1) The document discusses brand positioning formulas that include defining the target audience, key benefits, and reasons to believe in the brand. 2) It provides an example of applying the formula to a condom brand, positioning it for males aged 18-30 and sexually active people by emphasizing durability, reliability, and excellence as benefits with communication of responsible public health as the reason to believe. 3) Additional concepts covered include defining a brand essence as a short, vivid statement of the brand's mission, vision, and commitment, and a brandkey formula that identifies values, personality, benefits, reasons to believe, competitors, and strengths to build upon in targeting an audience.

1. Bá Lộc
Vũ Phúc

2. Brand positioning
formula
Brand DNA
(what’s the long range
feeling the brand
evokes)
Target
audience
(who do we want to
sell to)
Brand
positioning
Benefit
(what are we selling)
Reason To
Believe
(why should they believe
us)
“Positioning: The Battle for Your Mind”
(by Al Ries, Jack Trout, Philip Kotler)

3. Example of Brand Positioning formula
-Target Primary Target = Males aged 18-30
Target
-Secondary Target = Sexually active people
-Market leader, over 75 years experience
-Works with healthcare professionals, governments and organisations
-Exceeding International standards
DURability
REliability
EXcellence
-Rational benefit: durability, reliability and excellence
-Emotional benefit: sensual, sensitive and fun
Distinctiveness
Brand Novelty
Attribites
-Communication: misson of durex is responsible for the safety
of public health
-Modern sexual culture
-developing product lines: condoms, lubes, toys….

4. Brand Essence
It is a short brand manifesto to bring
-Brand mission
-Brand vision
Brand essence
is
The distillation
of the brand
into
-Brand commitment
into life with the support of creative communication campaigns
OR
between brand and customer
Brand essence should be:
-short
-crisp
-vivid
-memorable
in its meaning
Example:
-Nike: genuine Athletic Performance
-Disney: Fun Family Entertainment or “Disneyworld, Magical Fun”
-Hallmark: Caring Shared

5. Brand Essence
“AXE GROOMS MEN TO SEDUCE”

6. Brand Essence
love your body and
live your dreams

7. Brandkey formula
Values, Belief &
personality
benifit
why
stands for
should
and believes
they
in and its
Essence
personality
believe
us
distillation of the
brand into a core
idea or promise
what are we
selling
single most compelling
and competitive
reason for they to
choose the brand
Reasons to
believe
Discriminator
insight
Hidden deep thinking through their
attitudes and behavior
Competitive
Environment
direct, indirect
and potential
competitors
who do we want
to sell to
Root strengths The basic / oriinal attributes / values / benefits we
want to build on and be known for
Target

8. DIANA brandkey
comfort
high market
Reasons to
convenience share in Vn and
Values, Belief &
believe
foreign
safety
personality
13 years of
Essence
confidence
love life
benifit
When I use
Diana, I feel
Be a girl, it’s so
great!
comfortable
and
confident
existence and
development
joy and
pride of
women
Discriminator
Insight
I’m a modern girl, with the comforts of modern
life, a little inconvenience monthly are minor
compared to the fun series and other privileges
that only girls can have
Competitive
Environment
Root strengths
Brand: women of all
Mass marketfemale
ages from 14
tampons, including
Kotex, Laurier, Whisper... and periods
outstanding quality and variety
Target