BRAND STRATEGY MTK8011

Week 2
WHAT MAKES A BRAND STRONG?
INDEPENDENT STUDY – TO BE
COMPLETED AWAY FROM CLASS
 • Individual assignment
• 15% of final grade
• To be submitted to drop box provided in
Assignments tab by: xxxxxxxxxxxx
ASSIGNMENT • 2 parts
1 –
EMOTIONAL V • Part 1: Mantra/Slogan/Tag
RATIONAL • Part 2: Emotional v Rational – You decide
• PowerPoint Presentation format
• PLEASE NOTE: If you refer to the slides used in
class and to your notes this assignment should take
no longer than 1 hour to complete well
 PART 1 – CREATE A NEW MANTRA

Choose a brand
Follow the step
from the list
by step guide to
provided on slide
complete Part 1
6
APPLE MANTRA

“Think different”
 • This mantra simply means that
Emotional everything Apple offers is outside
Modifier of the realm of imagination,
expectation, or anticipation

BRAND MANTRA Descriptive • Unique – Impress the universe!

FORMULA Modifier

Brand • Providing consumers with useful

products that make their lives
Function better on a daily basis.
 • Name: Sunny Mittal
• Student number: 8789749
• Course number: MKT8011 Assignment 1 15%
COVER • Section number:
SLIDE • Date: 2022/02/05
• Name of selected Brand : Apple
• Logo of selected Brand :
 EMOTIONAL MODIFIERS

EMOTIONAL modifiers associated with Apple

The company emotionally weaves its products into people's lives, it also makes itself important.
The company also makes products that are very close to the customer, which makes it easier for them to
connect emotionally with the company.
It's clear from the company's emotive modifiers that it cares about creating distinctive items that
customers can readily get. As a result, it defies belief that shoppers will be able to easily obtain those
things whenever they desire.
For example: Apple is synonymous with a positive consumer experience and a sense of fulfillment. There
is a seamless connection between all of the company's goods

.
• List the DESCRIPTIVE modifiers
associated with Apple
• List the DESCRIPTIVE modifiers in
order of importance (1 is the most
important)
• 1 Privacy
• 2 Security DESCRIPTIVE
• 3 Quality
• 4 Accessibility MODIFIERS
Consumer privacy is critical, and
Apple has long been a proponent of
this "basic human right. Without
privacy customer data will leak thus
exposing them to danger and
unwarranted attacks.
• List key words that describe the
function of the brand/product
Web browsing, camera, email
• What is it’s purpose?
It offers you realistic products and
the best source of web browsing.
Apple products also include a stylish
camera for taking photos, as well as
BRAND
the ability to sync and connect to
corporate email servers that run FUNCTION
Exchange and have robust email
features.
• What WANT or NEED does it
fulfill?
Apple product satisfies the need for
mobility, flexibility and reliability.
 Use Your task is to use the EMOTIONAL, DESCRIPTIVE and FUNCTIONAL
MODIFIERS to create a NEW MANTRA/SLOGAN/TAG

Remember the words you choose need to SUMMARISE what is UNIQUE

Remember about the brand in a way that the target market understands the VALUE
PROPOSITION

S L I D E 4 – C R E AT I N G A
M A N T R A / S L O G A N / TAG Keep Keep it short

Make Make a list of key words you want to include

Prioritize Prioritize those words – which ones are most important?

 1 – First draft

2 – Second draft (refining the

words based on the first
draft)
SLIDE 5 – DRAFT
1,2 AND 3 3 – Third draft (reducing the
words to those which are
essential)

4 – Fourth draft: Final

 • The selected mantra is unique in a way that it
is catchy and resonates with the changing
SLIDE 6 – times and expectations of the current
EXPLANATION generation. The modifier realm of imagination
gives us a glimpse of a better and a advanced
world that we live in today.
 PART 2: WHAT MATTERS MOST FOR
YOUR BRAND?

Now you have created a new MANTRA for your brand, your task is to outline
the EMOTIOAL and RATIONAL parts of the brand value proposition

At the conclusion you will need to decide what matters most for your
brand: EMOTIONAL CONNECTORS or RATIONAL?

You will need to refer to the slides used in class and to your notes

Use the template provided in the following slides

 • For each of the following identify an
EMOTIONAL connector for your chosen
brand:
• Aesthetic – ‘Express yourself’
• Status – ‘ Empowering’
SLIDE 7 – • Formative connection – ‘Always keeps
PART 2 loved ones connected’

EMOTIONAL • Traditional association – ‘it’s part of

marching ahead hand-in-hand’
• Reward – ‘Impress the universe’
• Community – Shared Values – ‘Meet the
needs of the advanced world’
• Sustainable credentials - ‘User friendly’
 • For each of the following identify a
RATIONAL connector for your chosen
brand:
• Function – Unique, effective & sensible
purchase.
• Benefit –Stay connected.

SLIDE 8 - • Value – worth the purchase as it helps I

reaching one’s potential and reach the zenith
RATIONAL of your creativity.
• Affordability – a solid compromise between
cost, size and performance.
• Comparative quality/function/benefit to
other similar products – Apple products
are unique, have different designs and are user
friendly and made of cutting edge technology.
 • As you reflect on what you have identified on
SLIDE 9 – slides 7 and 8 – which is more important to
your brand? Emotional or Rational?
WHAT • The rational connector of my chosen brand is
MATTERS highly significant than emotional connector. I
have chosen emotional connector over
MOST AND rational connector as ours is a technological
brand which is unique, a sensible purchase,
WHY? high-on performance, is user friendly and
promises a creative future.
 T H AT’ S AL L FOL K S!
YOU AR E DONE !

• Now you have completed

your deck of slides:
• Check for spelling and
grammar
• Make sure you have
included sources where
used
• Submit as a PowerPoint
Presentation into the
dropbox provided by: Sunny
Mittal