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
SWOT Analysis
The SWOT analysis is a proven strategic method that helps companies to identify their strengths, weaknesses, opportunities and threats. This analysis enables companies to make informed decisions, adapt their strategy accordingly and derive measures. Definition, 1 template
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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
In order to develop a successful brand strategy, it is important for companies to analyze their target groups in detail. The creation of buyer personas helps to create a better understanding of the target group.
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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 Bates Brand Wheel captures a brand’s essence in 5 steps, analyzing attributes, benefits, values, and personality to communicate the core identity.
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Personality Sliders
Define the brand personality: with the Brand Personality Sliders template.
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