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Brand tasks & Brand essentials
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BRAND TASKS & BRAND ESSENTIALS
Role
Enables brand’s image & identity for consumers and differentiates it from competitor brands
BRAND POSITIONING Definition
Differently provide benefit to meet 1 need of target consumer to become top of mind, in which message is delivered by reason to believe/root strength
To whom? What need?
How different? How to prove?
BRAND POSITIONING How it should be: Should: - differentiate your brand - affect & ultimately match consumer perceptions
of your brand - identify your brand’s unique value to consumers - match your brand promise, personality &brand
image Be: - believable & consistent in all areas of business - easy to understand but difficult to copy - strong enough to withstand competitor counter-
attacks - positioned for long-term success, changes,
extensions & expansion
Process: - Brainstorming general concept - Market research & SWOT
analysis - Brand positioning strategy
development - Brand positioning statement - Repositioning if necessary
BRAND POSITIONING case
Google’s Brand Essence The best searching machine
To whom? Internet users in Vietnam
What need? To find the needed information quickly and precisely
How different? Most powerful and effective one thanks to its advanced technology
How to prove? - The first one - The strongest one - The most advanced one
BRAND ESSENCE
Definition: The single intangible attribute that differentiates the brand from competitive brands as perceived by consumer
Role: The key to developing a brand voice & strategy that generates meaning & consistency across all areas of business.
in 6 words
BRAND ESSENCE
Unique (how different in the same category)
Intangible (tap into what audience feel)
Single - minded (1 single idea)
Sustainable (does not change, ever)
Experiential (capture consumer’s feeling during experience with the brand)
Meaningful (relevant)
Consistently delivered (maintaining consistency of
experience)
Authentic (be credible)
Scalable (suitable for brand’s extensions)
9 CRITIRIA
BRAND ESSENCE case
Category: Beauty Industry
Market: Vietnam
Target consumer: focus on
- male from 15 – 30
- live in big cities
- have a demand of taking care of their beauty & image
Benefits: offer best products with seductive scent to help men
to be confident
BRAND ESSENCE case
Axe’s Brand Essence
Help men to be confident to attract women
Relevant to the category truth (smell good) & consumer truth (men want to be attractive to attract women successfully) Sustainable & scalable as its extension with many lines of products Consistently delivered with many campaigns: Umbrella Party, activities on FB fanpage (your lady – killer ratio, lady – killer important secrets…)
BRAND ESSENCE case
Category: Fashion – Underwear Manufacture
Market: Vietnam
Target consumer: focus on
- female from 23 – 33
- live in big cities, income AB
- high – class and have a sense of fashion
Benefits: offer finest seductive products to highlight women ‘s
shape & beauty
BRAND ESSENCE case
Triumph’s Brand Essence
Encourage women to bring out her
uniqueness & beauty
Relevant to the category truth (style & fashion) & consumer truth (women always desire for beauty) Sustainable & scalable as its extension with many lines of products Consistently delivered with many contests to encourage women to be confident with their beauty & advertising’s communication message
BRAND KEY
find the strongest point that could
serve consumer’s need
market research, SWOT analysis,
competitive positioning market research +
segmentation
information + observation + understanding
root strength that matches
consumer insight
market research +
competitive analysis +
brainstorm
market research + brainstorming to define what our
brand would offer to consumers
market research + brainstorming to
define what consumers could
gain from our brand
BRAND KEY case
1.Root strength: Innovation leader to apply advanced technology to help girls feel soft & comfortable when they are in their period 2. Competitive environment: Competitor brands: Kotex, Laurie, Whisper Position: Top 2 in Vietnam napkin market 3.Target: Female in Vietnam, mostly from 13 to 30 who are pretty sweet, elegant & feminine 4. Insight: It is really great to be a girl 5.Benefits: Functional benefit: Convenient and effective to use when in period Emotional benefit: Enhance the feelings of softy & comfort 6. Values: the image of Vietnamese femininity 7. Reason to believe: advanced technology & the value of Vietnamese femininity 8. Discriminator: promote Vietnamese femininity 9. Essence: Enhance Vietnamese femininity
NGUYỄN PHƯƠNG VI LÊ HUỲNH PHONG