POINTS OF PARITY
POINTS OF DIFFERENCE POINTS OF DIFFERENCE
ATTRIBUTES
BENEFITS
“FRESH & CLEAN”
RELIABILITY
STYLISH & SPORT...
KEY BRANDING ISSUES
LESS PRESENT MORE PRESENT
HIGHLY
COMPETITIVE
MARKET
LESS LOYAL
TRANSITION
WEAK ASSOCIATIONS
LOYAL
MATU...
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
BRAND HIERARCHY BRAND ELEMENTS
MARKETING
P...
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
INDIVIDUALITY SOPHISTICATION
RELIABILITY A...
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
INDIVIDUALITY
IT STARTS
WITH
YOU
TAKE
CARE...
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
INDIVIDUALITY
IT STARTS
WITH
YOU
TAKE
CARE...
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
INDIVIDUALITY
IT STARTS
WITH YOU
TAKE CARE...
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
SPORTS
• EXCITEMENT & ACTIVE ASSOCIATION
S...
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
EXTEND THE PRODUCT USE IN THE LIFE OF THE ...
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
CONVENIENCE
EASIER FOR
RECALL &
RECOGNITIO...
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
SPORT I
NEW
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
SPORT II
NEW
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
SPORT III
NEW
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
ORIGINAL
NEW
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
SENSITIVE
NEW
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
SILVER
NEW
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
SILVER
NEW
SILVER
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
NEW
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
NEW
AGE: 18-30
PLAYS SPORTS
STRONG & FIT I...
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
PHARMACIES
SUPERMARKETS
DEPARTMENT STORES
...
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
NEW PLACE
HOTSPOTS
GYMS
SWIMMING POOLS
SKI...
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
VENDING MACHINES
NEW PLACE
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
VENDING MACHINES
NEW PLACE
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
POINT OF PURCHASE SHELVES
NEW PLACE
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
PRICE
$5.50 $0.75500ML 35ML
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
KIT
NEW
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
KIT
NEW
IT TRAVELS
WITH YOU $18
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
PROMOTION
SPORTS
CAMPAIGN
SENSITIVE
CAMPAI...
NEW
ACTIVE LIFESTYLE + ENGAGEMENT
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
NEW
SCIENCE + EMPOWERMENT
NEW
SOPHISTICATION + LOYALTY
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
IT TRAVELS WITH YOU
CAMPAING
1. CEMENT SOP...
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
IT TRAVELS WITH YOU
CAMPAING
1. CEMENT ACT...
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
SAMPLES ON SLOPES NIVEA AFTER-SKI PARTIES
...
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
SAMPLES AT POOLS NIVEA POOL PARTIES
SWIM P...
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
SKI & SWIM COMPETITIONS MONTREAL IMPACT SO...
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
IT TRAVELS WITH YOU
CAMPAING
1. CEMENT SOP...
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
IT TRAVELS WITH YOU
CAMPAING
1. CEMENT SOP...
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
IT TRAVELS WITH YOU
CAMPAING
STEP 1: NATUR...
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
IT TRAVELS WITH YOU
CAMPAING
STEP 1: NATUR...
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
IT TRAVELS WITH YOU
CAMPAING
STEP 1: NATUR...
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
SENSITIVE CAMPAIGN
SENSITIVE
CHALLENGE
TRIUMPH
ACTIVE
3-IN-1
SHOWER
GELS
ADRENALINE
DEODORANT
NIVEA MEN
IT STARTS WITH
YOU
SPORT LINE
BRAND VALUES BRAN...
MODEL OF
EXCELLENCE
ACTIVE
LIFESTYLE
LEADERSHIP
MOTIVATOR
ADRENALINE
RESPONSIBILITY
NIVEA MEN
IT STARTS WITH
YOU
SOCCER CA...
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
NIVEA MEN
IT STARTS WITH
YOU
SOPHISTICATIO...
NIVEA MEN
IT STARTS WITH
YOU
SOPHISTICATION
SPECIALIZEDGROOMING
TRENDY
FORWARD
DRIVEN
AMBITION
SUCCESSFUL
PROFESSIONAL
WOR...
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
NIVEA MEN
IT STARTS WITH
YOU
RELIABILITY
A...
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
SPORTS
• PERFORMANCE, EXCITEMENT, LEADERSHIP
SENSITIVE AND ORIGINAL
• TRUSTED, MOISTURIZING, PROTECTION
SILVER
• PROFESSIO...
RELIABLE, EXCITING, & SOPHISTICATED
SPORTS
• PERFORMANCE, EXCITEMENT, LEADERSHIP
SENSITIVE AND ORIGINAL
• TRUSTED, MOISTUR...
Brand Audit with Recommendations
Brand Audit with Recommendations
Brand Audit with Recommendations
Brand Audit with Recommendations
Brand Audit with Recommendations
Brand Audit with Recommendations
Brand Audit with Recommendations
Brand Audit with Recommendations
Brand Audit with Recommendations
Brand Audit with Recommendations
Brand Audit with Recommendations
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Brand Audit with Recommendations

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Brand Audit Part III prepared for Desautels' brand class.

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Brand Audit with Recommendations

  1. 1. POINTS OF PARITY POINTS OF DIFFERENCE POINTS OF DIFFERENCE ATTRIBUTES BENEFITS “FRESH & CLEAN” RELIABILITY STYLISH & SPORTY INDIVIDUALISM UPBEAT LIFESTYLE CARING & SELFLESS COLLECTIVISM FAMILY ORIENTED
  2. 2. KEY BRANDING ISSUES LESS PRESENT MORE PRESENT HIGHLY COMPETITIVE MARKET LESS LOYAL TRANSITION WEAK ASSOCIATIONS LOYAL MATURE STRONG ASSOCIATIONS
  3. 3. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS BRAND HIERARCHY BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS SOLUTIONS
  4. 4. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS INDIVIDUALITY SOPHISTICATION RELIABILITY ACTIVE BRAND VALUES
  5. 5. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS INDIVIDUALITY IT STARTS WITH YOU TAKE CARE OF YOURSELF
  6. 6. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS INDIVIDUALITY IT STARTS WITH YOU TAKE CARE OF YOURSELF
  7. 7. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS INDIVIDUALITY IT STARTS WITH YOU TAKE CARE OF YOURSELF CONQUER YOURSELF BEFORE CONQUERING THE WORLD CONQUER YOURSELF BEFORE CONQUERING THE WORLD
  8. 8. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS SPORTS • EXCITEMENT & ACTIVE ASSOCIATION SCIENCE • REINFORCE RELIABILITY ASSOCIATION SOPHISTICATION • WELL GROOMED ASSOCIATION
  9. 9. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS EXTEND THE PRODUCT USE IN THE LIFE OF THE CONSUMER SPORTS • EXCITEMENT & ACTIVE ASSOCIATION SCIENCE • REINFORCE RELIABILITY ASSOCIATION SOPHISTICATION • WELL GROOMED ASSOCIATION
  10. 10. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
  11. 11. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS CONVENIENCE EASIER FOR RECALL & RECOGNITION CONSISTENCY REFLECTIVE OF BRAND VALUES SECONDARY ASSOCIATIONS
  12. 12. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
  13. 13. SPORT I NEW BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
  14. 14. SPORT II NEW BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
  15. 15. SPORT III NEW BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
  16. 16. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS ORIGINAL NEW
  17. 17. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS SENSITIVE NEW
  18. 18. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS SILVER NEW
  19. 19. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS SILVER NEW
  20. 20. SILVER BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS NEW
  21. 21. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS NEW AGE: 18-30 PLAYS SPORTS STRONG & FIT IMAGE AGE: 18+ SENSITIVE SKIN CARES ABOUT SELF-IMAGE AGE: 25-45 WORKING PROFESSIONAL TRAVELER
  22. 22. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS PHARMACIES SUPERMARKETS DEPARTMENT STORES PLACE
  23. 23. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS NEW PLACE HOTSPOTS GYMS SWIMMING POOLS SKI RESORTS
  24. 24. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS VENDING MACHINES NEW PLACE
  25. 25. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS VENDING MACHINES NEW PLACE
  26. 26. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS POINT OF PURCHASE SHELVES NEW PLACE
  27. 27. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS PRICE $5.50 $0.75500ML 35ML
  28. 28. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS KIT NEW
  29. 29. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS KIT NEW IT TRAVELS WITH YOU $18
  30. 30. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS PROMOTION SPORTS CAMPAIGN SENSITIVE CAMPAIGN TRAVELS WITH YOU CONQUER YOURSELF 1. SOPHISTICATION 2. SCIENCE 3. ACTIVE LIFESTYLE
  31. 31. NEW ACTIVE LIFESTYLE + ENGAGEMENT BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
  32. 32. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS NEW SCIENCE + EMPOWERMENT
  33. 33. NEW SOPHISTICATION + LOYALTY BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
  34. 34. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS IT TRAVELS WITH YOU CAMPAING 1. CEMENT SOPHISTICATION + ACTIVE ASSOCIATION 2. TARGET SPORT USERS SPORTS CAMPAIGN GOALS
  35. 35. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS IT TRAVELS WITH YOU CAMPAING 1. CEMENT ACTIVE ASSOCIATION 2. TARGET SPORT USERS SPORTS CAMPAIGN
  36. 36. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS SAMPLES ON SLOPES NIVEA AFTER-SKI PARTIES SKI PROMOTION
  37. 37. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS SAMPLES AT POOLS NIVEA POOL PARTIES SWIM PROMOTION
  38. 38. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS SKI & SWIM COMPETITIONS MONTREAL IMPACT SOCCER SPONSORSHIPS
  39. 39. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS IT TRAVELS WITH YOU CAMPAING 1. CEMENT SOPHISTICATION + ACTIVE ASSOCIATION 2. TARGET SILVER USERS IT TRAVELS WITH YOU CAMPAIGN GOALS
  40. 40. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS IT TRAVELS WITH YOU CAMPAING 1. CEMENT SOPHISTICATION 2. TARGET SILVER USERS IT TRAVELS WITH YOU CAMPAIGN
  41. 41. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS IT TRAVELS WITH YOU CAMPAING STEP 1: NATURAL CLEAN CONTEST IT TRAVELS WITH YOU CAMPAIGN ENGAGE
  42. 42. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS IT TRAVELS WITH YOU CAMPAING STEP 1: NATURAL CLEAN CONTEST IT TRAVELS WITH YOU CAMPAIGN ENGAGE BOOTHS AT AIRPORTSINTERACTSTEP 2:
  43. 43. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS IT TRAVELS WITH YOU CAMPAING STEP 1: NATURAL CLEAN CONTEST IT TRAVELS WITH YOU CAMPAIGN ENGAGE BOOTHS AT AIRPORTSINTERACTSTEP 2: BANNERREMINDSTEP 3:
  44. 44. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS SENSITIVE CAMPAIGN SENSITIVE
  45. 45. CHALLENGE TRIUMPH ACTIVE 3-IN-1 SHOWER GELS ADRENALINE DEODORANT NIVEA MEN IT STARTS WITH YOU SPORT LINE BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS ACTIVE LIFESTYLE RELIABILITY SPORT
  46. 46. MODEL OF EXCELLENCE ACTIVE LIFESTYLE LEADERSHIP MOTIVATOR ADRENALINE RESPONSIBILITY NIVEA MEN IT STARTS WITH YOU SOCCER CAPTAIN ACTIVE SPORT BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
  47. 47. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS NIVEA MEN IT STARTS WITH YOU SOPHISTICATION SILVER LINE CLASSY STEEL TRENDY CARBON FIBER PERFORMANCE AMBITION SUCCESS ACTIVE PROFESSIONAL SILVER
  48. 48. NIVEA MEN IT STARTS WITH YOU SOPHISTICATION SPECIALIZEDGROOMING TRENDY FORWARD DRIVEN AMBITION SUCCESSFUL PROFESSIONAL WORK-LIFE BALANCE HARD-WORKING WORK PROFESSIONAL BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS SILVER
  49. 49. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS NIVEA MEN IT STARTS WITH YOU RELIABILITY ALL LINES SOOTHING MOISTURIZER FUNCTIONAL TIMELESS PROTECTION RELIABLE LOTION CLASSIC SCIENCE TRUST ALL LINES
  50. 50. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
  51. 51. SPORTS • PERFORMANCE, EXCITEMENT, LEADERSHIP SENSITIVE AND ORIGINAL • TRUSTED, MOISTURIZING, PROTECTION SILVER • PROFESSIONAL, AMBITIOUS, CONFIDENT BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
  52. 52. RELIABLE, EXCITING, & SOPHISTICATED SPORTS • PERFORMANCE, EXCITEMENT, LEADERSHIP SENSITIVE AND ORIGINAL • TRUSTED, MOISTURIZING, PROTECTION SILVER • PROFESSIONAL, AMBITIOUS, CONFIDENT BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

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