In a Brand mantras are short; there is 3-5 word phrases are supposed to relay everything the seller is trying to convey to his consumers. Not only is it conveying a message to the consumer but also everyone associated with the organization, everyone from the sales staff to the marketing so they can understand the essence the organization is trying to capture.
Also the brand positioning is an important aspect and as a matter of a fact where everything starts when an organization wants to create their brand. Its concept is to capture where the organization wants to target the market with their product/service. It is supposed to capture the brands essence in its design and easily convey that to the minds of the consumers.
And important aspect of a brand that is associated with its reputation I believe is the point-of-difference. The point of difference are unique associations (meant to be positive) that the consumers make only with a particular brand, versus the point of parity, which are associations that are shared with competitors. How a brand is different in terms of what it offers to a consumer is very important for its reputation that is called its differentiability. Its deliverability is the commitment and its ability to use its resources accordingly to make sure its product/services deliver what it promises.
Some of the advantages that an organization can benefit from once their brand and product is out in the market; is it creates a good perception of product performance, loyalty, less vulnerability to competitive action, and etc.
One thing I came to learn as we went over the branding lectures is that there is such a thing as a brand promise. Brand promise does exactly what it says it does, which is promise from the organization to deliver on their goods/services. And I don’t know of anything that can be more of an influence on a reputation of an