Law of Subbrands: What branding builds, subbranding destroys.Short and memorable brand names improve the word-of-mouth possibilities. Law of the Company: Brand name is different from the company name.The problem with a generic brand name is its inability to differentiate itself from the competition. Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.When there is too much choice, consumption suffers. For each category, two major brands seem to be ideal. If there is no choice, customers are suspicious. Law of Fellowship: In order to build the category, a brand should welcome other brands.It’s better to launch a second brand rather than introducing a line extension and damaging your own market share. Law of Extensions: The easiest way to destroy a brand is to put its name on everything.Law of the Name: In the long run, a brand is nothing more than a name.Then make your brand name stand for the category at the same time that you expand the category by promoting the benefits of the category, not the brand. Narrow the focus on a slice of the market. Law of the Category: A leading brand should promote the category, not the brand.Law of Quality: Quality is important, but brands are not built on quality alone.Once you get to the top, it’s hard to lose your spot. Law of the Credentials: The crucial ingredient in the success of any brand is its claim to authenticity.Law of the Word: A brand should strive to own a word in the mind of the consumer.Sooner or later, a leader has to shift its branding strategy from publicity to advertising. Advertising budget keeps you from losing market share to your competition. Law of Advertising: Once born, a brand needs advertising to stay healthy.When your brand can make news, it has a chance to generate publicity, and the best way to make news is to announce a new category, not a new product. The best way to generate publicity is by being first in a new category. We live in an overcommunicated society, where each of us get hit with hundreds of messages daily. Law of Publicity: The birth of a brand is achieved with publicity, not advertising.If you want to be rich, do what rich people did before they got rich and not what they do now. Law of Contraction: A brand becomes stronger when you narrow its focus.In the long term, expanding your brand will diminish your power and weaken your image. When you put your brand name on everything, that name loses its power. Law of Expansion: The power of a brand is inversely proportional to its scope.A branding program should be designed to differentiate your products from others. And branding greatly facilitates the process. Today most products and services are bought, not sold.The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand. This book proclaims that the only way to stand out in today’s marketplace is to build your product or service into a brand, and provides the step-by-step instructions you need to do so.
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