# HAV Seafood — Marketing Brand & Positioning Framework

## Purpose

This file describes the companion Excel workbook `hav_seafood_marketing_brand_positioning_framework_v1.xlsx`.

The workbook is the static **Brand & Positioning** architecture for **HAV Seafood** within the Marketing & Brand domain. It belongs to **Phase 1 — Business Architecture** of the synthetic business dataset project:

**1. Business architecture -> 2. Stories -> 3. Operational dataset**

It defines what the HAV Seafood brand is, how it relates to the company and Production product portfolio, how the brand is positioned, which pillars support that positioning, which audiences Marketing recognizes, how tone/personality are governed, where language/market applicability sits, and which positions own or review the structure.

It intentionally does **not** contain campaigns, posts, advertisements, actual marketing assets, publication history, performance metrics, approvals, market research results, content calendars or other operational marketing data.

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## Architecture at a glance

The current architecture contains:

- **1 active master brand** — `BRD-001 HAV Seafood`;
- **9 active Production product families** linked to the master brand;
- **24 active retail SKUs** mapped to HAV Seafood;
- **4 brand pillars**;
- **6 marketing audience types**;
- **4 core positioning elements**;
- **7 brand-personality traits**;
- **10 tone-of-voice rules**;
- **8 market/language applicability records**;
- **10 governance responsibilities / control relationships**.

The model deliberately remains compact. No sub-brand, private-label brand or co-brand is created merely to add complexity.

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## Central brand principle

The strongest differentiating feature is **Faroese seafood origin**.

The Production product master currently shows all 24 active retail SKUs with:

- `Country_of_Origin = Faroe Islands`; and
- `Seafood_Source_Claim = Faroese sourced seafood`.

Marketing therefore treats **Faroese Seafood Origin** as the primary brand pillar.

A critical boundary is preserved:

> Faroese origin in this architecture refers to the seafood/fish raw material provenance. It does **not** mean that every ingredient, packaging component or physical input is Faroese.

Marketing owns the positioning and future approved communication wording. Production, Procurement, Quality and later traceability structures remain responsible for the factual evidence beneath those statements.

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## Workbook sheets

### `Brand_Master`

Defines the current Marketing-owned brand master.

Current structure:

`COMP-HAV HAV Seafood -> BRD-001 HAV Seafood`

The brand is modeled as both the corporate and principal consumer-facing master brand.

The sheet references Shared Enterprise company identity, Marketing ownership and the current enterprise system landscape. No separate dedicated Marketing system is invented; Microsoft 365 (`ESYS-007`) is the current controlled working environment referenced by this architecture.

### `Brand_Hierarchy`

Defines structural relationships between:

`Company -> Brand -> Product Family`

The product families remain Production-owned. Marketing only states that the HAV Seafood master brand endorses them.

No active sub-brands, co-brands or private-label brands are defined.

### `Brand_Positioning`

Defines four current positioning elements:

1. Core positioning;
2. Brand promise;
3. Value proposition;
4. Point of difference.

The positioning centers on clear Faroese seafood provenance, practical retail formats, seafood expertise and reliable quality.

These records are **positioning architecture, not automatically approved external claims**.

### `Brand_Pillars`

Defines four pillars:

1. `BPIL-001` — Faroese Seafood Origin;
2. `BPIL-002` — Seafood Expertise;
3. `BPIL-003` — Practical Retail Convenience;
4. `BPIL-004` — Reliable Quality.

Each pillar records the domains that would provide evidence or technical support.

No sustainability pillar is created because the current source architecture does not provide a controlled Marketing evidence framework for sustainability statements.

### `Audience_Types`

Defines broad communication audiences rather than detailed personas:

- End Consumers;
- Grocery Retail Buyers & Category Managers;
- Distributors & Importers;
- Retail Content & Marketing Teams;
- Food Industry & Trade Stakeholders;
- Media & General Stakeholders.

These are Marketing audiences, not Sales customer masters or customer segments.

### `Audience_Positioning`

Defines how the same brand truth should be emphasized differently by audience.

The sheet does not create different brands or contradictory positions. It only controls emphasis such as consumer usability, trade differentiation, portfolio clarity or company/provenance context.

### `Brand_Personality`

Defines seven stable traits:

- Grounded;
- Clear;
- Knowledgeable;
- Reliable;
- Modern;
- Distinctly Faroese;
- Restrained.

These describe how the brand should feel across future communications.

### `Tone_of_Voice`

Defines ten static communication rules.

Important controls include:

- factual language;
- origin precision;
- plain language;
- no unsupported sustainability language;
- SKU/product specificity;
- audience adaptation without changing brand truth;
- translation that preserves claim scope;
- Faroese identity without romantic overstatement.

### `Product_Brand_Mapping`

Maps all 24 current active Production SKUs to `BRD-001 HAV Seafood`.

The sheet carries selected Production reference fields such as SKU name, product family, `Country_of_Origin` and `Seafood_Source_Claim` so AI systems can understand why the brand-origin relationship exists.

Those fields remain Production-owned. Marketing owns only the brand relationship and positioning eligibility.

### `Market_Language_App`

Defines high-level brand and language applicability using existing Shared Enterprise `Market_ID` and language codes.

It covers the current seeded Sales markets (Sweden, Norway, Finland and Lithuania), the Faroe Islands and Denmark reference markets, plus Nordic/global umbrella contexts.

The sheet explicitly states that Marketing applicability does **not** imply a customer listing or current Sales relationship.

### `Ownership_Governance`

Defines static responsibility using existing HR positions, including:

- Marketing Manager;
- Brand & Content Coordinator;
- Product Marketing Coordinator;
- Sales Manager;
- Procurement Manager;
- Quality & Food Safety Manager;
- Managing Director;
- Business Systems & Data Coordinator.

Authority is position-based rather than attached to named employees.

Detailed approval workflow and claim approval events are outside this workbook.

### `Source_Precedence`

Defines which domain remains authoritative when Marketing references shared information.

Key precedence rules include:

- Shared Enterprise -> company, markets, languages and systems;
- Production -> product/SKU identity and technical product/origin attributes;
- Sales & Commercial -> current commercial markets, customers, channels and customer structures;
- HR -> employees, roles, positions and position seats;
- Procurement / Quality / Production -> evidence beneath later sourcing, origin and technical claims;
- Marketing -> `Brand_ID`, positioning, pillars, audiences, personality, tone and brand relationships.

### `Architecture_Notes`

Records the major assumptions, boundaries and design decisions needed to interpret the workbook correctly.

### `Data_Dictionary`

Provides field-level descriptions for all sheets so humans and AI systems can interpret identifiers, attributes and control fields quickly.

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## Core relationships

At a high level:

`Shared Enterprise Company`

`-> Marketing Brand`

`-> Brand Positioning + Pillars`

`-> Marketing Audiences`

`-> Brand Personality + Tone`

`-> Production Product Families / SKUs`

`-> Shared Markets / Languages`

`-> HR Position-Based Governance`

A product-centric view is:

`Production SKU -> HAV Seafood Brand -> Positioning -> Pillars -> Future Approved Claims / Assets`

An evidence view is:

`Marketing Positioning -> Future Approved Claim -> Evidence Requirement -> Procurement / Production / Quality / Traceability Source`

The last relationship is deliberately only a future architecture direction; approved claims are not created in this workbook.

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## Ownership boundaries

### Marketing owns

- `Brand_ID` and brand hierarchy relationships;
- brand positioning;
- brand pillars;
- marketing audience taxonomy;
- audience-positioning emphasis;
- brand personality;
- tone-of-voice rules;
- brand-to-product assignment;
- marketing market/language applicability;
- Brand & Positioning governance rules.

### Shared Enterprise owns

- company identity;
- market/region identity;
- language codes;
- enterprise systems;
- enterprise identifier standards and common reference data.

### Production owns

- product families;
- product variants;
- SKU identity;
- technical product descriptions;
- product formats and storage characteristics;
- `Country_of_Origin` and current `Seafood_Source_Claim` fields in the Production product master.

### Sales & Commercial owns

- customers;
- Sales channels;
- customer segments;
- commercial territories;
- current customer-market relationships;
- customer listings and other commercial product relationships.

### HR owns

- employees;
- roles;
- positions;
- position seats;
- incumbency and authority backbone.

### Procurement / Quality / Production evidence boundary

Marketing may later own an approved claim and its permitted wording, but Marketing should not invent the evidence beneath sourcing, origin, quality or technical claims.

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## Phase 1 exclusions

This workbook does not contain:

- marketing campaigns;
- campaign dates or budgets;
- social-media posts;
- advertisements;
- website pages;
- actual packaging artwork;
- photographs or videos;
- brochures;
- press releases;
- content calendars;
- media plans;
- email campaigns;
- consumer survey responses;
- market-research results;
- competitor monitoring;
- actual translations;
- marketing approvals;
- content-review history;
- publication history;
- impressions, clicks, engagement or other performance metrics;
- historical brand versions;
- claim substantiation records;
- deliberate story anomalies.

These belong to later architecture workbooks or Phase 3 operational data after the Phase 2 business stories are selected.

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## Relationship to future Marketing architecture

This workbook should feed the next Marketing workbooks rather than absorb their scope.

### Claims & Messaging

Should define exact approved claims, message libraries, evidence requirements, prohibited claims, qualifiers, disclaimers and claim approvals.

The most important relationship will be:

`BPIL-001 Faroese Seafood Origin -> Approved Origin Claim -> Sourcing / Traceability Evidence`

### Channels, Assets & Governance

Should define Marketing channel types, asset types, publication structures, content lifecycles and detailed content/asset governance.

### Marketing & Brand Reference Tables

Should later provide the compact derived cross-Marketing navigation layer.

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## Recommended AI use

For fast context, an AI system should:

1. read this Markdown file;
2. inspect `Brand_Master`, `Brand_Positioning` and `Brand_Pillars` for the brand model;
3. use `Product_Brand_Mapping` for product questions;
4. use `Audience_Types` and `Audience_Positioning` for audience questions;
5. use `Tone_of_Voice` for communication constraints;
6. use `Source_Precedence` before treating any referenced upstream field as Marketing-owned;
7. consult the upstream authoritative workbook whenever precise product, customer, market, employee or system facts are required.

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## Overall role

Together, the workbook and this Markdown file establish a compact **static Brand & Positioning layer** for HAV Seafood.

They make Faroese seafood origin the central brand feature while preserving a clean evidence and ownership boundary around that feature. The structure is intentionally simple enough to remain reusable, but detailed enough to support later claims, campaigns, assets, communications and cross-functional business stories without redefining the underlying company, product, customer or workforce masters.
