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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.

    Entrepreneurial Marketing by MohammadFarhan Riaz