Nike brand mantra

A brand with a keen sense of what it represents to consumers is Nike

Nike adopted a three-word brand mantra of “ authentic athletic performance”

Nike has expanded its brand meaning from “running shoes” to “athletic shoes and apparel” to “all things associated with athletics”.

Nike has experienced problems with its marketing program.

Executive Summary

Defining “Brand Mantra”

A brand mantra is an articulation of the “heart and soul”

of the brand, a short three-to-five word phrase that captures

the spirit of brand positioning.

Problem identification

How should the brand mantra of Nike be designed when it is entering a new market?

Designing a brand mantra

Nike Authentic Athletic Performance

Disney Fun Family Entertainment

Emotional Descriptive BrandModifier Modifier Function

Implementing a brand mantra

Brand mantras should be developed at the same time as the brand positioning.

A brand mantra should often summarize the brand positioning in a few sentences that suggests the ideal core brand associations consumers should hold.

The following considerations should come into play while implementing a brand mantra

COMMUNICATE

SIMPLIFY

INSPIRE

Suggestions and recommendations

Brand mantras should point out the importance of internal branding.

A brand mantra should be short, catchy and memorable.

Brand mantras should not only inform and guide ; they should also inspire both the employees and the consumers.