Diana is a feminine brand of feminine hygiene products that aims to make girls feel comfortable and confident. The brand's essence is to understand girls' discomfort and lack of confidence with their products. Diana's promise and benefits are to help girls feel proud of their femininity and empowered to do what they want without worry. Key competitors include Kotex, Laurier, Whisper and Sofy brands. Diana targets female consumers aged 14 to 35.

2. Formula of brand positioning statement & Ex
“The act of designing the company’s image and value offer
so that the segment’s customers understand and appreciate what the company
stands for in relation to its competitors”
- Philip Kotler -

3. Formula
Example
Positioning Statement =
[Target Audience] +
[Frame of Reference] +
[Benefits/Promise] +
[Reasons to Believe]
Powerful brand position
Believable, understandable, unique and
compelling
Aspirationally attainable
Admirable and endearing
Difficult to emulate
Timeless and enduring
Extendable

4. Brand essence. Axe & Triumph ex

5. Within the context of brand planning,
Brand Essence…
… is the center of the brand and defines its central nature. Enabling staff to have a clear
representation of its uniqueness and to appreciate how they can then contribute to deliver
the brand
PROMISE
Examples:
“Maiden Voyage,,, Iceberg,,, not enough lifeboats.”  Titanic
“Third place between home and work”  Starbucks
“The fastest burger anywhere in earth”  McDonald’s
Axe grooms men to seduce
Triumph evokes women confidence

6. Formula of brandkey. Brand Diana ex

7. FORMULA

8. Values, Beliefs
& Personalities
Benefits
Feminine * In
touch with girls’
need * Understand
Confident
girls’ discomfort &
Comfortable
unconfidence * has
product (of high
Courageous
Essence
quality) that really
Attractive
solve your problem
Diana
brings girls’
fun
Feminine
When I use Diana, I Diana helps girls to
be proud of the
feel comfortable
fact that they are
and confident to
women
do what I want
It’s tiring and troublesome to be a
girl. I can’t enjoy my life
Competitive
Environment
Biggest competitor in the
same category: Kotex;
other potential brands:
Laurier, Whisper,
Sofy
Female, 14-35
Root Strengths
High technique, high quality, variety
Reason to
believe
Discriminators
Insight
Target
Consumers