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Define Brand Mantra
Definition of Brand Mantra

§  A Brand Mantra is a short, three to five-word phrase that captures the irrefutable essence or sprit of the brand positioning.

§  Brand Mantra is not a tagline.

Brand Mantra are powerful and useful tools:

§  Provide guidance for decision making in brand extension

(Example: about what products to introduce under the brand and where and how the brand should be sold)

§  Help the brand present a consistent image

§  Filter marketing activities

Designing Brand Mantra has three components

1.   Emotional Modifier    : How does brand provide benefits in what ways

2.   Descriptive Modifier  : Nature of the benefit and experience of brand

3.   Brand Function           : Nature of product or service or type of experience or benefits

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1. Learning Advantage
Brand awareness influence the formation and strength of the association that make up the brand image. The higher the level of awareness the easier people learn about the brand and the better the brand is registered in the mind. For example: Apple and Samsung are two biggest brand when it comes to gadgets, both of them already achieve a high level of awareness in the eye of customer because both of them are easy to learn since they are already famous. Almost all of people using Apple or Samsung products.

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The probability that the existence and availability of a particular brand of a product is recognized well by its potential customers is known as brand awareness.

·         Brand recognition is consumer ability to confirm prior exposure to the brand when given the brand as a cue . It requires that consumers can correctly distinguish the brand as having been previously seen or heard (Keller, 2003). Eg : If someone ask “Do you know Maybelline?” “Yes. It’s a makeup brand right?”

·         Brand recall is consumer ability to retrieve the brand from memory when given the product category, the needs fulfilled by the category, or a purchase or usage situation as a cue. It requires that consumers correctly generate the brand from memory (Keller, 1993).Eg : If someone ask “Can you mention some of sports brand?” “Nike, Adidas, Puma, Rebook, etc”

In Gannett case, we can take Gannett as an example how they establish brand awareness by do the repetition by promoting their company through elevator advertisements, newspaper, etc. Therefore people will always aware about Gannett.

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2. Consideration Advantages
Consumer must consider the brand whenever they are making a purchase for which it could be acceptable or fulfilling a need it could satisfy. Raising brand awareness increases a likelihood that the brand will be a member of the consideration.  Consumers are rarely loyal to only one brand but instead have a set of brands they would consider buying and another possibly smaller set of brands they actually buy on a regular basis. For example, customers may have a plenty of brand consideration before purchasing like for a shampoo there are dove, pantene, loreal, tresemme, etc. Maybe that customer always using pantene as his/her shampoo but when he/she going to different place to buy, suddenly the price is higher at there rather than the place he/she usually go. If he/she is a price oriented customer, he/she might buy another product (for example "dove" because in that place dove is cheaper than pantene) that still in his/her consideration set.

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3. Choice Advantages
It can affect choices among brands in the consideration set, even if there are essentially no other association to those brands. Consumers have been shown adopt a decision rule to buy only more familiar and well-established brands, a minimum level of brand awareness may be sufficient for product choice, even in the absence of a well-formed attitude. For example, a customer always buy a car that produce by Honda. That customer already know the advantages and disadvantages of Honda's cars based on the customer past experience. So, it may affect their choice in repurchase. But, usually that customer will choose the product that they are already familiar with to make it simple because they are too lazy to learn something new and unfamiliar.

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Example: Gannett

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Brand image is the current view of the customers about a brand. It can be defined as a unique bundle of associations within the minds of target customers. It signifies what the brand presently stands for.
Example: Frenz Hotel

-brand awareness
-aimed all level class people
-concentrate on people's need on leisure
-digital marketing
-advertisement on taxis
-create "wow" look
Example: The Body Shop
A world wide known brand now without using conventional advertising. It is because of their unique association with :-
1. Product
2. Packaging
3.Merchandising
4.Staff
5.Sourcing Policies
6.Social Action Program
7. Public Relations Programs & Activities

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The more deeply a person thinks about product information and relates it to existing brand knowledge,the stronger the resulting brand associations will be.

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Markets create fovorable brand associations by convincing consumers that the brand possesses relevant attitudes and benefits that satisfy their needs and wants,such that they form positive overall brand judgements.

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The essence of brand positing is that the brand has a sustainable competitive advintage or "unique selling proposition"that gives consumers a compelling reson why they should buy it.

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Brand Positioning is at the heart of marketing. Act of designing the company's offer and image so that it occupies a distinct and valued place in the target customer's mind. Help guide marketing strategy by clarifying what a brand is all about.
1. who the target customer is
2. who the main competitors are
3. how the brand is similar to these competitors
4. how the brand is different from them

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Segmentation Bases
The segmentation bases for consumer and business-to-business markets, also classified as descriptive or customer-oriented or as behavioral or product oriented.
Consumer Segmentation Bases
- Behavioral
- Demographic
- Psychographic
- Geographic
Business-to-Business Segmentation Bases
- Nature of good
- Buying condition
- Demographic
Build on Brand Loyalty
Traces the consumer behavior in terms of initial awareness through brand-most-often-used.
Step:
1. Aware
2. Ever tried
3. Recent trial
4. Occasional use
5. Regular use
6. Most often use
Criteria
Identifiability: Can we easily identify the segment?
Size: Is there adequate sales potential in the segment?
Accessibility: Are specialized distribution outlets and communication media available to reach the segment?
Responsiveness: How favorably will the segment respond to a tailored marketing program?
An obvious consideration in defining market segments is profitability.

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Points of parity are those elements that are considered mandatory for a brand to be considered a legitimate competitor in its specific category.
Three types of point of parity:

*Category point of parity
·         Means the brand offers necessary category features
·         May change over due to the consumer trend, technological advance, legal development
A bank will not be suitable, for example, unless it offers adequate ATM service, provide safety deposit boxes

*Competitive point of parity
·         Designed to negate a competitor’s point of difference
.         For example, the problem that their offer is perceived as inferior in quality in comparison to the competition
* Correlational point of parity
·         Refer to negative association arise from the existence of others, more positive associations for the brand
. For example, consumer might find it is impossible when the brand is inexpensive and at the same time of the highest quality

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-brands that produce similer product with other brands.
-consumers in segment will always look to other brands in their purchase  decisions.

Indirect competition
-does not share performance related attributes with other brands, it can stilk share more abstract associations and face indirect competition in a more brodly defined product category
-competition often occurs at the benefit level rather than the attribute level

Multiple frames of reference
-Not uncommonufor brand to identify more than one frame of reference.
-give the result of broader category competition ,the intended  future to the brand,or it can occur when the same function can be performed by different type products.
-for example
1)quick serve restaurants and convenient shops(mcd and dunkin donut)
2)supermarket brands for home consumption (nescafe and Folger)
3)local cafe(manager coffee and white coffee)
4)sport equipment (Adidas and nike)

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Points-of-difference (PODs) – Attributes or benefits consumers strongly associate with a brand, positively evaluate and believe they could not find to the same extent with a competing brand i.e. points where you are claiming superiority or exclusiveness over other products in the category.

Point of difference refers to the factors of products or services that establish differentiation. Differentiation is the way in which the goods or services of a company differ from its competitors Differentiation inclued product differentiation,price differentiation and differentiation focus.Indicators of the point of difference's success would be increased customer benefit and brand loyalty. However, an excessive degree of differentiation could cause the goods or services to lose their standard within a given industry, leading to a subsequent loss of consumers.

For example:Points of difference may rely on performance attributes (Hyundai provides six front and back seat "side curtain" airbags as standard equipment on all its models for increased safety) or perfor- manger benefits (Magnavox's electronic products have technological features.

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Defining and Communicating the Competitive Frame of Reference

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Defining and Communicating the Competitive Frame of Reference

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Communicating Category Benefits

by presebted the benefit in a manner doesn’t imply brand superiority but rarely just shows benefits the brand posseses. Example like industrial motors they might claim they have power

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Exemplars

by associating with well-known or expert on particular field could bring up the brand name. example when tommy hilfinger was unknown designer by associating with calvin klein and others had successfully brings up his brand for over two decades.

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Product Descriptor

Follows by brand name by mean brand name could reflect the brand itself. For example, USAir change its name to US Airways as transformation from a regional carrier with a poor reputation to a strong national or even international brand.

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Desirability Criteria

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Deliverability Criteria

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Differentiation Criteria

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Separate the Attributes

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Leverage Equity of Another Equity

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Redefine the Relationship

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Straddle positioning is the kind of positioning where the brands are looking for position itself in two categories simultaneously.

For example in 1980s when BMW entered the U.S. market they gave a significant competitive push in the market. Because at that time all the luxurious cars were not good in performance, and all the high performance cars were not that luxurious. So BMW came with the positioning of Luxurious as well as Performance. The slogan (The Ultimate Driving Machine) also very well supports the cause.

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Laddering
- associated with the brand   positioning
- POD to dominate competition on benefit
- e.g Maslow's hierarchy maintains that consumers have different priorities & level of needs
- attributes & benefit may led themselves to laddering more easily than others
- with more products & moves up the product hierarchy the brand's meaning will become more abstract.

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Reacting
- competitive action
- when competitor challenge an existing POD or attempts to overcome a POP,  there are essentially 3 main option for the target brand
* Do nothing
* Go on the defensive
* Go on the offensive

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Nike has a rich set of associations with consumers, revolving around such considerations as its innovative product designs, its sponsorships of top athletes, its award-winning advertising, its competitive drive, and its irreverent attitude.

Designing Brand Mantra of Nike:

| Emotional Modifier
§ Authentic
- Maintaining authenticity by the values of integrity and purity.
| Descriptive Modifier
§ Athletic
-Nike has expanded its brand meaning from ‘running shoes’ to ‘athletic shoes’ to ‘athletic shoes and apparel’ to ‘all things associated with athletics (including equipment)’
| Brand Function
§ Performance
- Design shoes that are durable and lightweight for runners.
- Linking the brand with professional level of competition.

Nike’s problem

1.     Experienced problems with marketing program

Results :

·       Failure to figure out how to translate its brand mantra to the marketing challenge at hand.

·       Attempted to translate its brand mantra into a less competitive arena.

Effect of Brand Mantra on Nike

1.     Nike rolled out its successful apparel line.

-        Should be innovative enough through material, cut, or design to truly benefit top athletes.

2.     Nike has been careful to avoid using the Nike name to brand products that did not fit with the brand mantra (casual ‘brown’ shoes).

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Designing Brand Mantra of Disney
✿ Emotional Modifier

Fun

Giving consumers great amount of happiness

✿ Descriptive Modifier

Family

It aims to deliver a marvelous experience to entire family

✿ Brand Function

Entertainment

Disney aims at delivering quality entertainment to masses

Disney’s problem
1.   Overexposed and Inappropriate use of Disney’s characters

Consumers feel that Disney was exploiting its brand name

2.   Due to Disney's aggressive marketing efforts, lead to Disney characters were being used to market almost everything without any discerning rationale.

Consumers did not differentiate between all the product endorsements

Effect of Brand Mantra on Disney
1. Used Brand Mantra as a screening device for proposed ventures

Disney adopted an internal brand mantra of “fun family entertainment”

2.   Rejected opportunities which were not consistent with Brand Mantra

3.   Rejected to Cobrand a mutual fund in Europe

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Considerations during the implementation of brand mantra:

1.     Communicate

-        Good brand mantra should both define the category/ categories of the business to set the brand boundaries and clarify what is unique about the brand

2.     Simplify

-        An effective brand mantra should be memorable, which mean it should be short, crisp and vivid.

-        Three-word mantra is ideal because it is most economical way to convey the brand positioning

3.     Inspire

-        Brand mantra should s take out ground that is personally meaningful and relevant to as many employees as possible.

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The Marketing Advantages of Strong Brands

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The Marketing Advantages of Strong Brands

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Greater Loyalty and Less Vulnerability to Competitive Marketing Actions and Crises

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Larger Margins

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Greater Trade Cooperation and Support

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Increased Marketing Communication Effectiveness

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Possible Licensing and Brand Extension Opportunities