ASSIGNMENT 9.1 – [Brand positioning]

Brand positioning

Example

Brand proposition

Example

Brand Architecture

Types and Example

Brand positioning

Positioning is the act of

identify and fulfil a need exists in the market

position your brand in the mind of the consumers to be distinctive and

different.

Brand positioning is a long-term vision of the brand. It help implementing brand’s strategies like 6P.

Segmenting• Mapping the market

• Define

segmentations

Targeting

• Select target market

• Profiling target

consumer

Positioning• Discover target unmet needs - insights

• Analyze competitors positioning and consumer perception’s toward

them

• Mapping unmet need gap and brand advantages

• Creating differentiates from other brands by being unique, different or

the best

• Providing reason to believe

Example:7-Up: The Different Soft Drink (1970-199x)

Segmenting & Targeting

Positioning

Competitive Landscape

At the time, the soft drink market was dominated by Coke and Pepsi which all made by

combining soda and the coca nuts’ powder. Producer wants to enter this market by creating

something distinctive and able to sell to solf-drink user.

: American Soft drinkers who is looking for new kind of

drinks. Age: 12-24. Live in medium and big cities. Young, energetic, active.

Un-met needs: Simple lemonade was popular but now pushed aside by

Cocaola, Pepsi, Dr. Pepple, still, consumer loves lemon favor => A lemonade

soft drink can fulfil market’s need

Competition positioning analysis: Consumers can only recognize Cola-base

products when thinking about soft drink.

Mapping brand advantage and consumer un-met need: 7-up decided to

use that to their advantage, admitting they are not cola but better.

Build positioning: 7-up positioning: A soft drink that is different from all the

other soft drink, have your favorite taste. Positioning Statement: 7-up The

Uncola

Reason to believe: 7-up tasted, smelled, seen the same as lemonade but is a

soft drink. 7-up tasted more refreshing and have no after-taste.

The unique benefit, actively communicated to develop preference within a predefined category, it is used as

a short-term strategies to build consumer perception toward the ideal perception which is the Brand positioning.

Brand proposition

Brand’s image, values, benefits and reason to believe.

Follow positioning

Suitable with market, product current state in consumers’ mind

Brand health check: notable, memorable, claim something in consumer’s mind, actionable

Fit others elements in 6P

Positioning: True Beauty

Create first body wash by

milk (100% from milk),

initiate the natural feature

in product

Promoting being natural

and the authenticity in

taking care of women

beauty

Promoting and foster

women belief about inner

confidence by feeling true

beauty inside

: The uncola

7-up offer a soft drink not made with cola nuts but with lemon. It combined

lemonade and soft drink into a better tasted drink. RTB: Lemon flavor, transparent

liquid, no bitter after-taste.

(reference: https://www.youtube.com/watch?v=AXmc7DG4uu8)

: The natural soft drink

Unlike other soft drinks in the market, 7-up used no artificial flavor, no artificial

color, no caffeine. It was made from natural materials.

(reference: https://www.youtube.com/watch?v=VUbV0BjzPeY)

: The refreshing drink

Made from Lemon, 7-up offered fresh and clean drink with refreshing taste that

Coca and Pepsi didn’t.

(reference: https://www.youtube.com/watch?v=3dRUSHICx7Q)

Example:7-Up: The Different Soft Drink (1970-199x)

Is a structure in which brands, products/services are organized.

Defines the different levels within your brand and provides a hierarchy that

explains the relationships between the different products, services, and

components that make up your company’s portfolio of offerings.

Brand architecture

Brand Architecture presents the relationship between brands, brand and

product/service, products/services to each other.

A good Architecture help consumer has a bigger, better view about the brand,

product/service.

Levels of brands in brand architecture

Corporate BrandEx: Unilever, P&G, Apple

Endorsed Brand(Iconic brand that spread over many kind

of products)

Ex: Kitkat (chocolate, snicker) , Dove

(shampoo, conditioner, cream)

Product Brand(Only stand for 1 kind of product, may has

variety in flavor, smell, etc.)

Ex: Pringles, Pampers

Types of Architectures• : The product brand, endorsed brand always

got linked with the corporate brand

Ex: Apple Iphone, Ferrari Aventador, Sony Playstation

• : The product brand is the corporate brand

plus the function of products/services. There is no endorsed

brand.

Ex: FedEx services, BMW products by codes

• : The product brand get linked to the

endorsed brand or other product brands belong to the

same company.

Ex: Romano shampoo, gel, cologne; Clear , Clear

men; P/s toothpaste, toothbrush

• : the product brand stand on their

own without any relation to other brands.

Ex: Sunsilk, Moutain Dew, Sunlight

• : Develop the relationship depend on the product,

portfolio of endorsed brand, corporate brand.

Ex: Toyota has the Toyota series and Lexus series.

: Women, young age from 18 – 25, confident,

energetic, charming, provocative, self-esteem, attractive, love their long-

hair, middle and upper middle class. They like traditional long hair.

Build positioning: Connected to hair expert that supports young women

to be beautiful in an traditionally attractive way

Reason to believe: Made with world pronounced experts, Hair is more

silky, smooth, reflective after use

Brand consistency in promoting long beautiful hair

Segmenting & Targeting

Positioning

Competitive Landscape

There are intense competitors who own different positioning and

segmentation at the time:

Clear vs Head&Shoulder (for handruff hair, refreshing cleanliness)

Dove (for damaged hair, natural beauty),

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