22 Laws Branding

7/31/2019 22 Laws Branding

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The 10 Commandments

of BrandingDonald Trumps Tactics

Entrepreneurial Marketing by MohammadFarhan Riaz


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1: Establish a Clear Brand Position

2: Build Your Brand on an Emotional Benefit

3: Build Your Brand as Early as Possible4: Be Consistent Over Time and Over Markets

5: Make Sure All Your Employees Know Your

Brand Position

6: Make Sure All Your Products and ServicesEmbody Your Brand

7: Make Sure All Your Customers Know Your

Brand Position

8: Don't Dilute Your Brand9: Always Monitor Your Brand

10: Maintain Your Brand as Your Organization's

Most Valuable Asset



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2- Build your Brand on Emotional Benefit

You should always strive to build your brandon an emotional benefit rather than an

economic or functional benefit. There are two

reasons for this

1. Emotional benefits are harder to copy.

2. Emotional benefits have more of an effecton peoples behavior



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The 22 Immutable

Laws of BrandingHow to Build a Product or Service

into a World-Class Brand



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2- The Law of Contraction

A brand becomes stronger when you narrow

its focus.

A powerful branding program always starts by

contracting the category, not expanding it.



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3- The Law of Publicity

The birth of a brand is achieved with publicity,

not advertising.

The best way to generate publicity is by being

first the first brand in a new category.



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4- The Law of Advertising

Once born, a brand needs advertising to stay

healthy.

Brand leaders advertise their leadership.

Leadership is the single most important

motivating factor in customer behavior.



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5-The Law of the Word

A brand should strive to own a word in the

mind of the consumer.

FedEx = Overnight delivery

Kleenex = Tissue

Xerox = Copy



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6- The Law of Credentials

The crucial ingredient in the success of any

brand is its claim to authenticity.

Customers are suspicious.

CokeIts the real thing.



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8- The Law of Quality

Quality is important, but brands are not built

on quality alone.

Sometimes expressed through a higher priceand accompanying feature that seems tojustify the price.

Rolex wrist bands Montblac fat pens



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8- The Law of the Category

A leading brand should promote the category,

not the brand.



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9- The Law of the Name

In the long run, a brand is nothing more than

a name.

The difference between brands is not in the

products, but in the product names the

perception of the names.



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13- The Law of the Company

Brands are brands. Companies are companies.

There is a difference.



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14- The Law of Subbrands

What branding builds, subbranding can

destroy.



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15- The Law of Siblings

There is a time and a place to launch a second

brand.

A&E > History Channel.



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16- The Law of Shape

A brands logo should be designed to fit the

eyes both eyes.

Horizontal shape provides maximum impact.



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17- The Law of Color

A brand should use a color that is the opposite

of its major competitors.



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18- The Law of Borders

There are no barriers to global branding. A

brand should know no borders.

Crossing a border often does add value to a

brand. The perception of where the brand

comes from can add or subtract value.



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19- The Law of Consistency

A brand is not built overnight. Success is

measured in decades, not years.



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20- The Law of Change

Brands can be changed, but only infrequently

and only very carefully.



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22- The Law of Singularity

The most important aspect of a brand is its

single-mindedness.

A brand is a singular idea or concept that you

own inside the mind of the prospect.

A brand is a proper noun that can be used in

place of a common word.


22 Laws Branding

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