7.-Branding

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• Brand Mantra :
Brand Mantras are short, three-to-five-word phrases that capture the irrefutable
essence or spirit of the brand positioning.
Brand mantra is an articulation of the heart and soul of the brand.
Closely related with concepts like “brand essence” and “core brand promise.”
Must economically communicate what the brand is and what it is not.
Examples :
 McDonald’s brand philosophy is essentially captured by “Food, Folks and Fun.”

 Nike marketers adopted the three-word brand mantra, “authentic athletic
performance,” to guide their marketing efforts.
 Disney adopted an internal brand mantra of “fun family entertainment” to serve
as a screen for proposed ventures. Opportunities that were not consistent with the
brand mantra-no matter how appealing-were rejected.
 Designing a Brand Mantra :
Brand Mantras are designed with internal purposes in mind.

A brand slogan is an external translation that attempts to creatively engage
consumers.
Designed to capture a brand’s point-of-difference, that is, what is unique about the
brand.
Example : Nike’s internal mantra is “authentic athletic performance”, its external
slogan was “Just Do It.”
Communicate
A good brand mantra should define the category or (categories) of business for
the brand and set the brand boundaries. It should also clarify what is unique
Three Key about the brand.
Criteria Simplify
for a It should be short, crisp, memorable and vivid in meaning.

Brand
Mantra Inspire
Ideally, the brand mantra should also stake out the ground that is personally
meaningful and relevant to as many as employees as possible.

Brand Positioning Bull’s Eye :
A brand bull’s eye provides content and context to improve everyone’s
understanding of the position of the brand in the organization.
Consumer
Target
ConsumerCinSCCC
Insight Values/Personality/Character
Substantiators
(Reasons-to-believe)
Points-of-Parity
Consumer
BrandPoi
Mantra takeaway
Points-of-Difference
Exceptional Properties/
Visual Identity
Consumer Need
State
Competitive
Product Set

Category Membership :
For an established brand positioning, consumers need to understand in which
category or categories it competes and its points-of-parity and points-of-difference
with respect to those competitors.
Example : 1. Consumers are aware that Lakme is a leading of cosmetics
2. Raymond is a leading brand of men’s formal wear.
 Communicating Category Membership :
• Reassuring consumers that the brand will deliver

Announcing • Example : 1. Industrial tools might claim to have
Category Benefits durability
2. Antacids might announce their efficacy
• Well-known noteworthy brands in a category can also

Comparing to help a brand specify its category membership.
Exemplars • Example : Tommy Hilfiger associating him with Calvin
klein and Perry Ellis
• The product descriptor that follows the brand is often a

Relying on the concise means of conveying category origin
• Example : Ford Motor Co. invested more than $1 billion
product descriptor on a radical new 2004 model called the X-trainer ,
designating it as a "sports wagon".
 All marketing strategy is built on segmentation, targeting, and

positioning (STP).
 A company discovers different needs and groups in the
marketplace, targets those it can satisfy in a superior way, and
then positions its offerings so that the target market recognizes
the company’s distinctive offerings and images.

 Differentiation Strategies :
Competitive Advantage is a company’s ability to perform in one or more ways that
competitors cannot or will not match. Michael Porter urged companies to build a
sustainable competitive advantage.
But few competitive advantages are sustainable. At best, they are leverageable.
A leverageable advantage is one that a company can use as a springboard to new
advantages.
Example : Microsoft has leveraged its operating system to Microsoft Office and
then to networking applications.
• Means of Differentiation :
DIFFERENTIATION
Channel Differentiation : Image Differentiation :
Employee Differentiation : Services Differentiation :
Companies can more Companies can craft
Companies can have effectively and efficiently powerful, compelling A service company can
better-trained employees design their distribution images that appeal to differentiate itself by
who provide superior channel's coverage, consumer's social and designing a better and
customer service. expertise, and psychological needs. faster delivery system that
performance. provides more effective
and efficient solutions to
Example : Singapore Example : Marlboro's consumers.
Airlines is well regarded in Example : Eureka Forbes macho cowboy ; Park
large part because of its competing through its Avenue, Van Huesen, Allen
flight attendants. direct-to-home channel Solly's distinctive images.
• Levels of Differentiation :
•On-time delivery, order completeness, and
Reliabilty
order-cycle time
•Handling Emergencies,
Resilience product recalls, and inquiries
•Better information Systems, usage of

Innovativeness
bar coding and mixed pallets

 Emotional Branding :
A good positioning should contain PODs and POPs that appeal both to the head and
to the heart.
Strong brands often seek to build on their performance advantages to strike an
emotional chord with their customers.
Brands that are lovemarks, command both respect and love. It results from a
brand’s ability to achieve the following :
Mystery : Draws together stories, metaphors, dreams and

symbols. Adds to the complexity of experiences and people
are naturally drawn to what they don't know
Sensuality : Keeps the five senses on constant alert for new
textures, intriguinging scents and tastes , wonderful music,
and other sensory stimuli.
Intimacy : Empathy, commitment and passion. The close
connections that wins intense loyalty as well as the small
perfect gesture.
Alternative Approaches to Branding :
APPROACHES
Brand Journalism : Cultural Branding :

Brand Narratives & Marketers should For companies to build iconic
Storytelling : communicate different brands, they must assemble
messages to different market cultural knowledge strategize
Positioning a brand as telling segments , as long as they accordingly to cultural
a narrative or story. broadly fit within the basic branding principles, and hire
broad image of the brand. and train cultural experts.

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WHY OUR

MARKETING : BRANDING +WWW.ANUJJINDAL.IN;9999466225;SUCCESSRBI@ANUJJINDAL.IN

 McDonald’s brand philosophy is essentially captured by “Food, Folks and Fun.”

 Designing a Brand Mantra :

Brand Mantras are designed with internal purposes in mind.

for a It should be short, crisp, memorable and vivid in meaning.

MARKETING : BRANDING +WWW.ANUJJINDAL.IN;9999466225;SUCCESSRBI@ANUJJINDAL.IN

MARKETING : BRANDING +WWW.ANUJJINDAL.IN;9999466225;SUCCESSRBI@ANUJJINDAL.IN

 Communicating Category Membership :

• Reassuring consumers that the brand will deliver

• Well-known noteworthy brands in a category can also

• The product descriptor that follows the brand is often a

 All marketing strategy is built on segmentation, targeting, and

MARKETING : BRANDING +WWW.ANUJJINDAL.IN;9999466225;SUCCESSRBI@ANUJJINDAL.IN

•Better information Systems, usage of

MARKETING : BRANDING +WWW.ANUJJINDAL.IN;9999466225;SUCCESSRBI@ANUJJINDAL.IN

Mystery : Draws together stories, metaphors, dreams and

Alternative Approaches to Branding :

Brand Journalism : Cultural Branding :

MARKETING : BRANDING +WWW.ANUJJINDAL.IN;9999466225;SUCCESSRBI@ANUJJINDAL.IN

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