Brand positioning Brand keyBrand essence
I am offering the only that can [BRAND POSITIONING] In the categoryI will make you feel [WHAT-TO-BE-BRAND ESSENCE]
MARKETERSCONSUMERS
BRAND ESSENCESBRAND KEY
Brand positioning Brand keyBrand essence
Positioning is defined as the way bywhich the marketers attempt to
create a DISTINCT impression inthe customer's mind.
Or what marketers want the targetmarket to perceive in their mind whenmentioning the brand. Brand
positioning refers to “targetconsumer’s” reason to buyyour brand in preference toothers
• Avis: We’re #2. We try harder
• Seven-Up: The Un-cola
• Apple: Think different
• Burger King: Have it your way
• United Airlines: The friendly skies of United
• WalMart: Always the lowest price
• U.S. Army: Be all you can be
• Budweiser: For all you do, this Bud’s for you
• Pepsi Generation
• Volvo = Safety
• Miller Lite: Great Taste, Less Filling
• Walt Disney Company: Magic
PRODUCT & CONSUMER
CATEGORY BENEFIT
AGAINSTCOMPETITOR
BUSINESSMODEL
Brand positioning Brand keyBrand essence
FORMULA
POSITIONING IS WHEN WHAT MARKETERS SAY MEET WHAT CONSUMER PERCEIVE.
Positioning Statement = [Target Audience] + [Frame of Reference] + [Point of Difference] + [Reasons to Believe]
OUR [OFFERING] IS THE ONLY [CATEGORY] THAT [R2B]
Brand positioning Brand keyBrand essence
MORE EXAMPLES
For homemakers, Dow
Bathroom Products are the
easy way to get a great clean
shine for your tub, tile and toilet.
That’s because only Dow Bathroom Products contain
scrubbing bubbles that cut
through dirt and grime clean to
the shine!
For those suffering from a
cold, Comtrex offers four
different relief formulas
that treat and work
against your specific cold ailments.
Brand positioning Brand keyBrand essence
SINGLE INTANGIBLE attribute that DIFFERENTIATES the brand from competitors’ brands as PERCEIVED BY CONSUMER
A BRAND PROMISEWhen using the brand, the customer will FEEL [THAT ESSENCE]
Single minded; Intangible; Unique; Experiential; Consistent; Authentic; Sustainable; Meaningful; Scalable
Brand positioning Brand keyBrand essence
Triumph’s underwear designed perfectly fit in base on mixing of fashion , passion about woman body . Make women feel “confident” when using it.=> “Fashion from passion with women body”
Axe gives guys the edge in the mating game, and can achieve any girls they want. Axe makes men feel seduced=> “Grooms men to seduce”
Brand positioning Brand keyBrand essenceFormula of a regular Brand key and the sample of AXE Brand key by Unilever ANOTHER TYPE OF
BRAND KEY by COKE
Brand positioning Diana Brand keyBrand essence
5 . Benefit : a product that make women feel still confident in “red day” and they are confident to show off themselves all the time.
4. Insight : It’s great being a woman
6. Value , belief , personality : Diana is a sweet & gentle girl , still keep traditional but so confident to do what she like & confident to show it. Diana-er, women appreciate Diana’s
value.
2. Competitive environment : Tampons Vietnam market have 2 leader
with over 40 pecent share: Kotex & Diana. It’s a was last many many year
and to be continues.
1. Rooth strength: Use the best way and try to be better everyday to cherish women in “red day” – “Red-day can’t make you less great”
2. Target: Women, 14-45, both urban and rural, all SEC.
7. R2B: Diana understand unconvinience of women in “red day” and may be it can make she shy, but Diana want to tell them that, it’s normal
and it’s not make them less great. Diana will help them to feel better.
8. Discriminator: Kotex with bye byelabel campaign telling girl don’t care about
“labels” people stick in them, just be themselve. Diana not, Diana make women
feel inspiration from their mind and confident to show it to many people
9. Essence: Do what I love in the way I love.
Feel self wonderful