Brand positioning, brand proposition and architecture

Topics: Brand architecture, Brand, Brand management Pages: 12 (807 words) Published: April 24, 2015
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 company’s portfolio are related to, and differentiated from, one another.

ROLE OF BRAND ARCHITECTURE
The architecture define:




the different leagues of branding within the organization;
how the corporate brand and sub-brands relate to and support each other;
how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong

BRAND
ARCHITECTURE
TYPE OF BRAND ARCHITECTURE
Corporate brand , umbrella
brand and family brand

Endorsed brands and subbrands

Individual product brand

These are consumer-facing
brands used across all the
firm's activities and also be
used in conjunction with
product descriptions or subbrands:

These brands include a parent
brand as an endorsement to a
sub-brand or an individual,
product brand. The
endorsement should add
credibility to the endorsed subbrand in the eyes of consumers.

The individual brands are
presented to consumers, and
the parent company name is
given little or no prominence.
Other stakeholders, like
shareholders or partners, will
know the producer by its
company name.

Virgin Group - Virgin Trains
Heinz - Heinz Cream of
Tomato Soup

Nestle - Nestle KitKat
Cadbury – Cadbury DairyMilk
Sony- Sony PlayStation

Procter & Gamble - Pampers
Unilever - Dove

EXAMPLE
Corporate brand,
umbrella brand,
family brand

Endorsed brands,
sub-brands

Individual product brand

SUNSILK
BRAND
TARGET CUSTOMER





Females between the age group 16-40 belonging to the two upper income classes
Like to make up their hair
Are active, dynamic and simple but still conscious of their need to be beautiful. Try to keep the hair healthy and beautiful, though perform their lifestyle.

INSIGHT

I get disproportionately emotional about hair because it
is the most powerful tool for my self-expression.
A healthy and beautiful...
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