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  • Brand Framework

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    Thoa Nguyen
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    The Brand Framework document outlines 8 questions to consider when defining a brand: 1) how the brand fits in the competitive market, 2) who the target consumer is, 3) key consumer insights, 4) the unique emotional and functional benefits for customers, 5) the brand's necessary personality characteristics, 6) why customers should believe the brand's messages, 7) how the brand distinguishes itself from competitors, and 8) the brand's core proposition or promise.

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    The Brand Framework document outlines 8 questions to consider when defining a brand: 1) how the brand fits in the competitive market, 2) who the target consumer is, 3) key consumer insights, 4) the unique emotional and functional benefits for customers, 5) the brand's necessary personality characteristics, 6) why customers should believe the brand's messages, 7) how the brand distinguishes itself from competitors, and 8) the brand's core proposition or promise.

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    © All Rights Reserved
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    6 views1 page

    Brand Framework

    Uploaded by

    Thoa Nguyen
    The Brand Framework document outlines 8 questions to consider when defining a brand: 1) how the brand fits in the competitive market, 2) who the target consumer is, 3) key consumer insights, 4) the unique emotional and functional benefits for customers, 5) the brand's necessary personality characteristics, 6) why customers should believe the brand's messages, 7) how the brand distinguishes itself from competitors, and 8) the brand's core proposition or promise.

    Copyright:

    © All Rights Reserved
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    Brand Framework

    Here's the Brand Framework questions:

    1) Competitive Environment

    How does your brand fit in the market – what are the drivers & barriers to your brand success?

    2) Target Consumer

    Who is going to buy or influence the choice of your brand?

    3) Key Consumer Insights

    What’s the most valuable insight(s) we know about the target customer behavior?

    4) Brand Benefits (Emotional / Functional)

    How will your brand uniquely benefit the customer on an emotional & functional level?

    5) Brand Personality

    What characteristics does your future brand need to have?

    6) Reasons to Believe

    Why should your customers believe what we say?

    7) Brand Discriminator

    How is your brand distinctive from its competitors? Top 3 items?

    8) Brand Proposition

    A brand proposition is the killer sentence - the heart and soul of what your brand promises to deliver

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