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Basics of brand map


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Basics of Branding

Published in: Business

Basics of brand map

  1. 1. Brand Map The Tool Peshwa Acharya [email_address]
  2. 2. Brand Map : An Overview <ul><li>Tool used by Unilever worldwide </li></ul><ul><li>Replaces brand positioning statement, brand architecture and other positioning tools </li></ul>
  3. 3. Brand Map : The Scope <ul><li>Consumer focussed </li></ul><ul><ul><li>Understand the brand as consumers see it </li></ul></ul><ul><li>Re-engineer the brand </li></ul><ul><ul><li>Leverage on changing opportunities or threats </li></ul></ul><ul><ul><li>Plot the strategy for the same </li></ul></ul><ul><ul><li>Launch new extensions </li></ul></ul>
  4. 4. Brand Map : The Elements <ul><li>Positioning Map </li></ul><ul><li>Extensions Map </li></ul><ul><li>Vision Map </li></ul>
  5. 5. Positioning Map : The Elements <ul><li>External Elements </li></ul><ul><li>Competitive Environment </li></ul><ul><li>Target </li></ul><ul><li>Insight </li></ul><ul><li>Consumer’s view of the brand </li></ul><ul><li>Benefits </li></ul><ul><li>Values & Personality </li></ul><ul><li>Reasons to Believe </li></ul><ul><li>Discriminator </li></ul><ul><li>Essence </li></ul>
  6. 6. 1. Competitive Environment <ul><li>The market and alternative choices as seen by the consumer </li></ul><ul><li>“ Who loses if we win and who wins if we lose?” </li></ul><ul><li>As viewed by the consumer and not ORG </li></ul>
  7. 7. 1. Competitive Environment <ul><li>Dove Bar </li></ul><ul><li>Competes with premium soaps, such as Nivea and Olay2. Target </li></ul><ul><li>The person and the situation for which the Brand is always the best choice </li></ul><ul><li>Defined in terms of their values & attitudes (psychographics) and not just demographics </li></ul>
  8. 8. 2. Target <ul><li>Dove Bar </li></ul><ul><li>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 </li></ul>
  9. 9. 3. Insight <ul><li>The element of all we know about the target consumer and their needs (in this competitive environment) upon which the brand is founded </li></ul>
  10. 10. 3. Insight <ul><li>Dove Bar </li></ul><ul><li>Soap leaves skin feeling dry and tight </li></ul>
  11. 11. 4. Benefits <ul><li>The differentiating benefits that motivate the purchase </li></ul><ul><li>Functional, Emotional and / or Sensory </li></ul>
  12. 12. 4. Benefits <ul><li>Dove Bar </li></ul><ul><li>“ Won’t dry my skin like soap can, makes my skin soft and smooth , helps me feel more feminine” </li></ul>
  13. 13. 5. Values and Personality <ul><li>What the brand stands for and believes in </li></ul>
  14. 14. 5. Values and Personality <ul><li>Dove Bar </li></ul><ul><li>Honesty, femininity, purity, optimism, inner confidence </li></ul><ul><ul><li>Honesty : Dove believes in delivering what it promises. It is credible and straightforward without being righteous </li></ul></ul><ul><ul><li>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 </li></ul></ul>
  15. 15. 6. Reasons to Believe <ul><li>The proof we offer to substantiate positioning </li></ul><ul><li>Why the Brand is better than alternative choices </li></ul><ul><ul><li>Superior product details </li></ul></ul><ul><ul><li>Expert endorsement </li></ul></ul><ul><ul><li>Emotional reasons related to the values of the brand </li></ul></ul><ul><ul><li>Its heritage </li></ul></ul>
  16. 16. 6. Reasons to Believe <ul><li>Dove Bar </li></ul><ul><li>Contains ¼ moisturising cream, uses clinical proof to indict other products, recommended by doctors, endorsed by users, creamy lather </li></ul>
  17. 17. 7. Discriminator <ul><li>The single most compelling and competitive reason for the target consumer to choose the brand </li></ul><ul><li>Selected from the other elements of the brand map </li></ul>
  18. 18. 7. Discriminator <ul><li>Dove Bar </li></ul><ul><li>(Only) Dove won’t dry my skin like soap can because it contains one quarter moisturising cream </li></ul>
  19. 19. 8. Essence <ul><li>The distillation of the Brand’s genetic code into one clear thought </li></ul><ul><li>Brand’s most important and distinctive feature that determines its identity </li></ul>
  20. 20. 8. Essence <ul><li>Dove Bar </li></ul><ul><li>Femininity restored to me and my skin </li></ul><ul><li>Axe </li></ul><ul><li>Masculine attractiveness </li></ul><ul><li>Budweiser </li></ul><ul><li>American camaraderie </li></ul>
  21. 21. Vision Map <ul><li>Plot current map v/s objectives map </li></ul><ul><li>Define elements that will remain consistent </li></ul><ul><li>Answer the following : </li></ul><ul><ul><li>Which element changes </li></ul></ul><ul><ul><li>Current? </li></ul></ul><ul><ul><li>Future? </li></ul></ul><ul><ul><li>Why should it change? </li></ul></ul><ul><ul><ul><li>Rationale and evidence for making this change </li></ul></ul></ul><ul><ul><li>How will it change? </li></ul></ul><ul><ul><ul><li>The strategy for implementing the change </li></ul></ul></ul>
  22. 22. Extensions Map <ul><li>Current map as the starting point </li></ul><ul><li>Define elements that will remain consistent </li></ul><ul><li>Define the opportunities </li></ul><ul><li>Justify the extension </li></ul><ul><li>Define what extension borrows from the mother brand and what does it build back </li></ul>