THREE TOPICS

• Brand Personality
• Brand Promises
• Brand Positioning

BRAND PERSONALITY

DEFINITION

• human characteristics
• the consumer can relate
• a specific consumer segment enjoys
• a qualitative value-add

ULTRAVIOLET BY PAUL PAIRET

EXAMPLE

• Environment
• Food

Environment

• Sensory restaurant
• Ultimate Luxury:emotion
• Techno Room

FOOD

• His life experience and understanding
• The Psycho Taste
• Flavors and embody the passion

PERSONALITY

• Imaginative
• Intelligent
• Up to date
• Creative
• Avantgarde

BRAND PROMISES

DEFINITION

• a statement made by an organization to its customers stating what customers can expect from their product and services.
• the benefits and experience
• the tangible and the intangible
• ,i.e., the value proposition

EXAMPLE

• Tangible promise Physical product that you stock and post to your buyer.
• Intangible promise cannot physically see, smell, touch or taste.

BRAND POSITIONING

DEFINITION

• finding a place in your customer’s mind
• less about your product and more about product’s position

WHY IS IT IMPORTANT ?

• Set your brand apart from the competition
• Be memorable
• Provide consistent messaging
• Create a framework for making decisions
• Unify the team‘s efforts

EXAMPLE

• Guests (price)
• Location
• Interior

GUESTS(PRICE)

• High consumption restaurant :nearly 700CHF per capita
• Who want to know chef’s life experience
• Wealthy

LOCATION

• Shanghai
• Secret place

INTERIOR

• One table,ten chairs and one dining room
• European style restaurant

THANK YOU