The 22 Immutable Laws 
of Branding in India 
Law of 
Extensions 
“The Easiest Way To 
Destroy A Brand Is To 
Put Its Name ...
Sameer Mathur 
BuddingMarkets.com 
Indian Institute of Management, 
Lucknow 
Marketing Professor 2013 – 
Marketing Profess...
“The Easiest Way To 
Destroy A Brand Is 
To Put Its Name On 
Everything” 
© Sameer Mathur 3
Why? 
© Sameer Mathur 4
..because 
Extensions cause 
Dilution and 
Confusion 
© Sameer Mathur 5
Dilution and Confusion 
6 
Leveraging the brand name by extending 
the product line mostly concludes in 
BRAND DILUTION as...
2 Questions To Ask 
Have the extended brands 
increased the market share 
obtained by the original brand? 
7
2 Questions To Ask 
Have the extended brands 
increased the market share 
obtained by the original brand? 
Has the availab...
Brand extensions typically 
destroy brand value felt by 
reduced market share of 
the parent brand, leading to 
a loss of ...
Problem 
© Sameer Mathur 10
The management typically 
measures the success of 
the extension, not the 
erosion of the parent 
brand. 
© Sameer Mathur ...
..managers are judged in 
Quarters, while brands are 
built over decades 
© Sameer Mathur 12
Answer 
© Sameer Mathur 13
Continue To Invest In 
The Parent Brand 
OR 
Launch a New Brand 
© Sameer Mathur 14
15 
LAW 10: Law of Extensions 
Kingfisher Beer
16 
Too Many Beers 
Does Kingfisher Strong Fresh imply that 
Kingfisher Strong is not fresh? 
Does Kingfisher Ultra imply ...
17 
LAW 10: Law of Extensions 
Lifebuoy Soap
Lifebuoy 
18 
 Lifebuoy Total is the 
original brand 
 Brand Proposition : 100% 
Better Germ Protection 
 Line Extensio...
Lifebuoy 
19 
Lifebuoy 2005 2006 2007 
Skin 
Guard 
0 0 0.1 
Clear 
Skin 
0.2 0.3 0.3 
DeoFresh 0.9 0.7 0.4 
Nature 0.7 0....
20 
LAW 10: Law of Extensions 
Pepsodent
vs 
21
Pepsodent’s decline 
22
“The Easiest Way To 
Destroy A Brand Is 
To Put Its Name On 
Everything” 
© Sameer Mathur 23
References 
24 
Al Ries, Laura Ries; The 22 Immutable Laws of Branding; Published by Collins Business 
Reis, Al. The 22 im...
Over 1 Million views 
from more than 100 countries 
Prof. Sameer 
Mathur 
Top 1% most viewed 
Over 250 presentations on 
M...
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22 Immutable Laws of Branding - Law 10 - Extensions (Al Ries and Laura Ries)

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22 Immutable Laws of Branding - Law 10 - Extensions (Al Ries and Laura Ries)

  1. 1. The 22 Immutable Laws of Branding in India Law of Extensions “The Easiest Way To Destroy A Brand Is To Put Its Name On Everything”
  2. 2. Sameer Mathur BuddingMarkets.com Indian Institute of Management, Lucknow Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 2
  3. 3. “The Easiest Way To Destroy A Brand Is To Put Its Name On Everything” © Sameer Mathur 3
  4. 4. Why? © Sameer Mathur 4
  5. 5. ..because Extensions cause Dilution and Confusion © Sameer Mathur 5
  6. 6. Dilution and Confusion 6 Leveraging the brand name by extending the product line mostly concludes in BRAND DILUTION as the core value proposition is sacrificed, and in BRAND CONFUSION created by the clutter
  7. 7. 2 Questions To Ask Have the extended brands increased the market share obtained by the original brand? 7
  8. 8. 2 Questions To Ask Have the extended brands increased the market share obtained by the original brand? Has the availability of the extended brands increased the consumption of the core product? 8
  9. 9. Brand extensions typically destroy brand value felt by reduced market share of the parent brand, leading to a loss of brand identity. © Sameer Mathur 9
  10. 10. Problem © Sameer Mathur 10
  11. 11. The management typically measures the success of the extension, not the erosion of the parent brand. © Sameer Mathur 11
  12. 12. ..managers are judged in Quarters, while brands are built over decades © Sameer Mathur 12
  13. 13. Answer © Sameer Mathur 13
  14. 14. Continue To Invest In The Parent Brand OR Launch a New Brand © Sameer Mathur 14
  15. 15. 15 LAW 10: Law of Extensions Kingfisher Beer
  16. 16. 16 Too Many Beers Does Kingfisher Strong Fresh imply that Kingfisher Strong is not fresh? Does Kingfisher Ultra imply that Kingfisher Premium is not best quality or taste ?
  17. 17. 17 LAW 10: Law of Extensions Lifebuoy Soap
  18. 18. Lifebuoy 18  Lifebuoy Total is the original brand  Brand Proposition : 100% Better Germ Protection  Line Extensions:  Skin Guard  Clear Skin  DeoFresh  Nature  Care
  19. 19. Lifebuoy 19 Lifebuoy 2005 2006 2007 Skin Guard 0 0 0.1 Clear Skin 0.2 0.3 0.3 DeoFresh 0.9 0.7 0.4 Nature 0.7 0.9 0.5 Care 1.7 1.3 1.3 Total 14.9 15.1 15  Market share of many line extensions declined with time  The value proposition of 100% better germ protection is diluted  clutter MARKET SHARE
  20. 20. 20 LAW 10: Law of Extensions Pepsodent
  21. 21. vs 21
  22. 22. Pepsodent’s decline 22
  23. 23. “The Easiest Way To Destroy A Brand Is To Put Its Name On Everything” © Sameer Mathur 23
  24. 24. References 24 Al Ries, Laura Ries; The 22 Immutable Laws of Branding; Published by Collins Business Reis, Al. The 22 immutable laws of branding. Retrieved from http://www.slideshare.net/sjhus/22-immutable-laws-of-branding United Breweries brands. Retrieved on Jan 07, 2014 from http://unitedbreweries.com/ubl_brand.aspx Brands in action. Retrieved on Jan 07, 2014 from http://www.hul.co.in/brands-in-action/ Harish, B. (Nov 28, 2006). Band-Aid :Continuous Care. Retrieve from http://marketingpractice.blogspot.in/2006/11/band-aid-brand-becoming-generic.html HUL Official website; Retrieved from http://www.hul.co.in/brands-in-action/ detail/Pepsodent/303997/; Retrieved on 6th January 2014
  25. 25. Over 1 Million views from more than 100 countries Prof. Sameer Mathur Top 1% most viewed Over 250 presentations on Marketing www.BuddingMarkets.com

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