Law of Expansion: The power of a brand is inversely proportional to its scope. Brands should focus on a specific niche and avoid expanding into too many product categories, as this can dilute the brand's strength.
Law of Contraction: A brand becomes stronger when it contracts rather than expands. Narrowing the focus and specializing in a particular area can enhance a brand's position in the market.
Law of Publicity: The birth of a brand is achieved with publicity, not advertising. Creating a strong brand requires garnering attention and generating positive word-of-mouth through various means beyond traditional advertising.
Law of Advertising: Once a brand is established, advertising should focus on maintaining the brand's image rather than introducing new products. Consistency in messaging is crucial for brand longevity.
Law of Focus: The most powerful concept in marketing is owning a word in the prospect's mind. Successful brands are associated with specific attributes or qualities that differentiate them from competitors.
Law of Extension: The easiest way to destroy a brand is to put its name on everything. Brand extensions should be carefully considered to avoid diluting the brand's core identity.
Law of Division: A brand should stand for one thing in the mind of the consumer. If a brand tries to represent too many things, it becomes weakened and loses its clarity.
Law of Sacrifice: You have to give up something in order to get something. Brands need to make strategic sacrifices to establish a clear position in the market.
Law of Singularity: The most important aspect of a brand is its single-mindedness. Brands should strive to be unique and offer a clear value proposition to consumers.
Law of the Generic: One of the fastest routes to failure is giving a brand a generic name. Generic names make it difficult for a brand to stand out and be memorable.
Language | English |
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ISBN-10 | 9781861976055 |
ISBN-13 | 9781861976055 |
No of pages | 179 |
Font Size | Medium |
Book Publisher | Profile Books |
Published Date | 03 Apr 2000 |
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Everyone knows that building your product or service into a bona fide brand is the only way to stand out in today;s insanely crowded marketplace. The only question is how do you do it? This is the definitive text on branding, distilling complex theories and principles behind this key marketing term into in twenty-two easy-to-read vignettes including: The Law of Contraction A brand becomes stronger when you narrow its focus The Law of the Word A brand should strive to own a word in the mind of the consumer The Law of Fellowship In order to build the category, a brand should welcome other brands World-renowned marketing guru Al Ries and his daughter and business partner Laura Ries examine brand-blazing strategies from the world;s best, including Coca-Cola, Xerox, BMW, Federal Express and Starbucks, to provide you with the expert insight you need to build a world-class brand.