Are powerful Brand Mantras really helping increase Brand Equity?

The answer is straightforward; YES, they can magically increase the brand equity and its vital components such as brand awareness, brand resonance, brand perceived quality, and brand loyalty. Brand Mantras are 3-5 small word phrases (not a Tagline or Slogan) that confine the overwhelming promise and essence of the brand and its values.

The term Brand Mantra was initially coined by an American advertising executive, Scott Bedbury, former Nike and Starbucks marketing specialist. It encapsulates the point-of-differences (PODs), point-of-parities (POPs), and the competitive frame of reference into one brand idea. Fundamentally, the brand mantra is an imperative part when marketers design the strategy to position their brand. Great brand mantras can effectively position the brand in prospective buyers, creating highly perceived overall value of the brand.

Mercedes – “Quality and Prestige”

According to Scott Bedbury, he invented this term during his tenure in Nike, giving probably the best brand mantra ever for Nike, i.e. “Authentic Athletic Performance.” Remember that brand mantra is something different from slogans and taglines, because Nike’s slogan or tagline is what everybody knows, “Just do it.”

Actually, marketers derive taglines from brand mantras and they serve as a critical building block not only for the brand tagline, but for the complete brand equity or organization itself. When brainstorming mantras, marketers should focus on their core values, vision, mission and the corporate culture of the organization, without compromising on the brand positioning aspect as well. Your brand and your values should incorporate with each other. If there is something tricky between these two elements, then on off the chance that you’re on wrong track and your customers might perceive the branding as negative. Some people also describe brand mantras as the DNA of the organization that can effectively help in decision making process for branding strategies and user expectations.

In my experience, creating great brand mantra could help you hit the targeted audience smoothly in positioning world of brands. The mantra is an emotional attachment of a brand that let people knows how uniquely it will benefit them and how they feel using the certain branded product. So you can say that powerful “Brand Mantra” not only provides the brand positioning and brand image, also helps decide the prospect of the brand and organization.

Are powerful Brand Mantras really helping increase Brand Equity?