brand management

Journal of Marketing Management

In this paper, we consider how marketing managers can benefit from the concept of a "brand mantra." We examine how brand mantras relate to brand positioning and a related concept, "core brand associations." Our focus is on how brand mantras can be used to improve internal brand management. We consider design and implementation issues in term of characteristics of good brand mantras as well as process issues in developing brand mantras. It is noted that brand mantras, as with Nike's "authentic athletic performance" and Disney's "fun family entertainment" often consist of three words that combine brand functions with descriptive and emotional modifiers. Procedurally, brand mantras are developed at the same time as brand positioning. At that time, brand mantras would then be judged on their ability to effectively communicate, simplify, and inspire, as reflected by employee research.

Brand Mantras: Rationale, Criteria and Examples