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
Summarize your brand identity at a glance: With our Brand Frame® template
The SWOT analysis is a proven strategic method that helps companies to identify their strengths, weaknesses, opportunities and threats.
A mission statement formulates the added value of a brand’s services and is an essential part of the brand identity.
Define for whom and for which needs the brand offers solutions
Define a specific goal that the brand wants to achieve within a defined period of time.
Align the social added value, the needs of the target group and your own goals.
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.
Clarify the Why, How, and What of your brand to form the strategic foundation.
Define the brand identity on 3 different levels with the identity prism template.
The brand steering wheel according to Esch is suitable for a systemic analysis of the brand.
Develop brand values with examples and exercises and define what the brand stands for
The Unilever Brand Key is a brand strategy model, focuses on competitors and target groups.
The Bates Brand Wheel captures a brand’s essence in 5 steps, analyzing attributes, benefits, values, and personality to communicate the core identity.
Define the brand personality: with the Brand Personality Sliders template.
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