3. BRAND POSITIONING - EXAMPLES
Brand
Positioning
OOLONG
TEA
PLUS
Provide what
need
The
lightness
both
mentally and
physically in
people’s
stressful life
To whom
Man and
women aged
18-25 mostly
in cities
suffering a
stressful
daily routine
or care about
health
Different by
Being the
first bottled
oolong tea
in Vietnam’s
market to
tackle the
need of
lightness
Reason to
believe
Japanese
quality by a
top-ranged
Japanese
brand
(Suntory) –
The natural
feature of
oolong tea to
reduce fat
and ease
minds
5. BRAND ESSENCE - EXAMPLES
TRIUMPH
Different from other female underwear brand, TRIUMPH as the most premium one who have a
promise to their customer for the women shape & health caring (functional benefit), especially
give them emotional benefit of self-confidence – TRIUMPH is like your own tailor, who
understands you the most & design things which not only fit but also indulge your self-esteem –
they call it “fit you sensually”.
Brand Essence: Tailor of female self-confidence
AXE
All of male animals, even human, have the instinct of attracting the female ones. It give
him the feeling of masculinity – but mating is not easy for everyone. And AXE was born to
give man (anyman, whoever you are) the power in their mating game.
Brand Essence: Give guys the edge in the mating game.
7. BRAND KEY - EXAMPLES
Brand
Caring
High quality
Gently feminine
Asia brand
for Asia women
High-quality product
with Japan
technology
DIANA
LIBERATE
THE
FERMININITY
Functional:
Care for
women in
period
Emotional:
To liberate
femininity
- Create women’s
revolution by
motivating them
to liberate for
their femininity.
- Acceptable Price
The society think women is the signal
of lucky, and women accept wihout
any respecting themselves.
Fierce from strong
global brands
Direct: Kotex
Indirect: Laurie,
Whisper,…
2.
- Women, ABCD
- 13-50 YO
Behavior & attitude:
Feminine
1. Asia brand for Asia women
High-quality product with Japan technology
