1. A brand mantra is a short 3-5 word phrase that captures the essence of a brand's positioning. 2. Brand mantras should communicate, simplify, and inspire by articulating the heart and soul of the brand. 3. Examples of effective brand mantras include Rolex's "Ultimate - Driving - Machine" and Apple's "Smart – Technologic – Listen to Music".

1. BRAND POSITIONING –
Presentation 3
BRAND MANTRAS

3. BRAND MANTRAS
• An articulation of the “heart and soul” of
the brand
• “Brand essence” or “Core brand
promise”
• Short 3 – 5 word phrases that capture the
irrefutable essence or spirit of brand
positioning

4. Key Criteria :
1.
COMMUNICATE
2. SIMPLIFY
3. INSPIRE

5. Know the difference
NIKE’S
TAGLINE
NIKE’S
BRAND
MANTRA

6. Example : Brand Mantra of Rolex

7. Company Name Brand Mantra Tagline
Nike Authentic -
Athletic -
Performance
Just do it
Coca Cola Sharing – Happiness
- Tasty
Thanda matlab coca
cola
BMW Ultimate – Driving -
Machine
The Ultimate Driving
Machine
Apple Smart – Technologic
– Listen to Music
Think Different

8. DESIGNING BRAND MANTRAS
BRAND
FUNCTIONS
DESCRIPTIV
E MODIFIER
EMOTIONAL
MODIFIER
Describes the nature of the
product/service or the type of
experiences or benefits the brand
provides
Further, clarifies its nature
Provides another clarifier – how exactly
does the brand provide benefits and
how?

10. SUMMARY
3. The best brand mantras are the rock stars of the positioning
world. For people who don't have the patience for understanding
competitive frames of references, points of parity, and points of
difference, an authentic brand mantra economically communicates
what the brand is & what it is not.
2. Brand Mantras are effectual only when they
communicate what the brand is and what it is not.
1. A Brand Mantra is neither an advertising slogan nor a
tagline.

11. Created by Vaishnavi
Ketharnathan, SVCE
Chennai, during an
internship by Prof. Sameer
Mathur, IIM Lucknow.