LAWS OF BRANDING
When you put your
brand name on everything, that name loses its power.
Brand hat means
everything to everyone means nothing specific to anyone.
Reliance Investment,
Reliance financial services, Reliance Telecom etc.
If one losses empact
comes on everyone
Focus on just one feature and uplift your
brand on its basis.
3. The Law of Publicity
The birth of a brand is usually accomplished with publicity, not advertising.
The birth of a brand is usually accomplished with publicity, not advertising.
In the past, it may have been true that a beefy advertising budget was the key ingredient in the brand-building process. But what worked in the past doesn't Necessarily work today. We live in an over-communicated society, where each of us gets hit with hundreds of commercial
messages daily. Brands
are born due to Publicity.
And how to generate
publicity? The best way is to be first in category. For example
Rolex – First
Expensive watch , Swatch – First Fashion Watch.
Diest coke etc
4. The Law of Advertising
Once born, needs advertising to stay healthy.
Your advertising budget is like a country's defense budget. Those massive advertising dollars don't buy you anything; They just keep you from losing market share to competition.
Once born, needs advertising to stay healthy.
Your advertising budget is like a country's defense budget. Those massive advertising dollars don't buy you anything; They just keep you from losing market share to competition.
Publicity is a
powerful tool, but sooner or later a brand outlives its publicity potential. As
the publicity dies out, brands will someday have to shift to massive
advertising to defend their positions. First publicity, then advertising is the
general rule.
If you want to build a
brand, you must focus your branding efforts on owning a word in the prospect's
mind. A word that nobody else owns.
Volvo –
Safety, Coke – Music,
6.
The Law of
Credentials
The crucial ingredient to the success of any brand is its claim to authenticity.
The crucial ingredient to the success of any brand is its claim to authenticity.
Credentials are the
collateral that you put up to guarantee the performance of your brand. When you
have the right credentials, your prospect is likely to believe almost
everything you say about your brand.
Quality or rather the
perception of quality resides in the mind of the buyer. If you want to build a
powerful brand, you have to build a powerful perception of quality in the mind.
As it happens, the best way to build a quality perception in the mind is by following the laws of brand building.
Take the law of contraction. What happens when you narrow the focus? You become a specialist rather than a generalist. And the specialist is always perceived to know more, in other words to have "higher quality" than a generalist.
An important aspect of brand building is having a better name. All other factors being equal, the brand with the better name will come out on top.
Another factor in building a high-quality perception is having a high price. Rolex, Haagen-Dazs, Mercedes-Benz, Montblanc and Absolut, are all brands that benefit from their high price.
There's nothing wrong with quality. We always advise our clients to build as much quality into their brands as they can afford. But don't count on quality alone to build your brand.
As it happens, the best way to build a quality perception in the mind is by following the laws of brand building.
Take the law of contraction. What happens when you narrow the focus? You become a specialist rather than a generalist. And the specialist is always perceived to know more, in other words to have "higher quality" than a generalist.
An important aspect of brand building is having a better name. All other factors being equal, the brand with the better name will come out on top.
Another factor in building a high-quality perception is having a high price. Rolex, Haagen-Dazs, Mercedes-Benz, Montblanc and Absolut, are all brands that benefit from their high price.
There's nothing wrong with quality. We always advise our clients to build as much quality into their brands as they can afford. But don't count on quality alone to build your brand.
The most efficient,
most productive, most useful aspect of branding is creating a new category. In
other words, narrowing the focus to nothing and starting something totally new.
That's the way to become the first in a new category and ultimately the leading
brand in a rapidly growing new segment of the market.
Citibank Credit Card-
Creating Credit cards category
Mobilink – Creating
Prepaid category
The most important branding decision you will ever make is what to name your product or service. Because in the long run a brand is nothing more than a name.
In the short term, a brand needs a unique idea or concept to survive. It needs to be first in a new category. It needs to own a word in the mind.
But in the long term, the unique idea or concept disappears. All that is left is the difference between your brand name and the brand name of your competitors.
Pampers Vs any other
diaper
Customers respond to
competition because choice is seen as a major benefit. If there is no choice,
customers are suspicious. Maybe the category has some flaws? Maybe the price is
too high? Who wants to buy a brand if you don't have another brand to compare
it with?
Competition creates
point of differences in brands which results in sales and loyalty in longterm.
The problem with a
generic brand name is its inability to differentiate the brand from the
competition.
A company is the
organization that manufactures or produces the brand. It is not the brand
itself. Microsoft isn't Word, Procter & Gamble isn't Tide. Microsoft
produces many products one of which is Word. Procter & Gamble produces many
products one of which is Tide.
It's not a cola made
by the Coca-Cola Company. The cola itself is Coca-Cola, the real thing. This
distinction is at the heart of an effective branding strategy
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.
Dettol antibacterial
soap Vs Dettol beauty soap
In particular,
corporate management should keep the following principles in mind when
selecting a sibling strategy
1. Focus on a common product area.
2. Select a single attribute to segment. Price is the most common, but other attributes include distribution, age, calories, flavors.
3. Create different, not similar brand names. You don't want to create a family of brands, you want to create a family of different brands.
4. Launch a new sibling only when you can create a new category.
5. Keep control of the sibling family at the highest level.
A logotype is a
combination of a trademark which is the visual symbol of the brand and the name
of the brand set in distinctive type.
Another way to make a
brand distinctive is with color. But keep in mind that all colors are not
created equal in the eye of the beholder.
The best way to grow
your business is to build a global brand. Pizza hut offering different flavours
to suite different cultures.
18.
The Law of
Consistency
A brand is not built overnight. Success is measured in decades, not years.
A brand is not built overnight. Success is measured in decades, not years.
But changing a brand
does not occur inside a company. It occurs inside the mind of the consumer. If
you want to change your brand, keep your sights on your target, the consumer's
mind.
Don't fight it. For brands, like people, there is a time to live
and a time to die. There is a time to
invest in a brand and there is a time to harvest a brand. And ultimately
there is a time to put the brand to sleep. Spend your money on the next generation.
Save the money spent to prolong an old brand's life and invest it in a new
brand with a future.
What's a brand? A proper word that can be used in place of a
common word.
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