Bài soạn Elite Programme 2 về đề tài Brand management essentials phần 1 - Brand positioning, proposition và architecture

2. 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/
WHAT?
• 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
WHY?

3. 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

4. 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

5. 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

6. 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
WHAT?WHY?

7. 3BRAND ARCHITECTURE
Source: http://cdn.business2community.com/wp-content/uploads/2013/08/Brand-Architecture-Infographic-e1375371916524.png

8. 3BRAND ARCHITECTURE
Source: http://cdn.business2community.com/wp-content/uploads/2013/08/Brand-Architecture-Infographic-e1375371916524.png