Week 3- Understand Brand

What is our brand positioning? How is our brand health?

Warm-up exercise
2

What are the images/perceptions popping up in your mind when thinking

about these following brands?
Warm-up exercise
3

Naturalness Anti - Dandruff Strong coffee Feminine

Pureness Strong man Tender
Fresh milk Manly Soft
Sweet
 The critical questions
4

Brand Brand Image Brand Pyramid & Brand Brand Retention

Positioning Pack Profile Brand Signature Awareness Funnel
▪ What are the core ▪ What are your brand and
▪ How deep is the ▪ How many % of ▪ How does your brand
elements of your your competitors truly
relationship between your consumers are recruit and retent
brand? What are the known for among
brand and your consumers, aware of your brand? consumers?
characters/elements consumers? What
your competitors and their ▪ Is your brand in top ▪ What are the
you cannot sacrifice? differentiates you from
consumers? of consumers’ mind? blockages to a higher
▪ What does your brand your competitors?
▪ How well is your brand If not, can they brand usage for your
represent? What is ▪ What are the most
doing to build close remember your brand?
the image your brand important attributes for
relationship with brand spontaneously
wants to be your category? Has any
consumers? or need help?
associated with in brand been able to own
consumer’s mind? the most important ▪ What are your brand
attributes? strengths & weaknesses
vs. competitor’s?
▪ Are the attributes you are
owning fit with your brand
positioning? Any of them
could potentially harm
your brand?
 Week 3 - Understand Brand

Day 1: Brand Positioning Pack

 The critical questions
6

Brand Brand Image Brand Pyramid & Brand Brand Retention

Positioning Pack Profile Brand Signature Awareness Funnel
▪ What are the core ▪ What are your brand and
▪ How deep is the ▪ How many % of ▪ How does your brand
elements of your your competitors truly
relationship between your consumers are recruit and retent
brand? What are the known for among
brand and your consumers, aware of your brand? consumers?
characters/elements consumers? What
your competitors and their ▪ Is your brand in top ▪ What are the
you cannot sacrifice? differentiates you from
consumers? of consumers’ mind? blockages to a higher
▪ What does your brand your competitors?
▪ How well is your brand If not, can they brand usage for your
represent? What is ▪ What are the most
doing to build close remember your brand?
the image your brand important attributes for
relationship with brand spontaneously
wants to be your category? Has any
consumers? or need help?
associated with in brand been able to own
consumer’s mind? the most important ▪ What are your brand
attributes? strengths & weaknesses
vs. competitor’s?
▪ Are the attributes you are
owning fit with your brand
positioning? Any of them
could potentially harm
your brand?
Brand Positioning Pack
7

A brand positioning pack is the key guideline, the lodestar, to develop all strategies and
marketing activities for a brand.
Data source:
◿ Internal brand property
Brand Positioning Pack
8

Key elements of a Brand positioning pack

◿ Competitive Environment
◿ Target Consumers
◿ Consumer Insight
◿ Benefits (Functional & Emotional Benefits)
◿ Reasons-to-believe
◿ Unique-selling-point
◿ Brand Personality, Value & Belief
◿ Brand Essence

Data source:
◿ Internal brand property
Competitive Environment
9

The external system in which your brand competes, including

alternative choices, as seen by consumers
Data source: Internal brand property
Target Consumers & Insight
10

Target consumers:
◿ The specific group of consumers who the brand chose to focus its marketing effort on.
◿ Your product has high likelihood to be preferred by this group of consumers because it contains
attributes they desire or it fulfills their unmet needs.

Insight:
◿ The hidden truth about the target consumers and their needs that has the power to surprise and inspire
consumers, through which brands can take action to create big impact.

Data source:
◿ Internal brand property
Benefits
11

The functional & emotional benefits a brand promises to offer

consumers, which can attract consumers to choose that brand
Data source: Internal brand property
Reasons-to-believe
12

The core features that allow the brands to credibly claim its benefits
and that are meaningful to consumers
Data source: Internal brand property
Unique-selling-point
13

The unique factor that differentiates a brand from its competitors &
could attract consumers to choose that brand
Data source: Internal brand property
Brand Personality, Value & Belief
11

If your brand were a person, what would be that person’s personality?

What will be his/her core values? What will he/she believe in?"
Data source: Internal brand property
Brand Essence
12

The DNA of a brand summarized into a core idea/promise. How does

your brand make consumer’s life better?
Data source: Internal brand property
 Week 3 - Understand Brand

Day 2: Brand Image Profile

 The critical questions
17

Brand Brand Image Brand Pyramid & Brand Brand Retention

Positioning Pack Profile Brand Signature Awareness Funnel
▪ What are the core ▪ What are your brand and
▪ How deep is the ▪ How many % of ▪ How does your brand
elements of your your competitors truly
relationship between your consumers are recruit and retent
brand? What are the known for among
brand and your consumers, aware of your brand? consumers?
characters/elements consumers? What
your competitors and their ▪ Is your brand in top ▪ What are the
you cannot sacrifice? differentiates you from
consumers? of consumers’ mind? blockages to a higher
▪ What does your brand your competitors?
▪ How well is your brand If not, can they brand usage for your
represent? What is ▪ What are the most
doing to build close remember your brand?
the image your brand important attributes for
relationship with brand spontaneously
wants to be your category? Has any
consumers? or need help?
associated with in brand been able to own
consumer’s mind? the most important ▪ What are your brand
attributes? strengths & weaknesses
vs. competitor’s?
▪ Are the attributes you are
owning fit with your brand
positioning? Any of them
could potentially harm
your brand?
The image profiling map tells you your brand
distinguish features 14

The image profiling map tells you:

◿ What your brand is truly known for among consumers?
◿ What is consumer’s perception about your competitors?
◿ Category’s most important attributes

Data Source:
◿ Brand Health Report, Millward Brown
The image profiling map tells you your brand
distinguish features 14

You need to judge whether the attributes your brand is unexpectedly

associated with could potentially harm your brand positioning or not.
 Week 3 - Understand Brand

Day 3: Brand Pyramid & Brand Signature

 The critical questions
21

Brand Brand Image Brand Pyramid & Brand Brand Retention

Positioning Pack Profile Brand Signature Awareness Funnel
▪ What are the core ▪ What are your brand and
▪ How deep is the ▪ How many % of ▪ How does your brand
elements of your your competitors truly
relationship between your consumers are recruit and retent
brand? What are the known for among
brand and your consumers, aware of your brand? consumers?
characters/elements consumers? What
your competitors and their ▪ Is your brand in top ▪ What are the
you cannot sacrifice? differentiates you from
consumers? of consumers’ mind? blockages to a higher
▪ What does your brand your competitors?
▪ How well is your brand If not, can they brand usage for your
represent? What is ▪ What are the most
doing to build close remember your brand?
the image your brand important attributes for
relationship with brand spontaneously
wants to be your category? Has any
consumers? or need help?
associated with in brand been able to own
consumer’s mind? the most important ▪ What are your brand
attributes? strengths & weaknesses
vs. competitor’s?
▪ Are the attributes you are
owning fit with your brand
positioning? Any of them
could potentially harm
your brand?
Brand Pyramid
22

The Brand Pyramid reflects the A very strong

A very strong
relationship
relationship between a brand and its BONDING relationship

consumers.
ADVANTAGE
The 5 levels indicate the barriers a brand
needs to remove to be able to move up the PERFORMANCE
pyramid and eventually has a bonded
relationship with its consumers. RELEVANCE
Data Source: A weak
PRESENCE Do you know my
relationship
◿ Brand Health Report, Millward Brown existence?
The brand pyramid shows the relationship
between consumers and our brands 23

The relationship is now very strong.

BONDING Consumers choose the brand
almost every time

They choose the brand more and

ADVANTAGE more often. The brand becomes
their preference.

They try the brand and the

PERFORMANCE initial experience goes well

RELEVANCE They wonder whether the

brand offers what they need

PRESENCE Consumers first know

about a brand existence
Brand pyramid
24

You should investigate the BRAND PYRAMID from the base up.
When first enter a market, a new brand should focus on building a big enough base first
before solving problems at upper levels.
Your brand performance should be reviewed over time. Is your brand on increasing/
declining or stable trend?
Data Source:
◿ Brand Health Report, Millward Brown
Brand Signature™ definition
25

The Brand Signature™ identifies a brand’s strengths and weaknesses in relative to other
brands in the category.
The Brand Signature™ tells you at which level is your brand better or worse than the
market. From that source of information, you could identify the problems your brand is
facing and know where to focus your investment on to fix those problems.
Data Source:
◿ Brand Health Report, Millward Brown
Questions you need to answer to remove the
barriers at each stage 26

What remaining barriers must be overcome to reach the

BONDING highest level of the relationship? Who are your core fans
and who stop the relationship at the below level?

ADVANTAGE Who prefer your brand than other existing options?

What are the reasons for people who don’t?

Which brands meet their expectation? Who leave

PERFORMANCE the relationship here & why?

What brands do they see as relevant and why?

RELEVANCE What are the barriers to trial?

PRESENCE What are the profiles of people who do and don't

know about your brand?
 Week 3 - Understand Brand

Day 4: Brand Awareness

 The critical questions
28

Brand Brand Image Brand Pyramid & Brand Brand Retention

Positioning Pack Profile Brand Signature Awareness Funnel
▪ What are the core ▪ What are your brand and
▪ How deep is the ▪ How many % of ▪ How does your brand
elements of your your competitors truly
relationship between your consumers are recruit and retent
brand? What are the known for among
brand and your consumers, aware of your brand? consumers?
characters/elements consumers? What
your competitors and their ▪ Is your brand in top ▪ What are the
you cannot sacrifice? differentiates you from
consumers? of consumers’ mind? blockages to a higher
▪ What does your brand your competitors?
▪ How well is your brand If not, can they brand usage for your
represent? What is ▪ What are the most
doing to build close remember your brand?
the image your brand important attributes for
relationship with brand spontaneously
wants to be your category? Has any
consumers? or need help?
associated with in brand been able to own
consumer’s mind? the most important ▪ What are your brand
attributes? strengths & weaknesses
vs. competitor’s?
▪ Are the attributes you are
owning fit with your brand
positioning? Any of them
could potentially harm
your brand?
Brand Awareness
29

Top of Mind (TOM)

Nhớ đến đầu tiên Spontaneous CÀ
Nhớ không nhắc
PHÊ?

Prompted / Aided
Nhớ có nhắc
Birdy / Wake -Up
Phin Deli / Highlands
Awareness
Độ nhận biết
Example of brand awareness data
30

As a Brand Manager, you need to know your brand awareness level:

◿ If the base is not yet big enough, focus your marketing effort on building more brand awareness.
◿ TOM is the most important awareness level.

Data Source:
◿ Brand Health Report, Millward Brown
 Week 3 - Understand Brand

Day 5: Brand Retention Funnel

 The critical questions
32

Brand Brand Image Brand Pyramid & Brand Brand Retention

Positioning Pack Profile Brand Signature Awareness Funnel
▪ What are the core ▪ What are your brand and
▪ How deep is the ▪ How many % of ▪ How does your brand
elements of your your competitors truly
relationship between your consumers are recruit and retent
brand? What are the known for among
brand and your consumers, aware of your brand? consumers?
characters/elements consumers? What
your competitors and their ▪ Is your brand in top ▪ What are the
you cannot sacrifice? differentiates you from
consumers? of consumers’ mind? blockages to a higher
▪ What does your brand your competitors?
▪ How well is your brand If not, can they brand usage for your
represent? What is ▪ What are the most
doing to build close remember your brand?
the image your brand important attributes for
relationship with brand spontaneously
wants to be your category? Has any
consumers? or need help?
associated with in brand been able to own
consumer’s mind? the most important ▪ What are your brand
attributes? strengths & weaknesses
vs. competitor’s?
▪ Are the attributes you are
owning fit with your brand
positioning? Any of them
could potentially harm
your brand?
Brand Retention Funnel
33

The Brand Retention Funnel BUMO

All who use the brand more often than any other
tells you where the blockages (Brand Used Most Often)

to higher brand usage is.

Used recently All who claim to have used the brand recently
Data Source:
◿ Brand Health Report, Millward
Brown Trial All aware of your brand who have tried it

All consumers amongst total respondents who are aware of

Awareness
your brand
The Brand Retentional Funnel helps you to
choose the focused areas to grow your brand 34

The questions you need to ask:

◿ Is my base (awareness) big or small?
◿ Is my conversion rate low or high vs. competitor’s? Is the rate on increasing, declining or stable trend?

Similar to Brand Pyramid, you will be able to find out the detailed profiles of people
whom you cannot convert to the next level.
Data Source:
◿ Brand Health Report, Millward Brown
 The critical questions
35

Brand Brand Image Brand Pyramid & Brand Brand Retention

Positioning Pack Profile Brand Signature Awareness Funnel
▪ What are the core ▪ What are your brand and
▪ How deep is the ▪ How many % of ▪ How does your brand
elements of your your competitors truly
relationship between your consumers are recruit and retent
brand? What are the known for among
brand and your consumers, aware of your brand? consumers?
characters/elements consumers? What
your competitors and their ▪ Is your brand in top ▪ What are the
you cannot sacrifice? differentiates you from
consumers? of consumers’ mind? blockages to a higher
▪ What does your brand your competitors?
▪ How well is your brand If not, can they brand usage for your
represent? What is ▪ What are the most
doing to build close remember your brand?
the image your brand important attributes for
relationship with brand spontaneously
wants to be your category? Has any
consumers? or need help?
associated with in brand been able to own
consumer’s mind? the most important ▪ What are your brand
attributes? strengths & weaknesses
vs. competitor’s?
▪ Are the attributes you are
owning fit with your brand
positioning? Any of them
could potentially harm
your brand?