They Appear.Talk.Grab Attention.Promise.Create Experience.Thrill.Mesmerize. Seduce.They Are In Our Life Forever.Brands!

Top 100 brands

Total value of top 100 brands amounted to US$1.5Trillion-65% of UK and nearly 10% of US GDP in 2010. Top 500 global brands valued at US$3Trillion for the same period.

Brand is an: Image, Perception, Promise, Single Idea, Persona, Emotion, Values.

Image-Lux-a beauty soap of Stars

Perception
Limca Ariston

Promise-Pantene makes hair shiny,strong with less hair fall

Persona
Raymond 1 , Raymond 2 Fevicol1, Fevicol2 Virgin 1 , Virgin 2 ,

Emotions
Reliance Airtel Slice Aamsutra

Brand

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Brand Persona

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LAWS OF BRANDING

Quality is important, but brands are not built on quality alone.

Performance

Features Reliability
Conformance Durability Serviceability Aesthetics

But Quality Is Not Enough .. Its The Perception Of Quality

Hagen Daz Rolex PTCL

Colgate Number 1 Toothpaste Recommended By Doctors Haier 2nd Largest Manufacturers Of Home Appliances

Waves Number 1 Selling Brand In Pakistan Supreme Dunya Ki Number 1 Quality Chai Fair And Lovely Number One Rang Gora Karney Wali Cream
Hagen Daz Finest Ice Cream In The World

Charge premium prices. Give your brand a rating. Be a specialist not generalist. Narrow your focus. Give your brand a good name.

GIVE YOUR BRAND A GOOD NAME

Zocor- Advair- Lipitor- Zestril

BE A SPECIALIST

NARROW YOUR FOCUS Seritide. Singulair. Augmentin

CHARGE PREMIUM PRICE

LIPITOR POWER YOU CAN TRUST -

$40

ZOCOR HDL-C INDICATION- $30

CRESTOR SUPER STATIN - $25 Plavix. Amyril

GIVE YOUR BRAND A RATING

GSK-The House of Quality Vaccines Zopant:No.1 Pantoprazole in Pakistan

A brand should strive to own a word in the mind of the consumer. or A brand should make efforts in owning a word in prospects mind.

You cant become generic by becoming the market leader BUT By being the first brand and establishing a category

Examples:

Prestige Safety Driving Overnight delivery

Mercedes

Volvo

BMW

FedEx

Organic pleasure Just do it

Herbal essences

Nike

Examples:

Kleenex Surf Scotch tape Xerox

Tissue Washing powder Adhesive Tape Photocopy Diaper

Pampers

WORD
Volvo Olpers

Mistake/problem:
The minute a brand begins to stand for something in the mind, the company usually looks for ways to broaden the base, to get into other markets,to capture other attributes. Example This mistake was made by Mercedes.

Haleeb Garah Doodh

Shan Spices

Dawlance Reliability

The most important aspect of a brand is its single-mindedness.

A singular idea or concept that you own inside the mind of the prospect.
A proper noun that can be used in place of a common word.

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.

WHAT HAPPENS WHEN THE LAW OF SINGULARITY IS NOT FOLLOWED?

Loss of singularity weakens the brand. A brand that has lost its life because it lost its singularity.

Rooh Afza Fair And Lovely

Fevicol

Slice - Aamsutra

Nestle

LG

Mercedes A Class

Sufi

Master Moltyfoam Master SanitaryWares Master Trucks Master Engine Oil

A single idea or concept that you own in the mind of the prospect It is as simple and as difficult as that

Broad Spectrum AB-Augmentin.Amoxil Gerd-Risek.Zantac 24 hour control of Hypertension Norvasc Diarrhoea with pain-Flaygyl Toothache-Ansaid General pain-Panadol Pain & Fever-Ponstan

A brand is not built over night. Success is measured in decades, not years.

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Limit your brand. Thats the essence of branding. 2. Brand has to stand out for something, both simple and narrow in the mind. 3. This limitation is the essential part of the branding process. 4. Limitation combined with consistency is what builds the brand.
1.

VOILATORS OF LAW OF CONSISTENCY

Zoltar - PharmEvo Qumic - Bosch Gablin CCL Bexus Shaigan Citanew Hilton Cardura Pfizer Preloft Helix Cravit - Hilton

A leading brand should promote the category, not the brand.

Preempt the category. 2. Be first in the category 3. Aggressively promote the category 4. Create a powerful brand and a rapidly escalating market
1.

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Cac 1000 plus Aspirin C plus Fefol vit Lomotil Lantus-once a day slow releasing insulin Ascorbon-the chewable tasty Vitamin C

The crucial ingredient in the success of any brand is its claim to authenticity.

Never forget leadership.

ACT Largest selling contact software

Build credentials around some benefits of the brand.

The leader in maintenance software

Largest- selling Contact software

Find some credentials that could be exploited. If not, create credentials by inventing a new category.

Augmentin- Lipitor-Corex

ALL ARE PRECIEVED TO BE LEADERS IN THEIR CATEGORIES

SO CLAIM LEADERSHIP

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Brands can be changed, but only infrequently and only very carefully.

KFC Kentucky Fried Chicken

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There is a time and place to launch a second brand

IMPORTANT ASPECTS TO THE LAW OF SIBLING

A family of brands assures a company's control on the market. The key to family approach is to make each sibling a unique individual brand with its own identity. Each brand should be different and distinct as possible.

Nestl

Unilever

P&G

Coke

Engro

STRENGTHS OF A BRAND

Lies in having a separate, unique identity---- not in being associated in the mind with a totally different category. There is a long-term need to maintain the separation between the brands, not to make them all alike.

Having a totally different identity in the mind doesnt mean creating a totally separate organization to handle each brand.

If handled incorrectly the second brand can dilute the power of the first brand.

PRINCIPLES WHEN SELECTING A SIBLING STRATEGY

Focus on a common product area. Select a single attribute to segment. Set up rigid distinctions between brands. Create different, not similar brand names. Launch a new sibling only when you can create a new category. Keep control of the sibling family at the highest level.

CNN AOL ESPN Fortune Life Time

Vaio Bravia Playstation Trinitron

Karmina Rooh Afza Sulin Safi

CAC 1000 plus+Qalzan+Calcium Sandoz Amoxil+Ampliclox+Augmentin Nocid+Lozol Triamanic+Sancos

The easiest way to destroy a brand is to put its name on everything.

Kroger Supermarkets
Total 23,000 Sold daily 6,700 Sold weekly 13,600 Sold Monthly 17,500 Not sold over a month 5,500

Extension vs. market share

Budweiser less than 30% Marlboro 30% IBM 10%

The Beer Industry

Miller

High Life Budweiser Coors Banquet Today these three brands have become sixteen

Advantages

More potential customers. Opportunity to sell more to each customer. Greater marketing efficiency. Greater production efficiency. Increased profits at introduction and growth stages of product line extensions. Lower promotional costs of line extensions.

Disadvantages

If line extension fails to satisfy consumers then other products under same brand name will be damaged. New products may cannibalize sales of older ones. Eg.Pepsi and Diet Pepsi

Successful Extensions
International Nabisco Heineken Coca Cola Local Dettol Water

Pure Gillette

Unsuccessful Extensions
International Miller SnackWell Heinz Light Ketchup

Hellmans Light Mayonnaise Campbells Healthy Request Soup

Unsuccessful Extensions
Local Fair & Lovely Lux Shower Gel LG

Philips Siemens
Samsung

The power of a brand is inversely proportional to its scope

Line Extensions
The power is shifting from manufacturer to retailer for the purpose of trade promotion, slotting fees, return privileges. 90% of all new brands are line extensions. Powerful brands should have more than 50% of market share.

Reasons for line extension

Logical

vs. manufacturers perspective. Natural instinct. Wrongful measures of extension.

When you put your brand name on everything, that name loses its power The power of a brand is inversely proportional to its scope. Trying to be all things to all people undermines the power of the brand. The strength of brands lies in becoming synonymous with a single category. Brands that spread themselves across categories lose brand focus, identity, and ultimately market share. Marketers launch ridiculous over zealous brand names

Contract your brand, NOT expand it To build a powerful brand, you need to contract your brand not expand it. The lesser you expand the stronger your brand stays

Crest

Examples: Crest: P&G 38 to 50 skus Market share dropped from 36% 25% Crest lost leadership to colgate

LEVIS
Levis Jeans has close to 27 different cuts and styles It has also digressed into a number of accessories including Levis Mobile Phones, Caps, Belts, Shoes, Shirts, etc. Market share fallen from 31 19%

Pakola
Pakola has a wide range of product line

Subway

Specializing in submarine sandwiches only the 8th largest food chain in US

Panadol Panadol Extra Panadol C&F

`Brands are brands. Companies are companies. There is a difference

What is Coca Cola?

Is it a brand ? OR a company?

It is the strongest brand of the world BUT the fact is, it is the name of company.

SPRITE & KINLEY

In these Products Sprite and Kinley Coca-Cola is used as name of COMPANY.

What makes the branding process confusing? THE USE OF COMPANY NAME

Should it dominate the brand name? Should it be dominated by Brand Name? Should both be given equal weight?

According to the Law.

Brand name should, either more or equally emphasized.

Customers are Brand-Oriented.

Does the consumer care whether Hamdard, National foods, P & G or Unilever makes LUX? Probably NOT.

According to the Law

At the same time, Brand name should not be totally Emphasized.

Companies should also create awareness about their Names.

Examples

A COMPANY IS A COMPANY AND A BRAND IS A BRAND

It is highly conditional and attributed to the product nature. Whether to emphasize on the company name or not.

In the long run a brand is nothing more than a name

WHAT DOES A BRAND NEED

IN SHORT TERM

Unique idea Concept to survive

Own a word in mind

IN LONG RUN

A Difference between your Brand and your competitors Brand

Now moving on to what type of name a brand should have

BUILD POWERFUL BRANDS BY:

Short names and easily pronounceable Tweaking few letters Cutting generic names Taking initials Double-entendre

SYALLABLE STRUCTURE
C---V---C---V

P---E---PS---I B---A---T---A X---E---R---O---X C---O---C---A C---O---L---A L---E---V---I---S D---A---LD---A T---A---P---A---L S---O---N---Y T---I---D---E R---O---L---E---X N---I---K---E

Tweaking generic names

Luxury car company LEXUS

Medicated care cream MEDICAM

Cutting generic names

Federal express FedEx Intelligent chip company Intel

Pakistan telecommunication Paktel

Taking initials
IBM UBL ADIDAS BMW MGM

Double-entendre

Buy your staples from STAPLES

Mujhay Tuc TUC kay sath chaiyay

Law Of Name

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BRAND NAME STATEGIES

CHEMICAL DERIVED NAMES Cipro for Ciprofloxacin Capoten for Captopril Risperdal for risperidone

THERAPY NAMES

Procardia-for heart disease

USE OR INDICATION NAMES

Prilosec Glucophage Propulsid Norvasc Ventolin Cardizem

FAMILY NAME OR DRUG CLASS NAME Mevacor/Zocor Zoladex/Nolvadex Beconase/Vancenase Tolinase Micronase Orinase

CORPORATE NAME

Sandimmune (Sandoz) Baycol & Glucobay (Bayer) Novarapid(Novo Nordisk)

This strategy is of course only powerful when the corporate name is well known and has strong positive associations

Pharma Brand Names

Cozaar Proscar Sancos Plavix Lantus Xanax Accu-Check

A brands logotype should be designed to fit the eyes .Both eyes.

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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. A customer sees the world through two horizontally mounted eyes peering out of the head. For maximum visual impact, a logotype should have a horizontal shape.

It is like looking out of the windshield of an automobile. The ideal shape is 21/4 units wide by 1 unit high.

Some other Examples

Important Facts

The equal importance to shape is legibility. Logotype designers often go way overboard in picking a typeface to express the attribute of a brand rather than in its ability to be clearly read. The other component of the logotype, the trademark, or visual symbol, is also over-rated. The meaning lies in the word, or words, not in the visual symbol.

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Law Of Shape
Types of Shapes a Brand Should avoid:

Even though its a successful brand but without a perfect logotype

A brand should use color that is the opposite of its major competitors

WHEN CHOOSING A COLOR FOR YOUR BRAND, FOCUS ON:

Mood The best color to select is the one that is most symbolic of the category. Unique identity of the brand should be kept in mind. All colors are not created equal in the eye of the beholder. Color consistency over the long term can help a brand burn its way into the mind.

A single color is almost always the best color strategy for a brand

to make a brand distinctive is with color

Sometimes you can make a case for multiple colors.

McDonalds

POWER, ELEGANCE, MYSTERY, FORMALITY

IBM Products

PURITY, PERFECTION, SIMPLICITY, INNOCENCE

LOVE, PASSION, DANGER, ENERGY, EXICTEMENT, FIRE

Red is an in-your-face color.

Red is a retail color used to attract attention. Supreme

JOY, HAPPINESS, PLAYFULNESS

Yellow is a neutral color. But it is also the brightest color.

TRANQUILITY, CLEANLINESS, PURITY, INTEGRITY

Blue is a corporate color used to communicate stability. Blue is peaceful. Blue is a laid-back color.

Tetley

NATURAL, SAFETY,FRESHNESS, PROSPERITY

Green is a color of environment and health.

The birth of brand is achieved with publicity

LAW OF PUBLICITY
Primarily.

PUBLICITY

ADVERTISING

BUILDS a brand

MAINTAINS a brand

LAW OF PUBLICITY
Benson & Hedges

Safeguard

Safeguard

LAW OF PUBLICITY
Many brands use publicity as a deliberate effort to take up media space in the form of EVENT MANAGEMENT

UNILEVER- Lux Style Awards TAPAL- Mezban/Chenak

LAW OF PUBLICITY
Other examples which might not be often cited but are an absolute example of publicity are

Armeens Cake

Amir Adnan and other designers

LAW OF PUBLICITY
Al- Ries includes that there has to be the best way to generate publicity Area 51 But this works even if a new product is introduced to an existing category Nirala Sweets

LAW OF PUBLICITY
Creating Brand Identity through Celebrity Stunts

Britney Spears

Publicity

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Loose Talk Anwar Maqsood And Moin Akhtar Product Placement Ariel , Coke(Beyond Enemy Lines) ,Dawlance Micro Wave. AXE Case India Berger Pakistan KOL Pharma Industry

Viagra is another case in point

Law Of Border
There are no barriers to global branding. A brand should know no borders.

Mostly companies believe two things.

1)Their market share cannot be substantially increased in their home countries 2) They need to grow

As a result of these belief, they insist on expanding their brands into other categories. It is the only way to grow

But it is not the only way to grow

The perfect solution to achieve both the goals is to build a global brand. That means 1)Keep the brands narrow focus in its home country.

2) Go Global

IMPORTED

For years the magic word on many products has been imported

Crossing the border often does add value to a brand. Since value lies in the mind of the consumer

Sync with countrys perception

Every country has its own unique perceptions. When a brand is in sync with its own countrys perceptions, that brand has the possibility of becoming a global brand.

Automobiles from Germany Watches from Switzerland Electronics product from Japan

It doesnt matter where your brand is conceived, designed or produced, the name and its connotations determine its geographic perception.

For example : Nike (originally from USA)but now also manufacturd in China and Thailand.

Think global, Act local

When in Rome, Do as the Romans do

McDonalds sells Beef burgers in PAKISTAN but does not sell it in INDIA

Brand name, Logo and Slogans

Brand name, slogans and Logos should be carefully made. Since there is a Cultural and language differences

For example
PEPSI Come alive with the Pepsi generation

When translated into Chinese, Pepsi brings your ancestors back from the grave Haleeb Doodh : Haleeb also means Doodh so it makes Doodh Doodh

LAW OF MORTALITY
No brand will live forever. Euthanasia is often the best solution

Kodak. Gibbs. Rin. Pert+. Olwell

Novalgin Imodium Avil

LAW OF SUB BRAND

What branding builds, sub-branding can destroy.

Holiday Inn. Donna Karen. Cadillac. Mitchells.

NBP Saiban UBL Address SCB Sadiq UBL Amin NIB - Assalam

THE LAW OF FELLOWSHIP

In order to build the category, a brand should

welcome other brands

The competition between Coke and Pepsi makes customers more cola conscious

One of the best locations for a number-two brand is across the street from the leader.

Competition also broadens the category while allowing the brand to stay focused.

For each category two major brands should be ideal The best location for a KFC franchise is often across the street from a McDonalds restaurant.

Your brand should welcome healthy competition it often brings more customers into the category.

Research indicates that 50% is about the upper limit. Federal Express has a 45% share of the domestic overnight package delivery.

Coca-Cola has a 50% share of the domestic cola market.

One of the fastest routes to failure is giving a brand a generic name.

The problem with a generic name is its inability to differentiate the brand from the competition

How to get in consumers mind?

You need to reduce the essence of your brand to a single thought or attribute, an attribute that no body else already owns in your category.

Generic Names
General Motors Good Milk National Foods National Panasonic International Harvester

General Motors To GM National Biscuit Company To Nabisco. General Electric To GE National Foods Rivaj . Fruitily . Maharaja National Panasonic To Panasonic National Geographic To NatGeo

Once born a brand needs advertising to stay healthy

WHY ADVERTISE

Maintain Leadership

Use massive ad campaigns Advertise leadership.

Through advertising create

Brand Awareness

Brand Image
Brand Associations

Creating a difference through advertising

PSO

SHELL
CALTEX

Advertising

Kashmir Gold Surf Excel Sony Bravia Coke Slice Aamsutra Bridgestone Perrier Panadol Ashoka Achar

A brand becomes stronger when you narrow its focus.

 Advantages You can create a new category by simply narrowing the focus. Specialists. Extremely powerful in the category.

Disadvantages Lack of variety, hence lower market share.

Good things happen when u narrow the focus.

Dominate a category
Microsoft has 90% of the MS of desktop computer OS. Intel has 80% worldwide market for microprocessors. Coca cola has 70% of the cola market.

International Successes
Starbucks Subway Blockbuster

Toys GAP

R Us Secret

Victorias

Video CompUSA Dominos Papa Johns Nokia

International Failures
Mc

Donalds BMW Mercedes Bic

Local Successes
Always Mother

Care Dunkin Donuts Nandos Jafferjees

Local Failures
Fair

& Lovely Lifebuoy Pakola LG