Executive Summary

A brand with a keen sense of what it represents to consumers is Nike

Nike adopted a three-word brand mantra of authentic athletic performance Nike has expanded its brand meaning from running shoes to athletic shoes and apparel to all things associated with athletics.

Nike has experienced problems with its marketing program.

A brand mantra is an articulation of the heart and soul

of the brand, a short three-to-five word phrase that captures

the spirit of brand positioning.

How should the brand mantra of Nike be designed when it is entering a new market?

Emotional Modifier Nike Authentic

Descriptive Modifier Athletic

Brand Function Performance

Disney

Fun

Family

Entertainment

 Brand mantras should be developed at the same time as the brand positioning. A brand mantra should often summarize the brand positioning in a few sentences that suggests the ideal core brand associations consumers should hold. The following considerations should come into play while implementing a brand mantra COMMUNICATE SIMPLIFY

INSPIRE

 Brand mantras should point out the importance of internal branding.

A brand mantra should be short, catchy and memorable.

Brand mantras should not only inform and guide ; they should also inspire both the employees and the consumers.