1) Brand positioning clearly defines crucial things like determining originality, establishing a unique market position, identifying competitors, and determining the required budget to compete. 2) Brand essence is the emotional heart of a brand summed up in a few words. It includes the category truth, consumer truth, and product truth. 3) The brand essence of AXE is "confident seductiveness" which helps men look, smell, and feel their best to gain confidence and attraction from girls. The brand essence of TRIUMPH is "sensuous self-confidence" which boosts women's self-confidence through sexy, sensual lingerie focusing on their individuality.

1. ASSIGNMENT 3.1
BRAND TASKS & BRAND ESSENTIALS
NGUYỄN BÍCH VÂN
PHAN PHƯỢNG TƯỜNG

2. Question 1
Present formulations of brand positioning.
Target
Benefit
Brand
positioning
Reason
to
believe
is one of the single most important steps
any business can take on the road to success.
brings to light the viability of your product
or service. It can also show alternate paths, and even reveal new
opportunities.
clearly defines the following crucial things
in realizing vision:
 Determine originality
 Establish your unique position in your chosen market
 Identify competitors
Brand
DNA
 Determine required budget to compete

3. Question 1
Give one example.

4. Question 2
What is brand essence?
CATEGORY
TRUTH
the
emotional heart of a
Brand Essence is
CONSUMER
TRUTH
BRAND
ESSENCE
PRODUCT
TRUTH
brand, summed up in a few words.

5. Question 2
What is brand essence of AXE?
CATEGORY
TRUTH
• Get rid of the smell.
• Bring confident.
A confident seductive
deodorant spray which
helps men look, smell &
feel the best.
CONSUMER
TRUTH
Brand essence
Want to look,
smell & feel
the best
to be confident
& get attraction
from girls.
CONFIDENT
SEDUCTIVENESS
PRODUCT
TRUTH
• Get rid of
the smell.
• Seductive
scent.

6. Question 2
What is brand essence of TRIUMPH?
CATEGORY
TRUTH
• Necessary for women.
• Sexy & Seductive.
The finesse sensuous
lingerie which boost
self-confidence.
CONSUMER
TRUTH
• Want to feel
confident
from inside.
• Sensual feeling.
Brand essance
SENSUOUS
SELF-CONFIDENCE
PRODUCT
TRUTH
• Seductive style
combining
quality fabric.
• Focus on
women & their
individuality.

7. Question 3
Present formulations of brand essence.

8. Question 3
Present formulations of DIANA brand essence.