22 Immutable Laws of Branding by Al Ries and Laura Ries explores various aspects of branding. Branding is one the marketing world’s hottest concept. The success of your business depends very much upon what image is formed in the customer’s mind when your brand name pops up. Read the summary prepared by Prof. Sameer Mathur for more insights.
Branding unlike conventional marketing strategies forces you to narrow your focus. This presentation is a summary of the book '22 Immutable Laws of Branding' that provide a set of guidelines to build a brand and maintain it.
My perspective of 22 Immutable Laws of Marketing (the laws were provided by Al Ries and Jack Trout). Some of the laws are overlapping, some may hold good in few business situations.
Yet, I see these laws are good attempt in creating some understandings of the marketing dynamics.
Positioning The Battle For Your Mind by Al Ries & Jack TroutSameer Mathur
Advertising is a brutal business where mistakes can be costly and positioning is a major part of advertising. Positioning is not what you do to a product but it is what you do to the mind of the prospect. The book explains how to get into the mind of your target customers. Read the summary of the book created by Prof. Sameer Mathur.
Branding unlike conventional marketing strategies forces you to narrow your focus. This presentation is a summary of the book '22 Immutable Laws of Branding' that provide a set of guidelines to build a brand and maintain it.
My perspective of 22 Immutable Laws of Marketing (the laws were provided by Al Ries and Jack Trout). Some of the laws are overlapping, some may hold good in few business situations.
Yet, I see these laws are good attempt in creating some understandings of the marketing dynamics.
Positioning The Battle For Your Mind by Al Ries & Jack TroutSameer Mathur
Advertising is a brutal business where mistakes can be costly and positioning is a major part of advertising. Positioning is not what you do to a product but it is what you do to the mind of the prospect. The book explains how to get into the mind of your target customers. Read the summary of the book created by Prof. Sameer Mathur.
This presentation provides an introduction to brand valuation and, among other things, discusses some of the more prominent methodologies and why they produce such different results. The presentation looks at the importance of brand valuation but also highlights the criticism of the current methodologies. I am retiring this presentation from my lecture series and in future will integrate brand valuation into a broader presentation on brand measurement.
This presentation is based on the Harvard Business Case:Procter & Gamble: Marketing Capabilities.It was created by me during a marketing internship by Prof Sameer Mathur IIM-Lucknow
Personal Branding presentation for the Cincinnati USA Regional Chamber's women's leadership development program - WE Lead - on February 2, 2010 by Jennifer McClure. www.cincyrecruiter.com
This presentation provides an introduction to brand valuation and, among other things, discusses some of the more prominent methodologies and why they produce such different results. The presentation looks at the importance of brand valuation but also highlights the criticism of the current methodologies. I am retiring this presentation from my lecture series and in future will integrate brand valuation into a broader presentation on brand measurement.
This presentation is based on the Harvard Business Case:Procter & Gamble: Marketing Capabilities.It was created by me during a marketing internship by Prof Sameer Mathur IIM-Lucknow
Personal Branding presentation for the Cincinnati USA Regional Chamber's women's leadership development program - WE Lead - on February 2, 2010 by Jennifer McClure. www.cincyrecruiter.com
Everyone is a SALESPERSON. "To Sell Is Human" talks not only about "traditional selling" but also "non-sales selling"; persuading, convincing and influencing. Pink elaborates all his analytics with anecdotes which keeps the reader engaged throughout the book. For insights check the summary of the book prepared by Prof. Sameer Mathur.
designing of branding strategy requires considering the legal perspective in branding. In this topic, student will see how important legal factors are in designing branding strategies.
Theoretical Bases for Analyzing the Ethics of a DecisionAdapte.docxsusannr
Theoretical Bases for Analyzing the Ethics of a Decision
Adapted from a chapter by John R. Deckop, in Vida Scarpello (ed). The Handbook of Human Resource Management Education: Promoting and Effective and Efficient Curriculum, Los Angeles: Sage Publications, 2008.
Philosophers have pondered ethical questions for millennia, and have developed numerous theoretical perspectives to aid in ethical decision-making. The range and depth of philosophical theories on ethical decision-making can be daunting. So much so that arguably, presenting all the major philosophical perspectives, and their nuances, is likely to fail from a pragmatic standpoint because there is no way most students can absorb, much less apply on a day-to-day level, so much material.
So this analysis will be restricted to the two “dominant” (Beauchamp & Bowie, 1997) philosophical perspectives on ethics: utilitarianism and universalism, and will deal with only the most general features of these theories. Things will be complicated a little, in that a third theoretical perspective that is a subset of utilitarianism will also be discussed: profit maximization.
The goal is to provide three perspectives (utilitarianism, profit maximization, and universalism) on ethical decision-making that can actually be easily remembered, taught, and used in daily decision-making. Later other perspectives will be overviewed, including theory that challenges the two dominant perspectives.
Utilitarianism
The theory. Utilitarianism, developed primarily in the 19th century, can be understood by the common phrases “The greatest good for the greatest number” and “The ends justify the means.” The utilitarian believes that the potential outcomes of a decision should be analyzed to see who benefits and who is harmed. The decision that results in the most total benefit compared to harm is the best decision. The utilitarian is often portrayed figuratively as holding a scale, with the benefits on one side being weighed against the harm on the other.
A critical aspect of this theory is that a decision can result in harm to some individuals and still be the most ethical course of action. As long as benefit versus harm is maximized, the “ends justify the means.” From a utilitarian perspective, an organizational downsizing for example would be ethical as long as the good that comes from it, perhaps in the form of long-term company health and shareholder value, outweighs the harm to dismissed and current employees, and other stakeholders.
Some criticisms of the theory. One criticism of utilitarianism is that the ends may not always justify the means. Universalism, the other dominant ethical theory to be discussed below, argues that humans have inherent worth and thus fundamental rights that should not be violated under any circumstances. Thus, for example, while a utilitarian may defend drug testing, a universalist might argue that drug testing fundamentally violates an employe.
DNS Business Development Workshop
Course Overview
This course is designed to provide a basic understanding of the Domain Name System (DNS) industry and business drivers to enable entrepreneurs to understand potential business opportunities in this industry.
The course will focus on practical issues where appropriate, with case studies and listings of available resources and vendors in the industry. Ample time will be included for networking opportunities and identifying available resources for on-going assistance after the conclusion of the course.
The course will occur over a 5 day period, with an early end on the last day to accommodate travel schedules
12th Cairo Marketing Club (22 immutable Laws of Marketing) by Dr. Ahmed SamirMahmoud Bahgat
12th Cairo Marketing Club (22 immutable Laws of Marketing) by Dr. Ahmed Samir
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*If you are a Marketer now*
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Eating the big fish modern enterpreneurship - arise robyArise Roby
IT IS NOT WITH BIG FISH EATING SMALL FISH if you watch clearly who cannot gallop in terms of Creativity and Change according business scenario are out of the race.
Innovators Dilemma by Clayton ChristensenSameer Mathur
Using the lesson of successes and failures from leading companies, "The Innovator's Dilemma" presents a set of rules for capitalizing on the phenomenon of disruptive innovation.When it is right not to listen to customers? Get to know the answers to such questions in the book summary
"What I know for sure" is that there is no strength without challenge, adversity, resistance, and often pain". Oprah Winfrey beautifully describes the truth of life in her book. Read book summary here.
Crossing The Chasm by Geoffrey A. MooreSameer Mathur
"Crossing The Chasm" is of biblical importance to anybody who has curiosity regarding the operations of B2B scenario. For book summary by Prof. Sameer Mathur, check here.
How To Win Friends And Influence People by Dale CarnegieSameer Mathur
We all face problems maintaining our relationship with friends and family. There are various dynamics to all relations and it can get very complicated if you don't do it right. Dale Carnegie's "How To Win Friends and Influence People" is humbling yet empowering. The book is a guide to 'live life'. For book summary prepared by Prof. Sameer Mathur, click here.
There is a specific marketing strategy for each and every kind of product or service. "Inside the Tornado" gives stimulating introduction to guerilla marketing tactics in Silicon Valley and detailed analysis of various marketing strategies. Read book summary compiled by Prof. Sameer Mathur for more insights.
In "Upside of irrationality", Dan Ariely examines some positive effects of irrationality our lives. It offers a new look on the irrational decisions that influence our personal lives. Check the summary compiled by Prof. Sameer Mathur.
Blue Ocean Strategy by W. Chan Kim and Renee MauborgneSameer Mathur
A cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool.Here is a book summary of "Blue Ocean Strategy" compiled by Prof. Sameer Mathur.
The Discipline of Market Leaders by Michael Treacy and Fred WiersemaSameer Mathur
What gives the leading companies an edge over its competitors? According to "The Discipline Of Market Leaders the value of a product or service to the customers can be categorized in terms of efficiency, innovation and customer intimacy. Read the summary prepared by Prof. Sameer Mathur.
How Will You Measure Your Life by Clayton ChristensenSameer Mathur
There are moments in life when we introspect and ask some basic questions to ourselves: The book "How Will You Measure Your Life?" provides incredible solutions to basic problems of our life.Read the book summary prepared by Prof. Sameer Mathur.
As opting for an unbeaten path can give a unique charm to your life, likewise, Godin talks of taking risks in your business to make it stand out from the rest. In fact, ensuring safety is actually risking. Read the book summary prepared by Prof. Sameer Mathur.
BUYOLOGY explains how Brands play with our emotions and psychology to get under our skin. We think that we are making a rational decision while buying a product but that’s just a deception. Our buying decisions are highly influenced by subliminal messages. This book reveals various facets of Neuromarketing. Martin supports his discoveries with real examples which makes every concept easy to understand. Check the summary of the book created by Prof. Sameer Mathur.
(MBASkills.IN) Book summary: All Marketers Are LiarsSameer Mathur
In an ocean filled with lies, all that really matters is how believable YOUR lie is. All successful marketers are good storytellers; the customers chose to believe. "All Marketers are Liars" by Seth Godin shows that contemporary marketing is not only about satisfying needs but about creating wants. Here is a summary of the book prepared by Prof. Sameer Mathur.
These slides were created by AJEET KUMAR, as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com).
Presentation By: AJEET KUMAR
These slides describes the current scenario of brands and private labels in world second most populated country(INDIA)
These slides gives the Golden tips for brand managers to promote there brand
These slides explains the pitfalls to be avoided by brand managers
This presentation is about the impact of Private labels on the sales of National and International Brands. It also studies the increasing number of private labels in India.
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH IIT BHUSameer Mathur
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH
THIS IS ATTEMPT TO SOLVE A FAMOUS CASE OF HARVARD BUSINESS REVIEW. AWESOME CASE STUDY TO UNDERSTAND BRANDING.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptxEduSkills OECD
Andreas Schleicher presents at the OECD webinar ‘Digital devices in schools: detrimental distraction or secret to success?’ on 27 May 2024. The presentation was based on findings from PISA 2022 results and the webinar helped launch the PISA in Focus ‘Managing screen time: How to protect and equip students against distraction’ https://www.oecd-ilibrary.org/education/managing-screen-time_7c225af4-en and the OECD Education Policy Perspective ‘Students, digital devices and success’ can be found here - https://oe.cd/il/5yV
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024.
He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.
Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
We all have good and bad thoughts from time to time and situation to situation. We are bombarded daily with spiraling thoughts(both negative and positive) creating all-consuming feel , making us difficult to manage with associated suffering. Good thoughts are like our Mob Signal (Positive thought) amidst noise(negative thought) in the atmosphere. Negative thoughts like noise outweigh positive thoughts. These thoughts often create unwanted confusion, trouble, stress and frustration in our mind as well as chaos in our physical world. Negative thoughts are also known as “distorted thinking”.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
How to Split Bills in the Odoo 17 POS ModuleCeline George
Bills have a main role in point of sale procedure. It will help to track sales, handling payments and giving receipts to customers. Bill splitting also has an important role in POS. For example, If some friends come together for dinner and if they want to divide the bill then it is possible by POS bill splitting. This slide will show how to split bills in odoo 17 POS.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
(MBASkills.IN) Book Summary: 22 Immutable Laws of Branding
1. BOOK SUMMARY AND KEY INSIGHTS:
22 Immutable Laws of
Branding
by Al Ries and Laura Ries
PREPARED BY
Sameer Mathur
Ph.D. (Carnegie Mellon University)
2. Prof. Sameer Mathur, Ph.D.
“The Power of Brand
is Inversely
Proportional to its
Scope”
1: The Law of Expansion
Prof. Sameer Mathur, Ph.D.
3. Prof. Sameer Mathur, Ph.D.
If we want to build a powerful
brand, we should contract it,
not expand it.
Consumers want a brand that is
narrow in scope and
distinguishable by a single
word, the shorter the better.
1: The Law of Expansion
Prof. Sameer Mathur, Ph.D.
4. Prof. Sameer Mathur, Ph.D.
EXAMPLE: American Express
suffered the adverse
consequences of the Law of
Expansion. They had a handful of
cards and ~25% market share in
1988. Their market share plunged
to under ~20% after they
launched a blizzard of new
cards.
1: The Law of Expansion
Prof. Sameer Mathur, Ph.D.
5. Prof. Sameer Mathur, Ph.D.
2: The Law of Contraction
Prof. Sameer Mathur, Ph.D.
“A Brand Becomes
Stronger When It
Narrows Its Focus.”
6. Prof. Sameer Mathur, Ph.D.
A brand should narrow its
focus, contracting the
category. Narrowing focus is
not the same as carrying a
limited line. The objective
should be to dominate a
narrower category.
2: The Law of Contraction
Prof. Sameer Mathur, Ph.D.
7. Prof. Sameer Mathur, Ph.D.
EXAMPLE: Fred De Luca implemented
the Law of Contraction. He
narrowed focus to one type of
sandwich, the submarine sandwich.
He called his restaurant Subway
2: The Law of Contraction
Prof. Sameer Mathur, Ph.D.
8. Prof. Sameer Mathur, Ph.D.
“The Birth Of A
Brand Is Achieved By
Publicity (Not
Advertising)”
3: The Law of Publicity
Prof. Sameer Mathur, Ph.D.
9. Prof. Sameer Mathur, Ph.D.
A new brand must be capable of
generating favorable publicity
in the media. A new brand needs
to be “born” not “made”.
The best way of generating
publicity is by being the first
in some important, credible way
for e.g. the first in a new
category.
3: The Law of Publicity
Prof. Sameer Mathur, Ph.D.
10. Prof. Sameer Mathur, Ph.D.
EXAMPLES:
Band-Aid = first adhesive bandage
Jell-O = first gelatin dessert
3: The Law of Publicity
Prof. Sameer Mathur, Ph.D.
11. Prof. Sameer Mathur, Ph.D.
“Once Born, A Brand
Needs Advertising To
Stay Healthy”
4: The Law of Advertising
Prof. Sameer Mathur, Ph.D.
12. Prof. Sameer Mathur, Ph.D.
First Publicity, Then
Advertising should be the
general rule. Advertising
“raises the price of admission”
for competitors. A brand’s
advertising budget serves as
insurance against losses caused
by competitive attacks.
Advertising is useful for
maintaining brand leadership,
but not to obtain it.
4: The Law of Advertising
Prof. Sameer Mathur, Ph.D.
13. Prof. Sameer Mathur, Ph.D.
EXAMPLE: The first iPad was
released by Apple on April 3,
2010. It received tremendous
publicity and media coverage.
Subsequently, Apple launched its
advertising campaign.
4: The Law of Advertising
Prof. Sameer Mathur, Ph.D.
14. Prof. Sameer Mathur, Ph.D.
“A Brand Should
Strive To Own A Word
In The Mind Of The
Consumer”
5: The Law of The Word
Prof. Sameer Mathur, Ph.D.
15. Prof. Sameer Mathur, Ph.D.
A company must focus its
branding efforts on “owning a
word” in the minds of its target
customers. This should be a word
that nobody else owns.
One way this occurs is when the
brand name gets used as a verb.
5: The Law of The Word
16. Prof. Sameer Mathur, Ph.D.
EXAMPLES:
“To Xerox” = To Make a photocopy
“To Google” = To Search the
Internet
5: The Law of The Word
17. Prof. Sameer Mathur, Ph.D.
“The Crucial
Ingredient In The
Success Of Any Brand
Is Its Claim To
Authenticity”
6: The Law of Credentials
18. Prof. Sameer Mathur, Ph.D.
A brand’s credentials in a
category as authentic, real,
original or the leader make it
very powerful. Credentials serve
as collateral put up to
guarantee the performance of a
brand. A product’s perceived
benefits are higher, if they are
structured around the company’s
credentials.
6: The Law of Credentials
19. Prof. Sameer Mathur, Ph.D.
EXAMPLES:
Volvo = “safety”
FedEx = “overnight”
6: The Law of Credentials
20. Prof. Sameer Mathur, Ph.D.
“Quality Is
important but brands
are not built by
quality alone”
7: The Law of Quality
21. Prof. Sameer Mathur, Ph.D.
Perception of quality is in the
mind of the consumer.
Having a high price signals high
quality to consumers.
There is often little
correlation between the
popularity of a product and the
quality of the product.
7: The Law of Quality
22. Prof. Sameer Mathur, Ph.D.
EXAMPLE: Does a Rolex keep
better time than a Casio
watch? Yet, it is perceived as
a better quality watch.
7: The Law of Quality
23. Prof. Sameer Mathur, Ph.D.
8: The Law of The Category
“A Leading Brand
Should Promote The
Category, Not The
Brand”
24. Prof. Sameer Mathur, Ph.D.
A brand should narrow the focus,
create a new category, become
the first and thus the leading
brand in the new category.
Once competition arrives, the
brand should promote the
category and increase the size
of the pie, rather than
increasing their slice of the
pie.
8: The Law of The Category
25. Prof. Sameer Mathur, Ph.D.
EXAMPLE: Customers care more
about a new category (eating
fresh pizza within 30 minutes)
than a new brand (Domino’s)
8: The Law of The Category
26. Prof. Sameer Mathur, Ph.D.
“In The Long Run, A
Brand Is Nothing
More Than A Name”
9: The Law of The Name
27. Prof. Sameer Mathur, Ph.D.
In the long term, the unique
idea or concept behind the brand
goes away, leaving behind just
the name.
Shorter, unique, memorable names
are better than longer, vague,
generic names.
9: The Law of The Name
28. Prof. Sameer Mathur, Ph.D.
EXAMPLES:
“To Xerox” = To Make a photocopy
“To Google” = To Search the
Internet
9: The Law of The Name
29. Prof. Sameer Mathur, Ph.D.
“The Easiest Way To
Destroy A Brand Is
To Put Its Name On
Everything”
10: The Law of Extensions
30. Prof. Sameer Mathur, Ph.D.
Brand extensions destroy brand
value, felt by a reduction in
the market share of the parent
brand; a loss of brand identity.
The company should either
continue to invest in the parent
brand, or launch a new brand.
10: The Law of Extensions
31. Prof. Sameer Mathur, Ph.D.
EXAMPLE: Does Extra-Strength
Tylenol imply that regular Tylenol
is not good enough?
10: The Law of Extensions
32. Prof. Sameer Mathur, Ph.D.
“In Order To Build
The Category, A
Brand Should Welcome
Other Brands”
11: The Law of Fellowship
33. Prof. Sameer Mathur, Ph.D.
Choice stimulates demand!
(although too much choice can
confuse consumers)
Competition broadens the
category, allowing the brands to
focus. Similar businesses
located close together attract
more customers; consumers can
comparison shop; competitors can
keep an eye on each other.
11: The Law of Fellowship
34. Prof. Sameer Mathur, Ph.D.
EXAMPLE: The competition between
Coke and Pepsi makes consumers
more cola conscious. The best
location for Burger King is often
across the street from McDonalds.
11: The Law of Fellowship
35. Prof. Sameer Mathur, Ph.D.
“One Of The Fastest
Routes To Failure Is
Giving A Brand A
Generic Name”
12: The Law of The Generic
36. Prof. Sameer Mathur, Ph.D.
A generic name makes it tough
for a brand to differentiate
from its competitors. It lacks
Brand Identity.
Many brands have transformed
from a generic name (e.g.
General Electric) to a specific
name (GE).
Sometimes cutting a generic name
can create a good specific name.
12: The Law of The Generic
37. Prof. Sameer Mathur, Ph.D.
EXAMPLE: “Intelligent Chip
Company” is too long and too
generic a name. Everyone knows and
remembers “Intel”.
12: The Law of The Generic
38. Prof. Sameer Mathur, Ph.D.
“Brands are brands.
Companies are
companies. There is
a difference.”
13: The Law of The Company
39. Prof. Sameer Mathur, Ph.D.
Customers think about and buy
brands (e.g. Tide), not the
parent company (Proctor &
Gamble). The brand name should
get greater focus than the
company name (unless they are
the same).
Customers use the brand name to
describe the product (e.g. Do
you want to drink Pepsi?)
13: The Law of The Company
40. Prof. Sameer Mathur, Ph.D.
EXAMPLE: Customers think about and
buy Tide (the brand), not the P&G
(the parent company)
13: The Law of The Company
41. Prof. Sameer Mathur, Ph.D.
“What Branding
Builds, Sub-Branding
Can Destroy”
14: The Law of Sub brands
42. Prof. Sameer Mathur, Ph.D.
Sub-brands can erode the power
of the brand by creating
confusion. They can adversely
impact the positioning of the
brand in the minds of the
target consumers.
For example, Waterford is the
leading Irish crystal maker.
Introducing “cheap” Waterford
as “Marquis by Waterford”
dilutes the Waterford brand.
14: The Law of Sub-brands
43. Prof. Sameer Mathur, Ph.D.
EXAMPLE: Consumers could get
confused about the different
Holiday Inn sub-brands and how
they are positioned.
14: The Law of Sub-brands
44. Prof. Sameer Mathur, Ph.D.
“There Is A Time And
Place To Launch A
Second Brand”
15: The Law of Siblings
45. Prof. Sameer Mathur, Ph.D.
Sometimes it is good to create a
family of brands – sibling
brands.
The second brand should not
detract from the parent brand.
It could focus on a new
subcategory within the same
product family. Each sibling
should be different and distinct
in its own right.
15: The Law of Siblings
46. Prof. Sameer Mathur, Ph.D.
EXAMPLE: Time Inc., the world’s
largest magazine publisher has
many separate, sibling
publications: Time, Life, SI,
Money, People
15: The Law of Siblings
47. Prof. Sameer Mathur, Ph.D.
“A Brand’s Logo Type
Should Be Designed
To Fit The Eyes.
Both Eyes.”
16: The Law of Shape
48. Prof. Sameer Mathur, Ph.D.
A logo should be a combination
of a trademark and the name of
the brand, set in distinctive
type.
A logo should be horizontal;
legible; need not be accompanied
by a symbol.
16: The Law of Shape
49. Prof. Sameer Mathur, Ph.D.
EXAMPLES: Some of the world’s
best logos
16: The Law of Shape
50. Prof. Sameer Mathur, Ph.D.
“A Brand Should Use
A Color That Is The
Opposite Of Its
Major Competitor”
17: The Law of Color
51. Prof. Sameer Mathur, Ph.D.
Color can help to make a brand
distinctive. Focus on the
identity and mood that the brand
should create. Accordingly,
choose the best color possible,
but if there is another brand
with that color, choose the
opposite color. Usually, having
one, basic color (red, blue,
green, yellow) is better than a
mixed color or a combination of
colors.
17: The Law of Color
52. Prof. Sameer Mathur, Ph.D.
17: The Law of Color
EXAMPLE: Coke is primarily
red, while Pepsi is primarily
blue.
53. Prof. Sameer Mathur, Ph.D.
“There Are No
Barriers To Global
Branding. A Brand
Should Know No
Borders”
18: The Law of Borders
54. Prof. Sameer Mathur, Ph.D.
A global brand should have a
narrow focus and consistent
message, but account for the
perceptions of its country of
origin.
Regardless of where a brand
originated or is produced, the
name and the associated
connotations determine its
geographic perception.
18: The Law of Borders
55. Prof. Sameer Mathur, Ph.D.
EXAMPLE: Honda is perceived as
Japanese; Microsoft is perceived
as American; Haagen-Dazs is
perceived as Scandinavian
(although it is American)
18: The Law of Borders
or
56. Prof. Sameer Mathur, Ph.D.
“A Brand Is Not
Built Over Night.
Success Is Measured
In Decades, Not
Years”
19: The Law of Consistency
57. Prof. Sameer Mathur, Ph.D.
Being consistent over time and
limiting the scope of the brand
is the key to successful
branding.
A brand cannot get into the mind
unless it stands for something.
Markets may change, but brands
should not be changed.
19: The Law of Consistency
58. Prof. Sameer Mathur, Ph.D.
EXAMPLE: BMW has been “The
Ultimate Driving Machine” for
30 years.
19: The Law of Consistency
59. Prof. Sameer Mathur, Ph.D.
“Brands Can Be
Changed, But Only
Infrequently And
Only Very Carefully”
20: The Law of Change
60. Prof. Sameer Mathur, Ph.D.
Brands should be changed
infrequently and cautiously.
There are three situations in
which brands should be changed:
- When a brand is non-existent
in the minds of consumers
- When a brand needs to be moved
to a lower price and perception
- When a brand is in a category
where change occurs slowly
20: The Law of Change
61. Prof. Sameer Mathur, Ph.D.
EXAMPLE: Marlboro lowered the
price of its cigarettes over time
to gain market share
20: The Law of Change
62. Prof. Sameer Mathur, Ph.D.
“No Brand Will Live
Forever. Euthanasia
Is Often The Best
Solution”
21: The Law of Mortality
63. Prof. Sameer Mathur, Ph.D.
Brands have a life cycle. They
are born, grow up, mature and
eventually die.
Companies sometimes waste
millions trying to save a dying
brand. A well-known brand that
doesn’t stand for anything has
limited value. A brand that
stands for something but is not
well-known has value because
there is the opportunity to
create a powerful brand.
21: The Law of Mortality
64. Prof. Sameer Mathur, Ph.D.
EXAMPLE: Blockbuster became a
leader in video rentals.
Subsequently, with the rise of
Video on Demand, Netflix and poor
management, its revenues
declined. Finally, it filed for
bankruptsy in Sept 2010 and was
acquired by Dish Network.
21: The Law of Mortality
65. Prof. Sameer Mathur, Ph.D.
“The Most Important
Aspect Of A Brand Is
Its Single-
Mindedness”
22: The Law of Singularity
66. Prof. Sameer Mathur, Ph.D.
The most important aspect of a
brand is its singularity. What is
a brand? A singular idea or
concept owned inside the mind of
the prospect. If it is too many
things at once, it is confusing
and can become worthless.
22: The Law of Singularity
67. Prof. Sameer Mathur, Ph.D.
EXAMPLE: Volvo has stuck to the
singular concept of burning into
the minds of consumers that it is
the safest car on the road.
22: The Law of Singularity