Brand Mantra

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3/03/16

Brand Mantra

CHAPTER:2
Brand Matra

Designing a Brand Mantra


Implementing a Brand Mantra

Copyright 2013 Pearson Education

Brand mantra
Short, three-to five-word phrase that captures the
irrefutable essence or spirit of the brand positioning.
Provides guidance about:

What

products to introduce under the brand.


ad campaigns to run.
Where and how the brand should be sold.
What

Copyright 2013 Pearson Education

Copyright 2013 Pearson Education

Designing a brand mantra

A good brand mantra should provide:


Brand

functions: Nature of the product or service or


the type of experiences or benefits the brand provides.
Descriptive modifier: Combined with brand functions,
helps delineate the brand boundaries.
Emotional modifier: Determines how a brand provides
benefits and in what ways.

Copyright 2013 Pearson Education

3/03/16

Designing a brand mantra_E.G.

Designing a brand mantra_E.G.

Copyright 2013 Pearson Education

Implementing brand mantra


Should be developed at the same time as the brand
positioning.
Requires more internal examination and involves
input from a wider range of company employees.
Based on core brand associations, a brainstorming
session can attempt to identify PODs, POPs, and
different brand mantra candidates.

Copyright 2013 Pearson Education

Copyright 2013 Pearson Education

To Sum up...

A good brand mantra should:


Communicate

the category of the business to set the


brand boundaries and clarify what is unique about the
brand
Be simple, crisp, and vivid
Stake out ground that is personally meaningful and
relevant to as many employees as possible

Copyright 2013 Pearson Education

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