The document discusses several "laws of branding" according to Rhys & Rhys: 1. The law of expansion states that a brand's power is inversely proportional to its scope, so narrow focus is stronger than putting a brand on everything. 2. The law of advertising states that brands are built with publicity and maintained through advertising, and brand leaders must advertise their leadership to maintain it. 3. The law of the name states that in the long run, a brand is nothing more than a name, so it needs a strong, unique name not used generically. 4. The law of quality states that brands should build a powerful perception of quality in customers' minds through various strategies like exclusivity

1. BRANDS

2. 22 Immutable laws of BrandingRhys & Rhys

3. Law of expansionThe power of a brand is inversely proportional to its scopeWhen you put a brand on everything, that name loses its power

4. Law of contractionA brand becomes stronger when you narrow its focusNarrow focusStock in depthBuy cheapSell cheapDominate the category

5. Law of publicityBrands are build with publicity and maintained with advertisingBest way to make news is to advertise a new category, not just a new productEg- Lotus notes – the 1st successful groupware product

6. Law of advertisingKicks in when a brand outlives its publicity potentialBrand leaders must advertise leadership. Leadership indicates the product is better.Keeps away the competition

7. Law of the wordFocus on owning a word in the prospects’ mind. A word nobody else owns.Your brand owns the category name when people use the brand generically.(is that good?)Premium productMake it expensiveFind a subtle way to communicate exclusivity

8. Law of credentialsCustomers are suspicious and they tend to disbelieve your claims.When you have the right credentials, the prospect is likely to believe youHave a good track record and communicate it.

9. Law of qualityBuild a powerful ‘perception’ of quality in the customers’ mindHigh priceNarrow focusUse the word ‘quality’Build as much quality as you can affordDifferentiate looks

10. Law of the categoryLeading brand should promote the category, not the brandUse words like leader, pioneer, original, firstRise of competitors stimulates consumer interestThe ‘rightful’ share of a leader is not more than 50%

11. Law of the nameIn the long run, a brand is nothing more than a nameGeneric names are no goodThe leader is not necessarily a high quality product but a high quality name

12. Law of extensionsThe easiest way to destroy a brand is to put the name on everythingIf the market is moving, stay where you are and launch a second brandIf not, stay where you are and build your brand

13. Law of fellowshipNot only should the dominant brand tolerate competitors, it should welcome themChoice stimulates demandMarket share is based on the brand in the mind, not on merit of the product

14. Law of the genericOne of the fastest way of failure is to give a brand a generic name????GE, IBM, 3M, GM

15. Law of the companyBrands are brands. Companies are companies. There is a differenceShould the company name dominate or the brand name?The brand should be the focus of attention.If you have to use the company name, do it in a decidedly secondary way.

16. Law of subbrandsWhat branding builds, subbranding can destroy.Subbranding, masterbranding and megabranding are not customer driven concepts

17. Law of siblingsThere is time and space to launch a second brandThe key is to make each brand a unique individual with its own identity

18. Law of siblingsFocus on common product areaSelect a single attribute to segmentSet up rigid distinctions among brandsCreate different, not similar brand namesLaunch to create a new category, not to fight with competitionKeep control at the highest level

19. Law of shapeBrand’s logotype should be designed to fit the eyes. Horizontal1:2.25LegibleAdvantages of using the symbol alone are slim and occur in certain situations.

20. Law of colourA brand should use a colour that is opposite of its major competitor’s.Focus on the mood you want to createColour consistency is important

21. Law of bordersThere are no barriers to global brandingKeep the brand’s narrow focusBe the firstProduct needs to fit the perception of its country of originChanges must be made to accommodate local languages and cultures

22. Law of consistencyMarkets may change, but brands shouldn’tPersist

23. Law of changeBrands can be changed, but only infrequently and very carefully.Brand is weak or nonexistent in the mindMoving the brand downChange takes place slowly to take advantage of a slow moving trend

24. Law of moralityNo brand will live foreverEuthanasia is often the best solution

25. Law of singularityThe most important aspect of a brand is its single-mindedness

26. Brand Asset ValuatorDifferentiationRelevance – Breadth of a brand’s appealEsteem Knowledge

27. Aaker’s ModelBrand loyaltyBrand awarenessPerceived qualityBrand associationsOther IP

28. BRANDZPresence – Do I know about it?Relevance – Does it offer me something?Performance – Can it deliver?Advantage – Is it better than othersBonding – Nothing else beats it

29. Intangible Asset MonitorExternal StructureInternal structureCompetenceKarl – Erik Sveiby

30. External MeasuresMarket to book valueTobin’s Q: replacement cost of assetsValuation of free cash flows*Calculated Intangibles Value ROA Value/Sales

31. Brand Management at Unilever India

32. UI has over 100 brandsCautious in creating new brandsLocates positioning opportunitiesEvery brand has to be viable on its ownConstant brand rejuvenation

33. Umbrella brandingFood: Brooke Bond, Lipton, Kissan, Dalda and Kwality WallsExpanding Kissan even to basic food itemsBrooke Bond and Lipton in beverages

34. Power brandsIdentified 30 power brandsIncludes future stars like Axe And niche leaders like PearsCriteriaCurrent performanceCompetitive differentiationFuture potential

35. Other 80+ brands treated differentlyRegional brands - HamamUnprofitable brands – Aim, RevelOverlapping brands – Breeze and Jai

36. Case of SavlonGermicide segment of soap market was growing fastDettol was the leaderLifebuoy was not expected to succeed

37. Competitive Positioning

38. Market leadersExpand the marketNew customers (new markets)More usageExpand market share

39. Defend market sharePosition defenseFlank defensePreemptiveCounteroffensiveMobileContraction

40. Market challengerMarket leaderOther firms its sizeSmall firmsFrontalFlankingEncirclementBypassGuerrilla

41. Price discountsProduct improvementsProduct proliferationDistribution innovationPromotion intensificationCost reduction

42. Market followerCounterfeiterClonerImitatorAdapterMARKET NICHER