What does the term "Brand Mantra" mean?

As brands evolve and expand across categories, marketers have to define a set of core brand association to designate what their brand actually represents. The brand mantra are the powerful device and can be a resonant guide to decide what products to introduce under the brand, what ad campaigns to run, what exactly the brand mean to its consumers and so on.

A brand mantra offers a quick, simple and clear definition on what a company stands for how it is different from its competitors.

I thank you all for taking the time to answer, Mr. Muhammad and Mr. Radouane.

1. Legally and for attorneys, a Brand is a trademark that you want to protect. For marketers, a Brand is a promise from the company to customers. A promise of specific benefits, quality, and value.It's a relationship between you and your customers.

2. Marketers try hard to create a specific image for their brands. However, regardless of what you put in to create a brand, a brand is what your customers think and tell to each other's. Customers define what a brand is and is not.

3. Brand Mantra, Brand Essence, or Brand Core, is the heart and soul of your brand; what your customers think about your brand.

4. After a Brand evolves and expands, marketers need to define what a brand is. Why? Marketers use Brand Mantra internally to guide decisions. As a marketer, you do not want to come up with something that violates your brand image. For example, Apple watch goes fine with their brand mantra, since it's innovative, stylish, high-tech watch that works as a phone. But what if Apple produced just a watch like Quartz and Swiss, do you think it fits their brand mantra?

5. Marketers conduct a lot of research, surveys, and analysis to define their Brand Mantra.

6. Finally, each brand mantra should define:

• Emotional Aspect of the brand.
• Describe what the brand is.
• Identify Brand function. 

7. Consider the following example (Copyrights: Wharton Business School, University of Pennsylvania)

• When me, you, or any customer thinks about Nike: emotionally, I feel trust, it's authentic sporty shoes and t-shirts and so forth.To describe Nike Brand, I would probably say nothing but athletic brand.What's the function of a Nike shoes, t-shirts, etc? Of course it allows me to reach my best performance.
• Notice that Disney and McDonald share the same feelings and emotions: fun. Both are family brands, where family members have fun together. But notice that Disney main function is to provide entertainment, games, movies, playgrounds, despite that Disney sells food.The same happens with McDonald. It's main function is to provide food, despite that they have playgrounds and toys-gifts for kids.