SlideShare una empresa de Scribd logo

Brand Mantra

•
•
Sameer Mathur
Sameer Mathur

The slides are prepared by Prof. Sameer Mathur.

Educación
1 de 11
Prof. Sameer Mathur, Ph.D. Brand Mantra © Sameer Mathur 1
Sameer Mathur Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 Indian Institute of Management, Lucknow Marketing Professor 2013 – 2Harshit Khaitan BTech, IIT Kanpur © Sameer Mathur 2
Overview Core Brand Values Brand Mantra © Sameer Mathur 3
Core Brand Values Set of abstract concepts or phrases that characterize the five to ten most important dimensions of the mental map of a brand Relate to points-of-parity and points-of- difference © Sameer Mathur 4
Mental map Core brand value Brand mantra © Sameer Mathur 5 Core Brand Values
Brand Mantras An articulation of the l heart and soulz of the brand “Brand essence” or “Core brand promise” Short three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning and brand values © Sameer Mathur 6
Brand Mantras Considerations Communicate Simplify Inspire © Sameer Mathur 7
Designing the Brand Mantra • Describes the nature of the product or service or the type of experiences or benefits the brand provides Brand functions • Further clarifies its nature Descriptive modifier • Provides another qualifier—how exactly does the brand provide benefits, and in what way? Emotional modifier © Sameer Mathur 8
Designing the Brand Mantra © Sameer Mathur 9 Emotional Modifier Descriptive Modifier Brand Function Authentic Athletic Performance Fun Family Entertainment Fun Folks Food
Summary Core Brand Values Brand Mantra © Sameer Mathur 10
Credits © Sameer Mathur 11 h" p ://soshable.com/4-‐ways-‐to-‐increase-‐brand-‐awareness-‐using-‐your-‐facebook-‐page/ h" p ://www.brand-‐image.com/ h" p ://healthy-‐food-‐blog.com/?a"achment_id=149 h" p://markeBngbones.com/consumer-‐brand-‐beliefs/ h" p ://shopping.rediff.com/product/ask-‐4-‐ks-‐-‐-‐kamasutra-‐premium-‐do" ed-‐condom-‐pack- ‐of-‐20/10844568 K. L. Keller, M. G. Parameswaram, I. Jacob. (2011) . Strategic Brand Management(3rd edition). India: PEARSON

Recomendados

Brand Communications
Brand CommunicationsBrand Communications
Brand CommunicationsSj -
 
Brand Element
Brand ElementBrand Element
Brand ElementReza Taufik Hidayat
 
Aaker Brand Equity Model
Aaker Brand Equity Model Aaker Brand Equity Model
Aaker Brand Equity Model Pawan Negi
 
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITYLEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITYAvinash Singh
 
Measuring Sources of Brand Equity -Brand Management
Measuring Sources of Brand Equity -Brand ManagementMeasuring Sources of Brand Equity -Brand Management
Measuring Sources of Brand Equity -Brand ManagementAqib Syed
 
Brand Strategy PowerPoint Presentation Slides
Brand Strategy PowerPoint Presentation SlidesBrand Strategy PowerPoint Presentation Slides
Brand Strategy PowerPoint Presentation SlidesSlideTeam
 
Message Strategy and Design
Message Strategy and DesignMessage Strategy and Design
Message Strategy and DesignPrachi Ladha
 
Brand Architecture
Brand ArchitectureBrand Architecture
Brand ArchitectureKarthik Jeganathan
 

Recomendados

Brand Communications
Brand CommunicationsBrand Communications
Brand CommunicationsSj -
 
Brand Element
Brand ElementBrand Element
Brand ElementReza Taufik Hidayat
 
Aaker Brand Equity Model
Aaker Brand Equity Model Aaker Brand Equity Model
Aaker Brand Equity Model Pawan Negi
 
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITYLEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITYAvinash Singh
 
Measuring Sources of Brand Equity -Brand Management
Measuring Sources of Brand Equity -Brand ManagementMeasuring Sources of Brand Equity -Brand Management
Measuring Sources of Brand Equity -Brand ManagementAqib Syed
 
Brand Strategy PowerPoint Presentation Slides
Brand Strategy PowerPoint Presentation SlidesBrand Strategy PowerPoint Presentation Slides
Brand Strategy PowerPoint Presentation SlidesSlideTeam
 
Message Strategy and Design
Message Strategy and DesignMessage Strategy and Design
Message Strategy and DesignPrachi Ladha
 
Brand Architecture
Brand ArchitectureBrand Architecture
Brand ArchitectureKarthik Jeganathan
 
Customer Based Brand Equity
Customer Based Brand EquityCustomer Based Brand Equity
Customer Based Brand EquityYIGIT ACIKAY
 
Brand Positioning
Brand PositioningBrand Positioning
Brand PositioningSj -
 
DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM
DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM
DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEMAvinash Singh
 
Brand Value chain
Brand Value chainBrand Value chain
Brand Value chainNarendra Singh
 
Choosing brand elements
Choosing brand elementsChoosing brand elements
Choosing brand elementsMadushanka Mallawa Arachchi
 
Marketing - Brand Positioning
Marketing - Brand Positioning Marketing - Brand Positioning
Marketing - Brand Positioning Abhishek Salunke
 
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITYAvinash Singh
 
Introduction to Brand Management
Introduction to Brand ManagementIntroduction to Brand Management
Introduction to Brand ManagementHafiz Hudani
 
Developing a Brand Strategy
Developing a Brand StrategyDeveloping a Brand Strategy
Developing a Brand StrategyLipman Hearne Inc.
 
INTRODUCTING AND NAMING NEW PRODUCTS AND BRAND EXTENSIONS
INTRODUCTING AND NAMING NEW PRODUCTS AND BRAND EXTENSIONSINTRODUCTING AND NAMING NEW PRODUCTS AND BRAND EXTENSIONS
INTRODUCTING AND NAMING NEW PRODUCTS AND BRAND EXTENSIONSAshish Hande
 
Brand Identity
Brand IdentityBrand Identity
Brand IdentityChristina Wodtke
 
Brand positioning
Brand positioning Brand positioning
Brand positioning Apeksha Nayak
 
BRAND hierarchy and architecture
BRAND hierarchy and architectureBRAND hierarchy and architecture
BRAND hierarchy and architectureAnju Dony
 
Customer Based Brand Equity (CBBE) by Leroy J. Ebert
Customer Based Brand Equity (CBBE) by Leroy J. EbertCustomer Based Brand Equity (CBBE) by Leroy J. Ebert
Customer Based Brand Equity (CBBE) by Leroy J. EbertLeRoy J. Ebert MCIM Chartered Marketer (UK), MBA (AUS)
 
Brand ppt
Brand pptBrand ppt
Brand pptanjaliDeshmukh26
 
Brand architecture strategy
Brand architecture strategyBrand architecture strategy
Brand architecture strategyAna Jelveh آنا جلوه
 
Brand Identity Prism
Brand Identity PrismBrand Identity Prism
Brand Identity PrismAnjali Mehta
 
Branding Made Easy
Branding Made EasyBranding Made Easy
Branding Made EasyStacy Noland
 
MEASURING OUTCOMES OF BRAND EQUITY: CAPURING MARKET PERFORMANCE
MEASURING OUTCOMES OF BRAND EQUITY: CAPURING MARKET PERFORMANCE MEASURING OUTCOMES OF BRAND EQUITY: CAPURING MARKET PERFORMANCE
MEASURING OUTCOMES OF BRAND EQUITY: CAPURING MARKET PERFORMANCEAvinash Singh
 
Brand Equity Presentation
Brand Equity PresentationBrand Equity Presentation
Brand Equity Presentationvijaydh
 
Brand Positioning
Brand PositioningBrand Positioning
Brand PositioningSameer Mathur
 
Är ditt Employer Brand rätt positionerat?
Är ditt Employer Brand rätt positionerat?Är ditt Employer Brand rätt positionerat?
Är ditt Employer Brand rätt positionerat?Kantar Sifo
 

Más contenido relacionado

La actualidad más candente

Customer Based Brand Equity
Customer Based Brand EquityCustomer Based Brand Equity
Customer Based Brand EquityYIGIT ACIKAY
 
Brand Positioning
Brand PositioningBrand Positioning
Brand PositioningSj -
 
DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM
DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM
DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEMAvinash Singh
 
Marketing - Brand Positioning
Marketing - Brand Positioning Marketing - Brand Positioning
Marketing - Brand Positioning Abhishek Salunke
 
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITYAvinash Singh
 
Introduction to Brand Management
Introduction to Brand ManagementIntroduction to Brand Management
Introduction to Brand ManagementHafiz Hudani
 
INTRODUCTING AND NAMING NEW PRODUCTS AND BRAND EXTENSIONS
INTRODUCTING AND NAMING NEW PRODUCTS AND BRAND EXTENSIONSINTRODUCTING AND NAMING NEW PRODUCTS AND BRAND EXTENSIONS
INTRODUCTING AND NAMING NEW PRODUCTS AND BRAND EXTENSIONSAshish Hande
 
BRAND hierarchy and architecture
BRAND hierarchy and architectureBRAND hierarchy and architecture
BRAND hierarchy and architectureAnju Dony
 
Brand Identity Prism
Brand Identity PrismBrand Identity Prism
Brand Identity PrismAnjali Mehta
 
Branding Made Easy
Branding Made EasyBranding Made Easy
Branding Made EasyStacy Noland
 
MEASURING OUTCOMES OF BRAND EQUITY: CAPURING MARKET PERFORMANCE
MEASURING OUTCOMES OF BRAND EQUITY: CAPURING MARKET PERFORMANCE MEASURING OUTCOMES OF BRAND EQUITY: CAPURING MARKET PERFORMANCE
MEASURING OUTCOMES OF BRAND EQUITY: CAPURING MARKET PERFORMANCEAvinash Singh
 
Brand Equity Presentation
Brand Equity PresentationBrand Equity Presentation
Brand Equity Presentationvijaydh
 

La actualidad más candente (20)

Customer Based Brand Equity
Customer Based Brand EquityCustomer Based Brand Equity
Customer Based Brand Equity
 
Brand Positioning
Brand PositioningBrand Positioning
Brand Positioning
 
DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM
DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM
DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM
 
Brand Value chain
Brand Value chainBrand Value chain
Brand Value chain
 
Choosing brand elements
Choosing brand elementsChoosing brand elements
Choosing brand elements
 
Marketing - Brand Positioning
Marketing - Brand Positioning Marketing - Brand Positioning
Marketing - Brand Positioning
 
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
 
Introduction to Brand Management
Introduction to Brand ManagementIntroduction to Brand Management
Introduction to Brand Management
 
Developing a Brand Strategy
Developing a Brand StrategyDeveloping a Brand Strategy
Developing a Brand Strategy
 
INTRODUCTING AND NAMING NEW PRODUCTS AND BRAND EXTENSIONS
INTRODUCTING AND NAMING NEW PRODUCTS AND BRAND EXTENSIONSINTRODUCTING AND NAMING NEW PRODUCTS AND BRAND EXTENSIONS
INTRODUCTING AND NAMING NEW PRODUCTS AND BRAND EXTENSIONS
 
Brand Identity
Brand IdentityBrand Identity
Brand Identity
 
Brand positioning
Brand positioning Brand positioning
Brand positioning
 
BRAND hierarchy and architecture
BRAND hierarchy and architectureBRAND hierarchy and architecture
BRAND hierarchy and architecture
 
Customer Based Brand Equity (CBBE) by Leroy J. Ebert
Customer Based Brand Equity (CBBE) by Leroy J. EbertCustomer Based Brand Equity (CBBE) by Leroy J. Ebert
Customer Based Brand Equity (CBBE) by Leroy J. Ebert
 
Brand ppt
Brand pptBrand ppt
Brand ppt
 
Brand architecture strategy
Brand architecture strategyBrand architecture strategy
Brand architecture strategy
 
Brand Identity Prism
Brand Identity PrismBrand Identity Prism
Brand Identity Prism
 
Branding Made Easy
Branding Made EasyBranding Made Easy
Branding Made Easy
 
MEASURING OUTCOMES OF BRAND EQUITY: CAPURING MARKET PERFORMANCE
MEASURING OUTCOMES OF BRAND EQUITY: CAPURING MARKET PERFORMANCE MEASURING OUTCOMES OF BRAND EQUITY: CAPURING MARKET PERFORMANCE
MEASURING OUTCOMES OF BRAND EQUITY: CAPURING MARKET PERFORMANCE
 
Brand Equity Presentation
Brand Equity PresentationBrand Equity Presentation
Brand Equity Presentation
 

Similar a Brand Mantra

Är ditt Employer Brand rätt positionerat?
Är ditt Employer Brand rätt positionerat?Är ditt Employer Brand rätt positionerat?
Är ditt Employer Brand rätt positionerat?Kantar Sifo
 
About the subject
About the subjectAbout the subject
About the subjectmadan kumar
 
Business environment
Business environmentBusiness environment
Business environmentsmumbahelp
 
Coaching & Mentoring
Coaching & MentoringCoaching & Mentoring
Coaching & MentoringSriman Misra
 
Resume - VRK - JUN 2015
Resume - VRK - JUN 2015Resume - VRK - JUN 2015
Resume - VRK - JUN 2015RAMAKRISHNAN V
 
(MBASkills.IN) Customer Based Brand Equity
(MBASkills.IN) Customer Based Brand Equity(MBASkills.IN) Customer Based Brand Equity
(MBASkills.IN) Customer Based Brand EquitySameer Mathur
 
Smu mba sem 4 hr winter 2016 assignments
Smu mba sem 4 hr winter 2016 assignmentsSmu mba sem 4 hr winter 2016 assignments
Smu mba sem 4 hr winter 2016 assignmentssolved_assignments
 
Smu mba sem 4 hr fall 2016 assignments
Smu mba sem 4 hr fall 2016 assignmentsSmu mba sem 4 hr fall 2016 assignments
Smu mba sem 4 hr fall 2016 assignmentssolved_assignments
 
Mu0015 –compensation and benefits winter 2014
Mu0015 –compensation and benefits winter 2014Mu0015 –compensation and benefits winter 2014
Mu0015 –compensation and benefits winter 2014Mba Assignments
 
Getting systematic about management assessment
Getting systematic about management assessmentGetting systematic about management assessment
Getting systematic about management assessmentLeslie S. Pratch
 
Smu mba sem 4 hr summer 2016 assignments
Smu mba sem 4 hr summer 2016 assignmentsSmu mba sem 4 hr summer 2016 assignments
Smu mba sem 4 hr summer 2016 assignmentsPradeep Sharma
 

Similar a Brand Mantra (20)

Brand Positioning
Brand PositioningBrand Positioning
Brand Positioning
 
Är ditt Employer Brand rätt positionerat?
Är ditt Employer Brand rätt positionerat?Är ditt Employer Brand rätt positionerat?
Är ditt Employer Brand rätt positionerat?
 
CURRICULAM VITAE updated
CURRICULAM VITAE updatedCURRICULAM VITAE updated
CURRICULAM VITAE updated
 
Paresh Resume1
Paresh Resume1Paresh Resume1
Paresh Resume1
 
Paresh Resume
Paresh ResumeParesh Resume
Paresh Resume
 
About the subject
About the subjectAbout the subject
About the subject
 
RESUME-JAYA-updated
RESUME-JAYA-updatedRESUME-JAYA-updated
RESUME-JAYA-updated
 
shashank new resume
shashank new resumeshashank new resume
shashank new resume
 
Business environment
Business environmentBusiness environment
Business environment
 
Coaching & Mentoring
Coaching & MentoringCoaching & Mentoring
Coaching & Mentoring
 
Resume - VRK - JUN 2015
Resume - VRK - JUN 2015Resume - VRK - JUN 2015
Resume - VRK - JUN 2015
 
(MBASkills.IN) Customer Based Brand Equity
(MBASkills.IN) Customer Based Brand Equity(MBASkills.IN) Customer Based Brand Equity
(MBASkills.IN) Customer Based Brand Equity
 
Sumit1
Sumit1Sumit1
Sumit1
 
Smu mba sem 4 hr winter 2016 assignments
Smu mba sem 4 hr winter 2016 assignmentsSmu mba sem 4 hr winter 2016 assignments
Smu mba sem 4 hr winter 2016 assignments
 
Smu mba sem 4 hr fall 2016 assignments
Smu mba sem 4 hr fall 2016 assignmentsSmu mba sem 4 hr fall 2016 assignments
Smu mba sem 4 hr fall 2016 assignments
 
vivek saraogi
vivek saraogivivek saraogi
vivek saraogi
 
Mu0015 –compensation and benefits winter 2014
Mu0015 –compensation and benefits winter 2014Mu0015 –compensation and benefits winter 2014
Mu0015 –compensation and benefits winter 2014
 
Getting systematic about management assessment
Getting systematic about management assessmentGetting systematic about management assessment
Getting systematic about management assessment
 
Smu mba sem 4 hr summer 2016 assignments
Smu mba sem 4 hr summer 2016 assignmentsSmu mba sem 4 hr summer 2016 assignments
Smu mba sem 4 hr summer 2016 assignments
 
smita CV USA
smita CV USAsmita CV USA
smita CV USA
 

Más de Sameer Mathur

Purple Cow - Book Summary
Purple Cow - Book SummaryPurple Cow - Book Summary
Purple Cow - Book SummarySameer Mathur
 
Buyology - Book Summary
Buyology - Book SummaryBuyology - Book Summary
Buyology - Book SummarySameer Mathur
 
Integrated Marketing Communications to Build Brand Equity
Integrated Marketing Communications to Build Brand EquityIntegrated Marketing Communications to Build Brand Equity
Integrated Marketing Communications to Build Brand EquitySameer Mathur
 
Integrated Marketing Communications
Integrated Marketing CommunicationsIntegrated Marketing Communications
Integrated Marketing CommunicationsSameer Mathur
 
The Consumer Purchase Decision Process
The Consumer Purchase Decision ProcessThe Consumer Purchase Decision Process
The Consumer Purchase Decision ProcessSameer Mathur
 
Definitions of Marketing
Definitions of MarketingDefinitions of Marketing
Definitions of MarketingSameer Mathur
 
How do we define and classify services, and how do they differ from goods
How do we define and classify services, and how do they differ from goodsHow do we define and classify services, and how do they differ from goods
How do we define and classify services, and how do they differ from goodsSameer Mathur
 
How can we improve service quality
How can we improve service qualityHow can we improve service quality
How can we improve service qualitySameer Mathur
 
How can companies use packaging, labelling, warranties and guarantees as mark...
How can companies use packaging, labelling, warranties and guarantees as mark...How can companies use packaging, labelling, warranties and guarantees as mark...
How can companies use packaging, labelling, warranties and guarantees as mark...Sameer Mathur
 
How can companies differentiate products
How can companies differentiate productsHow can companies differentiate products
How can companies differentiate productsSameer Mathur
 
Why is product design important and what factors affect a good design?
Why is product design important and what factors affect a good design?Why is product design important and what factors affect a good design?
Why is product design important and what factors affect a good design?Sameer Mathur
 
What are the characteristics of products and how do marketers classify products?
What are the characteristics of products and how do marketers classify products?What are the characteristics of products and how do marketers classify products?
What are the characteristics of products and how do marketers classify products?Sameer Mathur
 
How can companies combine products to create strong co brands or ingredient b...
How can companies combine products to create strong co brands or ingredient b...How can companies combine products to create strong co brands or ingredient b...
How can companies combine products to create strong co brands or ingredient b...Sameer Mathur
 
How can a company build and manage its product mix and product lines
How can a company build and manage its product mix and product linesHow can a company build and manage its product mix and product lines
How can a company build and manage its product mix and product linesSameer Mathur
 
Hbr article Ditch the discounts- By Mausumi
Hbr article Ditch the discounts- By MausumiHbr article Ditch the discounts- By Mausumi
Hbr article Ditch the discounts- By MausumiSameer Mathur
 
Advertising Analytics 2.0
Advertising Analytics 2.0 Advertising Analytics 2.0
Advertising Analytics 2.0 Sameer Mathur
 

Más de Sameer Mathur (20)

Purple Cow - Book Summary
Purple Cow - Book SummaryPurple Cow - Book Summary
Purple Cow - Book Summary
 
Buyology - Book Summary
Buyology - Book SummaryBuyology - Book Summary
Buyology - Book Summary
 
Integrated Marketing Communications to Build Brand Equity
Integrated Marketing Communications to Build Brand EquityIntegrated Marketing Communications to Build Brand Equity
Integrated Marketing Communications to Build Brand Equity
 
Sales Promotion
Sales PromotionSales Promotion
Sales Promotion
 
Integrated Marketing Communications
Integrated Marketing CommunicationsIntegrated Marketing Communications
Integrated Marketing Communications
 
The Consumer Purchase Decision Process
The Consumer Purchase Decision ProcessThe Consumer Purchase Decision Process
The Consumer Purchase Decision Process
 
Definitions of Marketing
Definitions of MarketingDefinitions of Marketing
Definitions of Marketing
 
What is marketing?
What is marketing?What is marketing?
What is marketing?
 
Final assignment
Final assignmentFinal assignment
Final assignment
 
Nancy duarte
Nancy duarteNancy duarte
Nancy duarte
 
How do we define and classify services, and how do they differ from goods
How do we define and classify services, and how do they differ from goodsHow do we define and classify services, and how do they differ from goods
How do we define and classify services, and how do they differ from goods
 
How can we improve service quality
How can we improve service qualityHow can we improve service quality
How can we improve service quality
 
How can companies use packaging, labelling, warranties and guarantees as mark...
How can companies use packaging, labelling, warranties and guarantees as mark...How can companies use packaging, labelling, warranties and guarantees as mark...
How can companies use packaging, labelling, warranties and guarantees as mark...
 
How can companies differentiate products
How can companies differentiate productsHow can companies differentiate products
How can companies differentiate products
 
Why is product design important and what factors affect a good design?
Why is product design important and what factors affect a good design?Why is product design important and what factors affect a good design?
Why is product design important and what factors affect a good design?
 
What are the characteristics of products and how do marketers classify products?
What are the characteristics of products and how do marketers classify products?What are the characteristics of products and how do marketers classify products?
What are the characteristics of products and how do marketers classify products?
 
How can companies combine products to create strong co brands or ingredient b...
How can companies combine products to create strong co brands or ingredient b...How can companies combine products to create strong co brands or ingredient b...
How can companies combine products to create strong co brands or ingredient b...
 
How can a company build and manage its product mix and product lines
How can a company build and manage its product mix and product linesHow can a company build and manage its product mix and product lines
How can a company build and manage its product mix and product lines
 
Hbr article Ditch the discounts- By Mausumi
Hbr article Ditch the discounts- By MausumiHbr article Ditch the discounts- By Mausumi
Hbr article Ditch the discounts- By Mausumi
 
Advertising Analytics 2.0
Advertising Analytics 2.0 Advertising Analytics 2.0
Advertising Analytics 2.0
 

Último

Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...
Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...
Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...christianmathematics
 
Nutritional Needs Presentation - HLTH 104
Nutritional Needs Presentation - HLTH 104Nutritional Needs Presentation - HLTH 104
Nutritional Needs Presentation - HLTH 104misteraugie
 
Arihant handbook biology for class 11 .pdf
Arihant handbook biology for class 11 .pdfArihant handbook biology for class 11 .pdf
Arihant handbook biology for class 11 .pdfchloefrazer622
 
Call Girls in Dwarka Mor Delhi Contact Us 9654467111
Call Girls in Dwarka Mor Delhi Contact Us 9654467111Call Girls in Dwarka Mor Delhi Contact Us 9654467111
Call Girls in Dwarka Mor Delhi Contact Us 9654467111Sapana Sha
 
Disha NEET Physics Guide for classes 11 and 12.pdf
Disha NEET Physics Guide for classes 11 and 12.pdfDisha NEET Physics Guide for classes 11 and 12.pdf
Disha NEET Physics Guide for classes 11 and 12.pdfchloefrazer622
 
A Critique of the Proposed National Education Policy Reform
A Critique of the Proposed National Education Policy ReformA Critique of the Proposed National Education Policy Reform
A Critique of the Proposed National Education Policy ReformChameera Dedduwage
 
Interactive Powerpoint_How to Master effective communication
Interactive Powerpoint_How to Master effective communicationInteractive Powerpoint_How to Master effective communication
Interactive Powerpoint_How to Master effective communicationnomboosow
 
Q4-W6-Restating Informational Text Grade 3
Q4-W6-Restating Informational Text Grade 3Q4-W6-Restating Informational Text Grade 3
Q4-W6-Restating Informational Text Grade 3JemimahLaneBuaron
 
Accessible design: Minimum effort, maximum impact
Accessible design: Minimum effort, maximum impactAccessible design: Minimum effort, maximum impact
Accessible design: Minimum effort, maximum impactdawncurless
 
Advanced Views - Calendar View in Odoo 17
Advanced Views - Calendar View in Odoo 17Advanced Views - Calendar View in Odoo 17
Advanced Views - Calendar View in Odoo 17Celine George
 
9548086042 for call girls in Indira Nagar with room service
9548086042 for call girls in Indira Nagar with room service9548086042 for call girls in Indira Nagar with room service
9548086042 for call girls in Indira Nagar with room servicediscovermytutordmt
 
Sports & Fitness Value Added Course FY..
Sports & Fitness Value Added Course FY..Sports & Fitness Value Added Course FY..
Sports & Fitness Value Added Course FY..Disha Kariya
 
1029-Danh muc Sach Giao Khoa khoi 6.pdf
1029-Danh muc Sach Giao Khoa khoi 6.pdf1029-Danh muc Sach Giao Khoa khoi 6.pdf
1029-Danh muc Sach Giao Khoa khoi 6.pdfQucHHunhnh
 
Ecosystem Interactions Class Discussion Presentation in Blue Green Lined Styl...
Ecosystem Interactions Class Discussion Presentation in Blue Green Lined Styl...Ecosystem Interactions Class Discussion Presentation in Blue Green Lined Styl...
Ecosystem Interactions Class Discussion Presentation in Blue Green Lined Styl...fonyou31
 
fourth grading exam for kindergarten in writing
fourth grading exam for kindergarten in writingfourth grading exam for kindergarten in writing
fourth grading exam for kindergarten in writingTeacherCyreneCayanan
 
The Most Excellent Way | 1 Corinthians 13
The Most Excellent Way | 1 Corinthians 13The Most Excellent Way | 1 Corinthians 13
The Most Excellent Way | 1 Corinthians 13Steve Thomason
 

Último (20)

Código Creativo y Arte de Software | Unidad 1
Código Creativo y Arte de Software | Unidad 1Código Creativo y Arte de Software | Unidad 1
Código Creativo y Arte de Software | Unidad 1
 
Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...
Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...
Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...
 
Nutritional Needs Presentation - HLTH 104
Nutritional Needs Presentation - HLTH 104Nutritional Needs Presentation - HLTH 104
Nutritional Needs Presentation - HLTH 104
 
Mattingly "AI & Prompt Design: Structured Data, Assistants, & RAG"
Mattingly "AI & Prompt Design: Structured Data, Assistants, & RAG"Mattingly "AI & Prompt Design: Structured Data, Assistants, & RAG"
Mattingly "AI & Prompt Design: Structured Data, Assistants, & RAG"
 
INDIA QUIZ 2024 RLAC DELHI UNIVERSITY.pptx
INDIA QUIZ 2024 RLAC DELHI UNIVERSITY.pptxINDIA QUIZ 2024 RLAC DELHI UNIVERSITY.pptx
INDIA QUIZ 2024 RLAC DELHI UNIVERSITY.pptx
 
Arihant handbook biology for class 11 .pdf
Arihant handbook biology for class 11 .pdfArihant handbook biology for class 11 .pdf
Arihant handbook biology for class 11 .pdf
 
Call Girls in Dwarka Mor Delhi Contact Us 9654467111
Call Girls in Dwarka Mor Delhi Contact Us 9654467111Call Girls in Dwarka Mor Delhi Contact Us 9654467111
Call Girls in Dwarka Mor Delhi Contact Us 9654467111
 
Disha NEET Physics Guide for classes 11 and 12.pdf
Disha NEET Physics Guide for classes 11 and 12.pdfDisha NEET Physics Guide for classes 11 and 12.pdf
Disha NEET Physics Guide for classes 11 and 12.pdf
 
A Critique of the Proposed National Education Policy Reform
A Critique of the Proposed National Education Policy ReformA Critique of the Proposed National Education Policy Reform
A Critique of the Proposed National Education Policy Reform
 
Interactive Powerpoint_How to Master effective communication
Interactive Powerpoint_How to Master effective communicationInteractive Powerpoint_How to Master effective communication
Interactive Powerpoint_How to Master effective communication
 
Q4-W6-Restating Informational Text Grade 3
Q4-W6-Restating Informational Text Grade 3Q4-W6-Restating Informational Text Grade 3
Q4-W6-Restating Informational Text Grade 3
 
Accessible design: Minimum effort, maximum impact
Accessible design: Minimum effort, maximum impactAccessible design: Minimum effort, maximum impact
Accessible design: Minimum effort, maximum impact
 
Advanced Views - Calendar View in Odoo 17
Advanced Views - Calendar View in Odoo 17Advanced Views - Calendar View in Odoo 17
Advanced Views - Calendar View in Odoo 17
 
Advance Mobile Application Development class 07
Advance Mobile Application Development class 07Advance Mobile Application Development class 07
Advance Mobile Application Development class 07
 
9548086042 for call girls in Indira Nagar with room service
9548086042 for call girls in Indira Nagar with room service9548086042 for call girls in Indira Nagar with room service
9548086042 for call girls in Indira Nagar with room service
 
Sports & Fitness Value Added Course FY..
Sports & Fitness Value Added Course FY..Sports & Fitness Value Added Course FY..
Sports & Fitness Value Added Course FY..
 
1029-Danh muc Sach Giao Khoa khoi 6.pdf
1029-Danh muc Sach Giao Khoa khoi 6.pdf1029-Danh muc Sach Giao Khoa khoi 6.pdf
1029-Danh muc Sach Giao Khoa khoi 6.pdf
 
Ecosystem Interactions Class Discussion Presentation in Blue Green Lined Styl...
Ecosystem Interactions Class Discussion Presentation in Blue Green Lined Styl...Ecosystem Interactions Class Discussion Presentation in Blue Green Lined Styl...
Ecosystem Interactions Class Discussion Presentation in Blue Green Lined Styl...
 
fourth grading exam for kindergarten in writing
fourth grading exam for kindergarten in writingfourth grading exam for kindergarten in writing
fourth grading exam for kindergarten in writing
 
The Most Excellent Way | 1 Corinthians 13
The Most Excellent Way | 1 Corinthians 13The Most Excellent Way | 1 Corinthians 13
The Most Excellent Way | 1 Corinthians 13
 

Brand Mantra

  • 1. Prof. Sameer Mathur, Ph.D. Brand Mantra © Sameer Mathur 1
  • 2. Sameer Mathur Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 Indian Institute of Management, Lucknow Marketing Professor 2013 – 2Harshit Khaitan BTech, IIT Kanpur © Sameer Mathur 2
  • 3. Overview Core Brand Values Brand Mantra © Sameer Mathur 3
  • 4. Core Brand Values Set of abstract concepts or phrases that characterize the five to ten most important dimensions of the mental map of a brand Relate to points-of-parity and points-of- difference © Sameer Mathur 4
  • 5. Mental map Core brand value Brand mantra © Sameer Mathur 5 Core Brand Values
  • 6. Brand Mantras An articulation of the l heart and soulz of the brand “Brand essence” or “Core brand promise” Short three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning and brand values © Sameer Mathur 6
  • 8. Designing the Brand Mantra • Describes the nature of the product or service or the type of experiences or benefits the brand provides Brand functions • Further clarifies its nature Descriptive modifier • Provides another qualifier—how exactly does the brand provide benefits, and in what way? Emotional modifier © Sameer Mathur 8
  • 9. Designing the Brand Mantra © Sameer Mathur 9 Emotional Modifier Descriptive Modifier Brand Function Authentic Athletic Performance Fun Family Entertainment Fun Folks Food
  • 10. Summary Core Brand Values Brand Mantra © Sameer Mathur 10
  • 11. Credits © Sameer Mathur 11 h" p ://soshable.com/4-‐ways-‐to-‐increase-‐brand-‐awareness-‐using-‐your-‐facebook-‐page/ h" p ://www.brand-‐image.com/ h" p ://healthy-‐food-‐blog.com/?a"achment_id=149 h" p://markeBngbones.com/consumer-‐brand-‐beliefs/ h" p ://shopping.rediff.com/product/ask-‐4-‐ks-‐-‐-‐kamasutra-‐premium-‐do" ed-‐condom-‐pack- ‐of-‐20/10844568 K. L. Keller, M. G. Parameswaram, I. Jacob. (2011) . Strategic Brand Management(3rd edition). India: PEARSON