brand key
TRANSCRIPT
![Page 1: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/1.jpg)
Brand Key Workshop
![Page 2: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/2.jpg)
Brand Key
The key to unlock brand secretsThe key to unlock brand secrets
![Page 3: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/3.jpg)
A way of expressing brand positioning so that everyone can understand the brand
![Page 4: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/4.jpg)
It establishes a shared frameworkand common language for all to use
![Page 5: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/5.jpg)
It defines how brand adds value
![Page 6: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/6.jpg)
5. Values and
Personality
6. Reason to
Believe
4. Benefits
8. Essence
7. Consumer
Discrim
inator
3. Insight
1. Competitive Environment 2. Target Audience
Brand Key
![Page 7: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/7.jpg)
It’s a system that helps guidenot only where the brand is today,
but also where it should go
![Page 8: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/8.jpg)
It ensures continuity inevolving brands towards a future vision
![Page 9: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/9.jpg)
It shows why someone would want to buy!
![Page 10: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/10.jpg)
In short, the brand key helps unlock growth!
![Page 11: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/11.jpg)
1. Competitive Environment
![Page 12: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/12.jpg)
Competitive environment
• The market and alternate choices as seen by the customer and the relative value the brand offers in that market
• It describes the choices available to the consumer, with which your brand competes
• Note, it is not a description of the product category as defined by ourselves
![Page 13: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/13.jpg)
In other words,all those who ‘lose’‘lose’ when we ‘win’‘win’!
![Page 14: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/14.jpg)
What would the consumer consider to bean alternative choice to the brand?
![Page 15: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/15.jpg)
For instance,what would it be for Pepsi?
![Page 16: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/16.jpg)
2. Target
![Page 17: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/17.jpg)
Target• Describes the chooser of the brand
– Who may be the buyer or the user
• The person for whom the brand is – or wants to be – the first choice
• The chooser should be defined in terms of attitudes, behaviour and values as well as socio-economics
• Sometimes, it will be helpful to specify the situation in which brand will be the first choice
![Page 18: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/18.jpg)
The tighter the target can be defined, the stronger its appeal can be
![Page 19: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/19.jpg)
Example: McDonald
• People who can relate to childhood happiness
• Parents who want to treat the kids
• Kids who want to have fun with their meal
![Page 20: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/20.jpg)
3. Key Insight
![Page 21: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/21.jpg)
Key insight is seeing ‘inside the consumer’
![Page 22: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/22.jpg)
Aspect of all you know about the consumer:- which shows how brand can solve a problem- or create an opportunity for them
![Page 23: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/23.jpg)
Insight expresses the totality of all we knowfrom seeing inside the consumer
![Page 24: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/24.jpg)
The insight is specificThe insight is specificto the competitive situationto the competitive situation
and to the targetand to the target
![Page 25: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/25.jpg)
Key InsightKey Insight
‘‘I wish to get married I wish to get married to a handsome prince’to a handsome prince’
![Page 26: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/26.jpg)
Key InsightKey Insight‘‘Fragrance of my current talc does not last long Fragrance of my current talc does not last long and I miss opportunities to enjoy life’and I miss opportunities to enjoy life’
![Page 27: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/27.jpg)
Key insight: The process
• ObtainingObtaining information about what people think and do
• BuildingBuilding understanding about why they do it
• AchievingAchieving insight into what the business can do to satisfy their needs & wants in new ways
• TakingTaking action to deliver these solutions in the market
![Page 28: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/28.jpg)
How to get an insight?
• What role does category play in consumer’s lives?– How can the brand improve someone’s life?
• What paradoxes of conflicting needs do people face?– What opportunities are they looking for?
• When and why is it important for product to work? – Who will notice?
• What is the standard of excellence in the category? – Who do consumers envy?
![Page 29: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/29.jpg)
Keep asking Keep asking ‘why’‘why’to find the real needto find the real need
behind an obvious insightbehind an obvious insight
![Page 30: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/30.jpg)
4. Benefits
![Page 31: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/31.jpg)
Benefits
• These describe the ways in which the brand solves consumer problems or offers an improvement in some aspect of their life– The reasons to buy
• Brand benefits will be functional, emotional and self-expressive
![Page 32: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/32.jpg)
Functional benefits
• Benefit based on a product attribute that provides functional utility to the customer– Most visible and common basis for value proposition
• Such a benefit will usually relate directly to the functions performed by the product
• If a brand can dominate a key functional benefit, it can dominate a category– Close up and fresh breath– Surf and stain removal
![Page 33: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/33.jpg)
Remains untouched, no matter what.
![Page 34: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/34.jpg)
![Page 35: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/35.jpg)
![Page 36: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/36.jpg)
![Page 37: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/37.jpg)
Emotional benefits
• When purchase or use of a brand gives a positive feeling, that brand is providing an emotional benefit
• Emotional benefit adds richness and depth to the experience of owning and using the brand
• Most functional benefits will have a corresponding feeling or set of feelings– Freshness and confidence, in the case of DFT
![Page 38: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/38.jpg)
![Page 39: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/39.jpg)
![Page 40: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/40.jpg)
![Page 41: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/41.jpg)
![Page 42: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/42.jpg)
Self-expressive benefits
• A brand can provide a self-expressive benefit by providing a way for a customer to communicate his/her self-image
• Purchase and use of brands is one way to fulfill the need for self-expression– Feeling ‘smart’ by buying Surf– The ‘can do’ attitude by wearing a Nike
![Page 43: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/43.jpg)
![Page 44: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/44.jpg)
![Page 45: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/45.jpg)
![Page 46: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/46.jpg)
Self-expressive Vs Emotional benefits
Emotional Benefits• Feelings
• Private products viz., books, soaps etc.,
• More transitory
• Consequence of using the product
Self-expressive Benefits• Self
• Public setting / products viz., cars, apparels etc.,
• Permanent, linked to consumer’s personality
• Act of using the product
![Page 47: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/47.jpg)
![Page 48: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/48.jpg)
![Page 49: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/49.jpg)
![Page 50: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/50.jpg)
Remember these should work Remember these should work together,together,
one flowing from the other.one flowing from the other.E.g., Volvo is a safe car that makes you feel E.g., Volvo is a safe car that makes you feel
responsibleresponsible
![Page 51: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/51.jpg)
5. Values and Personality
![Page 52: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/52.jpg)
Values and personality
• Values are what the brand stands for and believes in
• Personality is how the brand behaves
• The brand’s personality is the weighted average of previous impressions
• In consumer’s mind, these impressions merge to form an overall concept of what to expect from the brand
![Page 53: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/53.jpg)
Value and personality traits are whatthe brand will live and die for!
![Page 54: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/54.jpg)
6. Reason to Believe
![Page 55: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/55.jpg)
Evidence of why the brand is betterthan alternative brands
![Page 56: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/56.jpg)
Superior product details
![Page 57: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/57.jpg)
Expert endorsements
![Page 58: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/58.jpg)
Emotional reasons related to the values of the brand
![Page 59: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/59.jpg)
Demonstrations
![Page 60: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/60.jpg)
Heritage
![Page 61: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/61.jpg)
7. Discriminator
![Page 62: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/62.jpg)
Discriminator
• The single most compelling reason for the consumer to choose the brand
• Selected from all the elements of Brand Key– But by not using them all
• It expresses in one brief sentence what gives the brand its competitive edge
![Page 63: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/63.jpg)
• In choosing a discriminator, the criteria In choosing a discriminator, the criteria to apply are:to apply are:– Is it unique and differentiated?Is it unique and differentiated?– Is it really relevant to the consumer insight?Is it really relevant to the consumer insight?– Is it consistent with all other elements in the Is it consistent with all other elements in the
Brand Key even if it does not contain them all?Brand Key even if it does not contain them all?
![Page 64: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/64.jpg)
Make sure the discriminator is important:Make sure the discriminator is important:- to capture attention,- to capture attention,- credible enough to be believed- credible enough to be believed- and different enough to be memorable- and different enough to be memorable
![Page 65: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/65.jpg)
8. Essence
![Page 66: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/66.jpg)
The distillation of the brand’s positioning The distillation of the brand’s positioning into one clear, defining thoughtinto one clear, defining thought
![Page 67: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/67.jpg)
The discriminator tellswhat the brand offers
that’s better than competition.
The essence is what the brand is about.
![Page 68: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/68.jpg)
Of all components of the Brand Key,this’ll need several attempts and refinements
![Page 69: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/69.jpg)
Dreams of beauty
![Page 70: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/70.jpg)
Confident closeness
![Page 71: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/71.jpg)
Style statement
![Page 72: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/72.jpg)
5. Values and
Personality
6. Reason to
Believe
4. Benefits
8. Essence
7. Consumer
Discrim
inator
3. Insight
1. Competitive Environment 2. Target Audience
Brand Key
![Page 73: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/73.jpg)
Testing the Framework
The Case of The Case of DoveDove Soap Soap
![Page 74: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/74.jpg)
Competitive Environment
• Dove bridges soaps and skincare
• Many women consider it part of their beauty regime
• It competes directly with premium soaps, such as Lux, Pears, Camay etc.,
![Page 75: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/75.jpg)
Target
• Women who want to care for their skin
• Who want to look and feel their personal best
• Aged 35 – 50
• Beginning to feel the effects of dry skin
![Page 76: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/76.jpg)
Key Insight
‘‘Soap leaves skin feeling dry and tight’Soap leaves skin feeling dry and tight’
![Page 77: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/77.jpg)
Benefits
• Won’t dry my skin like soap can
• Makes my skin soft and smooth
• Helps me feel more feminine
![Page 78: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/78.jpg)
Brand Personality
• Honesty
• Purity
• Feminity
• Optimism
• Inner confidence
![Page 79: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/79.jpg)
Reason to Believe
• Contains ¼th moisturizing cream
• Recommended by doctors / dermatologists
• Indicts other products with clinical proof
• Endorsed by users
![Page 80: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/80.jpg)
Discriminator
‘‘Dove won’t dry my skin like soap can,Dove won’t dry my skin like soap can,
because it contains because it contains ¼th moisturizing cream’moisturizing cream’
![Page 81: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/81.jpg)
Essence
‘‘Restoring feminity’Restoring feminity’
![Page 82: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/82.jpg)
Tips: To Write a Good Brand Key
![Page 83: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/83.jpg)
Work with a team!
![Page 84: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/84.jpg)
Build a draft Brand Key,continually challenging the team
to make it clearer and more precise
![Page 85: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/85.jpg)
Use simple words that are not ambiguous.
Keep searching for a better wordto express the
same idea
![Page 86: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/86.jpg)
The guiding principle is, less is
more!
![Page 87: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/87.jpg)
It really helps to put the Brand Key awayIt really helps to put the Brand Key awayand revisit it a few days laterand revisit it a few days later
![Page 88: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/88.jpg)
Positioning, like strategy, is about choice and sacrifice.
The fewer the ideas, the fewer the words, the better!
![Page 89: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/89.jpg)
Remember, what we have seen representsjust the minimum use for Brand Key.
There is no maximum.
![Page 90: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/90.jpg)
The only limit is your own ingenuity!
![Page 91: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/91.jpg)
Remember,like a computer, a camera,or a musical instrument,
Brand Key is a tool,Brand Key is a tool,not a substitute for talent!not a substitute for talent!
![Page 92: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/92.jpg)
Assignment:Write a Brand Key for Raymond
![Page 93: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/93.jpg)
Competitive Environment
• Suiting and shirting fabric and ready made men’s wear from domestic and global brands
![Page 94: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/94.jpg)
Target
• Male
• Sec A and B
• Aged 21+
• Seeking status and lifestyle enhancement
![Page 95: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/95.jpg)
Key Insight
‘‘My attire reflects my persona’My attire reflects my persona’
![Page 96: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/96.jpg)
Benefits
RationalRational• Style• Premium quality• Luxurious• Perfect fit
EmotionalEmotional• Stature• Elegance
![Page 97: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/97.jpg)
Brand Personality
• Confident
• Arrived
• Sophisticated
• Discerning
• Sensitive
![Page 98: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/98.jpg)
Reason to Believe
• Trusted
• Premium
• Lineage
![Page 99: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/99.jpg)
Discriminator
‘‘Raymond makes me exude elegance,Raymond makes me exude elegance,
feel confident and command respectfeel confident and command respect
thereby allowing me to be a complete man’thereby allowing me to be a complete man’
![Page 100: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/100.jpg)
Essence
‘‘Command respect’Command respect’
![Page 101: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/101.jpg)
Thanx!
![Page 102: Brand Key](https://reader033.vdocuments.us/reader033/viewer/2022061116/54669408b4af9f012b8b4c0a/html5/thumbnails/102.jpg)
Do keep in touchwww.marketingwww.marketingmaayaajaalammaayaajaalam.blogspot.com.blogspot.com