The document provides templates and guidelines for developing brand positioning statements. It includes definitions and explanations of key elements of a positioning statement such as the brand's target consumer, competitive environment, insights, benefits, values, essence, and reason to believe. Sample positioning statements are also provided for several brands as examples.

1. POSITIONING ASSIGNMENT
Quang Huy + Hieu An + Hoang Yen + Minh Trang + Quang Minh

2. To WHOM
[Target]
We are WHAT
[Category Reference]
That WHY
[Differentiation that
matters]
Because HOW
[RTB]
The brand
positioning statement

3. Brand Key
Root Strengths: the original product, values and/or
benefits that made the brand great and on which
we want to build
Competitive environment:
the market and
alternative choices as
seen by the consumer
and the relative value the
brand offers in that
market
Target: the person & the
situation for which the
brand is always the best
choice, defined in terms
of their attitudes and
values, not just
demographics
Insight: The element of
all you know about the
target consumer and
their needs (in this
competitive
environment) on which
the brand is founded
Benefits: the
differentiatingfunctional,
emotional andsensory
benefits that motivate
purchase
Values, beliefs&
personality: the brand
values - what the brand
stands for and believes in -
and its personality.
Discriminator: the
single most compelling
and competitive
reason for the target
consumer to choose
the brand.
Essence: the
distillation of the
brand into a core
idea or promise
Reason to believe:
the proofwe offer to
substantiate the
benefits/brand
experience.

4. VINACAFE

5. People who are 18-40, live
in urban cities, office-
working, having habit of
drinking coffee in office &
home. Incline to middle-
aged consumers who are
coffee connoisseurs.
Soluble Coffee
We bring to consumers the
100% authentic coffee
which keep the heritage
flavor
We are the Vietnamese
oldest coffee brand since
1968, we own secret
formula to keep coffee
beans be authentic with
100% quality
The Vinacafe
positioning statement

6. Brand Key
Root Strengths:
• Keep the originally delicious taste from100%
perfect-quality beans process
• The oldest coffee brand in Vietnam
Competitive environment:
- Direct competitors:
Nescafe and G7 are two
market leaders in soluble
coffee
- Indirect competitors: the
development of coffee
stores chain and somes
small stores
Target: 18-40, live in
urban cities, office-
working, having habit of
drinking coffee in office
& home. Incline to
middle-aged consumers
who are coffee
connoisseurs.
Insight: As a coffee
connoisseur, Ialways
consider authentic
coffee as the best
one.
Benefits:
Functional: Authentic
coffee with 100% quality
as origin.
Emotional: Nostalgia,
Connoisseur
Values, beliefs &
personality: Ancient,
Authentic, Inherit
Heritage, Nostalgia,
Prideful
Discriminator: The
Vietnamese oldest
coffee brand since
1968, the heritage
coffee
.
BRAND ESSENCE:
INHERIT
AUTHENTIC
COFFEE
Reason to believe:
The Vietnamese
oldest coffee brand
since 1968
Secret formula to
keep coffee beans
be authentic with
100% quality.

7. NESCAFE

8. Aged from 20-35, ABC,
urban cities, skew to office
people, innovator,basically
coffee drinkers
Soluble Coffee
Making new connections,
friendships, and
relationships that lead to
new starts, new ideas or
simply great chat
Nescafe is one of the
leading coffee products
across the world with a
long history released.
we’ve been part of great
connections that have
started with a coffee and
lead to even greater
experiences in Vietnam
and over the world
The Nescafe
positioning statement

9. Brand Key
Root Strengths:
Nescafe is one of the leading coffee products
across the world with a long history released.
Competitive environment:
- Direct competitors:
Nescafe and G7 are two
market leaders in soluble
coffee
- Indirect competitors: the
development of coffee
stores chain and somes
small stores
Target: Aged from 20-35,
ABC, urban cities, skew
to office people.
Innovator, enjoy new
experiences, basically
coffee drinkers,
Insight: As coffee
lovers and innovators,
I don’t need a coffee
only for life
enjoyment, but also
could help me make
new connections to
start new things.
Benefits:
Functional: helppeople
awake, full ofenergy to
start new thing
Emotional: by helping
people makingnew
connections and
relationships
leadingto the
new start
Values, beliefs
& personality
Value : Innovators,
pioneering, connection,
carring
Personality: Frendly,
Optimistic, socialable,
innovative, warm.
Discriminator: We’ve
been part of great
connections that
have started with a
coffee and lead to
even greater
experiences in
Vietnam and over
the world
BRAND ESSENCE:
MAKE NEW
CONNECTIO
N LEADING
TO THE NEW
START
Reason to believe:
Nescafe is one of
the leadingcoffee
products across the
world with a long
history released.
.

10. G7

11. Men and women aged 22-
35, living at urban cities
across Vietnam who seek
for alertness from drinking
coffee
Soluble Coffee
Stimulates their minds to
liberate their inner
creativity.
Our real strong coffee
which is extracted the
coffee powder directly
from the coffee beans
tastes as rich, full and
satisfying as a brewed cup
The G7
positioning statement

12. Brand Key
Root Strengths:
Vietnam's top coffee company - Trung Nguyen captures
the essence of their coffee with a state-of-the-art facility
using groundbreaking technology: They extracted the
coffee powder directly from the coffee beans.
Competitive environment:
- Direct competitors:
Nescafe and G7 are two
market leaders in soluble
coffee
- Indirect competitors: the
development of coffee
stores chain and somes
small stores
Target: Aged from 22 -
35, ABC, urban cities,
gourmet coffee drinkers
who are in the need of
instant and qualified
coffee that stimulates
mind for working within
a day.
Insight: I highly
appreciate drinking
strong Vietnamese
coffee as a brewed
coffee because it can
stimulate my mind and
enhance my creativity
for my future success
Benefits:
Functional Benefits: real
tastes as rich, full and
satisfyingas a brewed
cup
Emotional Benefits: give
me the mind's
stimulation to
trigger my
creativity
Values, beliefs
& personality
Creative, Strong, Success,
Business, Real.
Discriminator:
The real strong
coffee from the
real coffee
beans
BRAND ESSENCE:
LIBERATE THE
INNER
CREATIVITY
Reason to believe: :
We are real strong
coffee extracted
the coffee powder
directly from the
coffee beans.

13. Triumph

14. Young women (20-30YO)
who aspire to feel
confident
Vietnam lingerie brand
That boosts their
confidence from within
Because our lingeries
caress and enhance the
body's natural curves and
comfort.
The Triumph
positioning statement

15. Brand Key
Root Strengths:
An international perfect-fit female undergarment that
caresses and enhances the body's natural curves,
inspiring sensual confidence in the wearer.
Competitive environment:
- Indirect competitors
include unbranded lingerie
from China or Thailand.
Direct competitors include
branded local or imported
lingerie such as Vera,
Wacoal, iBasic or
Wannabe.
Target: young women
(20-30YO) who aspire to
feel confident
Insight: A fit lingerie not
only enhances my
appearance and
posture but also boosts
up my feminine
confidence.
Benefits:
Lingerie is no longer an
unglamourous basic item
in the corner of your
wardrobe, we offer
fashionable andfit
lingeries that
disclose your
feminity.
Values, beliefs
& personality
Competent,confident,
empowering, inspiring,
enchanting, sensual
Discriminator:
We always have
a lingerie that
perfectly fits you
BRAND ESSENCE:
TAILOR OF
FEMALE SELF-
CONFIDENCE
Reason to believe: :
perfect fit design
and memory
cushion that will
adjust to different
sizes

16. Vera

17. Women from 22-45, focuses
on the cities and urban
centers, be interested in
and love beauty, but within
limits
Vietnam lingerie brand
show her charm and
sophisticated styles in her
oriental feminine soul
with our Japan-standard
designs coming in all styles
The Vera
positioning statement

18. Brand Key
Root Strengths:
Vietnam lingerie brand with imported high-quality
materials and Japan standard
Competitive environment:
All companies/brands that offer
intimate wear
Unbranded Chinese/Thailand
lingerie
Branded lingerie, local(D’arlin) and
imported (Wacoal, Wannabe, Guy
Laroche, iBasic,...)
Direct (same price range and
consumer age range): Triumph
Target: Women from 22-
45, focuses on the cities
and urban centers, be
interested in and love
beauty, but within limits
Insight: “I just want to
look attractive but
without looking too sexy
and foxy in my lingerie,
which makes me feel
really uncomfortable”
Benefits:
Functional: offer any styles
that Ilike, with elegant
design that helps me show
off my curves without
appearingtoo sexy
Emotional: feel
attractive to people
around me andfeel
comfortable with
myself
Values, beliefs
& personality
Oriental, feminine, elegant,
beautiful, sexy
Discriminator:
Only Vera’s style
suits my body
and my
character
BRAND ESSENCE:
HONOR
VIETNAMESE
WOMEN’S
CHARM
Reason to believe: :
Lingerie made with
Japan design
standard coming in
all styles

19. THANK YOU
Quang Huy + Hieu An + Hoang Yen + Minh Trang + Quang Minh