Laws of branding


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Laws of branding

  1. 1. Hazara University Haripur Campus <ul><li>Submitted by : </li></ul><ul><li>Muhammad Shahzad </li></ul><ul><li>Roll # HRP 1874 </li></ul><ul><li>MBA IV ( B) </li></ul><ul><li>Submitted to : </li></ul><ul><li>Sir Shakeel ahmed </li></ul><ul><li>Topic : </li></ul><ul><li>Laws of Branding . </li></ul><ul><li>1). The law of change. </li></ul><ul><li>2). The Law of Mortality. </li></ul><ul><li>3). The law of Singularity. </li></ul>
  2. 2. Law Of Change <ul><li>Brands can be changed ,but only infrequently and only very carefully. Nothing is absolute and there are exceptions to every rule. There are three situations where changing your brand is feasible: When your brand down the food chain to a lower price and perception point, or when your brand is in a slow-moving field and the change is going to take place over an extended period of time. Remember, changing your brand is a long and difficult process. Change at your own risk. </li></ul>
  3. 3. Law of Change <ul><li>First look in the mind of the consumer where you are ? </li></ul><ul><li>3 Scenarios : </li></ul><ul><li>1) Your brand is week or non existent in the mind . </li></ul><ul><li>Intel DRAM become Intel inside. </li></ul><ul><li>2) You want to move your brand down the food chain. </li></ul><ul><li>Easy to move down but very difficult to move up. </li></ul>
  4. 4. Law of Change <ul><li>3) Change is going to take place over an extended period of time. </li></ul><ul><li>Eg: Citicorp is slowly changing its brand’s focus from corporate business to consumer business . </li></ul><ul><li>Customer perceptions of brands don’t go away so quickly eg: Kentucky Fried Chicken wanted to move away from “Fried” so it called itself KFC and offered healthier style chicken, but people still went to them for fried chicken. </li></ul>
  5. 5. Law of Mortality <ul><li>“No brand will live forever. Euthanasia is often the best solution” </li></ul>
  6. 6. Law of Mortality <ul><li>Brands are born , grow ,mature and eventually die. </li></ul><ul><li>Technology paves way for new brands . </li></ul>
  7. 7. Law of Mortality <ul><li>It is really worth putting Monies in keeping a dead brand alive. </li></ul><ul><li>Kodak - How many people will still want to use films?????? </li></ul>
  8. 8. Law of singularity <ul><li>“The most important aspect of a brand is its single mindedness” </li></ul>
  9. 9. Law of singularity <ul><li>Your brand must be a single idea or concept that you own inside of a prospect – if it is too many things at once, it is confusing and becomes worthless. </li></ul><ul><li>Singularity helps a brand perform its most important function . </li></ul>
  10. 10. Law of singularity <ul><li>Expensive Swiss watch… </li></ul><ul><li>Safe car… </li></ul>