This presentation has been created under marketing internship by Prof. Sameer Mathur, IIM Lucknow. There is an youtube video which you can watch : https://youtu.be/xbt327j-mKU
11. Points-of-
difference are
attributes or
benefits that
consumers
strongly
associate with a
brand, positively
evaluate, and
believe they
could not find to
the same extent
with a
competitive
brand
16. McDonald’s brand
mantra
(Food, Folks and Fun)
Nike’s mantra
(authentic, athletic,
performance)
D
Disney’s brand mantra
(fun family
entertainment)
Brand Mantra is
a three to five
word articulation
of the heart and
soul of the brand
and is closely
related to the
other branding
concepts like
“brand essence”
and “core brand
promise”.