Brand positioning defines a brand's unique benefits for a target consumer compared to competitors. It consists of providing a need, specifying the target consumer, highlighting a differentiated benefit, and giving reasons to believe in that benefit. For Sunsilk shampoo in Vietnam, the brand positioning is modern women aged 18-40, differentiated by its 7 hair experts with 200 years of combined experience providing customized hair solutions, and reasons to believe are truly personalized products and a competitive but unique price point.

1. ASSIGNMENT 9.1 – [BRAND POSITIONING]
[Dung-Oanh-Ha]

2. is actually a strategic platform, which is critical to brand building.
1.1 WHAT IS BRAND POSITIONING
BRAND
POSITIONING is a typical benefit (both functionally & emotionally) of the brand that owns target
consumers‟ mind and of course, that’s different from the competing brands.
“Positioning is not what you do to a product. Positioning is what you do to the mind of the
prospect. That is, you position the product in the mind of the prospect.” (Al Ries and Jack
Trout, Positioning: The Battle for Your Mind).
BRAND POSITIONING = Provide what need + To whom + Differentiated by + Reasons to believe
Service, selection
and delivery for
almost all shopping
needs
Online
shoppers
Perfect
customer
service which
“delivering
happiness”
Fast delivery,
never out of stock,
free shipping both
ways,
365 days/year,
no questions-asked
returns customer
service free calling

3. 1.2 HOW TO CREATE BRAND POSITIONING
Brand positioning is often based on these 2 sources:
• Unique rational benefit comes from product differences
• Consumers’ added emotional benefit, which is built by communication
Who is your
target
consumer?
What position
do you own?
Where are your
competitors’
positions?
What is your
desired
positioning?
Do you
match your
position?
As positioning is
about the brand
in consumers’
mind, we need
to know exactly
what is
happening in
their mind.
Determine how
the brand is
currently
positioning itself.
Identify your
direct competitors
and understand
how each
competitor is
positioning their
brand.
Compare your
positioning to
your competitors
to identify your
uniqueness and
create your
desired
positioning.
Using SWOT
analysis is
necessary to
answer the
questions 2-5.
In order to create a strong brand positioning, it‟s recommended to go through these questions:

4. BRAND
PROPOSITION
Presents the complete positioning of the brand in the customer’s mind. It should
summarize the single most compelling reason to choose your brand - which could be
a functional or emotional benefit or attribute of the brand that no other brand can
provide
Often a brand benefit is translated into an end-line that becomes part of the brand
communication on advertising, packaging or promotions
Product/ sub
brand positioning
Proposition
Brand positioning
2. WHAT IS BRAND PROPOSITION
How can we speak to
our customers to
make them believe in
the positioning of our
brand and product.
What our customers
are thinking when
they are about to buy
our product or
experience our brand.
The decision making
process explored.

5. GOOD PROPOSITIONS:
 are easy to understand
 are based on great customer insights and therefore are engaging and relevant to customers
 are unique and help to differentiate the brand from its competitors
 are believable and authentic - promise something the brand can credibly and consistently deliver.
“Red bull Energy drink has been developed for people who want to have a clear and focus
mind, perform physically, are dynamic and performance-oriented whilst also balancing this
with a fun and active lifestyle. In short, red bull give wings to people who want to be mentally
and physical active and have a zest for life. “
BOSSTING CONCENTRATION, ENDURANCE AND
ENERGY FOR PHYSICAL AND MENTAL
PERFORMACE
RED BULL„S BRAND PROPOSITION

6. 3. WHAT IS BRAND ARCHITECTURE?
Brand architecture is defined as portfolio and allocation thinking applied to a
corporation’s brand structure. This is the way how a business structures,
organizes and communicates for each brand.
WHAT IS IT USE FOR?
Brand architecture defines the different levels within your brand
and provides a hierarchy that explains the relationships between the
different products, services, and components that make up your
company’s portfolio of offerings.
This architecture gives your existing brand structure so employees
and customers understand the value of and relationship between its
different parts. It also creates a roadmap that guides how your brand can
scale in the future.
HOW IS IT DIFFERENT FROM BRAND KEY?
BRAND KEY BRAND ARCHITECTURE
It’s a familiar tool for all brand.
It can be simple or complex which be used in common
language or approach to ensure that we are clear about
brand’s portfolio.

7. WHAT IS THE TOOL TO EXPLORE IT?
Brand scope
pyramid
Range platform
Naming
Hierarchy
There are 3 tools to explore brand architecture
It defines the potential
product or service market
that our brand can expand
to
Core
Extension
Stretch
Out of scope Dove laundry
Dove shampoo
Dove shower
Dove bar
EXAMPLE: DOVE
It is the groups of products/
service that target similar
need/occasion
EXAMPLE: DOVE
Platform Bar Shower Haircare Body Face-care
Product line Shampoo Conditioner
It clarify different names
and description
Based on product category
EXAMPLE: BMW
Platform 3 series
Product line Coupé
Product description 325i

8. Brand positioning of Sunsilk in Vietnam?
BRAND POSITIONING = Provide what need + To whom + Differentiated by + Reasons to believe
Modern
women,
18-40,
class BCD
Functional: Sunsilk
keeps your hair soft
& smooth till the
tips.
Emotional: Every
girls has hair on her
side as she “writes
her own story”.
7 SUNSILK HAIR EXPERTS
“With almost 200 years
of combined
experience in each
bottle, whether it’s curl
management, volume
boosting, damage
control, straightening,
smoothening or color
protect, Sunsilk has an
expert and a
customized product to
match.”
Truly personalized
& combinable
range of expert
solutions.
Competitive environment: Hair-care market, Mass with Class, A unique price between premiums and low price
brand.
Competitors: Rejoice, Pamolive, etc.
Insight: In Vietnam, woman’s hair reflects lots about her (Cái răng cái tóc là gốc con người). My hair is a tool to
express myself so I want it to look good and natural then I can be confident of stepping out of the door fired up
for the day ahead and embrace everything in my life.
HAIR EXPERTS

9. Campaign
Ambassador
Relate to Expert,
Natural and typical Vietnamese
woman’s hair
“Toc Hat” musical night
1 million
Vietnamese
girls choose
long smooth
traditional
Vietnamese
hair