The document outlines 22 "laws of branding" that provide guidance on how to build and maintain strong brands. Some of the key laws discussed include contracting your brand focus to strengthen perception, using publicity to promote your brand before relying on advertising, owning a strong name in customers' minds, establishing credibility through leadership and quality, and developing sub-brands and sibling brands to dominate a category long-term. The laws suggest that consistency yet flexibility are important to brands staying relevant over time.
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