Written: 27th June 2016
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What is brand mantra?
A brand mantra is a memorable phrase (usually between 3 and 5 words) that encapsulates the brand. It describes what the brand is about and how it should be positioned in the mind of customers. In essence, Kevin Keller from Tuck School of Business describes a brand mantra as the 'heart and soul' of your brand. However, this should not be confused with advertising slogans and company mission statements.
Below are some of the notable brand mantras.
Below are some of the notable brand mantras.
Examples of brand mantra
Who is it for?
A brand mantra is designed specifically for employees but not customers. Employees and marketers must be able to understand what the company stands for in order to serve and communicate effectively to the customers. Many employees fail to do that, because they do not understand the nature of the workplace. Time and time again, organisations spend a fortune (sometimes millions of dollar) to produce long, vague mission statements.
Consider the example from Microsoft below:
Consider the example from Microsoft below:
At Microsoft, our mission is to enable people and business throughout the world to realise their full potential. We consider our mission statement a commitment to our customers. We delivered on that commitment by striving to create technology that is accessible to everyone - of all ages and abilities. Microsoft is one of the industry leaders in accessibility innovation and in building products that are safer and easier to use. |
The mission statement contains all the information necessary for readers to know what the company does, whom is the company for and what it promises to the customers. However, only a few Microsoft employees would be able to recite it. By having unmemorable statement, it is more likely to create a confusion among the employees who have the duty to deliver what the company promises to do. Therefore, it is the job of marketers to design a spiritual and meaningful mantra which is easier to learn by heart.
How to design brand mantra?
Brand mantra is made up of three components: brand function, descriptive modifier and emotional modifier.
1. Brand function: the term explains what a product or service provides to consumers i.e. benefits, experiences
2. Descriptive Modifier: the term further describes whom the brand is basically for i.e. athlete, family
3. Emotional Modifier: the term explains how consumers should feel about the brand
Note: There is no formal structure for brand mantra.
1. Brand function: the term explains what a product or service provides to consumers i.e. benefits, experiences
2. Descriptive Modifier: the term further describes whom the brand is basically for i.e. athlete, family
3. Emotional Modifier: the term explains how consumers should feel about the brand
Note: There is no formal structure for brand mantra.
Sources:
Microsoft (2016) Microsoft Commitment to Accessibility. Available at: http://www.microsoft.com/enable/microsoft/mission.aspx
Microsoft (2016) Microsoft Commitment to Accessibility. Available at: http://www.microsoft.com/enable/microsoft/mission.aspx
External Readings:
Baines, P. and Fill, C. (2014) Marketing. 3rd ed. Oxford: Oxford University Press
Keller, K. L. (2013) Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 4th ed. London: Pearson.
Kotler, P. and Armstrong, G. (2013) Principles of Marketing. 6th European ed. London: Pearson.
Kotler, P. and Kevin, K. L. (2015) Marketing Management. 15th ed. London: Pearson
Available at:
www.amazon.com
www.kinokuniya.com
www.asiabooks.com
www.barnesandnoble.com
www.waterstones.com
Baines, P. and Fill, C. (2014) Marketing. 3rd ed. Oxford: Oxford University Press
Keller, K. L. (2013) Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 4th ed. London: Pearson.
Kotler, P. and Armstrong, G. (2013) Principles of Marketing. 6th European ed. London: Pearson.
Kotler, P. and Kevin, K. L. (2015) Marketing Management. 15th ed. London: Pearson
Available at:
www.amazon.com
www.kinokuniya.com
www.asiabooks.com
www.barnesandnoble.com
www.waterstones.com
Copyright belongs to Bloomsbury Business Limited 2016
No parts of this publication can be copied and distributed on print or online medium without the consent of the company.
No parts of this publication can be copied and distributed on print or online medium without the consent of the company.