Assignment on How to increase own Brand Mantras

Submitted to

Dr. Md. Kashedul Wahab Tuhin

Associate Professor
Chairman Department of Marketing
Jahangirnagar University

Submitted by
Shobuz Mia
Id:20182077

Course Name & Subject Code : Brand Management (EMKT 519)

Session : Fall 2020

Submition Date : January 29,2021.

What is Brand Mantra ?

Brand value is the financial amount your brand is worth. Brand value can affect a company's
revenue and the overall market. It can often correspond to consumer awareness of a product, as
high brand value can influence how much a shopper will spend for the product.

What are criteria for a brand mantra?

The following are criteria for a brand mantra:

 A single-focused message
 Differentiation of the brand from competitors
 An evocation of customer experience with the brand
 Consistent delivery
 A representation of the reality of what a customer might feel

Brand mantras
To better establish what a brand represents, marketers will often define a brand mantra. A brand
mantra, as expressed by Kevin Lane Keller in his book

Strategic Brand Management, is a short, three- to five-word phrase that captures the irrefutable
essence or spirit of the brand positioning.

It‘s similar to "brand essence" or "core brand promise," and its purpose is to ensure that all
employees and external marketing partners understand what the brand most fundamentally is to
represent to consumers so they can adjust their actions accordingly.

For example, McDonald‘s brand philosophy of "Food, Folks, and Fun" nicely captures its brand
essence and core brand promise. Hey, makes me feel for a Big Mac right now!

Brand mantras are powerful devices. They can provide guidance about what products to
introduce under the brand, what ad campaigns to run, and where and how the brand should be
sold. They may even guide the most seemingly unrelated or mundane decisions, such as the look
of a reception area and the way employees answer the phone.

In effect, brand mantras create a mental filter to screen out brand-inappropriate marketing
activities or actions of any type that may have a negative bearing on customers‘ impressions of a
brand.

Brand mantras help the brand present a consistent image. Whenever a consumer or customer
encounters a brand – in any way, shape, or form – his or her knowledge about that brand may
change and affect the equity of the brand.

Indeed, when employees come into contact with consumers, either directly or indirectly, their
words and actions should consistently reinforce and support the brand meaning.
What makes a good brand mantra?
Let‘s quickly look at the brand mantras for two very successful companies – Nike and Disney.

Nike‘s marketers adopted a three-word brand mantra of "authentic athletic performance" to

guide their marketing efforts. Thus, in Nike‘s eyes, its entire marketing programmer – its
products and how they are sold – must reflect the key brand values conveyed by the brand
mantra.

And consider Disney. After an extensive brand audit, Disney adopted an internal brand mantra
of "fun family entertainment" to serve as a screening device for all proposed activities and
opportunities, and rigidly adheres to that no matter how appealing financially an opportunity
may appear to be.

Brand mantras don‘t necessarily have to follow this exact structure, but they should clearly
delineate what the brand is supposed to represent and therefore, at least implicitly, what it is not.

Here are two key points worth noting:

1. Brand mantras derive their power and usefulness from their collective meaning. Other brands
may be strong on one, or perhaps even a few, of the brand associations making up the brand
mantra. For the brand mantra to be effective, no other brand should singularly excel on all
dimensions.

2. Brand mantras typically are designed to capture the brand‘s points of difference, that is, what
is unique about the brand. Other aspects of the brand positioning, especially the brand‘s points
of parity, may also be important and may need to be reinforced in other ways.

1. Nike: Authentic Athletic Performance

One of the best brand mantras of all time, developed by Nike‘s marketing guru Scott Bedbury in
the late 1980s (he would later become Starbucks‘ marketing guru). Bedbury actually coined the
phrase brand mantra. It did everything you would want a brand mantra to do—it kept the Nike
brand on track, it differentiated the brand from its main competitor at the time (Reebok), and it
genuinely inspired Nike employees.

2. Disney: Fun Family Entertainment

Adding the word magical would have probably made it even better, but this brand mantra also
created in the late 1980s was crucial in ensuring the powerful Disney marketing machine didn‘t
overextend the brand. Establishing an office of brand management at that same time with a
mission to ―inform and enforce‖ the brand mantra gave it real teeth.
Amazing Quotes and Success Mantras by Richard Branson

Sir Richard Charles Nicholas Branson (born 18 July 1950) is an English businessman and
entrepreneur. He is best known as the founder of Virgin Group, which comprises more than 400
companies.

People who work with him believe in his charismatic leadership and make an effort to imitate
him. All hoteliers must take a leaf out of his booklet to achieve success. He is set to surprise the
hotel industry with a new style of hotels and retreats that he has developed which already has 7
amazing hotels and retreats. The numbers are set to grow.

He loves dreaming big as he preaches through one of his mantras of success.

“If your dreams don’t scare you they are too small.”

Mantras of success by Sir Richard Branson includes real lessons to achieve extreme success and
stay focused. Let‘s begin with one of his famous quotes of customer service. We all know that
customer service is the key to success in the hospitality industry.

“The Key is to set realistic customer expectations and then not to just meet them,
but to exceed them – preferably in unexpected and helpful ways.”

At the age of sixteen, his first business venture was a magazine called Student.‘ At the age of
sixteen when most of us are not even sure as to in which college we would be applying for
graduation, Richard Branson was all out in the heat exploring options for his first business
venture. This is explained well in one of his famous quotes.

“Take a chance. It’s the best way to test yourself. Have fun and push boundaries.”

One of his extremely famous quotes suites even more to the hospitality industry which is a
labour-intensive industry. He preaches compassion and huge respect for employees as has been
mentioned through two of his famous quotes.

“If you look after your staff, they will look after your customer. It’s that simple.”

“Clients do not come first. Employees come first. If you take care of your
employees, they will take care of the clients.”

Sir Richard Branson advocates inculcating simplicity in everything that you do. This is very
important for the hospitality industry. At times the hoteliers get rigid with the process. We need
to keep things simple so that both employees and customer are happy always. The quote just
mentions the same perfectly.

“Complexity is your Enemy. Any Fool can make something complicated. It’s hard
to make something simple.”

One of the most famous mantras of success by Sir Richard Branson is even more apt for the
hospitality industry. It‘s about grabbing every good opportunity without fear of failure and a
willingness to learn. He says in one of his very famous quotes.
“If somebody offers you an amazing opportunity but you are not sure you can do it,
say yes- then learn to do it later.”

More about the Virgin Founder – Sir Richard Branson

Richard Branson was an innovator of his own kind and his mantras of success were
perseverance, desire, setting unbelievable challenges and a continuous aim to fly high.

He sold his Virgin Music CD company and started numerous ventures- Virgin Atlantic Airways,
Virgin Trains, Virgin Mobile, Virgin Galactic to name a few. There is one thing common in all
innovators- ‗they are different‘.

Branson had even made a record in January 1991, when he crossed the Pacific from Japan to
Arctic Canada, 6,700 miles, in a balloon. Read more about him on Forbes.

Richard Branson has also released his autobiography in 1998, titled ‗Losing My Virginity‘
which is an international best-seller.

Conclusion

Sir Richard Branson has been known for all his humanitarian efforts which have crossed UK‘s
boundaries and his foundations have been helping the differently-abled, deprived and destitute
for many years now.

His personality reflects in all his ventures. There are hundreds of instances when he has backed
innovation for sustainability. His policies led Virgin Atlantic to use the phrase ‗We recycle
exhaustively, especially our profits‘.

He innovates to create a difference and has created a culture of creativity and innovation in his
team. The personality of Richard Branson reflects on the culture of the Virgin group which
thrives even during challenging situations and strives to make a difference in the industry and
society.

Branson is a true brand ambassador of innovation and creativity and has proved multiple times
that nothing is impossible if we have the zeal and desire to achieve the goal we set in our lives.
He is a role model for all upcoming entrepreneurs and self-employed youngsters.

I want to increase my brand mantra by follow him..

Thank you