Brand proposition is particular benefits of the brand perceived broadly by

consumers and cannot be easily replicated. It embodies brand promise, the unique

selling proposition and the relevance the brand has in the consumer’s life.

Value Proposition states the benefits consumers

receive by purchasing a particular brand of

product/service. It is a promise of value that the

brand will deliver to the consumers. The value

proposition often embodies a unique selling

proposition that can be emotional or rational

benefits or even a combination of both.

Brand positioning is the process

of designing and delivering the

brand to occupy a distinctive

place in the minds of the target

market. It depicts all the benefits

the firm want consumers to think

of when they think of its brand.

Brand Image is how firm

identify the brand in the

market. It encompasses

everything consumers

see and hear about the

brand in or outside of

communication.

SUM OF

BRAND PROPOSITION 1

Source: http://adeptmedia.in/brand-proposition-baseline/ http://www.haveapeekatthis.com/understanding-your-brand-proposition/

WH

AT?

• Provide a platform which can be classified into positioning & personality and used as a roadmap

towards the brand development process (Value Proposition & Brand Identity work as differentiators for

the brand, while Brand Positioning is what sets the brand apart and establishes how it is unique)

• Offer an emotionally positive solution to the needs of the consumers along with enhancing the

consumer’s perception & recall of the brand

WH

Y?

1

HOW?

BRAND PROPOSITION

Claim

brand

positioning

statement

Develop

consumer

value

proposition

Find a

unique

selling

proposition

http://www.slideshare.net/GrahamRobertson/positioning-statement-16192657Source: http://beloved-brands.com/2014/07/07/claims/

Example

Safety

Driving

performance

Enginering

Needs of core target

1

HOW?

BRAND PROPOSITION

Claim

brand

positioning

statement

Develop

consumer

value

proposition

Find a

unique

selling

proposition

http://www.slideshare.net/GrahamRobertson/positioning-statement-16192657Source: http://beloved-brands.com/2014/07/07/claims/

Example

1. Consumer insight:

Frustration of

complication in using

high technology devices

2. Product features:

Design sensibility,

ergonomic interfaces and

creativity

3. Rational benerfits:

Performant customer

services

4. Emotional benerfits:

Convinience and

simplicity

2

HOW?

BRAND POSITIONING

Claim

brand

positioning

statement

Develop

consumer

value

proposition

Find a

unique

selling

proposition

http://www.slideshare.net/GrahamRobertson/positioning-statement-16192657Source: http://beloved-brands.com/2014/07/07/claims/

BRAND POSITIONING STATEMENT

To whom

Provide what

needed

Differentiated

by

Reasons to

believe

Target market

Definition of the market

you play in

Brand Promise

(emotional or rational

benefit)

Rational truths:

Attributes, associations

Emotional truths: Values,

personalities

To whom Household women from rural or sub-

urban, mostly in water-scarce countries,

who struggle in housework and family

caregiving

Provide what

needed

A water saving fabric softener

Differentiated

by

Reasons to

believe

• Ingredient developed to cut the foam

and neutralize the detergent

instantaneously

• Leaves clothes looking new and

smelling fresh for up to 14 days after

washing

• Cut back amount of water and effort

used in washing clothes by hands

• Give moms more time to caring family

3BRAND ARCHITECTURE

http://microarts.com/launchabrand/what-is-brand-architecture/Source: http://en.wikipedia.org/wiki/Brand_architecture

The structure of brands

within an organizational

entity. It is the way in which

the brands within a

company’s portfolio are

related to, and differentiated

from, one another

• Ensure company’s great ideas not to out of bounds of the core brand’s mission

• Guarantee long-established and recognized brand doesn’t get bastardized when new good ideas are

introduced for brand extension

• Empower to organize and introduce new product lines that fit seamlessly into different divisions of the brand

so existing equity, retail relationships and consumer loyalty can be leveraged

• Define different levels within the brand

• Provide a hierarchy explaining the relationships between different

products/services and components making up company’s portfolio of

offerings

• Give existing brand structure so employees and customers understand the

value of and relationship between its different parts

• Create a roadmap that guides how your brand can scale in the future

WH

AT?

WH

Y?

3BRAND ARCHITECTURE

Source: http://cdn.business2community.com/wp-content/uploads/2013/08/Brand-Architecture-Infographic-e1375371916524.png

3BRAND ARCHITECTURE

Source: http://cdn.business2community.com/wp-content/uploads/2013/08/Brand-Architecture-Infographic-e1375371916524.png