Monday, December 3, 2012

Attributes of brand positioning


Hello everybody,

I am very pleased today to present you the different attributes of the brand positioning of TF1 and M6.






TF1
M6
Brand domain
·     Very broad target

·     As an historic channel TF1 competes against other big channels such as France 2 for TV News or M6 for TV reality shows
·    Main M6’ competitor is TF1 with their TV reality show

·    E.g.: Top Chef Vs Master Chef
Brand heritage
·    Non-specialized television channel created on January 6th, 1975 as a replacement by the first channel of the ORTF

·    Culturally, TF1 is famous for its entertainment programs

·    1st channel in term of audience thanks to its popular identity
·    M6 is a private commercial non-specialized television channel which exists since March 1st, 1987

·    Culturally, M6 is famous for its reports (Capital, Enquête exclusive, Zone interdite…)


Brand values
·        Popular channel targeting a large number of French people

·        Accessibility of the programs
·    The channel reflects the image of multicultural France by making the promotion of the values of integration and solidarity by the presence on its antenna of the visible minorities

·    Magazines, fictions, reports and series are a reflection of the French society of today
Brand assets
·    Its very famous logo


·    Its historical programs: Miss France, Téléfoot, Les Enfants de la Télé

·    Its historical presenters (brand ambassadors): Jean-Pierre Pernaut, Claire Chazal, Arthur, Jean-Pierre Foucault, Vincent Lagaf, Christophe Dechanne

·    Its logo


·    Its historical programs: Captial, Zone interdite

·    Its historical presenters (brand ambassadors): Bernard de la Villardière, Max Lesggy, Laurent Boyer, Stéphane Rotenberg, Stéphanne Plaza, Emmanuel Chain

Brand personality
·    Generalist

·    Leader

·    Popular
·       Fun

·       Innovative




Sources:        www.tf1.fr
                        www.m6.fr
                        http://www.staffs.ac.uk/sgc1/faculty/market-for-mans/week5.html

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