Young Marketers Elite 2

1. BRAND POSITIONING
HỒNG NGỌC – VÂN HƯƠNG

2. 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

3. 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)

4. 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

5. 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

6. 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

7. 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