THE BRAND KEY

ASK QUESTIONS TO IDENTIFY EACH BRAND KEY ELEMENT

10. ESSENCE
What is the core brand idea and its rallying
cry?

8. REASONS TO 9. DISCRIMINATOR
BELIEVE Why choose this
Why should they believe brand?
us?
6. VALUES, BELIEFS, 7. PRODUCT PHILOSOPHY
PERSONALITIES What do we want our products to be and
Who are we, truly, at our very core? do?

4. INSIGHT 5. BENEFITS
• What is our compelling angle on a consumer truth?
What is in it for
• What is the real consumer need and opportunity we can
them?
fulfill?

2. COMPETITIVE ENVIRONMENT 3. TARGET

• What market are we really in ? Who is our target
• Who loses when we win ? consumer?
• What are our key benchmarks for evaluating
consumer satisfaction ?
1. ROOT STRENGTHS
• What made us famous in the first place ?
• What do we still want to be famous for in the future
?
 EXAMPLE: CHINSU HUONG CA HOI
1. Root Strengths:
- Salmon flavored FS
- Modern / prestigious

2. Competitive Environment:
All culinary & table seasoning products, key competitors: Nestle, Knorr, Ajingon

3. Target:
ABC, urban working modern Moms, aged 25-35, progressive, expressive, she is
cooking savvy & confident; taste master & inspirer

4. Insight:
Every good meal is the delightful experience to be shared everyday.
Mỗi món ngon là một niềm vui tận hưởng cuộc sống để sẻ chia mỗi ngày.

5. Benefits:
-Functional: guarantee the finest tastes & delight senses! (Bảo đảm vị
ngon hảo hạng được tận hưởng bởi mọi giác quan)
-Emotional: Delightful sharing! (Tận hưởng khoảng khắc sẻ chia)

6.Values, Beliefs and Personality: Taste master, prestigious, creative

& inspiring, confident & progressive, modern

7. Reasons to Believe:
-Chinsu credentials in sauce
-Top quality/hygiene assurance
-Ingredient goodness
8. Discriminator:
The expert of delightful taste - Chuyên gia vị ngon & và tận hưởng niềm vui

9. Essence: The expert of delightful taste

1. Root Strengths: Fragrance, cool

2. Competitive Environment:
Male grooming brands, sports brands, fashion brands, own label, cheap me-toos.
AXE competes for share of mind and pocket with all youth-targeted brands

3. Target:
14-25 year old men, fairly cool but still limited in experience of women. Chasing girls,
being chased by girls, getting girls is a way of defining themselves as individuals and
men. Peer group approval is critical.

4. Insight:
The mating game is a major preoccupation for young men. Feeling, looking
and smelling good is critical to success.

5. Benefits:
Seduction: When I use AXE I feel and appear more attractive, both to
myself and to those around me

6. Values, Beliefs and Personality: Masculine, Original, Cool, Fun, Sexy

7. Reasons to Believe:
-Great fragrances
-Products that work and are seen to work
-Cool pack, cool communication, being seen in cool places
-Designed specifically for young men’s needs (and desires)

8. Discriminator:
It’s a cool brand whose products are explicitly designed to help me get the girl

9. Essence: AXE gives guys the edge in the mating game