22 LAWS OF BRANDING

UK and nearly 10% of US GDP in 2009.
Top 500

Brand is an: Image, Perception, Promise, Single Idea, Persona, Emotion, Values.

, Virgin 2 ,

on quality alone.

Brand Only on Quality Is Like Building Your House on

Quality

Largest Manufacturers Of Home Appliances
Waves – Number 1 Selling Brand

in the mind of the consumer.”
or
A brand should make efforts

brand name generically
You can’t become generic by becoming the market

it

the mind, the company usually looks for ways to broaden

its single-mindedness.

mind of the prospect.

A proper noun that can be used

of the prospect the perception that there is no other

of singularity weakens the brand.
A brand that has lost its

a second brand

assures a company's control on the market.

The key to family

not in being associated in the mind with a totally

creating a totally separate organization to handle each brand.

BUT

If handled

area.
Select a single attribute to segment.
Set up rigid

to put its name on everything.”

over a month 5,500

30%
IBM 10%

have become sixteen

efficiency.
Greater production efficiency.
Increased profits at introduction and growth stages of

under same brand name will be damaged.

New products may

scope
LAW OF EXPANSION

the purpose of trade promotion, slotting fees, return privileges.
90% of

extension.

that name loses its power
The power of a brand is

a powerful brand, you need to contract your brand not

- 25%
Crest lost leadership to colgate

has also digressed into a number of accessories including Levis

in US

company?

It is the strongest brand of the world BUT the

“Sprite and Kinley”
Coca-Cola is used as name of COMPANY.

it dominate the brand name?

Should it be dominated by Brand

emphasized.

Customers are Brand-Oriented.

Does the consumer care whether Hamdard,

not be totally Emphasized.

Companies should also create awareness about their

Whether to emphasize on the company name or not.

is nothing more than a name

mind

Brand

should have

generic names
Taking initials
Double-entendre

the eyes .Both eyes.

which is the visual symbol of the brand and the

Logotype designers often go way overboard in picking a typeface

it’s a successful brand but without a perfect logotype

opposite of its major competitors

color to select is the one that is most symbolic

for a brand

to make a brand distinctive is with color

Red is a retail color used to attract attention.

Supreme

also the brightest color.

to communicate stability.

Blue is peaceful. Blue is a laid-back

brand




ADVERTISING

MAINTAINS a brand

to take up media space in the form of EVENT

but are an absolute example of publicity are…

Armeen’s Cake

Amir Adnan

the best way to generate publicity…
Area 51

But this works even

Spears

Ariel , Coke(Beyond Enemy Lines) ,Dawlance Micro Wave.
AXE Case –

should know no borders.

increased in their home countries

2) They need to grow

As a

solution to achieve both the goals is to build a

“imported”

Crossing the border often does add value to a brand.

When a brand is in sync with its own country’s

produced, the name and its connotations determine its geographic perception.

For

do”

McDonalds sells Beef burgers in PAKISTAN but does not sell

should be carefully made. Since there is a Cultural and

When translated into Chinese,
“ Pepsi brings your ancestors

the best solution

Kodak. Gibbs. Rin.

Holiday Inn. Donna Karen. Cadillac. Mitchell’s.

Assalam

category, a brand should welcome other brands

conscious

across the street from the leader.
Competition also broadens the category

best location for a KFC franchise is often across the

customers into the category.

a 45% share of the
domestic overnight package delivery.

Coca-Cola has a

is giving a brand a generic name.

The problem with a

the brand name and its associations that give the product

essence of your brand to a single thought or attribute,

GE
National Foods – Rivaj . Fruitily . Maharaja
National Panasonic To

healthy

focus.”

a new category by simply narrowing the focus.
Specialists.
Extremely powerful in

Disadvantages
Lack of variety, hence lower market share.

computer OS.
Intel has 80% worldwide market for microprocessors.
Coca cola has