These slides are prepared by Pragya Sancheti during the Brand Management course under Prof. Sameer Mathur. IIM Lucknow.

1. Brand Mantra

2. Decoding Brand MantraBrand Mantra
An encapsulation of
the brands positioning

3. Decoding Brand MantraBrand Mantra & CBBE

4. Decoding Brand MantraNIKE
Innovative Products
Peak Athletic Performance

5. Decoding Brand MantraProduct Range

6. Communicate Simplify Inspire
Implementing Brand Mantra

7. Decoding Brand MantraStrong Brands
Has high level of
awareness &
familiarity &
awareness
Strong, favourable &
unique brand
associations in
memory
Create a differential
effect on consumer
response to the
marketing efforts of
the brand

8. Decoding Brand MantraBrand Ambassadors
Michael Jordan
Cristiano Ronaldo
Tiger Woods
Maria Sharapova
Roger Federer
Rafael Nadal

9. authentic athletic performance

10. Decoding Brand MantraBreak-up
Emotional Modifier
Authentic
Descriptive Modifier
Athletic
Brand Function
Performance

11. Decoding Brand MantraNike
Appeals to every demographic around the world
Universal
One of the most well-known brands worldwide
Shifted product focus into an attitude.

12. Decoding Brand Mantra
The Nike Swoosh is arguably one of the most recognizable and demanded logos in
the
world. Similarly to the name "Nike," the Swoosh is rooted in ancient Greek mythology,
representing the wing of the Greek Goddess, Nike, which, as previously mentioned,
'embodies the spirit of the most courageous and chivalrous warriors at the dawn
of
civilization."
Thus, Nike must embed its myth by associating it with superstar athletes,
business endorsements and community projects. As a corporation, Nike uses its
NikeStore's as outlets to remind consumers what Nike and the Nike Swoosh
represent
worldwide
Brand Elements

13. Decoding Brand MantraUsing Brand Mantra #1
Different meaning of the same brand mantra in different cultures
Ensure that the products and brand image resonates with the
image that the brand wants to create
Hence the importance of adhering to the brand mantra

14. Decoding Brand MantraUsing Brand Mantra #2
Helps update the positioning over time for each of the
categories that the brand operates in
Helps create the right image
Helps keep the brand managers focused on the right direction –
i.e. ”intellectual guard rails” in the words of Scott Bedbury &
Jerome Conlon

15. Just Do It.

16. Decoding Brand MantraThe Campaign
Tapped deeply into the authentic character of Nike’s brand
values and brand purpose
brand purpose can be described as the intersection of three
circles of influence:

17. Decoding Brand Mantra
Understanding
an underlying
social tension
that desperately
requires
resolving
Core brand truth
A specific unmet
consumer need
in a way that the
brand can
legitimately
address.

18. Decoding Brand MantraWhy was it success
Timing
Body Worship
Imploring consumers to take charge of their
physical fitness
More importantly, by owning Nikes one was instantly a member
of a desirable
group

19. Decoding Brand MantraLessons from the campaign
Define the Problem Correctly
Assess Market Alignment Issues
Translate Research Information into Insight
Translate Insight into Inspiration
Recognize a Deep Campaign When You See One

20. Disclaimer
Created by Pragya Sancheti, IIM Lucknow, as an assignment for
Brand Management under the guidance of Prof. Mathur.