2. BRAND POSITIONING STATEMENT
A best in class positioning statement has four key elements:
Target Market (a)
Definition of the market you play in (b)
Brand Promise (emotional or rational benefit) (c)
The Reason to Believe (RTB) the brand promise (d)
Frame those 4 key element into the following
For the target market (a) Brand X plays in the market (b) and it gives the main benefit (c). That’s because of the following reasons
to believe (d)
Put them into the format
to (target consumer), brand X is the (category frame of reference) that (rational/emotional benefit/promise) that's because
(reason to believe)
Example: AXE
To young men on the prowl the AXE brand of body spray will give you the confidence to attract and get the girl you desire with
it’s seductive fragrance.

3. BRAND ESSENCE: The brand's promise expressed in the simplest, most single-minded terms. The most
powerful brand essences are rooted in a fundamental customer need that differentiates the brand from
competitive brands as perceived by the audience.
The AXE brand has stood for
sexual attraction (seduce
women)
feminine confidence
everyday, everywhere.

4. 1.Root strengths
Vietnamese domestic brand with high manufacturing technology and low cost price.
2.Competitive environment
Kotex, Laurier, Whisper and other feminine hygiene product tampon, pad & pantiliners
3.Target
Female 16-40 yrs old
4.Insight
I want to enjoy my life with things I love to do.
5.Benefits
Functional: soft, quick absorbent, anti-leak, dried , comfortable, fresh,
Emotional: pleasure, love yourself, proud to be a woman
6.Value & personality
Value: Diana stands for feminine pleasure
Brand personality: feminine, tender, sweet, mature
7.Reason to believe:
Diana care everything to make women feel comfortable and love to be a women.
8.Discriminator:
Diana celebrate feminine pride.
9.Essence:
Diana_the pride of being a woman. (niềm kiêu hãnh khi là con gái)