Professional Documents
Culture Documents
6. Reasons to Believe
What are the reasons / supports that the consumer should believe the brand benefits?
8. Essence
What lies at the core of the brand which allows it to enter the consumers world?
4. Benefits
What are the benefits of using this brand?
7. Discriminator
What is the one unique quality inherent in the brand that sets it apart from its competitors?
Psychological / Physical
3. Insight
What is the door / opportunity that the brand can leverage to enter the consumers world?
1. Competitive Environment
What is the competitive frame of reference that the brand will operate in the consumers world?
2. Target
What is the best description of the audience that this brand serves?
5. Values & Personality Glowing with health Body & mind fitness Ayurveda the modern way Purity & Integrity 4. Benefits Strong Body & Mind Strong Bones Resistance to diseases 8. Essence Health sans synthetic medicines
6. Reasons to Believe Swami Sivanandas lineage (Dr. + Swami) Existing user base Specialist Products
3. Insight People more fitness conscious People wary of side effects of allopathic medicine
2. Target 1. Competitive Environment Dabur, Baidyanath, Zandu, Himani For those who hate to fall ill Want to ensure everyone in the & Ayurvedic Concepts family stays fit
Externalisation
Relationship
Culture
Self Image
Internalisation
Personality
A person who likes to plan ahead, Modern outlook & scientific understanding of tradition.
Relationship
Well esteemed guide Good Health guaranteed
Culture
Celebration of Good Health
Reflection
Proactive, Wholesome personality Fit Body & Mind
Self Image
For those who hate to fall ill. They set goals & work towards them - Take charge of life
Uniqueness
Focus
Integration
Continuity
Positioning
Core Identity Elements Service Quality
Heroes
Sounds
Signs
Rituals
Smells
Values
Brand/consumer relationship
Practices
Looks
Tastes
Role models
Graphics Mnemonics
A Simplified Onion
Visible Expressions Associated Meanings
Core Values
Heaty
Brassy Music
Solid bottles
Macho Man
Ritualistic Drinking
Goodness
Manliness
Traditional
Hardwork Values
High Alcohol
Health
Dark
Coffeeshops
Bulldog