nike brand mantra

2. VISION
To bring inspiration and innovation to every athlete in the world

4. Customer based brand equity is the differential effect that brand knowledge has a
consumer response to the marketing of the brand

6. Brand mantra is a short, three- to five- word phrase
that captures the irrefutable essence or spirit of the
brand positioning

8. Emotional
modifier
Authentic
Descriptive
modifier
Athletic
Brand function Performance

9. Brand Positioning can be defined as an activity
of creating a brand offer in such a manner that
it occupies a distinctive place and value in the
target customer’s mind

11. WOMEN

12. ATHLETES

13. RUNNERS

14. PUMA

15. PRODUCTS
QUALITY
PERFORMANCE

16. WORLDS NO.1
INNOVATIVE SPORTS WEAR
COMPETE ATHLETE SHOPPER

17. 1.RUNNING SHOES

18. 2.ATHLETIC SHOES

19. 3.ATHLETIC SHOES AND APPARELS

20. 4.ALL THINGS ASSOCIATED WITH ATHLETICS

21. 1. What is Customer based brand equity ?
2. What is brand mantra?
3. Designing brand mantra
4. What is positioning?
5. Four components of brand positioning
6. Updating positioning over time.

22. • Created by B.Shashanth kumar, IIM Lucknow, during
brand management course under the guidance of
Prof. Sameer Mathur, IIM Lucknow.