Brand Mantra

Decoding Brand MantraBrand Mantra

An encapsulation of the brands positioning

Decoding Brand MantraBrand Mantra & CBBE

Decoding Brand MantraNIKE

Innovative Products

Peak Athletic Performance

Decoding Brand MantraProduct Range

Communicate Simplify Inspire

Implementing Brand Mantra

Decoding Brand MantraStrong Brands

Has high level of awareness & familiarity & awareness

Strong, favourable & unique brand associations in

memory

Create a differential effect

on consumer response to the marketing efforts

of the brand

Decoding Brand MantraBrand AmbassadorsMichael Jordan

Cristiano RonaldoTiger Woods

Maria SharapovaRoger FedererRafael Nadal

authentic athletic performance

Decoding Brand MantraBreak-up

Emotional Modifier

Authentic

Descriptive Modifier

Athletic

Brand Function

Performance

Decoding Brand MantraNike

Appeals to every demographic around the world

Universal

One of the most well-known brands worldwide

Shifted product focus into an attitude.

Decoding Brand MantraThe Nike Swoosh is arguably one of the most recognizable and demanded logos in the world. Similarly to the name "Nike," the Swoosh is rooted in ancient Greek mythology, representing the wing of the Greek Goddess, Nike, which, as previously mentioned, 'embodies the spirit of the most courageous and chivalrous warriors at the dawn of civilization." Thus, Nike must embed its myth by associating it with superstar athletes, business endorsements and community projects. As a corporation, Nike uses its NikeStore's as outlets to remind consumers what Nike and the Nike Swoosh represent worldwide

Brand Elements

Decoding Brand MantraUsing Brand Mantra #1

Different meaning of the same brand mantra in different cultures

Ensure that the products and brand image resonates with the image that the brand wants to create

Hence the importance of adhering to the brand mantra

Decoding Brand MantraUsing Brand Mantra #2Helps update the positioning over time for each of the

categories that the brand operates in

Helps create the right image

Helps keep the brand managers focused on the right direction – i.e. ”intellectual guard rails” in the words

of Scott Bedbury & Jerome Conlon

Just Do It.

Decoding Brand MantraThe Campaign

Tapped deeply into the authentic character of Nike’s brand values and brand purpose

brand purpose can be described as the intersection of three circles of influence:

Decoding Brand MantraUnderstanding an underlying social tension

that desperately

requires resolving

Core brand truth

A specific unmet

consumer need in a way that the brand can legitimately

address.

Decoding Brand MantraWhy was it successTiming

Body Worship

Imploring consumers to take charge of theirphysical fitness

More importantly, by owning Nikes one was instantly a member of a desirable

group

Decoding Brand MantraLessons from the campaignDefine the Problem Correctly

Assess Market Alignment Issues

Translate Research Information into Insight

Translate Insight into Inspiration

Recognize a Deep Campaign When You See One

DisclaimerCreated by Pragya Sancheti, IIM Lucknow, as an

assignment for Brand Management under the guidance of Prof. Mathur.