BRAND POSITIONING

What is brand positioning?

An organized system for finding a window in the mind of the
consumers and sweetly occupying their belief.

Why do we need brand positioning?

How is great brand
1. Consumer’s brain is very LAZY positioning?
Follow 4 rules:
Consumers don’t want to try their best to absorb all things we say - Direction
→ What is the core message of our product which is different - Focus
from others? - Consistency
If other products can penetrate in consumer’s brain, they will - Inspiration
exist steadily. → How can we replace these stable positions by And must be effectively delivered across
our product? the 6P formula, including: Product, Price,
Place, Promotion, Packaging,
2. How brand can exist and develop in long-term and under
Proposition.
competitive pressure from other brands
BRAND POSITIONING STATEMENT
Brand positioning statement sets up the brand's promise to the consumer, impacting both external
communication as well as internally with employees who deliver that promise.

Provide What Need To Whom Differentiated By Reasons To Believe

- Key things to look into:
consumer insight, product
features, rational/functional
benefit, emotional benefit.
- Challenge yourself to find a
point of difference where you
can with against your
competition
- Who is your core - The driver of every part of
target? the organization connected
- What is the to the brand
appropriate - Key things to look into:
insight? Personalities, products &
services, consumer view,
internal beacon
- Rational truth (attributes &
association) - what the head
says
- Emotional truth (values &
personalities) - what the heart
says

Difference between brand positioning statement and tagline

Positioning statements, which help marketers make key decisions that affect customer’s perception of the brand,
are for internal use. A tag line is an external statement used in marketing efforts.
 Tagline Brand positioning statement
EXAMPLES Differentiated
Brand Provide What Need To Whom Reasons To Believe
By
Female, ABC

-All-in-one seasoning Age: 20-35 the rounded taste of

product delivers great Live in urban (Tròn vị) dishes with 3
Knorr - Thơm
taste for the family rounded taste premium ingredients
ngon tròn vị They have modern
meals and saves of dishes (shinbone, tenderloin
cooking time lifestye but respect for & marrow)
cooking as a way
bonding family

Functional: Shampoo Trully

keeps hair soft and Modern woman, BCD
personalized An incredible group
Sunsilk - Cho smooth till the tips.
Age: 18-40 and of 7 hair professionals,
tóc mềm
combinable and each one brings
mượt suốt Emotional: Every girls They are graceful
has hair on her side as range of their own exclusive
ngày dài females with gentle
she “writes her own expect expertise to Sunsilk.
long hair. solutions
story”.

Male, ABC
Strong recipe from
Cafe Việt - Coffee with strong Age: 25-45 experts who
Cà phê mạnh taste that consider as Very strong researched and
cho phái the symbol of Live in urban, do the taste understood deeply
mạnh masculinity blue-collar jobs and about Vietnamese
highly appreciate the coffee taste
masculinity
BRAND ESSENCE
What is brand essence?
Different definitions of Brand Essence

1 The brand essence is the single intangible attribute that differentiates the brand from competitive brands as perceived
by the audience
2 Brand essence sums up how your brand connects emotionally with your customers

3 Brand essence is the distillation of the brand into a core idea or a promise

Brand essence is a single intangible attribute, distillated into a core idea or a promise, perceived by consumers that
differentiates the brand from competitive brands

Why does it matter?

Brand essence often lies at the center of many brand models and is seen as the heart of a brand. It plays the main
part in guiding your strategies and activires to achieve the consitency across large organization and along with
time

What does a great brand essence look like? EXAMPLE

Sting – A breakthough way of life
Single
Unique Authentic Scalable
-minded Meaningful Mountain dew – Drink for
Consistantl the fearless, the extreme and
Intangible Experiantial y those who strive to stand out
Sustainable
Delivered
 BRAND KEY
Value: What the The proof for the
Brand key establishes a framework to brand’s ability to
brand stands for
achieve a brand’s future desired deliver the benefits it
or belives in
positioning and what we want to build promises
Personality:

BRAND DNA
Characteristics This makes it
attributed to the trustworthy and help
brand Essence substantiate the
Key principles of excellent Brand Key:
positioning
Strategic
Focus
Intent The problems the The unique reason
brand can solve to why consumers
motivate purchase must choose one
Simplicity Saliency This contains both brand instead of
functional and others, giving it a
emotional benefits competitive edge
This is the basic model of brand key Insight
EXTERNAL
developed by Unilever. Depending All of your understanding about the consumer
needs, wants, desires and purchase drivers
on specific category, brand or
corporation characteristics, the The alternatives or The detailed
model can be adjusted. Besides, substitutes to your Competitive description of
there are similar alternative model brand provided in the environment Target
people who are
like brand pyramid or brand wheel markets by competitors willing to purchase
that serve similar functions. as seen by your and see your brand
consumers Root strengths
BASE

So it’s not about the model. It’s the as the first choice
concept that matters! The original platform of attributes and values or benefits
that the brand is built on or known for
HOW TO BUILD A BRAND KEY 5 steps to build a brand key
PRODUCT RELEVANCE COMPETITIVE VALUES
BUSINESS NEED TARGET GROUP
TO CONSUMERS ENVIRONMENT DEVELOPMENT

Decide the the need and the Segment and select Link the product Collect information Develop further values
purpose your business, your one group of benefits to the about market and based on the available
product consumers to target consumer needs competitors in general information

After finishing the above 5 steps, we go into detail about

the elenments of brand key EXAMPLE : TRÀ XANH KHÔNG ĐỘ
1. Root Strengths: The first and leading green tea brand - Cool Down
Root Strengths: What is your brand famous for at the moment and in the Your Life
future? 2. Competitive Environment: Branded freshing beverages and
unbranded ice-tea
Competitive Environment: Describe compertitors in terms of consumer
choice 3. Target: Young and modern peole (19-25) have urban lifestyle, but
embrace traditional goodies and love nature
Target Customers: Focus on attitudes of the key influencer 4. Insight: I believe in balancing: taste-health, body-mind is very
important for a good life.
Consumer Insight: Observe, collect facts and ask questions to dig deeper 5. Benefits:
Emotional: Healthy balance of body and mind
Benefits: Develop Emotional benefits on the platform of Functional benefits
Functional: Refreshing, natural good taste, healthy
Values - Belief – Personalities: Portray your brand in terms of belief and 6.Values Personality
personalities in details Values: Health, Nature, Modern, Convenient
Personalities: Youngful, Modern, Optimistic, Sociable, Outgoing,
Reason to believe: Must persuade consumers to buy Rationally And Flexible
Emotionally
7.Reason to believe: Made from 100% green tea essence. Green
Discriminators: Tightly linked to root strengths and consumer insights tea has the cooling, comfortable power.
8. Discriminator: Không Độ Green Tea help you feel balance of your
Brand Essence: Must have substance and real meaning rather than just life.
catchy straplines 9. Essence: Life Balancing
EXAMPLE Millk taken from the
largest community of
Healthy well-cinnected and
Natural organized family farms
Delitious Sellected happy cows
Nutritious More than 100 years of
Family experience
connection
Essence
Functional: nutritions Build a health
and vitamins for a platform for
good health and family
outstanding growth connection
Emotional: the The pure milk made
platform of health from one single
for family ingredient
connection

Dirrectly: Vinamilk, TH
True Milk, Dalatmilk, Lovin Insight
“I’m happy when my family
Farm, Nutifood,…
members are strong and healthy” Consumers: Children
Indirectly: Milo, under 18 in different
Nutriboost, Vinasoy, V- stage of growth
fresh, other beverages,… Competitive Target Shopper: Women
environment from 22-45 care for
the health of family
Root strengths members

Great taste and full of nutritions

DUTCH LADY
EXAMPLE
Discriminator
Brings men confidence, masculinity, seduction, elegance
Root strengths to live a great life.
Romano is a leading brand of personal care products for men with high
awareness and strong emotional attributes such as SUCCESSFUL, SEDUCTIVE Personality
and functional attribute of FINE FRAGRANCE. Young , Elegant, Modern, Play at life, Successful (On the
way to success)
Competitive Environment
- Direct competitors: X-men RTBs
- Undirect competitors: Clearmen Fine fragrances from top manufacturers in the world
Target Italian men was well-known & widely favored for
GALLANT, STYLE, ROMANTIC, MASCULINE (famous football
DEMOGRAPHIC players: Paolo Madinni , Roberto Baggio…)
Male: 22-28 y.o. Italia reminded people of sophisticated and premium
ABC class, living in urban area. image (art, culture, HI-END FASHION…)
Young and single.
He enjoys his life and his work, regardless of employed or self-employed. BRAND ESSENCE
PERSONALITY AND LIFESTYLE PLAY AT LIFE
Confident, Talented, Liberal-minded, which make him the center of
attraction.
Work and life balance.
Takes well care of his appearance

Insight
As a man, I have big ego so I do not like to be told to ’be somebody’ as I
already thinks I am. I do not live the rule of life because I have my own set of
rules

Benefits
Functional: Uptrend, elegant & long-lasting fragrances within products
Emotional: Brings successful, seductive, elegant image ROMANO
 EXTENDED BRAND KEY / POSITIONING
Extended Brand Key is the brand key that is developed based on the existed brand key due to the extension of the
brand.
Extended Positioning Statement is the new positioning statement developed from the old positioning statement due to
brand extension.

EXAMPLE
YOUNG MARKETERS 2013 VS YOUNG MARKETERS SEASON 3
Students, age 18-24, who are studying at
universities in HCMC, who are in need of a
To marketing contest that can provide a chance to
check, systematize and improve their marketing
knowledge.
is the marketing contest that is exclusive
Young
designed for students with huge investment in
Marketers
both quality and prizes.
a chance for students to check, systematize and
That give
improve their marketing knowledge.
-Top marketers from MNCs throughout Vietnam
attends as judges and trainers
RTBs
-Training classes for top teams throughout the
contest
Students, age 18-24, who are studying at universities in
Vietnam, who are in need of a marketing contest that can
To provide a chance to check, systematize and improve their
marketing knowledge as well as can help them to get in
the marketing world.
Young is the marketing contest that is exclusive designed for
Marketer students with huge investment in both quality, prizes and
s training course after contest.
a chance for students to check, systematize and improve
That give their marketing knowledge as well as offer them a passport
to get in the marketing world.
-Top marketers from MNCs throughout Vietnam attends as
judges and trainers
RTBs -Training classes for top teams throughout the contest.
-Training course for the winners after the contest.
 EXTENDED BRAND KEY
Young Marketers 2013
Root strengths
A competition held by marketing experts.
Competitive There are very few marketing contests for students,
Environment especially contests with thorough invest like Young
Marketers.
Target Students, age 18-24, study at universities in HCMC.
Insight - “I need a marketing contest that can provide me a
chance to check, systematize and improve my marketing
knowledge as well as connect me to other students who
have the same passion for marketing.”
Benefits -Functional: Have a chance to systematize the marketing
knowledge / experience real marketing cases / achieve
very clear map in the marketing career path.
-Emotional: Have a chance to overcome the inner barriers
and gain self-confident / Make friends with others students
who have the same passion.
Discriminator
-The marketing contest that is most invested both in the
quality of the judges and the value of the prizes
Personality - Passion, Young, Bold.
RTBs
-Top marketers from MNCs throughout Vietnam attends as
judges and trainer
-Training classes for top teams throughout the contest
Brand
Orientate next marketing generations.
Essence
Young Marketers season 3
-A competition held by marketing experts
-A well-structured marketing contest with huge impact gained from the
past seasons
- There are very few marketing contests with thorough invest and huge
impact like Young Marketers.
- Students, age 18-24, study at universities throughout Vietnam
“I need a marketing contest that not only provide me a chance to check,
systematize and improve my marketing knowledge but also give me a
passport to get in the marketing world.”
-Functional: Have a chance to systematize the marketing knowledge /
experience real marketing cases / achieve very clear map in the
marketing career path / a passport to get in the marketing world
-Emotional: Have a chance to overcome the inner barriers and gain self-
confident / Make friends with others students who have the same passion /
Obtain very huge pride if qualifying for the Elite Program.
-The marketing contest that is most invested both in the quality of the
judges and the value of the prizes
-The well-structured marketing training courses for the winners.
- Passion, Young, Bold.
-Top marketers from MNCs throughout Vietnam attends as judges and
trainer
-Training classes for top teams throughout the contest
-Training courses for the winners after the contest.
Empower next marketing generations.
FOOD FOR THOUGHTS – BRAND LOVE KEY
Brand love key is the different version of basic brand key, which included Brand purpose as well as
“USLP” – That’s why we also consider it as “Extended” Brand Key.

UNLOCK THE MAGIC

Portray the brand as a human – functional,
emotional, discriminator, personality and the most
important thing : USLP – Sustainable Living Plan.

BRAND LOVE TRIANGLE

Deep understanding of the people we want to
serve, their deep rooted tension or desire, brand
POV to cut through human tension & it’s core value.

ROOT STRENGTHS
Specific assets from the past that we want to
leverage for the future
Example - Rexona