Hello again. In this final session for this module, we're going to be looking at different brand houses that are well-known and available online. I want to focus on two different types of brand house, Coca-Cola's brand framework and the brand key. The most striking thing about them both is that, they contain more or less the same information. The topic in common are the topics we have covered throughout this module, namely, the consumer, the category, the brand and its benefits, brand values, brand personality, brand vision, and brand identity, which will be the focus of our next module. Let's start with the Coca-Cola framework. In this framework, what you clearly see is that a brand house that looks like a house. The central pillars belong to the consumer, which Coke calls people, the market, and the brand. Look first at the target. They called their target the believers, the dreamers, the connectors, the live now spirited, and they frame this target in a wider context in which there is an increasing desire to find authentic happiness. In the left pillar, we look at the frame of reference which Coke has called competitive environment. Their frame of reference is a business of happiness and they then develop their category insight. In the center, the brand with its product and brand truths which act as reasons to believe, things like the secret formula, and above it the consumer benefit. Coca-Cola inspires moments of uplift every day. If we were to draft a positioning statement based on this house, it would read something like this. For the believers, the dreamers, the connectors, the live now spirited, Coca-Cola is a universal icon of happiness that brings inspiring moments of uplift every day due to its secret formula and great refreshing taste. The roof of the house is the brand vision, which clearly states that Coca-Cola is the universal icon of happiness. At the base of the house, sit the brand ambition and the business ambition. Brand personality appears as a little chimney next to the roof, and there Coca-Cola outlines the main archetype and the personality traits that the brand represents. In the Coke Zero example, for example, the archetype is the explorer and Coke Zero is defined as maverick, unconventional, bold, smart. On the right-hand side, also next to the roof, is the brand identity system, which we will cover in detail in the next part of the course. Let's look now at the brand key. The brand key looks like a key. The base of which identifies the target, the competitive environment of the core consumer insight. It also adds information on the brand roots, which refers to the basic, original, lateral, bits and values that the brand is built on. This is a very interesting addition to a brand house. We said in the previous video, the brand values may evolve with time. The brand root keep tabs on values that were central to the brand when it was born, that made the brand great, and in which the brand should be built. In the round part of the brand key, lie the benefit, both functional and emotional, the reasons to believe, the point of difference, which is called the discriminator or unique selling proposition, and brand values, beliefs, and personality. In the center, the brand essence of brand idea, the distillation of the brand's genetic code into one clear thought. Dove's brand key model, available online, summarizes Dove's brand essence as restoring femininity. Do you feel ready to build your own brand house? Use a model that comes more natural to you. Challenge yourself, and go for it.
