Young marketers elite 2013 assignment 3.1 - van-tuong

ASSIGNMENT 3.1 BRAND TASKS & BRAND ESSENTIALS

NGUYỄN BÍCH VÂN PHAN PHƯỢNG TƯỜNG

Present formulations of brand positioning.

Question 1

Brand positioning

Target

Reason to

believe

Brand DNA

Benefit

Brand positioning is one of the single most important steps any business can take on the road to success.Brand positioning brings to light the viability of your product or service. It can also show alternate paths, and even reveal new opportunities.Brand positioning clearly defines the following crucial things in realizing vision:

Determine originality

Establish your unique position in your chosen market

Identify competitors

Determine required budget to compete

Give one example.

Question 1

BRANDESSENCE

CATEGORYTRUTH

PRODUCTTRUTH

CONSUMERTRUTH

Brand Essence is the emotional heart of a brand, summed up in a few words.

What is brand essence?

Question 2

A confident seductive deodorant spray which helps men look, smell & feel the best.

CONFIDENTSEDUCTIVENESS

CATEGORYTRUTH

PRODUCTTRUTH

CONSUMERTRUTH

• Get rid of the smell.• Bring confident.

• Get rid ofthe smell.

• Seductive scent.

Want to look, smell & feel

the bestto be confident & get attraction

from girls.

Brand essence

What is brand essence of AXE?

Question 2

SENSUOUSSELF-CONFIDENCE

CATEGORYTRUTH

PRODUCTTRUTH

CONSUMERTRUTH

• Necessary for women.• Sexy & Seductive.

Brand essance

• Seductive style combining quality fabric.

• Focus on women & their individuality.

• Want to feel confident from inside.

• Sensual feeling.

The finesse sensuous lingerie which boost self-confidence.

What is brand essence of TRIUMPH?

Question 2

Present formulations of brand essence.

Question 3

Present formulations of DIANA brand essence.

Question 3