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Toto SB Prayitno
Brand Image
Desirable
Deliverable
Differentiating
POP versus POD
Brand Mantras
• A brand mantra is a memorable phrase (usually between 3 and 5 words) that
encapsulates the brand. It describes what the brand is about and how it should be
positioned in the mind of customers.
• In essence, Kevin Keller from Tuck School of Business describes a brand mantra
as the 'heart and soul' of your brand. However, this should not be confused with
advertising slogans and company mission statements.
•
Brand Mantras
Brand mantra is made up of three
components :
Communicate
Simplify
Inspire
Brand Positioning Bull’s-Eye
• Constructing a Brand Positioning Bull’s-Eye
is your tool to communicate and improve
understanding the position of the brand in the
market.
Employee Image
Companies can have better-trained employees Companies can craft powerful, compelling
who provide superior customer service. images that appeal to consumers’ social and
psychological needs.
Channel
Companies can more effectively and efficiently
design their distribution channels’ coverage,
expertise, and performance to make buying the Services
product easier and more enjoyable and A service company can differentiate itself by
rewarding. designing a better and faster delivery system that
provides more effective and efficient solutions to
consumers.
Emotional Branding
Communication Style
Interesting Emotional
Market Share, Mind Share, and Heart Share
In general, the firm should monitor three variables when analyzing potential
threats posed by competitors.
1. Share of market—The competitor’s share of the target market.