2. Product
Target Audience
Positioning
Brand Map
Product
Brand Essence
PODs and POPs
Brand Elements • Category – Popsicles
Name
Tagline
Logo • Low fat water based ice candy
Packaging
made from real fruit pulp for fruit
Celebrities
Brand Elements lovers.
CBBE Model
Salience
Performance • Flavors: Strawberry, Mango, Red
Imagery Grapes
Judgments
Feelings
Resonance
Opinion
3. Product
Target Audience
Positioning
Brand Map
Target Audience
Brand Essence
PODs and POPs
Brand Elements
Name
Tagline
Logo
Packaging Young health conscious females
Celebrities
Brand Elements with a sweet tooth belonging to SEC
CBBE Model
Salience B+ and above
Performance
Imagery
Judgments
Feelings
Resonance
Opinion
4. Product
Target Audience
Positioning
Brand Map
Positioning
Brand Essence
PODs and POPs
Brand Elements
Name
Tagline
Logo
Packaging Ice candy made with real fruit juice
Celebrities
Brand Elements and pulp for young adults
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
Opinion
5. Product
Target Audience
Positioning
Brand Map
Brand Map
Brand Essence
PODs and POPs
Frozen Less fattening
Energizing
Brand Elements
Name
Tagline
Cool Less Calories
Logo
Packaging Strawberry
Celebrities
Fruity
Brand Elements
CBBE Model Mango
Salience
Performance Sweet
Imagery
Judgments
Feelings Refreshing Young
Resonance
Vibrant Fresh
Opinion
6. Product
Target Audience
Positioning
Brand Map
Brand Essence
Brand Essence
PODs and POPs
Brand Elements
Name
Tagline
Logo
Packaging
Celebrities
As healthy and good as fruit
Brand Elements
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
Opinion
7. Product
Target Audience
Positioning
Brand Map PODs and POPs
Brand Essence
PODs and POPs
Brand Elements Points of difference Points of Parity
Name
Tagline • Targeted at health • Taste
Logo conscious young • High Quality
Packaging
adults • Popsicle
Celebrities
Brand Elements • Low fat • Sweet
CBBE Model
• Low calorie
Salience
Performance • Real fruit
Imagery
• No added
Judgments
Feelings
preservatives
Resonance
Opinion
9. Product
Target Audience
Positioning
Brand Map
Name
Brand Essence
PODs and POPs
Brand Elements
Name • Fruttare
Tagline
Logo
Packaging – Descriptive and suggests the nature of the
Celebrities
product
Brand Elements
CBBE Model – Shows it has something to do with fruits
Salience
– There can be problems with pronunciation
Performance
Imagery
Judgments
Feelings
Resonance
Opinion
10. Product
Target Audience
Positioning
Brand Map
Tagline
Brand Essence
PODs and POPs
Brand Elements • Fruit Hai Re
Name
Tagline
Logo
Packaging – Captures the brand essence
Celebrities
Brand Elements – Complements the idea that it can
CBBE Model replace fruit
Salience
Performance – Goes with the health notion as fruits
Imagery
Judgments
are healthy as well
Feelings
Resonance
Opinion
11. Product
Target Audience
Positioning
Brand Map
Logo
Brand Essence
PODs and POPs
Brand Elements
Name • Exotic
Tagline
Logo
Packaging • Represents something associated with
Celebrities
Brand Elements
forests and trees.
CBBE Model
Salience
Performance
• Fun fonts
Imagery
Judgments
Feelings • Association with Walls is clear
Resonance
Opinion
12. Product
Target Audience
Positioning
Brand Map
Packaging
Brand Essence
PODs and POPs
Brand Elements • Aesthetically pleasing
Name
• Shows lots of fruits, goes with the brand image
Tagline
Logo • Colorful and vibrant
Packaging
• Attractive
Celebrities
Brand Elements • Different from the rest of ice candies.
CBBE Model
Salience
Performance • Problem: Fruttare might fail to stand out among
Imagery other colorful popsicles.
Judgments
Feelings
Resonance
Opinion
13. Product
Target Audience
Positioning
Brand Map
Celebrities
Brand Essence
PODs and POPs
Brand Elements • Ayesha Omar and Naveen Waqar
Name
Tagline
– Huge fan following , specially for
Logo
Naveen Waqar after recent success
Packaging of Hamsafar
Celebrities
Brand Elements
CBBE Model
– Both are charismatic and vibrant
Salience
Performance
– Both are presented to be health
Imagery
conscious.
Judgments
Feelings
Resonance
Opinion
14. Product
Target Audience
Positioning
Brand Map
Brand Elements
Brand Essence Name Tagline Logo Packaging Celebrities
PODs and POPs
Memorable Yes Yes Yes No No
Brand Elements
Name
Meaningfulness Yes Yes No Yes Yes – Both
Tagline
are vibrant,
Logo
young and
Packaging charismatic
Celebrities Likeability Not Not Yes Yes Yes
Brand Elements highly highly
CBBE Model likeable likeable
Salience
Performance Transferability Limited Limited Yes Yes Not
Imagery
significant
Judgments Adaptability Yes Yes Yes Not
Feelings significant
Resonance Protectable Yes Yes Yes Not
Opinion significant
16. Product
Target Audience
Positioning
Brand Map
Salience
Brand Essence
PODs and POPs • High awareness
Brand Elements
Name • Recall building
Tagline
Logo • Tasty yet healthy Resonance
Packaging (brand identity)
Celebrities
Brand Elements Judgments Feelings
CBBE Model
Salience
Performance Performance Imagery
Imagery
Judgments
Feelings Brand Salience
Resonance
Opinion
17. Product
Target Audience
Positioning
Brand Map
Performance
Brand Essence
PODs and POPs Characteristics Style and Design
Brand Elements • Real fruit • Aesthetically pleasing
Name • Tasty design, representative of
Tagline • High quality the product
Logo • Low calorie Resonance • Good and natural taste
Packaging
Celebrities Price
Brand Elements High in the ice Judgments Feelings
CBBE Model candy category
Salience (Rs. 20)
Brand
Performance Performance Imagery
Performance
Imagery
Judgments
Brand Salience
Feelings Brand Salience
Resonance
Opinion
18. Product
Target Audience
Positioning
Brand Map
Imagery
Brand Essence
PODs and POPs Personality and values Purchase and usage situation
Brand Elements Exotic, cheerful and When a sweet craving hits, but
Name fresh through the use consumer is afraid of gaining a
Tagline of celebrities (Naveen high amount of calories.
Logo Waqar and Ayesha Resonance
Packaging Omar)
User Profile
Celebrities
Young
Brand Elements Judgments Feelings Vibrant
CBBE Model
Fresh
Salience
Health conscious
Performance Performance Imagery
Imagery Brand Brand
Judgments Performance Imagery
Feelings Brand Salience
Resonance
Brand Salience
Opinion
19. Product
Target Audience
Positioning
Brand Map
Judgements
Brand Essence
PODs and POPs
Brand Elements
Quality Consideration
Name
Good, due to Low, as other diet
Tagline association with frozen desserts are
Logo Walls and Unilever Resonance available. Also price
Packaging contradicts with the
Celebrities image created.
Credibility
Brand Elements Judgments Feelings
High, as Walls is
CBBE Model
expert in frozen
Salience
desserts
Performance Performance Imagery
Imagery
Judgments
Feelings Brand Salience
Resonance
Opinion
20. Product
Target Audience
Positioning
Brand Map
Feelings
Brand Essence
PODs and POPs
• Fun
Brand Elements
Name
• Excitement
Tagline
Logo
• Self Respect Resonance
Packaging
Celebrities • Original
Brand Elements Judgments Feelings
CBBE Model
Salience
Performance Performance Imagery
Imagery
Judgments
Feelings Brand Salience
Resonance
Opinion
21. Product
Target Audience
Positioning
Brand Map
Resonance
Brand Essence • High involvement
PODs and POPs product (calorie
Brand Elements
conscious people keep
track of calorie intake)
Name
Tagline
• Repeat purchase
Logo Resonance expected on the basis
Packaging
of taste only
Celebrities
Brand Elements Judgments Feelings
CBBE Model
Salience
Performance Performance Imagery
Imagery
Judgments
Feelings Brand Salience
Resonance
Opinion
22. Product
Target Audience
Positioning
Brand Map
Opinion – The Goods
Brand Essence
PODs and POPs
• Icecream – fattening and unhealthy
Brand Elements
Name
Tagline
• Market of low calorie icecream/popsicles was untapped
Logo
Packaging
• Imported low calorie/ low fat options are available but are
not advertised as such.
Celebrities
Brand Elements
CBBE Model
• Local ones aren’t advertised and aren’t easily available.
Salience
Performance
• All other ice candies are targeted towards kids.
Imagery
Judgments • Fruttare also claims to be made of real fruit.
Feelings
Resonance
Opinion
23. Product
Target Audience
Positioning
Brand Map
Opinion – The problems
Brand Essence
PODs and POPs
Brand Elements • The inherent idea that ice candies are for kids.
Name
Tagline
Logo • The suggested TA can have concerns about
Packaging quality on knowing the low price.
Celebrities
Brand Elements
CBBE Model • Brand elements do not stand out exceptionally.
Salience
Performance
Imagery
Judgments
Feelings
Resonance
Opinion