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Honeycomb Introduction

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Ky Tran Van
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148 views

Honeycomb Introduction

Uploaded by

Ky Tran Van
Copyright
© © All Rights Reserved
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Introduction to

Dentsu
Honeycomb Model
The Dentsu Honeycomb Model

Base of
Symbol
Authority

Emotional Core 　 Functional


Benefit Value Benefit

Ideal
Personality Customer
Image

The Dentsu Honeycomb Model consists of the seven brand values.


The Dentsu
Honeycomb Model™

Represents the brand value Fact that supports the brand


It triggers brand awareness, The specific fact that is unique to the
identification and association brand; what customers use to assess
Base
Symbol of reliability and appreciation
Authority
The brand’s psychological
value The brand’s practical value
The satisfying and unique feelings Functional The brand benefit derived
Emotional
associated with using the brand Core Value™ Benefit from actual use and
Benefit
experience

Ideal
Determines the brand’s Personality Customer
behavior Image The brand’s specific customer
The part of the brand that customers relate Specific customer segment expected to
to as a unique, living thing; serves as the agree with brand communication and
basis for developing brand activities believe in the brand promise
(may differ for short-term target)

The brand promise


The brand essence and concept stated as a
promise that must be kept by the brand owner
The Dentsu
Honeycomb Model™

Base
Layer① This is Symbol
of Distinguishable facts:
Authority Recognition of the brand

Emotional
Emotional Core Functional Benefits: Understanding and
Layer ② You can get
Benefit
Benefit Value Benefit appreciation of the brand
R

Ideal
Layer ③ I ＆ You Customer Relations: Emotional
Personality
Image attachment to the brand
Dentsu Honeycomb Model®: Definition of elements

1:Core Value
Ｒ
(Brand Promise)
Ex.
Coca Cola 　 　　 　“ Refreshment”
Marlboro 　 　 “ Frontier Spirits”
NIKE “Sense of victory”

Definitions:
• Most compelling and competitive reason that consumer stick to a brand

• The end thing that a brand brings to consumers’ life

• Extracting essential information from other elements of Honeycomb Model

What counts are:


It serves as the centripetal force that strongly represents the differentiation
factors and the unique values of a company.
It wins support of employees and society.
It deeply appeals to human desires.
Dentsu Honeycomb Model®: Definition of elements

2:Symbol
Ex.
Mcdonald’s

NIKE

Definitions:
It is a conduit leading to awareness, identification, and association
of a brand.
It is a logo mark/character that embodies/epitomizes brand values.

What counts are:


Easy to remember
Differentiating
Dentsu Honeycomb Model®: Definition of elements

3:Base of Authority
Ex.
“The instant coffee using
Nescafe freeze-drying method to
maintain aroma”

Definitions:
Unique facts that competitors cannot easily emulate.
Base of a brand to win trust and high evaluations.
-- Tradition, historical record, origin, track record,
cumulative value, etc.

What counts are:


It is unique to the brand.
(Not the facts that support a company/business)
It can make users feel satisfied or proud when they use the brand.
Dentsu Honeycomb Model®: Definition of elements

4:Functional Benefit
Ex.

P&G （ Shampoo ） “Adds silky radiance to the hair.”

Definitions:
　 Functional merit that users can obtain when they use the brand.

What counts are:


It provides users with merits.
It promotes differentiation from competitors.
(Not mere product features)
Dentsu Honeycomb Model®: Definition of elements

5:Emotional Benefit
Ex.
Apple computer:macintosh “FUN”
BMW “Pleasure of driving a car while
feeling that you are united with it.”

Definitions:
Happy feeling/satisfaction that users can obtain when they use
the brand.
-- Sense of accomplishment, sense of being uplifted, satisfaction,
enjoyment, etc.

What counts are:


It should be related to functional benefits
It is the majority of category needs
It should motivate the purchase
Dentsu Honeycomb Model®: Definition of elements

6:Ideal Customer Image 7:Personality


Harley Davidson IBM: Think Pad
“Aspirations to freedom” “Reliable business partner”
NIKE Marlboro
“Have a sports spirit and seek victory” “The man among all men who is
tough and seeks adventure”

Definitions: Definitions:
A consumer segment from which 　 How a brand is.
a brand wants to obtain support
of its message. -- Significance, individuality,
(People who have values in their demeanor, ambience
lives that are relevant to the
brand values.) What counts are:
What counts are: The personality is attractive
It is a representation in terms of for ideal customers.
value and lifestyle. It is closely tied to the
(Not the current users or short- essential value of the
term target) category.
　 Marlboro
Base of
Symbol Authority

“Red roof” 　 The world No.1 tobacco


“Marlboro” logo Made in the U.S.

Emotional Functional
Benefit Core Ｒ
Benefit

Feels tough and masculine Value Strong & solid taste


Thorough satisfaction Dry like hay
Feels free Frontier Spirit

Ideal
Personality Customer
Image
A manly partner that
gives courage when at - Never without passion,
challenge and friendly keep challenging
mood when relaxed - Attracted to authentic
value

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