·         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.

 
*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 

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.

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.

 

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. 

 

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).

✿ Descriptive Modifier 

✿ Brand Function 

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

 

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

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

2.   Rejected opportunities which were not consistent with Brand Mantra

3.   Rejected to Cobrand a mutual fund in Europe

§  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

-        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 stake out ground that is personally meaningful and relevant to as many employees as possible.