The document discusses brand mantras and core brand values. It defines a brand mantra as a short 3-5 word phrase that captures the essence of a brand's positioning and values. Examples given are Nike's "Authentic Athletic Performance" and Disney's "Fun Family Entertainment". A good brand mantra has three components: an emotional component, descriptive modifier, and brand function. Core brand values characterize the most important dimensions of a brand's mental map and relate to its points of parity and difference compared to other brands. The brand mantra and core values guide a brand's products, communication, and ensure continuity.

1. 1
Sustaining & Evolving
POP’s & POD’s
Core Brand Values &
Core Brand Proposition

2. 2
Core Brand Values
Set of abstract concepts or phrases that
characterize the 5-10 most important
dimensions of the mental map of a brand.
Relate to points-of-parity and points-of-
difference
 Mental Map  Core Brand Values  Brand
Mantra

3. 3
Brand Mantras
 A brand mantra is an articulation of the
“heart and soul” of the brand.
Brand mantras are short three to five word phrases
that capture the irrefutable essence or spirit of the
brand positioning and brand values.
 Nike
Authentic Athletic Performance
 Disney
Fun Family Entertainment

4. 4

5. Principles a la Keller: What makes a good
Principle?
Three components
Emotional component (Comfortable)
Descriptive modifier (Casual)
Brand function (clothing)
Other Examples
Nike: Authentic, Athletic Performance
Fun Family Entertainment

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BRAND MANTRA
Emotional Descriptive Brand
Modifier Modifier Function
Nike
Authentic Athletic Performance
Disney
Fun Family Entertainment

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The Brand Function describes the service, type or benefit.
The Descriptive Modifier is the answer to ‘not just any kind’ of
function
and the Emotional Modifier describes the qualitative nature of
how the brand provides the benefit.
Nike has described their mantra of Authentic Athletic Performance as
the ‘intellectual guard rails’ to keep the brand on track.

8. 8
Reasons for a Brand Mantra
It forces to articulate what the brand is all about – if we can’t do it,
then how can we expect our customers to?
It allows a foundation from which to have structured dialogue with
the customers in ongoing research –
it guides the conversation,
such as the Discussion Guide for focus groups – what is it that we
should be talking about?
.

9. 9
It facilitates NPD (new product
development) by defining the boundaries
for the brand.
It ensures continuity for new staff.
It guides the communication
It adds depth to the brand,
showing potential stakeholders that there
is more to the brand than what they see

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The future?:
Internal branding
Living the brand…
It is key to align promises with
performance through:
The products (quality…)
The company (corporate branding)
The channels (branding on POS)
The employees (internal branding)
⇨ All have to live up the brand’s
promise

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Core Brand Values
Set of abstract concepts or phrases that
characterize the 5-10 most important
dimensions of the mental map of a brand.
Relate to points-of-parity and points-of-
difference
 Mental Map  Core Brand Values  Brand
Mantra

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Brand Mental Map
Build-up
Your Brand
fun
friendly
store
flashlights

13. 13

14. 14
This mental map shows the range of
associations for Nike.
Some associations are product specific
while others are not.
Brands typically have many
associations, but only three to five are
the primary drivers of brand equity.

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Core associations for Nike include:
innovative technology,
high quality/stylish products, joy and
celebration of sports, maximum
performance, self empowerment and
inspiring, locally and regionally
involved, and globally responsible.

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When compared to Reebok, comfort
and stylishness are points of parity
while technology and empowerment
are points of difference.
Compared to Adidas, performance and
quality are points
of parity while technology and
empowerment are points of difference.