Professional Documents
Culture Documents
A Necessary Concept
A brand for when? - occasion when product is consumed Night belongs to Michelob Titan Steel-Nightwear watches
A brand against whom? - competitors Heineken imported beer also competes with vodka and gin Sprite- against all categories of soft drinks.
Positioning Process
1. Indicate what category the brand should be associated with 2. Indicate what the brands essential difference is in comparison to the other brands and products in that category
3. A brand has its own culture Set of values feeding the brands inspiration Country of origin
4. A brand has its own relationship Exchanges between people and brand Service sectors and retailers
5. A brand is a reflection Produces a reflection or image of the buyer or user Different from target the describes brands potential buyer or user Customer is reflected as s/he wishes to be seen from using the brand Consumers use brands to built their own identities
6. A brand speaks to our self image Self image is the targets own internal mirror Attitude toward the brand fosters an inner relationship with self
Competitor Analysis
brand image/ identity strengths/strategies vulnerabilities
Self Analysis
image brand strengths organization values
Brand as Organization
Organization attributes Innovation Consumer concern Trustworthiness Local vs. global
Brand as Organization
Brand as Person
Personality Energetic Rugged Brand-customer relationships Friend Advisor
Brand as Symbol
Visual imagery and metaphors Brand heritage
Value Proposition
Functional benefits Emotional benefits Self-expressive benefits
Brand Characters
Help consumers identify and recognize the brand Guarantee the brand Give the brand durability Help differentiate and personalize the brand
Who are your favorite brand characters?