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Laws 12 22


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Laws 12 22

  1. 1. 12. The Law of the Generic <ul><li>One of the fastest routes to failure is giving a brand a generic name. </li></ul><ul><li>General Motors, General Electric, General Foods, American Airlines, American Broadcasting Company, National Broadcasting Company, National Car Rental, International Business Machine, International Paper </li></ul><ul><li>Nature’s Herb, Nature’s Best, Nature’s Way </li></ul><ul><li>In the past, companies thought they need generic names </li></ul>
  2. 2. The Law of the Generic <ul><li>Being first in the marketplace gave these companies such a head start that it overcame the liability of their generic names. </li></ul><ul><li>Witness the shift from generic (or general) names to specific names: Nabisco, NBC, GE,ABC, IBM </li></ul><ul><li>The problem with a generic brand name is its inability to differentiate the brand from the competition. </li></ul><ul><li>Intelligent Chip inside? The Luxury car company? </li></ul><ul><li>Vaseline Intensive Care/Heavy-Duty skin lotion </li></ul><ul><li>Blockbuster video vs. General Video rental </li></ul>
  3. 3. 13. The Law of the Company <ul><li>Microsoft dominates Microsoft Word, Tide dominates Procter &Gamble, equal weight for Gillette Sensor, Mach 3 dominates Gillette </li></ul><ul><li>Brand names should almost always take precedence over company names </li></ul><ul><li>Consumers buy brands, they don't buy companies </li></ul><ul><li>So when a company name is used alone as a brand name (GE, Coca Cola, IBM, Xerox, Intel), customers see these names as brands </li></ul><ul><li>Does the consumer care whether Toyota, Honda, or Nissan makes the Lexus? </li></ul>
  4. 4. The Law of the Company <ul><li>A company is a company as long as the name is not being used as a brand. </li></ul><ul><li>Corporate endorsement are primarily for the trade </li></ul><ul><li>To an employee of coca-cola it’s his company not brand. </li></ul><ul><li>The brand itself should be the focus of your attention. If you have to use the company name, use it. But do so in a decidedly secondary way </li></ul>
  5. 5. 14. The law of Subbrands <ul><li>What branding builds, subbranding can destroy </li></ul><ul><li>Holiday Inn Express, Holiday Inn Crowne Plaza </li></ul><ul><li>Cadillac, DKNY </li></ul><ul><li>What manufacturer sees as a megabrand , the customer sees as a brand. </li></ul><ul><li>When you feel the need to create subbrands, you are chasing the market, you are not building the brand. </li></ul><ul><li>Think simple. Think like a customer and your brand will become more successful </li></ul>
  6. 6. 15. The law of siblings <ul><li>There is a time and a place to launch a second brand </li></ul><ul><li>The key to a family approach is to make each sibling a unique individual brand with its own identity. Resist the urge to give the brands a family look or identity. You want to make each brand as different and distinct as possible </li></ul><ul><li>Toyota, Chevrolet (Price ranges/benefits are quite similar) </li></ul><ul><li>Time (Fortune, People, Life, Sports Illustrated etc.) </li></ul>
  7. 7. 16. The law of the Shape <ul><li>A brand's logotype should be designed to fit the eye. Both eyes. The authors argue here that the ideal shape for a logotype or brand symbol is two and a quarter units wide and one unit high. </li></ul><ul><li>AVIS, Mc Donald's </li></ul>
  8. 8. 17. The Law of Color <ul><li>A brand should use a color that is the opposite of its major competitor's </li></ul><ul><li>GP/ Banglalink </li></ul><ul><li>Coke/Pepsi? </li></ul>
  9. 9. 18. The Law of Borders <ul><li>There are no barriers to global branding. A brand should know no borders </li></ul>
  10. 10. 19. The Law of Consistency <ul><li>A brand is not built overnight. Success is measured in decades, not years </li></ul><ul><li>BMW station wagon, Volvo sports car </li></ul>
  11. 11. 20. The Law of Change <ul><li>Brands can be changed, but only infrequently and very carefully </li></ul><ul><li>If you want to change your brand, keep your sights on your target, the consumer’s mind’ </li></ul><ul><li>Xerox Computer, IBM copiers, Epson computer </li></ul><ul><li>KFC </li></ul><ul><li>Intel, Marlboro, Citibank </li></ul>
  12. 12. 21. The Law of Mortality <ul><li>No brand will live forever. Euthanasia is often the best solution </li></ul><ul><li>Rinso, Oxydol </li></ul>
  13. 13. 22. The Law of Singularity <ul><li>The most important aspect of a brand is its single-mindedness </li></ul><ul><li>Loss of singularity weakens a brand </li></ul><ul><li>Volvo, Heiniken, Rolex </li></ul>