Target groups and competition: Unilever Brand Key
The Brand Key is a positioning model and incorporates competition and target groups. Direct and indirect competition is defined from the target group. The customers with their needs, problems and behaviors are the basis for the benefits of the brand, their values, personality, the reason to believe and the consumer discriminator – the reason for buying the brand.
More Brand Strategy Templates
Mission Statement
The mission statement states the value proposition.
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Positioning Cross
Define for whom and for which needs the brand offers solutions
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Vision Statement
Define a specific goal that the brand wants to achieve within a defined period of time.
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Brand Purpose Board
Align the social added value, the needs of the target group and your own goals.
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Buyer Personae
Define for whom and for which needs the brand offers solutions
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Golden Circle
Get clear about the why, how and what of your brand and build the strategic basis with it
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Identity Prisma
Define the brand identity on 3 different levels with the identity prism template.
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Brand Wheel
The brand steering wheel according to Esch is suitable for a systemic analysis of the brand.
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Brand Values Card Deck
Develop brand values with examples and exercises and define what the brand stands for
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Brand Key
The Unilever Brand Key is a brand strategy model, focuses on competitors and target groups.
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Brand Wheel
The Unilever Brand Key is a brand strategy model, focuses on competitors and target groups.
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Personality Sliders
Define the brand personality: with the Brand Personality Sliders template.
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