Tuần này Young Marketers sẽ quay lại với 2 suất dự thính cho 2 bạn có bài làm tốt nhất trong 6 slide nội dung (Eliter 10-11 slide) gửi về contact@youngmarketers.vn trước 22:00 ngày thứ 5 ngày 3/3:
1. Thế nào là Brand Positioning? Brand Positioning Statement? Cho ví dụ thương hiệu tại Việt Nam. (Eliter cho 3 ví dụ trong 3 category khác nhau) (30%)
2. Thế nào là Brand Essence? Thế nào là BrandKey? Cho ví dụ thương hiệu Việt Nam. (Eliter cho 3 ví dụ trong 3 category khác nhau, không trùng với brand cho câu 1). (40%)
3. Thế nào là Extended BrandKey/Positioning. Cho ví dụ. (Đây là câu hỏi dành riêng cho Eliter). (30%)
Young Marketers - Empower the next marketing generation.
2. Decide the
competitive
stance you
want to
adopt.
Brand Target
consumer
Competitors Target market
Directly deliver
the brand’s
benefits/
reasons to buy.
Give your target
consumer’ s
reason to buy
your brand in
preference to
other brands.
Create a
distinctive place in
the market and
own your target
market niche.
BRAND POSITIONING
BRAND POSITIONING DO
BRAND POSITIONING IS IMPLEMENTED WITH
marketing
plan
marketing
strategies
product
concept
communication
concept
pricing
distribution
packaging
promotions
competition
….
Anatomy of Brand positioning
Brand domain: the brand’s target market,
where it competes in the market place.
Brand heritage: the background to the
brand and its culture
Brand values: the core values and
characteristics of the brand.
Brand assets: what makes the brand different
to its competitors? For example logos,
symbols and images
Brand personality: the character of the
brand described in terms of other entities
such as people, animals or objects.
Brand reflection: how the brand relates to
self-identity; how the consumer perceives
him/herself as a result of buying or using the
BRAND POSITIONING IS a process of positioning your
brand in the mind of your consumer to create a unique
impression in the consumer’s mind so that the customer
associates something specific and desirable with your
brand that is distinct from rest of the marketplace.
EXAMPLE:
Colgate: Protection
Lux: Glamour
Axe: Sexual attraction
3. THE FOUR POSITIONING STATEMENT COMPONENTS
HOW IS POSITIONING IMPORTANT?
BRAND POSITIONING STATEMENT IS
A one or two sentence declaration that communicates your
brand’s unique value to your consumers in relation to your main
competitors.
BRAND POSITIONING STATEMENT
probably the
most important
sentence in a
marketing
plan.
brings focus to the development of a
marketing strategy and the marketing
plan and tactics supporting that
strategy
make key decisions that affect your
consumer’s perception of your brand.
Positioning Statements versus Taglines
Brand positioning statements are often confused with
company taglines or slogans.
Positioning statements Tag line
Internal use. External statement
Insights from your positioning statement can be
turned into a tagline.
EXAMPLE: Walmart:
Tagline: Always low prices. Always.
Positioning statement:
Walmart is an multinational retail corporation provides to
household with low-price goods where multinational
retail corporation
1. Target Consumer:
What is a concise
summary of the
attitudinal and
demographic
description of the target
group of consumers your
brand is attempting to
appeal to and attract?
2. Market Definition:
What category is
your brand
competing in and in
what context does
your brand have
relevance to your
consumers?
3. Brand Promise:
What is the most
compelling
(emotional/rational)
benefit to your target
consumers that your
brand can own
relative to your
4. Reason to Believe:
What is the most
compelling evidence
that your brand
delivers on its brand
promise?
4. 1. Vietjetair
Brand positioning: cheap price flight service
Brand positioning statement: Vietjetair is an
airline service providing to middle-income and
low-income class with affordable price flights
which in parallel with qualified service.
3. WeCreate:
Brand positioning: Book for start up and career.
Brand positioning statement: We Create is book
publisher providing to reader who aim to have
successful career and extent professional knowlegde
with books about "occupation" to help readers have
an overview of potential job requirements as well as
the skills and knowledge to successful careers.
Category : airline service
Competitive environment:
Vietnamairline, Jetstar Pacific,...
Target consumer: middle-
income and low-income class.
Category: Book publisher
Target consumer: reader who
aim to have successful career
and extent professional
knowlegde
2. An Phuoc Group
Brand positioning: formal outfit
Brand positioning statement: An
Phuoc is a ready-to-wear clothes
brand providing to white collar
workers with business casual with
elegent and genteel colour,
fabric and styles.
Category: Clothes
Target consumer: white
collar worker.
Competive environment:
Blue Exchange, Ninomax,
Viettien,..
5. Insight
Target
Benefits
Values, Beliefs
& Personality
Reason to
Believe
Discriminator
Competitive
Environment
Root
Strengths What made us famous in the first place?
What do we still want to be famous for in the future?
Describe in
consumer
terms
Focus on attitudes
of the key influencer
Ask “why is that
important?” to dig deeper
Functional
benefit
must
lead
into
emotional
benefit
A picture
thousand
paints a
words
Own Rational &
Emotional
Tightly
linked
to
insight
BRAND KEY
WHAT BRAND KEY IS?
- It establishes a framework for brand’s future desired positioning,
most importantly a common language for brand
- It’s one of the single most important exercises when commencing
brand development journey
Beware of
essences that
are no more
than catchy
straplines and
have no
substance
BRAND KEY PROVIDES 4 RULES
- Direction
- Focus
- Consistency
- Inspiration
KEY PRINCIPLES OF
EXCELLENT BRAND KEY
- Focus
- Strategic Intent
- Saliency
- Simple
- Usually stated in 2 – 3 words, a brand’s essence is the one
constant across product categories and throughout the world
- And what cannot be changed when extending is brand
essence
- 9 criteria for Brand Essence:
BRAND ESSENCE
The heart and soul of a Brand – a
brand’s fundamental nature or quality
UNIQUE INTANGIBLE SINGLE-MINDED
MEANINGFUL
CONSISTANTLY DELIVERED
AUTHENTIC
SUBTAINABLE
SCALABLE
6. Insight
Target
Benefits
Values, Beliefs
& Personality
Reason to
Believe
Discriminator
Competitive
Environment
Root
Strengths
High-class technology of the world
Essence of natural Vietnamese land
Tough with a lot of
popular brands
such as Vinamilk,
Dutch Lady, Ba
Vì…
Mom
Age: 25-40
High income
Caring families
Among lots of kinds of bad
milk in the market, I want
a clean milk that really made
from nature to assurance for
health of my family
Fresh &
Clean Milk
Functional
Emotional
Assurance for
families’health
TRUE
HAPPINESS Leading
in fresh &
clean
milk in
Vietnamese
market
Authenticity
Integrity
Caring
Modern
Biggest
centralized dairy
farm with Hi-tech
applications
in Asia
7. Insight
Target
Benefits
Values, Beliefs
& Personality
Reason to
Believe
Discriminator
Competitive
Environment
Root
Strengths
Since 1975, deep understanding human slumbers
Stable environment,
not new
competitors. Kimdan
is leading
Modern women got
married or prepare to
do, 25-45
High income & education,
always updates new trend
A great & deep slumber started
from the balance of the body
in sleeping posture, so a mattress that
keeps the balance of my body to bring
most comfortable while slumbering
lift and
always
keep the
spine upright
Functional
Emotional
FRESH
YOUR
LIVING
“Smart”
mattress
Innovative
Caring
Modern
100% made
from natural
rubber with
Hi-tech
comfortable
to keep
balance
when sleeping
of the body
8. Insight
Target
Benefits
Values, Beliefs
& Personality
Reason to
Believe
Discriminator
Competitive
Environment
Root
Strengths
As a Brand of Unilever –
A leading company in the world in FMCG
Cheap Price Brand -
compete directly
with Tide
Household wives
22 – 45, rural
Low or Average
income
There’s something about bright
white clothes that triggers the
confidence within you to take on
the day's challenges and perform to
the best of your abilities.
White &
brighten
effectiveness
Functional
Emotional
TRIGGER
YOUR
CONFIDENCE Not only
white but
Innovative
Caring
Friendly
Special
whiten helps
decrease yellowish
Confident
only within the
1st washing
color,
compounds
enhance
the
brightens
also Brighten
9. BRAND EXTENSION
Brand extension is an action that the company use the existing brand to
introduce new products with new brands.
- Increase awareness of the new brand name.
- Inherit the reputation of the parent brand.
- Increase profit by add more profit, feature in the existing product.
- Reach the new segments.
When the new brand is combined with an
existing brand, the extended brand is called
sub-brand and the existing brand is called
parent brand.
SUB-BRANDPARENT BRAND
2 TYPES
When the parent brand is used to establish a
new product that target different segment
but still within the category of the parent
brand.
The line extension often add new flavors,
ingredients or forms, size..
LINE
EXTENSION
CATEGORY
EXTENSION
When the parent brand is used to establish
new products in a new product category.
CSD SPORT DRINK
Extended Brand Key/Positioning means expansion of Brand
Key/Positioning – occurs when the brand extends
10. Insight
Target
Benefits
Values, Beliefs
& Personality
Reason to
Believe
Discriminator
Competitive
Environment
Root
Strengths
Dove is a specialized brand of bath products , skin
whitening and skin-friendly
Soap leave my skin
feeling dry and tight
Won’t dry
skin like soap
can, skin soft
and smooth
Functional
Emotional
RESTORING
FEMINITY
Feminity
Caring
Honesty
Contains of
1/4 moisturizing
cream
More
feminine
Recomment
Dove bridges soap
and skincare
Competes directly
with premium
soaps such as Lux,
Pears, Cam
Women 35 – 50, who
begin to feel the
effects of dry skin
Caring yourself
beauty
Optimism
by doctors
Dove don’t
dry my skin
like soap
can
because it
contains of ¼
moisturizing
cream
Dove brand’s heritage is based on moisturisation
comes from US, deep understanding about women
“The pressure to be beautiful
feeds our tendency to focus on
the negative, making beauty an
unnecessary source of anxiety
Tangibly
improve the
condition of
skin or hair
Functional
Emotional
INSPIRE
REAL
BEAUTY
Innovative
Caring
Modern
title " Expert “
by the ability of
the comprehensive
care product
named Dove
Confident
Tough and strongly
Competitive
environment but
Dove is leading
brands in almolst the
skin and hair care
Women
18 – 50
Caring yourself
beauty
Optimism
Real care
1957: The Dove brand started its life in 1957 in the US, with
the revolutionary new beauty cleansing Bar.
1995: Dove bring womennew experiences by expand its product line into the milk bath
products , hair care , deodorant , cleanser and body moisturizer
