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| 1. Product & quality: |
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Find the relevance of the product / service to
the end-customer in the competitive scenario |
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| 2. Product benefit: |
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Defines the unique benefit of the product /
service that connects to end-customers |
| |
| 3. Brand concept: |
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Transforming the product / service’s core
to a sustaining positioning concept in
end-customer language |
| |
| 4. Semantic: |
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Distinctive brand name, brand architecture
and on-pack communication |
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| 5. Symbol: |
|
Clutter breaking easy recognition and
top-of-mind unit |
| |
| 6. Form: |
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Design a structural packaging or presentation
style that instantly creates a difference |
| |
| 7. Colour: |
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Right usage of colour appropriate to the
category and brand to impact and intrigue
end-customers |
| |
| 8. Living character: |
|
Defining the advertising core to make the
brand a living personality |
| |
| 9. Trade loyalty: |
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Occupying trade mindshare for assured
visibility, proximity and availability of the
brand at the retail |
| |
| 10. 5 senses of the end-customer: |
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Addressing the product or service to impact
one or more of the end-customer’s senses
of seeing, smelling, tasting, hearing,
touching to sustain repeat purchase of
the brand |
