The purpose of a productCODE is to develop a marketing platform for the product (sub brand) by leveraging the strength of the parent company (master brand) and developing its own strategic properties. Similar to a brandCODE, the productCODE is used internally by marketing to help guide the positioning of the product.

After performing a quality/needs analysis in the marketplace, we can establish competitive advantages and identify “ownable” emotional and rational drivers for a Positioning Strategy. A productCODE reveals: reason to use, reason to believe, reason to appreciate and the unique value proposition for the product.

The Positioning Strategy and productCODE provide marketers with the productCODE Platform. This is important for 1) providing immediate marketing focus and 2) building long-term brand equity (awareness, reputation, relevance, etc.) for the product.