PHAN THI THAO NGHINGUYEN PHU CUONG

1Formula of brand positioning statement & Ex“The act of designing the company’s image and value offer so that the segment’s customers understand and appreciate what the company stands for in relation to its competitors”- Philip Kotler -

Positioning Statement = [Target Audience] + [Frame of Reference] + [Benefits/Promise] + [Reasons to Believe]

Powerful brand positionBelievable, understandable, unique and compellingAspirationally attainableAdmirable and endearingDifficult to emulateTimeless and enduringExtendable

Form

ulaExample

2 Brand essence. Axe & Triumph ex

Triumph evokes women confidence

Examples:

“Maiden Voyage,,, Iceberg,,, not enough lifeboats.” Titanic

“Third place between home and work” Starbucks

“The fastest burger anywhere in earth” McDonald’s

Brand Essence…… is the center of the brand and defines its central nature. Enabling staff to have a clear representation of its uniqueness and to appreciate how they can then contribute to

deliver the brand PROMISE

Axe grooms men to seduce

Within the context of brand planning,

3 Formula of brandkey. Brand Diana ex

FORMULA

It’s tiring and troublesome to be a girl. I can’t enjoy my life

Feminine * In touch with girls’

need * Understand girls’ discomfort &

unconfidence * has product (of high

quality) that really solve your problem

Diana helps girls to be proud of the

fact that they are women

When I use Diana, I feel comfortable and confident to do what I want

FeminineConfidentComfortableCourageousAttractive Essence

Diana brings girls’

fun

Female, 14-35

Biggest competitor in the same category: Kotex;

other potential brands: Laurier, Whisper,

Sofy

High technique, high quality, variety

Values, Beliefs & Personalities

DiscriminatorsBenefits

Reason to believe

Target Consumers

Insight

Competitive Environment

Root Strengths