These slides are based on establishing an effective brand positioning.

1. 1. How can a firm develop and
establish an effective positioning in
the market?

3. Creating a
Brand
Mantra
3

4. An a r t i c u l a t i o n o f t h e heart
and soul o f t h e brand.
S h o r t 3-5 word phrases t h a t
c a p t u r e t h e irr e f u t a ble essence
o r spirit o f t h e brand
positioning.

5. McDonald’s brand philosophy
(Food, Folks and Fun)
Nike’s mantra:
(authentic athletic performance)
Disney’s brand mantra: (fun
family entertainment)

7. Communicate: define the category (or
categories) of business for the brand and set the brand
boundaries. It should also clarify what is unique about
the brand.
Simplify: An effective brand mantra should be
memorable. For that, it should be short, crisp, and vivid
in meaning.
Inspire: stake out ground that is personally
meaningful and relevant to as many employees as
possible.