Brand Print Theory new

8/7/2019 Brand Print Theory new

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Brand

Positioning


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What is Brand Positioning ?

Target consumers reason to buyyour brand in preference to others

To ensure that all brand activity :

Has a common purpose

Is guided, directed and delivered by the brands benefits/ reasons to buy

Is focussed at all points of contact with the consumer


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Brand Positioning Opportunities from Consumer

Understanding

Levelo

fsatisf a

ction

Level of Importance

Hygiene Factor

Are you the first mover to own

category ? Can you raise the bar ?

Low High

Current Differentiator

Can you significantly outperform ?

Establish new measure of

performance ?

Critical Need gap either for whole

market or specific segment

Un-critical need gap

Can you convince consumers tore-evaluate needs ?

High

2 E Need Classification Grid


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Determining Competitive Strategy

The positioning you choose for your brand will be influenced by

the competitive stance you want to adopt

Remain leader

Take leader head on

Capitalise on leaders relative weakness

Find a niche

Change rules of the game

Any examples ?


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A Brands Position is a combination of

several elements

BRAND PRINT

Marico-Brand Positioning Tool


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Brand Print


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Brand Print

Model for brand positioning, brand

equity and brand architecture.

Amalgamation of Marico and industry

best practices


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Brand Print : Properties

Simple

Brief

Multipurpose Positioning

Vision

Extensions Not only What but also How


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Brand Print : Process

Current Print ( the building block)

Basic expression of the positioning and the

equity of the brand


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Basic expression of the positioning and the

equity of the brand

Vision Print

To re-engineer the brand to take

advantage of changing opportunities (or

threats) in the marketplace


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Basic expression of the positioning and the equity of the

brand

Vision Print To re-engineer the brand to take advantage of changing

opportunities (or threats) in the marketplace

Extension Print

To tap an extension opportunity without undermining themaster brand


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Print : Elements Brand Audience

Competitive Choices

Insight

Benefit Evidence

Character

Identity Marks

Differentiator

Print


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Single most compelling

reason for the consumer tochoose the brand

The chooser of the brand, who

may be the buyer or the user(should be defined in terms of

attitude, behavior, values aswell as socio economics)

Brand OpportunityThe market & alternative

choices as seen by the

consumer

Is that one aspect of the

consumer which shows you howa brand can best solve aproblem or create an

opportunity for themWays in which the brand

solves consumer problems oroffers an improvement in

some aspect of their life

(functional, emotional,

sensory or self expressive)

Proof that our benefit delivers its

promise & substantiates positioning

Unique, long term personality, image orattitude of the brand, which will drive

preference over time for your brand

Distinctive & consistent visual/audioproperties of the brand by which theconsumer instantly recognizes andconnects with the brand at all points of

contact

Distillation of thebrands genetic codeinto one clear,

defining thought

3 Brand Opportunity


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Competitive Choices

Insight

Benefit Evidence

Character

Identity Marks

Differentiator

Print


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Brand Audience Person for whom the brand is - or wants to be - the

first choice.

Chooser of the brand. Not always the user/consumer

Demographic

Psychographic


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Brand Audience : Examples

Dove bar Women 30-50, beginning to feel the effects of dry

skin. Pragmatic soap users but still want the best care.

Need to know a product works before buying it


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Brand Audience : Examples

Axe Deo

14 - 25 year old men

Fairly trendy, limited in experience withwomen

Seduction a way of defining themselves as

individuals and men Peer group approval is critical


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Competitive Choices

Insight

Benefits Evidence

Character

Identity Marks

Differentiator

Print


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Competitive Choices

From the consumers point of view

Who loses when we win ?

Who wins when we lose ?


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Comp Choices : Examples

Dove Bar

Premium / upper mass soaps

Face washes

Regular soaps (uptrades)


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Competitive Choices

Need not necessarily be in the same

category

Swatch Economy watches

Fashion accessories

Airlines v/s Rail


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Competitive Choices

Insight

Benefits Evidence

Character

Identity Marks

Differentiator

Print


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Insight

Not so obvious aspect of the consumers life

Elicits Aha, you know me

Retrospectively Self evident Resides in the consumer

Not brand forward


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Insight

One aspect of the consumer which shows you

how your brand can solve a problem or create

an opportunity for them.

Often unlocks the brand for the consumer

helps overcome the brand barrier

Great brands are often built on the back of

great insight


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Some questions to ask Is your insight really evocative?

Is it enduring?

Is it critical and strong enough to support your positioning?

Is it distinct from what competitors are using ?

Can it be laddered to a higher order benefit?

Do we have the short-term & long-term capability to serve the insight?


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Insight : Examples Axe : The mating game is a major

preoccupation for young men. Feeling,

looking and smelling good are essential to

success


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Insight

Can straddle different layers

Life Insight

Category Insights


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Competitive Choices

Insight

Benefit Evidence

Character

Identity Marks

Differentiator

Print


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Benefit

What the brand does for the consumer

or solves consumers problem

or, offers an improvement in someaspect of their life

provides an answer to

whats in it for me?


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Benefit Functional

what tangible benefit does it deliver better than competition

Emotional How does it make me feel?

Self Expressive

what does it enable me become?

Sensory How is the experience ?

As a category evolves & moves towards parity, emotional / self

expressive benefits become more critical


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Single minded vs Multiple Benefits

Single minded

Single benefit OR a tight set of related benefits

Only Saffola takes care of your heart

Sundrop oil makes your food light and non-oily, thus making it taste great

Multiple promises

Several benefits

Vicks Action 500 offers quick and complete relief from colds, blocked noses and

headaches

Trade-off

Resolve trade off in consumers mind

Surf Excel removes the toughest stains from clothes, without damaging

them in any way


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Single minded vs. Multiple Benefits vs. Trade Off

If crowded market, then focus to differentiate

If already in niche, grow by straddling more benefits e.g.,

If market leader then expand to own the category orbecome arange brand

What works best ?

Primarily be single minded and focused.

However

Take into account Brands objective w.r.t. category


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Competitive Choices

Insight

Benefit Evidence

Character

Identity Marks

Differentiator

Print


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Evidence

Proof that it works - Addresses the barrier I dont

believe

Evidence of how and why the brand is better than

alternative brands, could include

Product details

Who recommends it

Which opinion leaders use it

Heritage and expertise


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Evidence : Examples

Dove bar: Indicts soap with clinical

proof.

Contains 1/4 moisturising cream. Conviction of its users.

Recommended by Doctors. ph neutral

Rolex : Worn by worlds high achievers,

crafted from a single piece of metal


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Evidence

Often Offers opportunity to innovate

and provide news on same benefit

e.g Saffola - LOSORB

While writing evidence - Need to ensure

Link between Benefit and Evident

Avoid manufacturers specifications- unless it can create

news value

Ensure your evidence is still relevant

Consumer friendly language

Try to build in uniqueness


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Competitive Choices

Insight

Benefit Evidence

Character

Identity Marks

Differentiator

Print


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Character

Describes what the brand stands for

and believes in (Values)

Describes how it behaves, including its

style of communication with its

audience (Personality)


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Character : Examples

Marlboro : Masculine, free-spirited, adventurous

Nike : Expert, Passionate

Dove bar: Confident, Nurturing, capable, understated yet elegant.

Axe : Masculine, surprising, authentic, individual, unpretentious, cool.


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Competitive Choices

Insight

Benefit Evidence

Character

Identity Marks

Differentiator

Print


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Identity Marks

Visual (or other) identity of the brand

Elements which distinguish the brand

from others


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Identity Marks : Examples

Visual / signs

Nike : Swoosh

Vicks : Triangle

Sounds

Titan Jingle

Britannia ting

All your proprietary assets / trademarks are not Identity

marks

e.g Saffola Heart v/s Saffola Nutrichart


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Competitive Choices

Insight

Benefit Evidence

Character

Identity Marks

Differentiator

Print


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Differentiator

Expresses in one brief sentence what gives

the brand its competitive edge

Single most compelling reason for theconsumer to choose the brand

and not its competitors

Selected from all the elements of the Brand

Print, but not using them all

Creates barriers to switching


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Differentiator : Examples Dove bar

Only Dove wont dry my skin (like soap

can), because it contains 1/4 moisturizing

cream

Axe : Only brand cool enough to help me

get the girl


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*Point to note *

Differentiator v.s Hygiene factors Hygiene factors

Form base requirements of category that all brands

must meet E.g.

Airlines - Safety

Food- Taste

Hygiene factors may not grant a win but

absence of them could lead to failure


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Competitive Choices

Insight

Benefit Evidence

Character

Identity Marks

Differentiator

Print


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Print

The distillation of the brands genetic

code into one clear thought.

Essence or Core of the brand Long term feature vs. other features of

the print that may change over time or

across extensions


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Print : Examples

Dove : Feminity restored

Lux : Dreams of beauty

Closeup : Confident closeness

Virgin : Robin Hood


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Competitive Choices

Insight

Benefit Evidence

Character

Identity Marks

Differentiator

Print


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Vision Print

Tools :

Current Brand Print

Where the brand is now

Vision Brand Print

Where it could - or should - be


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Extension Print

Master-brand Print

Extension Brand Print

Identify opportunity and justification

What the extension borrows and what it

builds


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Checklist for Brand Print

Is it unique and differentiated vs. competition?

Is it relevant and motivating to the target customer?

Is it relevant to all major geographic markets and

businesses?

Is the proposition substantiated with unique, relevant and

difficult to copy products

Is it sustainable can it be delivered consistently across all

points of contact with the consumer ?

Does it help the organisation realise its financial goals?

Is it able to align and inspire the organisation?


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Brand Positioning Statement

How would your TA would describe the brand to a friend(written in the TAs language )

Why buy me in preference to others ?

(Brand Name) IS THE ONLY ________________________

THAT ___________________________________________

BECAUSE _______________________________________

From Current to Future Brand


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From Current to Future Brand

Print

This move signifies a shift in consumer perception

regarding the brand that you want to undertake

Identifying perceptual shifts will highlight if the future

brand Print is drastically different from what your brandcurrently is, and hence too difficult to achieve

Current Brand Print Desired Brand Print

Perceptual shifts

Documents

Brand Print Theory new