Intro to marketing

Topics: Mind, Brand, Concepts in metaphysics Pages: 8 (820 words) Published: October 31, 2013

Brand Mantra’s
The Elevator Speech







Portrays brand associations and responses
for a target market. Shows how it is actually
perceived.
Ask consumers “What comes to mind when
you think about V8?”
Then brand associations are grouped into
categories.

Set of abstract concepts or phrases that
characterize the five to ten most important
dimensions of the mental map of a brand
Relate to points-of-parity and points-ofdifference

Mental map  Core brand values  Brand
mantra

An articulation of the “heart and soul” of the brand
Similar to “brand essence” or “core brand promise”

Short three- to five-word phrases that capture the
irrefutable essence or spirit of the brand positioning
and brand values
Considerations
◦ Communicate
◦ Simplify
◦ Inspire







The brand functions describe the nature of
the product or service or the type of
experiences or benefits the brand provides.
The descriptive modifier further clarifies its
nature.
The emotional modifier provides another
qualifier—how exactly does the brand provide
benefits, and in what way?





Used internally to guide decisions- what the
brand should and should not be associated
with.
Brand Mantra Considerations

◦ Communicate: define the business and boundaries;
clarify what is unique about the brand
◦ Simplify: Memorable, short, vivid, and crisp.
◦ Inspire: Have higher level meaning from employees
and consumers.


Brand Mantra’s
The Elevator Speech







Portrays brand associations and responses
for a target market. Shows how it is actually
perceived.
Ask consumers “What comes to mind when
you think about V8?”
Then brand associations are grouped into
categories.

Set of abstract concepts or phrases that
characterize the five to ten most important
dimensions of the mental map of a brand
Relate to points-of-parity and points-ofdifference

Mental map  Core brand values  Brand
mantra

An articulation of the “heart and soul” of the brand
Similar to “brand essence” or “core brand promise”

Short three- to five-word phrases that capture the
irrefutable essence or spirit of the brand positioning
and brand values
Considerations
◦ Communicate
◦ Simplify
◦ Inspire







The brand functions describe the nature of
the product or service or the type of
experiences or benefits the brand provides.
The descriptive modifier further clarifies its
nature.
The emotional modifier provides another
qualifier—how exactly does the brand provide
benefits, and in what way?





Used internally to guide decisions- what the
brand should and should not be associated
with.
Brand Mantra Considerations

◦ Communicate: define the business and boundaries;
clarify what is unique about the brand
◦ Simplify: Memorable, short, vivid, and crisp.
◦ Inspire: Have higher level meaning from employees
and consumers.

Brand Mantra’s
The Elevator Speech







Portrays brand associations and responses
for a target market. Shows how it is actually
perceived.
Ask consumers “What comes to mind when
you think about V8?”
Then brand associations are grouped into
categories.

Set of abstract concepts or phrases that
characterize the five to ten most important
dimensions of the mental map of a brand
Relate to points-of-parity and points-ofdifference

Mental map  Core brand values  Brand
mantra

An articulation of the “heart and soul” of the brand
Similar to “brand essence” or “core brand promise”

Short three- to five-word phrases that capture the
irrefutable essence or spirit of the brand positioning
and brand values
Considerations
◦ Communicate
◦ Simplify
◦ Inspire







The brand functions describe the nature of
the product or service or the type of
experiences or benefits the brand provides.
The descriptive modifier further clarifies its
nature.
The emotional modifier provides another...
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