POSITIONING AND

VALUES
Ch3
And beyond

Where we have been

We understand
Brand equity and the psychology behind it
A function of awareness, strength, favorability,
and uniqueness of the nodes and links in
memory

BE is created in a progressive fashion

Establish proper Brand Identity
Create Brand meaning
Elicit positive Brand responses
Forge strong Brand relationship

Orange Brand Essence

Brand Strategy Process

The process of creating a brand strategy begins with a brand audit
and ends with a plan for executing the brand across all touch points.
It can be generally thought of as having three stages..
Brand Audit
Target & Insight

Competitive
Assessment

Brand
Inventory

Points of Parity and Difference

Brand Strategy
Equity
Pyramid

Positioning

Personality

Objectives & Metrics

Brand Execution
Brand
Elements

CRM &
Communications
Community
Strategy
Building

Brand Experience Map

Brand Strategy

Getting it Right

Lucozade established 1920s

Hospital recovery drink
1980s Lucozade replaces
lost energy link to sports
1980s 1990s sports
marketing and endorsement
1999 Lara Croft
Product range evolved
energy replacement

Lucozade Strategy
Brand Image
Traditional and tired BUT a product truth

Brand Identity
A sports performance drink

Brand Position
Fastt and atthllettiic

Marketing Strategy
Target a growth market
Use sports and sports communication

What Lucozade did right?

Discovered a product truth

Identified a growth market sports drinks
Identified a new target audience
Integrated strategy marketing and product
Effective use of marketing disciplines
advertising, promotions, pr, in-store,
packaging
Assumed leadership research
Strong executional vehicles
Invested heavily

Brand Positioning

According to Kotler, Brand positioning is the act

of designing the companys offer and image so
that it occupies a distinct and valued place in
the target customers mind.

A good brand positioning helps guide a

marketing strategy by clarifying :
what a brand is all about,
how unique and how similar it is to competitive
brands,
why consumers should purchase and use the
brand

1.
2.
3.

Proper Positioning

Proper positioning
Clarifies what the Brand is all about
How it is both unique and similar to
competitive brands
Why customers should purchase and use the
Brand

Brand Positioning

Define competitive frame of

reference
Target market
Nature of competition

Define desired brand knowledge

structures

Points-of-parity
necessary
competitive

Points-of-difference
strong, favorable, and unique brand associations

14

Example: Pepsi One

Millions in R&D for

ingredient Ace-K
(artificial sweetener)
37,000 hours to design
the can
100 Million Marketing
budget
Original Target Market

20-30 yo Males who did

not like taste of diet
colas

Pepsi One Brand Conveyors: Then

and now

Full flavored, healthy

alternative to regular
cola
Only one has it all
True cola taste, one
calorie
Tastes like regular
cola
Celeb: Tom Green

Breakthru
Sweetener
Too good to be one
calorie, but it is
Celeb: Kim Katrell

Better for 20-30 yos?

In order to Position a
Brand

you must decide

Who the Target Consumer is
Who your main competitors are
How the Brand is similar to your competitors
How the Brand is different from your
competitors

Where do you get this information?

Your BRAND INVENTORY!!

Brand Audit

18

Positioning Building Blocks

TA
RG

OF
E CE
AM EN
FR FER
RE

Homeowners/Business owners
Adults 35+; HHI $50,000+
Aware of -----Experiencing -----

ET

BENEFIT

19

SUPPORT

Product quality or value

Most Reputable Company
Service or delivery
difference

Category definition
Need state or problem

Writing a Positioning Statement

10-20

Brand Positioning
The purpose of brand positioning is to explain how the brand will create a sustainable
competitive advantage in the minds of prospects & customers in order to win loyal customers
and ensure revenue and profits.

For (Target), (Brand/Company) is the only/best (consumer

frame of reference) that (statement of key benefit or guiding
value), because/by (reason to believe, key credibility point).

Evaluation Criteria: Brand Fit, Customer Relevance, Uniqueness,

Sustainability, Credibility

22

Positioning Examples
For women concerned about perspiration wetness,
Secret is the one brand of antiperspirant that is
strong enough for a man but gentle enough for a
woman.

For adults concerned about oral hygiene, Listerine is

the one brand of mouthwash that not only stops
bad breath but also helps prevent gum disease.

For adult cold suffers, Nyquil is the one brand of cold

remedy that effectively prevents cold symptoms at
night so one can sleep.

23

Brand Positioning Statement

For 12-19 year olds, who
embrace excitement, adventure
and outrageous fun, Mountain
Dew exhilarates like no other,
because its more energizing and
thirst-quenching with its
one-of-a-kind great taste and
irreverent attitude

Pillars of Exhilaration
PRODUCT BENEFIT

User
User Class
Class

B
B

F
F
D
D

Usage
Usage
Occasions
Occasions

E
E

Against
Against aa
Competitor
Competitor

A
A
C
C

Benefits
Benefits
Offered
Offered

H
H

G
G

Product
Product
Attributes
Attributes

Away
Away from
from
Competitors
Competitors
Product
Product
Class
Class

Step
Step 3.
3. Positioning
Positioning for
for
Competitive
Competitive Advantage
Advantage
strategies
strategies

Developing a positioning
What are the points of differentiation?
Good points of differentiation should have the
following characteristics:
Important
Distinctive
Superior
Communicable
Preemptive
Affordable
Profitable
Product needs a USP ( Unique Selling Proposition )

Steps
Steps to
to Choosing
Choosing and
and
Implementing
Implementing
a
Strategy
a1.Positioning
Positioning
Strategy
Step
Identifying Possible
Competitive
Advantages: Competitive Differentiation.

Step 2. Selecting the Right Competitive

Advantage: Unique Selling Proposition
(USP).

Step 3. Communicating and Delivering

the Chosen Position

Target Market
Segmentation

A market segment should have similar

knowledge structures and brand
knowledge

Similar knowledge structures might mean

similar perceptions and beliefs about your
Brand

There are 2 ways to segment

Descriptive: characteristics of the individuals
in the market
Behavioral: grouped by how individuals in the
market perceive or use the product

Toothpaste Segmentation

Four main segments

Sensory segment

Sociables

Brightness of teeth

Worriers

Flavor and product

appearance

Flavor, Brightness

Decay Prevention

Independent

3 stripes, one for

each of the 3
main segments

Low Price

Decay Prevention

Target Market
Segmentation

Which works better? Behavioral

Easier to match perceptions (right/wrong)
or beliefs (right/wrong) with strategy
(reinforce/change).
Many times, behavior and descriptive go
hand in hand

Demographics may be basis of

targeting, but tend to represent some
underlying behavioral reason

In some cases, demographics may mask

underlying differences

Advantages of demographic
segmentation

Demographic segmentation is well

known, easier to buy media on that basis
However, with the emergence of nontraditional media, this advantage is
getting smaller

Web ads can target by demographics

traditionally difficult to access
AA, Asian Americans, College students

Criteria for a Segment

Identifiability

Size

It is big enough to bother?

Accessibility

Can the segment be easily identified?

Are distribution outlets and media available to us to

reach the segment?

Responsiveness

How favorably will the segment respond to a

tailored marketing program? (this one is tough to
quantify)

Segmentation Example
Mobils 5 types of gasoline buyers

Price Drivers
Not brand loyal, driven by price, has been focus for

years

Road Warriors
Upper income, MAMen, 25-50k/year, buy food and

services with credit card (Premium gas)

True Blues
Brand loyal, Mid income, pay with cash

Generation F3
Fuel, food, fast: half under 25 yo, in and out quickly

Homebodies
Soccer moms using whatever is on their route

The Competition

Market Segments define competitors

They are targeting the same segments

Dont be too narrow in your definition of

competitors
Consider Sprite
Product Type (non-cola soft drinks)
Product Category (all soft drinks)
Product Class (all beverages)

Baskin-Robbins Competitive
analysis

Original Tagline:

100 M$ facelift in
late 1990s
Expanded from Ice
cream

31 Flavors

Frozen coffee drinks

Fruit Smoothies

Perceived
competitors

Starbucks
Jamba Juice
TCBY
(and still Dairy
Queen)

Issues in Implementing
Brand Positioning

Establishing Category Membership

Identifying & Choosing POPs & PODs
Communicating & Establishing POPs &
PODs
Sustaining & Evolving PODs & POPs

37

Establishing Category
Membership

38

Consumers needs to know what the

product is and what functions it serves
prior to assessing whether it dominates
the brands against which it competes

1.
.

2.
.

3.

There are three main ways to convey a

brands category membership:
Communicating category benefits:
To reassure that brand will deliver on the fundamental
reasons for using a category
These benefits are presented in a manner that does
not imply brand superiority but merely notes that
brand possesses the properties as means to establish
category POPs

Exemplars:
Well known, noteworthy brands in a category can be
used to specify a brands category membership
The product descriptor that follows the brand
name is often very compact means of conveying
category origin

Part 3: POP and POD

POD (Point of Difference)

Strong, favorable, unique brand associations
May be any kind of attribute or benefit

Two types of PODs

Attribute Based
Functional, performance related differences

Image Based
Affective, experiential, brand image related

differences

Part 3: POP and POD

POP (Point of Parity)

Associations that are shared with other brands

Two types
Category: attributes that are required to
include your product as a member of that
category
Competitive: POP that negate your
competitors PODs

POPs can be good enough, but PODs

should be superior

Similar concepts

Unique Selling Proposition (USP; Reeves

and Bates)

Advertisers should give a compelling reason to

buy a product that competitors could not
match
What component of the IBM reflects this?

Sustainable Competitive Advantage (SCA)

The advantage of delivering superior value in the

marketplace for a prolonged period of time

Further, SCAs can result from any component of
the firm
. Similar to notion that Principle exists in every part of the
firm

POP AND POD: BMW over the

years
1991
1985
1975
1971
Affluence,
exclusivity
Fun to drive

Affluence,
exclusivity
Fun to drive

Fun to drive
Economical

Internation
al

44

Managerial Issues

How do I begin to position my Brand?

Communicate category membership
This is the frame of reference, where
customers can activate what they know about
the category and apply it to your POPs and
PODs

How?
Communicate category benefits
Compare your product to exemplars
Rely on product descriptor

Sneaky psychology sidebar Exemplars

Memory is modeled in a hierarchical was as

well

Exemplar example (heh)

Exemplars can be real or amalgamated

(prototypes)
Generated from experiences and exposures from
the environment

DRAW A PICTURE OF A shaving system (THE FIRST

THING THAT COMES TO MIND

Compare your picture to your other team

Ways to convey category membership

(cont): Comparison to Exemplars

Thus, two strategies:

Created exemplar (not a real product)
Real exemplar (coke when talking about colabased carbonated beverages)

NOTE: Keller defines exemplars as

Well known, noteworthy brands in a category

Pepsi One example (after repositioning)

Nuts and Bolts

How do I decide on my PODs and POPs?

POPs

Analysis of category
What attributes do all of my competitors have? I probably

need to have those, or my competitors automatically have

a POD
POPs get you included in category

PODs are more difficult

Dont use PODs that are product centric (dominate

competition) but customer centric (uniquely address
need of customer)

Managerial issues

Criteria for POD

Desirability
Must be Relevant
Must be Distinctive
Must be Believable

Deliverability
Feasibility
Communicability
Sustainability

Establish POP and POD in

marketplace

Difficulty: Many attributes that make up

POP and PODs are negatively opposed
Low price vs. High quality
Tastes Great vs. Less filling

Separate the attributes

Leverage equity in another entity
Redefine the relationship

Indicates the products or set of products

with which the brand competes

Consumers needs to know what the

product is and what functions it serves
prior to assessing whether it dominates
the brands against which it competes

For new products, separate marketing

programs are generally needed to inform
the consumers of membership and to
educate them about a brands point of
difference

1.
.

2.
.

3.

There are three main ways to convey a

brands category membership:
Communicating category benefits:
To reassure that brand will deliver on the fundamental
reasons for using a category
These benefits are presented in a manner that does
not imply brand superiority but merely notes that
brand possesses the properties as means to establish
category POPs

Exemplars:
Well known, noteworthy brands in a category can be
used to specify a brands category membership
The product descriptor that follows the brand
name is often very compact means of conveying
category origin

2 Choosing Points of Parity and

Points of Difference

Points of parity are driven by the needs of

category membership ( Category POPs)
and the necessity of negating
competitors PODs ( to create competitive
POPs)

In choosing Points of Difference, two

most important consideration are:
Consumer find PODs desirable
Consumers believe that that firm has
capabilities of delivering it

1.
2.

Desirability Criteria

1.
.

Relevance:
Target customer must find POD
personally relevant and important.

Distinctiveness:
Target Consumers must find the POD
distinctive and superior

When entering into in a category in

which there are established brands,
the challenge is to find a viable basis
for differentiation

Desirability Criteria
3.

Believability:

A brand must offer a compelling reason

for choosing it over other brands that
might be considered

The simplest method is to point a

unique attribute of the product

When the point of difference is abstract

or image based, support of claim must
reside in more general associations to
the company developed over time

Deliverability Criteria
1.
.

Feasibility:
The performance potential in terms of the
actual or potential ability of the product
perform at the level stated

It must be feasible for the firm in terms of

affordability, resources necessary, time
horizon, to actually create the POD

The product and marketing must be designed

in a way to support the desired association

Deliverability Criteria
2.
.

3.
.

Communicability:
Current or future prospects of communicating
information to create or strengthen the desired
associations
Factual, verifiable evidence or proof points to
support so that consumers will actually believe
in brands desired associations
Sustainability of actual communicated
performance over time
Sustainability depends on internal commitment
and use of resources as well as external market
conditions

Communicating & Establishing

POPs & PODs

Create POPs and PODs in the face of

attribute & benefit trade-offs
Price & quality
Convenience & quality
Taste & low calories
Efficacy & mildness
Power & safety
Ubiquity & prestige
Comprehensiveness (variety) & simplicity
Strength & refinement

Updating Positioning over Time

1.

2.

With established products competitive

forces often dictates shifts in positioning
over time
Updating Positioning involves two main
issues:
How to deepen the meaning of the brand
to tap into core brand values or other,
more abstract considerations
( Laddering)
How to respond to competitive
challenges that threatens an existing

Laddering

To deepen the meanings associated

with the brand positioning by exploring
underlying consumer motivations in a
product category to uncover the
relevant associations

According to Maslow, higher order

needs become relevant once lower level
needs are satisfied

Means-end-chains have been devised

as a way of understanding higher-level
meanings of brand characteristics.
Takes the following structure:

Values
( stable and enduring
personal goals or
motivations)
Benefits
( the personal value and
meaning attached to
product attributes)
Attributes
( descriptive features that
characterizes a product)

Laddering

Laddering involves the progression from

attributes to benefits to more abstract values or
motivations

Involves repeatedly asking what the implication

of an attribute or benefit is for the consumer

Failure to move up the ladder may reduce the

strategic alternatives available to the brand

Examples: Volvo and Michelin ( safety and peace

of mind), Intel ( performance and compatibility),
Disney ( fun, magic, family entertainment), Nike
( innovate products and peak athletic
performance), BMW( styling and driving
performance)

WHAT SEPARATES THE

BEST BRANDS
FROM THE REST?

Great
Great Brands
Brands Make
Make
Connections:
Connections:

Full Triangle story, that a brand has to

tell ?
Product Benefit
(Why I like the
brand?)

Underlying
Human Truth

Brand Image

(Why I value
the brand?)

(Why I trust the

brand?)

Impulse (body spray)

Product Benefit
Surrounds you with an energy field

Underlying Human
Truth
Self-confidence comes
through the courage to
be yourself

Brand Image
Vitality,
Spontaneity

Nido
Product Benefit
Healthy energy for your growth

Underlying
Human Truth
Todays life
demands more
from my child and
hence from the
food I give him

Brand Image
Expert,
Consistent,
Warm,
Motherly

Tang
Product Benefit
Great taste + goodness

Underlying
Human Truth
Mother always
knows

Brand Image
Merry,
Vibrant,
Playful,
Supportive

Cerelac
Product Benefit
Healthy growth through the perfect
balance of necessary nutrients

Underlying
Human Truth
Mother knows
best

Brand Image
Expert,
Caring,
Honest,

Allied Bank
Product Benefit
Banking in my language

Underlying
Human Truth
The things that
matter most are
the things you
cant count

Brand Image
Humble,
Approachable,
Personal

Ponds (age-defying) Asia

Product Benefit
The chance to delay what I cant defy

Underlying
Human Truth
My face is a mirror
to my soul

Brand Image
Ponds listens
to my needs,
understands
my
skin, and
knows

FarEast Tone (telecoms)- Taiwan

Product Benefit
Service which exceeds expectations

Underlying
Human Truth
To be in touch is
to be in control

Brand Image
Innovative,
Far-reaching,
Conscientious,
Empowering

Classic
Classic Examples:
Examples: Nike
Nike

Product Benefit
(Optimum Performance)

Underlying
Human Truth
(The end
always justifies
the mean)

Brand Image
(Empowerment)

Classic
Classic Examples:
Examples:
Marlboro
Marlboro

Product Benefit
(Stronger tasting cigarette)

Underlying
Human Truth
(Man was born
free, and real
men stay that
way)

Brand Image
(Masculine,
uncompromising)

Where the connection

Designed to help us forge compelling

Brand Prints (Unique DNA) by
understanding the three elements that
form the building blocks of a brand

A Connection Triangle can only exist

when the three elements are mutually
reinforcing, competitive for the brand,
and clearly motivating to the target
audience

Connecting with the

consumer:

Getting to the heart of the matter.

Touching a string of the heart.
Reminding, remembering.
Bring alive the key values.
Bringing about total involvement.

UHT lives deep inside our

consumers

When Brainstorming Underlying

Human Truths ...
Think About Role-Related Context

Type Of Person Eg.

Father
Mother
Parent
Child
Teenager
Family elder
Student
Housewife
Manager
Worker

Type Of Consumer Eg.

Shareholder
Homeowner
Wet market shopper
Charity worker
Car driver
PC owner
Sportsman
Wine drinker
Artist
Business traveler

Three Types Of Trigger

When digging for Underlying Human

Truths, think about the context with
which people meet the brand

Physiological
Psychological
Societal

Each area contains many opportunities

for uncovering a great Underlying
Human Truth

1. Physiological Needs

Food
Health
Shelter
Survival
Strength
Hygiene
Comfort

Wealth
Possessions
Appearance
Indulgence
Pleasure
Self restraint
Pain

2. Psychological Needs

Success
Self-esteem
Luck
Authority
Status
Novelty
Meaningfulness
Curiosity
Hope
Realism

Justice
Patience
Love
Passion
Creativity
Ambition
Celebration
Solitude
Companionship
Wisdom

3. Societal Values

Honesty
Patriotism
Equality
Freedom
Fear
Self reliance
Trust
Respect
Tolerance
Generosity

Modesty
Diligence
Experience
Teamwork
Leadership
Competition
Progress
Environment
Culture
Family

Its
Its all
all about
about digging
digging deeper
deeper and
and
deeper....
deeper....

Observations On
Observations

Be involving
Have depth
Be true to
human nature
Be widely
shared
Connect product
benefits with
emotional needs

Identify with a
moment of truth
Be differentiating
Point to a product
solution
Open up creative
avenues, not
restrict them

Exercise (1- 40
minutes):

Create a Connection Triangle for one of your

existing brands.

Does it connect?

Does it enrich your understanding of the

brand-consumer relationship?

Can someone who does not know the

brand, get a clear understanding of the
brand?

The brandscape

Brands in the mind of the audience:

The BrandScape

1. Brand
Footprint
Core values
Personality
Essence
2006 - ISBM- Penn
State

2. Positioning
4. Brand Elements: Trigger
BrandScape Response
4/21/15

3. Capsule
the

87

Brand Footprint -- 3
parts
a. Core values
b. Personality

1. Brand
Footprint
Deep in subconscious always
working, powerfully emotional
often works without customer
knowing it

c. Brand Essence, or
Mantra

2. Positioning
Subconscious closer to the surface, comes into play at
time of purchase, more rational and product specific than
Brand Footprint. How this brand Relates to the
competition for this purchase.

3. Capsule

At the front of the mind ready to be

accessed at time of purchase Its good to
help consumer develop a capsule,
knowing that this will help the customer
access the Brand Footprint and
Positioning

a. Core Values: Three 1-2

word descriptions of the
brands inner, driving priorities
b. Personality: Three 1-2 word
traits that would describe the
brand if it were a person
Brand
Footprint
Deepest Level

c. Brand Essence/Mantra:
The central point of the
Brands relationship with the
consumer

No brand develops a well-defined footprint in every segment

a. Core Values
Three 1-2 word descriptions of the
brands inner, driving priorities:
. Tied to the history/cumulative
brand experience
. Drives what brand stands for
and what it doesnt the brands
real promise
. The foundation principles behind
the brand
2006 - ISBM- Penn State

4/21/15

92

b. Brand
Personality
Three 1-2 word traits that would
describe the brand if it were a
person
. Gender
. Physical/distinguishing attributes
. Communications Style
. Anything describing
personality
. Can be blah or very well
2006 - ISBM- Penn State

4/21/15

93

c. Brand Essence/Mantra
The central point of the Brands
relationship with the consumer
. How does the customer engage
with or feel about the brand
. Depth of relationship
. Level of Bond
. How does customer feel when
encountering the brand?

2006 - ISBM- Penn State

4/21/15

94

Brand Mantras
(Keller)

A brand mantra is an articulation of the

heart and soul of the brand.

Nike

Brand mantras are short three to five word

phrases that capture the irrefutable essence
or spirit of the brand positioning and brand
values.
Authentic Athletic Performance

Disney

Fun Family Entertainment

2006 - ISBM- Penn

State

4/21/15

95

Brand Footprint -- 3
parts
a. Core values
b. Personality

1. Brand
Footprint
Deep in subconscious always
working, powerfully emotional
often works without customer
knowing it

c. Brand Essence, or
Mantra

Core Values:

Personality:

Essence:

Core Values:

Personality:

Essence:

Brands in the mind of the audience

1. Brand
Footprint

2006 - ISBM- Penn

State

2. Positioning

4/21/15

3. Capsule

100

2. Positioning

Brand Positioning (Ries and

Trout)

Placing a brand in a competitive frame of

reference
And .. Selecting a (unique and relevant)
benefit it intends to own relative to
competition
In the mind of a well understood
customer...

2006 - ISBM- Penn

State

4/21/15

102

Brand Positioning

Define
competitive frame of reference

Target market
Nature of competition

Define desired brand knowledge

structures

Points-of-parity

Points-of-difference

necessary
competitive

strong, favorable, and unique brand associations

2006 - ISBM- Penn

State

4/21/15

103

Brands in the mind of the

audience (R & K)

1. Brand
Footprint

2006 - ISBM- Penn

State

2. Positioning

4/21/15

3. Capsule

104

The Brand Capsule

Customer develops a quick reference

for a well established brand, because
they cannot give us enough share of their
conscious mind to store the Footprint and
Position there
ButThey come into play when faced
with buying choices

2006 - ISBM- Penn

State

4/21/15

105

 Simple Phrase
One Idea
3. Capsule

Relevant to Need

Examples

The cowboy cigarette

Original, authentic blue jeans
We bring good things to life
Reliable hai
Dil

2006 - ISBM- Penn

State

4/21/15

107

Position:
The cheaper, High-tech alternative

Capsule:
Great Color, Low Price

BrandScape: Key Integrating Tool

1. Brand
Footprint
Core Values:
Inner, Driving
Priorities
Personality:
Brand as person
Essence:
Relation to
customer

2. Positioning
Key, unique
differentiation in
competitive set

4. Brand Elements
Inventory

3. Capsule
Single, simple
phase
summarizing
brand top of
mind for the
consumer or
customerBrand-Chevron
Chevron
BrandScape

Harley

Examples

BRAND KEY
How Unilever Creates brands

Reasons
to
Believe

Values &
Personality

Essence

Benefit

Discriminat
or

Insight

Competitive
Environment

Target

Root Strength

RAFHAN BRAND KEY

2007
Example

Root Strength

Consistent taste
Variety/novelty
Jingle Yo
Core-Custard and jelly

Competitive
Environment

All foods enjoyed

as treats and seen
as fun and
enjoyable to eat

Desserts
Homemade, MTE and

RTE

Ice-cream
Bakery items
Branded Biscuits

.
.

Cakes, pies, chocolate

Meethai and Halwa

Target

Individuals whose lives are getting

increasingly stressful. They look for
moments to celebrate and they recognize
the power of meetha in bringing people
together.

Bulls-eye

Twenty-eight yr old modern mother

Has young children (aged 4-10 yrs)
Want to give her children healthy and
nutritious food

One Woman several roles !

Enter her World

One woman,
Several Roles !

THE BACK BONE OF

HER FAMILY
Day in the life of

Early bird
Rise and
shine at
six, she
sets the
stage for
her family
to get
through
their day !

A nutritionist

A Nutritionist

Vitamin A to
Z, and all the
nutrients are
to be part of
my familys
diet !

A home manager

The Home-manager

She makes sure that

her kids have smooth
complexion who will
not get lumps and spots

Their lips dont go brown

and their teeth dont rot.

Working Woman- A Go Getter

She is the ambitious working woman
who puts her heart and soul in her work

Her Values

Grounded by her Values

he is the right blend of a modern

et cultured Pakistani woman

She adapts to the latest

trends to keep up with
the pace of the world
but does not forget her
roots

She writes her own recipe of

contentment

Sets her own priorities

Work

Family

Friends

Takes control of her life with courage and creativity. As

she continue to care for her loved ones, she is finding
ways to inject her own needs and desires into the
equation

If she were a celebrity .

For more than a decade

Roberts has proved herself
America's favorite sweetheart,
winning the People's Choice
favorite actress award a
massive nine times.
Roberts, 38, who is married to
cameraman Danny Moder, put
her career on hold following
the birth of twins, Phinnaeus
and Hazel, in November 2004.

The Graceful, charming

woman

The doting wife

Julia is seen as an actress, an

Oscar winner, a beautiful
woman AND a mother.
The loving mother

Americas Sweetheart.
The super star and
role model

The Insight

Life is increasingly getting stressful, I look

forward to the moments when I can find
an excuse to celebrate. (big/small;
existing/new celebration links to
meetha)

Benefits

Uniquely delicious and wholesome and

inspires celebration

Values & Personality

Contemporary,
Expert,
Trustworthy,
Loving
Caring

Reasons to Believe
.

Rafhans taste and recipe expertise in

Desserts (Dessert Expert)
Rafhan goes that extra mile in spreading
real sweetness in life. (Natural goodness
(milk and fruit)).

Discriminator

Only Rafhan makes ordinary moments

worth celebrating

ESSENCE

Lets Celebrate!

1)Root Strength
Consistent taste
Variety/novelty
Jingle Yo
Core-Custard and jelly
Reasons
to
Believe

Values &
Personality

2)Competitive Environment
All foods enjoyed as treats
Desserts:-Homemade, MTE and RTE
Ice-cream
Cakes, pies, chocolate
Meethai and Halwa
3)Target
Individuals whose lives are
getting increasingly stressful.
They look for moments to
celebrate and they recognize
the power of meetha in
bringing people together.

4) Insight
Life is increasingly getting stressful, I
look forward to the moments when I
can find an excuse to celebrate.
(big/small; existing/new celebration
links to meetha)

Essence

Benefit

Discriminat
or

Insight

Competitive
Environment

5) Benefits
Uniquely delicious and wholesome
and inspires celebration.

6) Values & Personality

Contemporary, Expert,
Trustworthy, Loving and Caring

7) Reasons to Believe
Rafhans taste and recipe
expertise in Desserts (Dessert
Expert)
Rafhan goes that extra mile in
spreading real sweetness in
life. (Natural goodness (milk and
fruit)).
8) Discriminator
Only Rafhan makes
ordinary moments worth
celebrating.

Target

9) Essence
Lets Celebrate!

Root Strength

Brand Positioning Pyramid

Something
Bigger

Emotional Benefit

Functional Benefit
Defining Product Attributes

Positioning Background

Questions emerged about LAYS Brand Positioning (Simple Pleasures)...

PREVIOUS BRAND POSITIONING

Simple
Pleasure
that
connects
us all

QUESTIONS

Is Simple Pleasures compelling enough?

Is LAYS Irresistible?
Irresistibility

Is Irresistibilitydifferentiated?
Does the advertising make me hungry?

Great Taste

Is the product appetizing?

Light, Crispy, High Quality

PERSONALITY: WARM, SOCIABLE, DOWN TO EARTH, FUN

TARGET: ALL FAMILY,CREATIVE-35 YR. OLD MOMS W/YOUNG KIDS

Is this target consistent with Lays brand

truths/message

Strategic Analysis

Irresistibility is at the core of brand LAYS positioning

Task: How to make LAYS irresistibility more compelling,

relevant, and differentiated.
Higher Order Benefit
Product Attribute

The Task
Goal: Make LAYS irresistibility more compelling, relevant, and differentiated

Higher Order
Something
Bigger

Brands Core = Irresistibility

Product Attributes/Support

STEP 1: Analyzing The

Product

Lays Brand essence - Irresistible

challenge
Proposition- no one can eat just one
have been
Lays communication since the 1963s
reflects this, introducing the slogan
Betcha cant eat just One .
Advertising has focused on usage of
celebrity appeals.

Lays Brand Architecture

Higher Order
Benefit
Do What
You Love

Emotional Benefit

Happy Surrender
LAYS
IRRESISTIBILITY
CHALLENGE

Take Me Over Taste

How is LAYS essence,

irresistibility, more compelling,
relevant, and differentiated ?

Functional Benefit

Thin, Light, Crispy, High Quality The key universal product

benefits ?

LAYS Brand Truth

LAYS Brand Essence is rooted in a

fundamental product truth...

The Irresistibility Challenge

Lays Irresistibility starts with highest

quality,
crispiest, thinnest and lightest potato
chips...

Findings - LAYS Brand Truth

LAYS Brand Essence is rooted in a fundamental product truth...

Immediate Craving

First Look

Got To
Have Them

when you see LAYS chips, you want to have them

Findings - LAYS Brand Truth

When you eat one, the taste takes you over...

Immediate Craving

Take-over Taste
Eat

First Look

Got To
Have Them

Findings - LAYS Brand Truth

You want more LAYS chips...

Immediate Craving

Take-over Taste
Eat

First Look

Got To
Have Them

Want More

Tension/Challenge

Findings - LAYS Brand Truth

you happily surrender to them

Immediate Craving

Take-over Taste
Eat

First Look

Got To
Have Them
Keep Going

Want More
Cant
Stop

(Cant just eat one)

Happy
Surrender

Tension/Challenge

Lays Positioning
LAYS potato chips
are so irresistible;
no one can eat just
one

Brand Discriminator
The lightest , freshest,
crispiest, most natural
tasting chip made of
highest quality potatoes.

LAYS Brand World

Brand Essence

Irresistible Challenge

Brand Ambition

The Lays Experience

Happy surrender

Brand Truth
Lays Chips are
naturally Irresistible

Brand Promise
No One Can Eat Just One
( taste, quality,
freshness)

Findings - The Heart Of LAYS

The LAYS Irresistibility Challenge is LAYS essence

Happy Surrender
LAYS
IRRESISTIBILITY
CHALLENGE

Take Me Over Taste

Thin, Light, Crispy, High Quality *

* Varies by Market

LAYS
LAYS potato
potato chips
chips are
are so
so
irresistible,
irresistible, no
no one
one can
can eat
eat
just
just one
one

The Heart Of LAYS

The Irresistibility Challenge - A Perspective...

A sharper, more precise definition of LAYS

irresistibility

Take me over taste vs. great taste

Happy surrender vs. feel good

Based on a universal product truth - no one can eat

just one

A deep trademark equity proprietary to LAYS

Refers to the EXPERIENCE, not the creative

EXECUTION.

This is a potato chipCraving is immediate not

overly dramatic; Take Over Taste is not intense

Findings - Higher Order Benefit

Happy Surrender ladders to...

Happy Surrender

Once is not enough ...

You want to keep going

Be Yourself - No Worries

Connection (to yourself)

Do What You Love

Do What YOU Love

Specific experience varies widely

Music, Sports, Play, Jet Skis, Being with friends, A Walk, Dancing,
Painting, Game, Movies.

Emotional experience is consistently compelling...

You dont think about anything else, dont worry about messing up,
the whole goal is to have fun

Playing soccer for fun instead of on a team, you can be yourself,

mess upit doesnt matter

Not worry, nothing else is on your mind

A natural high that makes me shine

No obstacles in your way. Youre doing it because you like it, not
because its cool, its where you feel good

Doing What You Love--- how I connect to mySELF...

LAYS Personality
LAYS personality is clear and unique

IS

IS NOT

Self-confident, Assured

Arrogant, Loser

Authentic
Down to Earth

Fake, Showy, Pretentious

Dull, Boring, Irreverent

Mischievous Fun
Light-hearted

Individualistic yet Sociable

Selfless

LAYS Brand Positioning

LAYS Irresistibility Challenge is a sharp, proprietary positioning area
LAYS BRAND ARCHITECTURE

Do What
You Love
Happy Surrender
LAYS
IRRESISTIBILITY
CHALLENGE

Take Me Over Taste

Thin, Light, Crispy, High Quality *

* Varies by Market

Personality: Self-confident, authentic, down to earth, mischievous fun, lighthearted, sociable yet individualistic

01

INTRODUCTION

01B THE HISTORY OF PEPSI

THE PEPSI BRAND BOOK

1898

Caleb Bradham, a young pharmacist from North Carolina renames a

concoction known as Brads Drink- and Pepsi Cola is born.

1903

The first Pepsi Cola advertisement appears in a local newspaper.

1905

The first bottling franchises are established in Charlotte and Durham,

North Carolina.

1907

Pepsi sells more than 100,000 gallons of syrup in a year for the first time.

1934

A landmark year as sales surge after Pepsi offers a 12 oz. drink for 5
cents, double the size of the competitive 6 oz. bottle at the same price.

1939

Pepsi airs the first ever national radio advertising jingle Nickel, Nickel.

1948

Pepsi is sold in cans for the first time.

1959

Soviet Premier Khrushchev and US Vice President Nixon share a Pepsi at

the Moscow Fair.

1963

The Pepsi Generation slogan is born.

01

INTRODUCTION

01B THE HISTORY OF PEPSI CONTINUED

THE PEPSI BRAND BOOK

1964

Diet Pepsi becomes the first ever national diet cola.

1984

Pepsi becomes the choice of a New Generation and signs up Michael

Jackson.
After years of success, the Pepsi Challenge forces Coke to reformulate
in the US.

1985
1991

Pepsi builds its music links with MC Hammer, Gloria Estefan and Rod
Stewart, followed by Michael Jacksons Dangerous Tour.

1993

Pepsi Max, the revolutionary Maximum Taste, No-sugar cola, is launched.

1997

Pepsi continues to build its music links with the Spice Girls.

1998

Pepsi is 100 years old.

1999

Pepsi launches Ask For More.

2002

Pepsi launches Pepsi Twist.

2004

New pack and new graphics.

From Ask for More to Dare for More!

Does it need to
be updated?

02
THE PEPSI BRAND BOOK

CONSUMER OBJECTIVE
Which means

BUSINESS OBJECTIVE

Which means

BRAND POSITIONING SUMMARY

02A THE PEPSI VISION

Where do we want to be?

TO BE THE PREFERRED CHOICE OF TEENS

Rated by teens as the brand for me and the brand I prefer.
Preferred on image and taste.
Identified as a brand of high quality and consistent integrity.
Constantly surprising and delighting
...without alienating the secondary gatekeeper target.

TO BECOME THE WORLDS MOST EXCITING

AND INNOVATIVE COLA, GROWING AHEAD OF
THE MARKET
Sustained, long term growth momentum on Regular.
A dynamic and wide-ranging portfolio (with a strong and
growing no-sugar component).
Tailored growth strategies matching individual market
needs.

BRAND POSITIONING SUMMARY

THE PEPSI BRAND BOOK

Brand Idea
Key Benefits
Brand Positioning Statement
Target Audience

Key Purchasers

Category role

Pepsi - Dare For More.

A unique cola taste experience.
A fun, daring, sociable, optimistic and charismatic personality.
Pepsi is the choice of teens who dare to make the most
out of life.
Bullseye: 17/18 male (active, image conscious).
Broad: 15-21 (male and female).
Global: All consumers who share that youthful DFM spirit .
Teenagers: Buy Pepsi because it is their preferred cola, a
unique cola taste with a distinctive and exciting take on life.
Gatekeepers: Buy Pepsi because their children want it, they
trust it and it stands out on shelf as appealing and of high
value.
Pepsi has a unique position which offers consumers choice
and superior taste, and grows the cola category through
broadening appeal. Pepsi offers customers an alternative,
increasing competition and category investment.

02
PEPSI VS THE RED BRAND

THE PEPSI BRAND BOOK

PEPSI

THE RED BRAND

Fun, daring, sociable, optimistic,

charismatic, active, positive, selfconfident.

Classic, original,
authentic. The
mainstream.

Teens.

Any CSD consumer.

Increased teen focus

The Globe.

The wave.

Blue.

Red.

Packaging identity

New Swirl.

Wave.

Lead Ad Campaign

Dare For More

Real.
More locally oriented.

Attitude

Primary Target
Brand Icon
Colour

03
THE PEPSI BRAND BOOK

Bullseye: 17/ 18
year old male

CONSUMER PROPOSITION

03A THE CONSUMER

An outgoing, inspirational character:
- other teens aspire to his values and behaviours
- young adults remember when they were him!
A touchstone for all communications.

WHAT WOULD HE THINK?

DOES IT APPEAL TO HIM?

WILL IT EXCITE HIM?

PEPSI TARGET MARKET SUMMARY

Broad
Bullseye

15-21 (male and female).

17/18 male.

Our brand vision is to become the worlds most

exciting, most innovative, most rewarding cola.
The brand that is preferred and chosen by teens.

03
THE PEPSI BRAND BOOK

CONSUMER PROPOSITION

03B BRAND POSITIONING

How teenagers define cola
OUR CORE MARKET DEFINE COLA ON THREE DIMENSIONS:

TASTE

KICK

IMAGE

Big, famous brands that signal your

individual and social identity

Physically picks you up

New news and real entertainment

Suits my 24/7 lifestyle

Big properties

Global stature and personal relevance

Unique

The kickstart effect

Complex

Mysterious

A full-on product experience

TASTE HIT
IMAGE

Why cola is the CSD that young

people choose most often

CONSUMER PROPOSITION

OUR CORE MARKET DEFINES PEPSI AS FOLLOWS:*

Youth

Fun
Energy and dynamism
Distinctive
Cool and confident

Pepsi understands teens: their worlds, their values, their

dreams. Pepsi is part of the rhythm of their lives, celebrating
who they are and what fills their hearts and minds.
Pepsi brings entertainment, fun and excitement into teens lives
the world over.
Pepsi is always there, encouraging you to challenge yourself to live
life to the fullest.
Pepsi doesnt think, talk or behave like other brands (least of
all like Coke).
Pepsi is cool and confident and forward-looking, without being
smug or arrogant.

* Flamingo, Dare For More research, Autumn 2003

03
THE PEPSI BRAND BOOK

CONSUMER PROPOSITION

03B BRAND POSITIONING CONTINUED

How teenagers define Pepsi

BRAND
POSITIONING
SUMMARY

TEENS WHO DARE TO MAKE THE MOST OUT OF LIFE CHOOSE PEPSI.

This brand positioning is built on three core elements:

PRODUCT BENEFIT

EMOTIONAL BENEFIT

PERSONALITY

A total taste experience.

Empowering

A full-on taste hit.

Uplifting

Craving, flavour, taste and

kick.

Challenging

Fun
Daring
Sociable
Optimistic
Charismatic

THIS POSITIONING TO OUR CONSUMERS IS BEST EXPRESSED THROUGH THE SIMPLE PROPOSITION:

THE BRAND PROPOSITION

Dont settle for what you have.

Life is more exiting when you challenge yourself.
Dare to go beyond the ordinary. Find new, fun and
unexpected experiences with your friends.
Dare to create the kind of life you want to live!

THE BRAND- Motorolla

Motorola is a seamless mobility company

Dedicated to eliminating barriers of place and complexity with

intelligent devices and wireless technologies that simplify life
and make it more fun!

THE BRAND PROMISE

Seamless Mobility

It creates a world that is constantly connected.

Gives people immediate access to the people and things that are important to them
wherever they happen to be from home to car to office and all the spaces in between

THE BRAND EXPRESSION

MOTO

The voice, face and spirit of the Motorola brand

Specifically what happens to people when they use intelligent devices and wireless technologies to live more seamlessly mobile
lives
It is the messenger of our brand traits/values

BRAND VALUES

MOTO brand strategy

Positioning

Strong brand assets

Human empowerment

RAZR
PEBL
SLVR
ROKR

- A belief in the future

Power in the paradox

Innovation

Compelling vision

Heritage

Technology

Humanity

VISUAL IDENTITY

Brand assets:
#1 more and more WHOA products

Brand assets:
#2 cool logo

Motorola wording still needs to be used (if Batwing is not

recognizable on its own)

Brand assets:
#3 FNKY FOUR LETR names

RAZR

ROKR

PEBL

SLVR

And more to follow

Brand assets:
#4 MOTOCODE

Always needs to be an expression of a consumer or product benefit

Moto = the device/product
Word = 1. Device attribute
2. The person who uses or desires the device

Brand assets:
#5 MOTO look

Style

personality

empowerment

Brand assets:
Lifestyle Imagery

GUIDELINES (global)
MOTOMANUAL

Your global guide to:

- Colours
- Font
- Print layouts
- Imagery
- Motocodes

GUIDELINES (regional)
HGM Regional Co-op Press Guidelines
Guidelines

POS

DESIGN MANIFESTO

MOTOBUS MANUAL

Developing your MOTOBUS Program

Identifying Program Vehicle

Vehicle Development and Design
The MOTOBUS Experience
Entertainment and Games: Creating an
Edutaining Experience

MOTOBUS SUPPORT

Banne
r

Bus
front &
back

Leaflet with Registration

Draft exterior vehicle

Brand manifesto
examples

Overview

Both Mobilink and Telenor have been

targeting the older seasoned user
40-50 years of age
Has acquired a certain status and position in
life
Established and stable
Reached the top of their game
Has a family

Come to understand, over time, that family

comes first

The Gap

The younger, progressive consumer

whose life is just taking off

A young gun in transit

UFONE
Postpaid

THE TARGET

The Next Big Thing

25-35 years of age

Bulls-eye is 30 years
Their lives are just taking off
Dynamic, contemporary, outgoing
Embrace and relish change and new
experiences
Insatiable appetite for new challenges
Is not content to sit on laurels
Realist
Dreams and ambitions, and he knows how to
get there
His ego doesnt need tokens of status

THE BRAND

Insight

Im going places and I need a connection

that can take me to the next level

Benefits

Functional

Superior technology in terms of VAS, MMS and GPRS

Clear voice communication
Instant connectivity (Ufone to Ufone and to PTCL)
Competitive pricing

Emotional

Makes communication effortless so I can be anywhere ,

anytime as needed
The feeling of being empowered because I have my
world in the palm of my hands
Feel good factor

Values and Personality

Values

Integrity
Honesty
Reliability
Compatibility
Understanding

Personality

Young
Striver
Empowered
Dynamic
Contemporary
Individualistic / Distinctive
Charismatic
Real

Discriminator

The only state of the art cellular company

that understands me, my life, aspirations
and need for connectivity and delivers
accordingly

Brands Essence

The Skys the limit

MANIFESTO

Im ambitious, successful and dynamic

Im a striver. Dont wait for fates

intervention. I make things happen

My lifes just taking off, I know where

to go and how to get there

Im the next big thing

Stand out from the crowd

I have the courage to dream and the

dedication to make it real

Appetite for change and challenges

Savor every moment , every experience

I have a life

Know how to keep the balance between

work and play

Can throw my tie in for some time-out

Im real

Im making things happen

The skys the limit !!!

Attribute
s

MMS, GPRS, VPN, FRANCHISE, COVERAGE, IR

Benefits

Technological edge, Value for money,

Efcient, Rewarding, Quality

Personality
&Values

Understanding, Integrity
Striver, Ambitious, Dynamic,
Individualistic,
down to earth and real
I am going places and I
need a connection that
takes me to the next level

Insight

Ufone Postpaid
Brand Pyramid

The
skys
the limit

Positionin
g