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Laws of
Branding
Law of the Name
IN THE LONG RUN A BRAND IS
NOTHING BUT A NAME.

NAME SHOULD BE:


SMALL
PRONOUNCEABLE
TWEAKED
LAW OF SINGULARITY

THE MOST IMPORTANT


ASPECT OF A BRAND IS ITS
SINGLE-MINDEDNESS.
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Law of Singularity

BRAND IS A SINGLE IDEA THAT YOU


OWN IN THE MIND OF A ONSUMER
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Law of Singularity

A proper noun that can be used


in place of a common word.
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Law of Singularity

The objective is to create in the mind of


the prospect the perception that there is
no other product on the market quite
like your product.
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Examples:

 Broad Spectrum AB-Augmentin


 Toothache-Ansaid

 Diarrhea-Flagyl
WHAT HAPPENS WHEN THE 8
LAW OF SINGULARITY IS NOT
FOLLOWED?

 Loss of singularity weakens the brand.


 A brand that has lost its life because it lost
its singularity.
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Law of Consistency

A BRAND IS NOT BUILT OVER NIGHT,


SUCCESS IS MEASURED IN DECADES, NOT
YEARS
 MOST FREQUENTLY VIOLATED LAW
 MARKET MAY CHANGE, BRAND WILL NOT
Saridon– for persistent headaches
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LAW OF QUALITY

QUALITY IS IMPORTANT, BUT


BRANDS ARE NOT BUILT ON
QUALITY ALONE.
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Law of Quality

• Performance
• Features
• Reliability
• Conformance
• Durability
• Serviceability
• Aesthetics
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Law of Quality

You Can Build Quality Into Your Product.

But Building Your Brand Only on Quality Is


Like Building Your House on Sand.
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Law of Quality

But Quality Is Not Enough ..


It’s The Perception Of Quality
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1. Charge premium prices.


2. Give your brand a rating.
3. Be a specialist not generalist.
4. Narrow your focus.
5. Give your brand a good name.
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Law of Quality

charge premium price

 lipitor – power you can trust - $40

 zocor – hdl-c indication- $30

 crestor – super statin - $25


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Law of Quality

GIVE YOUR BRAND A RATING


 GSK-The House of Quality Vaccines
 Zopant:No.1 Pantoprazole in Pakistan
 Danzen DS – Pakistan’s No. 1 Anti-inflammatory
 Diovan & Co-Diovan – No. 1 Anti-hypertensive Worldwide
 Ribazole – A leader trusted by millions
Myteka – Give Your Brand a Rating
Law of Category

Your brand owns the


category name when
people use your brand
name generically.
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Law of Category

You can’t become generic


by becoming the market
leader
BUT
By being the first brand and
establishing a category
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Law of Category

EXPAND THE MARKET NOT THE BRAND


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The Law of Category

A leading brand should


promote the category, not
the brand.
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Implications

 Most useful aspect of branding is creating a


new category.
 Make your brand name stand for the
category.
 Narrowing the focus to nothing and starting
something new
 The rightful share of a leading brand is never
more than 50 percent.
Viagra – Represents ED Category
THE LAW OF COLOUR

A BRAND SHOULD
USE COLOUR THAT
IS OPPOSITE OF ITS
KEY COMPETITOR
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LAW OF COLOUR

 COLOURS HAVE MOODS


 THEY MAY HELP GIVE BRANDS PERSONAS
 Ideally one single color shoud be used.
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The Law of Color

 Stick to one of the five primary colors.


 It’s more important to create a separate
brand identity than it is to use the right
symbolic color.
 Single color is almost always the best color
strategy for a brand.
 Color consistency over the long term can
help a brand burn its way into the mind.
Color = Opposite of its key competitors
Color = Opposite of its key competitors
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Color = Opposite of its key competitors
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Use of Colors in Packaging - Getz Pack-shots
Us of Colors in Packaging - Getz Pack-shots
Use of Colors in Packaging - Getz Pack-shots
THE CRUCIAL INGREDIENT IN THE
SUCCESS OF ANY BRAND IS ITS CLAIM
TO AUTHENTICITY.
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LEADERSHIP IS THE MOST


IMPORTANT CREDENTIAL FOR A
BRAND
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Find some credentials that could be


exploited. If not, create credentials by
inventing a new category.
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