Young Marketers Elite 2013 - Assignment 3.1 - Phuong Vi_Huynh Phong

BRAND TASKS & BRAND ESSENTIALS

Role

Enables brand’s image & identity for consumers and differentiates it from competitor brands

BRAND POSITIONING Definition

Differently provide benefit to meet 1 need of target consumer to become top of mind, in which message is delivered by reason to believe/root strength

To whom? What need?

How different? How to prove?

BRAND POSITIONING How it should be: Should: - differentiate your brand - affect & ultimately match consumer perceptions

of your brand - identify your brand’s unique value to consumers - match your brand promise, personality &brand

image Be: - believable & consistent in all areas of business - easy to understand but difficult to copy - strong enough to withstand competitor counter-

attacks - positioned for long-term success, changes,

extensions & expansion

Process: - Brainstorming general concept - Market research & SWOT

analysis - Brand positioning strategy

development - Brand positioning statement - Repositioning if necessary

BRAND POSITIONING case

Google’s Brand Essence The best searching machine

To whom? Internet users in Vietnam

What need? To find the needed information quickly and precisely

How different? Most powerful and effective one thanks to its advanced technology

How to prove? - The first one - The strongest one - The most advanced one

BRAND ESSENCE

Definition: The single intangible attribute that differentiates the brand from competitive brands as perceived by consumer

Role: The key to developing a brand voice & strategy that generates meaning & consistency across all areas of business.

in 6 words

BRAND ESSENCE

Unique (how different in the same category)

Intangible (tap into what audience feel)

Single - minded (1 single idea)

Sustainable (does not change, ever)

Experiential (capture consumer’s feeling during experience with the brand)

Meaningful (relevant)

Consistently delivered (maintaining consistency of

experience)

Authentic (be credible)

Scalable (suitable for brand’s extensions)

9 CRITIRIA

BRAND ESSENCE case

Category: Beauty Industry

Market: Vietnam

Target consumer: focus on

- male from 15 – 30

- live in big cities

- have a demand of taking care of their beauty & image

Benefits: offer best products with seductive scent to help men

to be confident

BRAND ESSENCE case

Axe’s Brand Essence

Help men to be confident to attract women

Relevant to the category truth (smell good) & consumer truth (men want to be attractive to attract women successfully) Sustainable & scalable as its extension with many lines of products Consistently delivered with many campaigns: Umbrella Party, activities on FB fanpage (your lady – killer ratio, lady – killer important secrets…)

BRAND ESSENCE case

Category: Fashion – Underwear Manufacture

Market: Vietnam

Target consumer: focus on

- female from 23 – 33

- live in big cities, income AB

- high – class and have a sense of fashion

Benefits: offer finest seductive products to highlight women ‘s

shape & beauty

BRAND ESSENCE case

Triumph’s Brand Essence

Encourage women to bring out her

uniqueness & beauty

Relevant to the category truth (style & fashion) & consumer truth (women always desire for beauty) Sustainable & scalable as its extension with many lines of products Consistently delivered with many contests to encourage women to be confident with their beauty & advertising’s communication message

BRAND KEY

find the strongest point that could

serve consumer’s need

market research, SWOT analysis,

competitive positioning market research +

segmentation

information + observation + understanding

root strength that matches

consumer insight

market research +

competitive analysis +

brainstorm

market research + brainstorming to define what our

brand would offer to consumers

market research + brainstorming to

define what consumers could

gain from our brand

BRAND KEY case

1.Root strength: Innovation leader to apply advanced technology to help girls feel soft & comfortable when they are in their period 2. Competitive environment: Competitor brands: Kotex, Laurie, Whisper Position: Top 2 in Vietnam napkin market 3.Target: Female in Vietnam, mostly from 13 to 30 who are pretty sweet, elegant & feminine 4. Insight: It is really great to be a girl 5.Benefits: Functional benefit: Convenient and effective to use when in period Emotional benefit: Enhance the feelings of softy & comfort 6. Values: the image of Vietnamese femininity 7. Reason to believe: advanced technology & the value of Vietnamese femininity 8. Discriminator: promote Vietnamese femininity 9. Essence: Enhance Vietnamese femininity

NGUYỄN PHƯƠNG VI LÊ HUỲNH PHONG