12. The Law of the 12. The Law of the GenericGeneric

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

General Motors, General Electric, General General Motors, General Electric, General Foods, American Airlines, American Foods, American Airlines, American Broadcasting Company, National Broadcasting Company, National Broadcasting Company, National Car Rental, Broadcasting Company, National Car Rental, International Business Machine, International International Business Machine, International Paper Paper

Nature’s Herb, Nature’s Best, Nature’s WayNature’s Herb, Nature’s Best, Nature’s Way In the past, companies thought they need In the past, companies thought they need

generic namesgeneric names

The Law of the Generic The Law of the Generic Being first in the marketplace gave these Being first in the marketplace gave these

companies such a head start that it overcame the companies such a head start that it overcame the liability of their generic names. liability of their generic names.

Witness the shift from generic (or general) names Witness the shift from generic (or general) names to specific names: Nabisco, NBC, GE,ABC, IBMto specific names: Nabisco, NBC, GE,ABC, IBM

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

Intelligent Chip inside? The Luxury car company?Intelligent Chip inside? The Luxury car company? Vaseline Intensive Care/Heavy-Duty skin lotionVaseline Intensive Care/Heavy-Duty skin lotion Blockbuster video vs. General Video rentalBlockbuster video vs. General Video rental

13. The Law of the 13. The Law of the CompanyCompany

Microsoft dominates Microsoft Word, Tide Microsoft dominates Microsoft Word, Tide dominates Procter &Gamble, equal weight dominates Procter &Gamble, equal weight for Gillette Sensor, Mach 3 dominates for Gillette Sensor, Mach 3 dominates GilletteGillette

Brand names should almost always take Brand names should almost always take precedence over company namesprecedence over company names

Consumers buy brands, they don't buy Consumers buy brands, they don't buy companiescompanies

So when a company name is used alone as a So when a company name is used alone as a brand name (GE, Coca Cola, IBM, Xerox, brand name (GE, Coca Cola, IBM, Xerox, Intel), customers see these names as brandsIntel), customers see these names as brands

Does the consumer care whether Toyota, Does the consumer care whether Toyota, Honda, or Nissan makes the Lexus?Honda, or Nissan makes the Lexus?

The Law of the CompanyThe Law of the Company

A company is a company as long as the A company is a company as long as the name is not being used as a brand. name is not being used as a brand.

Corporate endorsement are primarily Corporate endorsement are primarily for the tradefor the trade

To an employee of coca-cola it’s his To an employee of coca-cola it’s his company not brand.company not brand.

The brand itself should be the focus of The brand itself should be the focus of your attention. If you have to use the your attention. If you have to use the company name, use it. But do so in a company name, use it. But do so in a decidedly secondary waydecidedly secondary way

14. The law of Subbrands14. The law of Subbrands

What branding builds, subbranding can destroyWhat branding builds, subbranding can destroy Holiday Inn Express, Holiday Inn Crowne PlazaHoliday Inn Express, Holiday Inn Crowne Plaza Cadillac, DKNYCadillac, DKNY What manufacturer sees as a megabrand , the What manufacturer sees as a megabrand , the

customer sees as a brand.customer sees as a brand. When you feel the need to create subbrands, When you feel the need to create subbrands,

you are chasing the market, you are not you are chasing the market, you are not building the brand.building the brand.

Think simple. Think like a customer and your Think simple. Think like a customer and your brand will become more successfulbrand will become more successful

15. The law of siblings15. The law of siblings

There is a time and a place to launch a second There is a time and a place to launch a second brandbrand

The key to a family approach is to make each The key to a family approach is to make each sibling a unique individual brand with its own sibling a unique individual brand with its own identity. Resist the urge to give the brands a identity. Resist the urge to give the brands a family look or identity. You want to make each family look or identity. You want to make each brand as different and distinct as possiblebrand as different and distinct as possible

Toyota, Chevrolet (Price ranges/benefits are Toyota, Chevrolet (Price ranges/benefits are quite similar)quite similar)

Time (Fortune, People, Life, Sports Illustrated Time (Fortune, People, Life, Sports Illustrated etc.)etc.)

16. The law of the Shape16. The law of the Shape

A brand's logotype should be A brand's logotype should be designed to fit the eye. Both eyes. designed to fit the eye. Both eyes. The authors argue here that the The authors argue here that the ideal shape for a logotype or brand ideal shape for a logotype or brand symbol is two and a quarter units symbol is two and a quarter units wide and one unit high.wide and one unit high.

AVIS, Mc Donald'sAVIS, Mc Donald's

17. The Law of Color17. The Law of Color

A brand should use a color that is A brand should use a color that is the opposite of its major the opposite of its major competitor'scompetitor's

GP/ BanglalinkGP/ Banglalink Coke/Pepsi?Coke/Pepsi?

18. The Law of Borders18. The Law of Borders

There are no barriers to global There are no barriers to global branding. A brand should know no branding. A brand should know no bordersborders

19. The Law of 19. The Law of ConsistencyConsistency

A brand is not built overnight. A brand is not built overnight. Success is measured in decades, not Success is measured in decades, not yearsyears

BMW station wagon, Volvo sports BMW station wagon, Volvo sports carcar

20. The Law of Change20. The Law of Change

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

If you want to change your brand, If you want to change your brand, keep your sights on your target, the keep your sights on your target, the consumer’s mind’ consumer’s mind’

Xerox Computer, IBM copiers, Epson Xerox Computer, IBM copiers, Epson computercomputer

KFCKFC Intel, Marlboro, CitibankIntel, Marlboro, Citibank

21. The Law of Mortality21. The Law of Mortality

No brand will live forever. No brand will live forever. Euthanasia is often the best solutionEuthanasia is often the best solution

Rinso, OxydolRinso, Oxydol

22. The Law of 22. The Law of SingularitySingularity

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

Loss of singularity weakens a Loss of singularity weakens a brand brand

Volvo, Heiniken, RolexVolvo, Heiniken, Rolex