End Chain:
Toothpaste
Attributes Benefits Value
Fluoride no cavities health
Generic low cost economy
Baking soda whitening beauty
Mint nice breath social
No additives natural ecology
21. Brand Mantra
• Built upon core brand values
• Makes a core brand promise
• Heart and soul of brand
• 3-5 word phrases
• Generates spirit of the brand
• Helps position the brand
22. Mantra terms: Nike & Disney
• Brand function - nature of product or
service; performance, entertainment
• Descriptive modifier - specific functions;
athletic performance, family entertainment
• Emotional modifier - how brand delivers
benefits; authentic, fun
23. Your brand mantra
• Brand function
• Descriptive modifier
• Emotional modifier
24. Positioning Politicians
Category Bush Kerry
Coffee Dunkin Donuts Starbucks
Technology IBM Apple
Auto Ford BMW
Retail Kmart Target
Fast food McDonalds Subway
Campaign Old Reliable Challenger
25. ZMAT
• Read brand focus 9.0
• Select a minimum or 12 images from magazines, photos,
etc that represents your thoughts and feelings about your
favorite brand
• Put the images together in a collage that communicates
your subconscious thoughts and feelings about the brand
• Bring your collage to class with stories of how each visual
feeling connects you to the brand
