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Brand mantra (Basic concepts (similar to brand essence or core brand…
Brand mantra
Basic concepts
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purpose is to ensure everyone understands the brand at fundamental level to adjust actions accordingly
what brand represents= brand mantra= short, 3-5 word phrase that captures the irrefutable essence or spirit of brand positioning
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Brand spans multiple categories, multiple positionings
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Brand positioning: how a brand can effectively compete against specified set of competitors in a particular market
Designing a brand
Descriptive modifier
further clarifies the nature, brand function and descriptive modifier combined, delineates brand boundaries= Nike- ATHLETIC
Emotional modifier
how exactly does the brand provide benefits and in what way, another qualifier = Nike- PERFORMANCE
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