Brand positioning, brand proposition and architecture
ASSIGNMENT 10.1 – BRAND POSITIONING
Tuan Duong
TRUNG HIEU
BRAND
POSITIONING
DEFINITION
•
•
•
A way to create a distinct impression in consumer’s mind
Consumer’s reason to buy your brand
A single and constant meaning behind “brand” in consumer’s mind
It’s simply is: owning a space (a meaning behind) of the brand name in consumer’s mind that marketers utilize their resources to focus on
PROTECTION
QUALITY
SEXUALLY
ATTRACTION
HEALTHY HAIR
BRAND
POSITIONING
SETTING UP A WINNING BRAND POSITIONING
Step 1
WHO WE WANT
TO SELL TO:
• Segmentation
• Customers’ insight Step 2
Step 3
WHAT WE ARE SELLING
(benefits) & WHY SHOULD
THEY BELIEVE (RTBs)
• Define consumer target
• Product features: unique selling points
• Rational benefits: what they will receive
• Emotional benefits: how they feel
WHAT WE WANT
ADVERTISING TO DO
FOR THE BRAND
(STRATEGIC
CHOICES):
• Define where brand is on brand love curve • Choose a strategy for it
Step 4
Step 5
WHAT PEOPLE
THINK, FEEL
(DESIRED
RESPONSE)
WHAT THE LONG
RANGE FEELING
IS THAT BRAND
EVOKES (BIG
IDEA)
Connecting with consumers BRAND
PROPOSITION
DIFFERENCE BETWEEN BRAND POSITIONING & BRAND PROPOSITION
Brand proposition:
The bundle of benefits that the buyer derives out of any brand. It also includes the
Unique Selling Proposition (USP) which the buyer benefit that no other brand can provide.
Brand positioning: it is how the brand appears and perceived against other brands in the same market/segment. BRAND
PROPOSITION
FOMULA
Brand proposition = Brand promise + Reasons to believe
BRAND PROMISE: articulation of what target customers can expect from their experience with an organization. It describes the experience and the value that this represents to the customer
EXAMPLE
Brand promise: Safety first
RTBs: innovative safety systems
=> With innovative safety systems, driving a Volvo car makes me feel that my family is safe.
BRAND
ARCHITECTURE
DEFINITION
Brand architecture is the way in which the brands within a
Tuan Duong
TRUNG HIEU
BRAND
POSITIONING
DEFINITION
•
•
•
A way to create a distinct impression in consumer’s mind
Consumer’s reason to buy your brand
A single and constant meaning behind “brand” in consumer’s mind
It’s simply is: owning a space (a meaning behind) of the brand name in consumer’s mind that marketers utilize their resources to focus on
PROTECTION
QUALITY
SEXUALLY
ATTRACTION
HEALTHY HAIR
BRAND
POSITIONING
SETTING UP A WINNING BRAND POSITIONING
Step 1
WHO WE WANT
TO SELL TO:
• Segmentation
• Customers’ insight Step 2
Step 3
WHAT WE ARE SELLING
(benefits) & WHY SHOULD
THEY BELIEVE (RTBs)
• Define consumer target
• Product features: unique selling points
• Rational benefits: what they will receive
• Emotional benefits: how they feel
WHAT WE WANT
ADVERTISING TO DO
FOR THE BRAND
(STRATEGIC
CHOICES):
• Define where brand is on brand love curve • Choose a strategy for it
Step 4
Step 5
WHAT PEOPLE
THINK, FEEL
(DESIRED
RESPONSE)
WHAT THE LONG
RANGE FEELING
IS THAT BRAND
EVOKES (BIG
IDEA)
Connecting with consumers BRAND
PROPOSITION
DIFFERENCE BETWEEN BRAND POSITIONING & BRAND PROPOSITION
Brand proposition:
The bundle of benefits that the buyer derives out of any brand. It also includes the
Unique Selling Proposition (USP) which the buyer benefit that no other brand can provide.
Brand positioning: it is how the brand appears and perceived against other brands in the same market/segment. BRAND
PROPOSITION
FOMULA
Brand proposition = Brand promise + Reasons to believe
BRAND PROMISE: articulation of what target customers can expect from their experience with an organization. It describes the experience and the value that this represents to the customer
EXAMPLE
Brand promise: Safety first
RTBs: innovative safety systems
=> With innovative safety systems, driving a Volvo car makes me feel that my family is safe.
BRAND
ARCHITECTURE
DEFINITION
Brand architecture is the way in which the brands within a