BRAND POSITIONING HỒNG NGỌC – VÂN HƯƠNG

1. BRAND ARCHITECTURE

Brand architecture, like a family tree, is the way an organization shows the brand relationship within company portfolio. It also helps audiences form a set of expectations about each brand‟s unique offering

What is brand architecture?

How many kinds of brand architecture?

Branded house Sub - brand House of brands

- one unified brand name known to

consumers

- The brand name covers more than one

category

- Products are the heroes

- Products align with the brand position of

the corporate name and typically don‟t

have their own brand names

Dove

Dove hair

care:

-Shampoo

-Conditioner

Dove skin

care:

-Facial foam

-Cream

Dove body

care:

-Shower gel

-Deodorant

- The company name is well-known and

guarantees quality

- One name is assigned to one product

along with a single positioning

- Each new product is a new brand

- Product has a clear market presence,

benefits from parent association

Clean &

Clear

Listerine Johnsons

baby

-Cleanser

-Toner

-Body wash

-Total care

-Ultraclean

-Smart rinse

-Lotion

-Shampoo

-Bath

Johnson & Johnson

(master brand)

- The corporate brand is hidden

- One name is assigned to one product

along with a single positioning

- Each new product is a new brand

- Usually in FMCG

Unilever

Knorr Sunsilk OMO Lipton

2. BRAND POSITIONING

What is brand positioning?

Jack Trout‟s definition: “an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances”

Our definition: Brand positioning is a brand promise accepted in consumer‟s mind, included following elements

Brand

promise

Target

market

Key

competitors

Key products

Vision

Visual icon

Brand essence (core of what our brand stands for)

Brand Hierarchy (functional and

emotional benefit we provide consumer)

Brand Personality (tone and manner of

communication)

2. BRAND POSITIONING

How to create a brand position?

Questions to be answered

WHO is it in the consumer target?

(Who is the most motivated to buy what do)

WHAT is the benefit we are selling?

(what is your main benefit?)

WHY should they believe in us?

(Support points to back up what you say)

WHAT is the long range feeling the brand evokes?

(What is the Big Idea for the brand?)

Example

young minded people, who understand that what they eat and

drink affect their health To…

Lipton is

the… Refreshment drink

that… Keeps the energy level and vitality of its consumer at high level,

with a good taste

That’s

because…

- offers clean and crisp taste with a pleasant aroma

- refreshing fragrance which adds to its quality and leaves good

taste in the mouth

- Rainforest Alliance Certified Seal

3. BRAND PROPOSITION

What is brand proposition?

Brand proposition is what makes a brand different from others in the market. It includes brand‟s promise, unique selling points which make consumers buy your products. Brand proposition is a kind of translation from brand position to consumers’ languages.

Brand position vs Brand proposition

Brand position Brand proposition

To whom + what need + differentiation + R2B

Finding answers in 4 elements

Example

Finding answers in 2 questions in consumer’s voice:

So, what do I get? (functional benefit) How does that make me feel? (emotional benefit)

TO WHOM: youth, aged 18 – 25, income: BCD.

WHAT NEED: have energy and enthusiasm to be

energized to enjoy more experiences everdy

DIFFERENTIATION: bold and delicious flavor

R2B: caffeine, ginseng, vitamin B3, B12

Brand position Brand proposition FUNCTIONAL BENEFIT:

- Puts me in the right state of mind

- Energizes my body

EMOTIONAL BENEFIT:

- Energetic, uplifted and full of life, constructive

LIFE SWICHED ON

4. WHAT IS SUNSILK POSITION IN VIETNAM?

Sunsilk background

- Rejoice, Pantene, etc.

Target market - Women, aged 16 – 25

- SEC: BCD

- Who like traditional Asian beauty of hair (long straight black hair)

Key

competitors

Key products shampoo conditioner spray and others

Brand

Hierarchy release the possibilities of Asian hair as a powerful tool to make inner confidence

Brand

Personality

Self – expression

Traditional

Shining

Confident

Smooth, soft

4. WHAT IS SUNSILK POSITION IN THE MARKET?

Sunsilk positioning

Young modern women, who like traditional Asian beauty of

hair, and see the relationship between hair and self -

expression

To…

Sunsilk is

the… Hair care expert

that… Provide real solutions to women „s everyday hair needs

That’s

because…

Each hair issue is solved by an expert with specialist hair

knowledge