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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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