1. ASSIGNMENT 3.1
BRAND TASKS & BRAND ESSENTIALS
NGUYỄN BÍCH VÂN
PHAN PHƯỢNG TƯỜNG

2. Question 1
Present formulations of brand positioning.
Target
Benefit
Brand
positioning
Reason
to
believe
Brand positioning is one of the single most important
steps any business can take on the road to success.
Brand positioning brings to light the viability of your
product or service. It can also show alternate paths, and
even reveal new opportunities.
Brand positioning clearly defines the following crucial
things in realizing vision:
 Determine originality
 Establish your unique position in your chosen market
 Identify competitors
Brand
DNA
 Determine required budget to compete

3. Question 1
Give one example.

4. Question 2
What is brand essence?
CATEGORY
TRUTH
the
emotional heart of a
Brand Essence is
CONSUMER
TRUTH
BRAND
ESSENCE
PRODUCT
TRUTH
brand, summed up in a few words.

5. Question 2
What is brand essence of AXE?
CATEGORY
TRUTH
• Get rid of the smell.
• Bring confident.
A confident seductive
deodorant spray which
helps men look, smell &
feel the best.
CONSUMER
TRUTH
Brand essence
Want to look,
smell & feel
the best
to be confident
& get attraction
from girls.
CONFIDENT
SEDUCTIVENESS
PRODUCT
TRUTH
• Get rid of
the smell.
• Seductive
scent.

6. Question 2
What is brand essence of TRIUMPH?
CATEGORY
TRUTH
• Necessary for women.
• Sexy & Seductive.
The finesse sensuous
lingerie which boost
self-confidence.
CONSUMER
TRUTH
• Want to feel
confident
from inside.
• Sensual feeling.
Brand essance
SENSUOUS
SELF-CONFIDENCE
PRODUCT
TRUTH
• Seductive style
combining
quality fabric.
• Focus on
women & their
individuality.

7. Question 3
Present formulations of brand essence.

8. Question 3
Present formulations of DIANA brand essence.