Brand tasks & Brand essentials

1. BRAND TASKS & BRAND ESSENTIALS

2. 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
Role
Enables brand’s image & identity for
consumers and differentiates it from
competitor brands
To whom?
What need?
How different?
How to prove?

3. BRAND POSITIONING
How it should be:
Should:
Process:
- Brainstorming general concept
- Market research & SWOT
analysis
- Brand positioning strategy
development
- Brand positioning statement
- Repositioning if necessary
-
-
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 counterattacks
positioned for long-term success, changes,
extensions & expansion

4. BRAND POSITIONING
case
How different?
To whom?
Most powerful and effective
one thanks to its advanced
technology
Internet users in Vietnam
What need?
How to prove?
To find the needed
information quickly
and precisely
Google’s Brand Essence
The best searching machine
- The first one
- The strongest one
- The most advanced one

5. 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

6. BRAND ESSENCE
9 CRITIRIA
Unique
Scalable
(how different in the same category)
(suitable for brand’s extensions)
Intangible
Consistently delivered
(tap into what audience feel)
(maintaining consistency of
experience)
Single - minded
Sustainable
(1 single idea)
(does not change, ever)
Meaningful
Authentic
(relevant)
(be credible)
Experiential
(capture consumer’s feeling during experience with the brand)

7. 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

8. 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…)

9. 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

10. 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

11. BRAND KEY
information +
observation +
understanding
market research,
SWOT analysis,
competitive
positioning
find the strongest
point that could
serve consumer’s
need
market research +
brainstorming to
define what our
brand would offer
to consumers
market research +
brainstorming to
define what
consumers could
gain from our brand
root strength
that matches
consumer
insight
market
research +
competitive
analysis +
brainstorm
market research +
segmentation

12. 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

13. NGUYỄN PHƯƠNG VI
LÊ HUỲNH PHONG