Post on 26-Feb-2018
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Building Strong Brands
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What Makes AGreat Brand?
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Blind taste test 45% 55%
Open taste test 25%75%
Brand preference in percentage
GREAT BRANDS ... offer Different and Better
products and services
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Lovemarks inspire Loyalty beyond
Reason
GREAT BRANDS ... have both high Respect
and high Love
Source: Kevin Roberts, the future beyond lovemarks, 2005 Saatchi & Saatchi
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Source: Kevin Roberts, the future beyond lovemarks, 2005 Saatchi & Saatchi
GREAT BRANDS ... have both high Respect and high Love
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GREAT BRANDS ... tell a Story that Connect and Engage
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GREAT BRANDS ... Communicate a Big Idea Consistently over time
Marlboro
1955 1980
1991 1996 2003
1971
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GREAT BRANDS ... have strong Icons and Images
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GREAT BRANDS ... CREATE LOYALTY BEYOND REASON
http://www.mcdonalds.com.ph/7/25/2019 -Building Strong Brands
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What Makes A Great Brand?
1. Offer Different and Better products and service
2. Have both high Respect and high Love3. Tell a Story that Connect and Engage
4. Communicate a Big Idea Consistently over time
5. Have strong Icons and Images
6. CREATE LOYALTY BEYOND REASON
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11/22Best Global Brands 2011
Source: .
The Worlds 10 Most Valuable Brands
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The 22 Immutable Laws of Branding*
1. The Law of Expansionwhen you put your brandname on everything, that name loses its power
Jack Daniels
How do you expand?
*a book by Al Ries and Laura Ries
http://localhost/var/www/apps/conversion/tmp/scratch_7//upload.wikimedia.org/wikipedia/commons/c/c0/Jack_Daniel's_Old_No._7_1,14l.jpghttp://localhost/var/www/apps/conversion/tmp/scratch_7//upload.wikimedia.org/wikipedia/commons/c/c0/Jack_Daniel's_Old_No._7_1,14l.jpg7/25/2019 -Building Strong Brands
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The 22 Immutable Laws of Branding*
2. The Law of Contraction - a brand becomesstronger when you narrow its focus (does not
necessarily mean that you should carry a limited line)
Starbucks offers 30 different types of coffee
*a book by Al Ries and Laura Ries
http://en.wikipedia.org/wiki/File:Starbucks_Corporation_Logo_2011.svg7/25/2019 -Building Strong Brands
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The 22 Immutable Laws of Branding*
3. The Law of PublicityThe birth of a brand isachieved with publicity, not advertising
*a book by Al Ries and Laura Ries
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The 22 Immutable Laws of Branding*
4. The Law of Advertisingonce born, a brandneeds advertising to stay healthy
The market leader
syndrome
*a book by Al Ries and Laura Ries
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The 22 Immutable Laws of Branding*
5. The Law of the Worda brand should strive toown a word in the mind of the consumer
Your brand name stands for the category:
Xerox, Scotch tape *a book by Al Ries and Laura Ries
prest ige
safety
dr iv ing
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The 22 Immutable Laws of Branding*
6. The Law of Credentialsthe crucial ingredientin the success of any brand is its claim to
authenticity
7. The Law of QualityQuality if important, butbrands are not built by quality alone
8. The Law of the CategoryA leading brand
should promote the category, not the name9. The Law of the NameIn the long run a brand
is nothing more than a name
*a book by Al Ries and Laura Ries
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The 22 Immutable Laws of Branding*
10.The Law of Extensionsthe easiest way todestroy a brand is to put its name on everything
11.The Law of Fellowshipin order to build thecategory, a brand should welcome other brands
12.The Law of the Genericone of the fastestroutes to failure is giving a brand a generic name
13.The Law of the CompanyBrands are brands.Companies are companies. There is a difference
*a book by Al Ries and Laura Ries
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The 22 Immutable Laws of Branding*
14.The Law of Sub-brandsWhat brandingbuilds, sub branding can destroy
15.The Law of Siblingsthere is a time and a placeto launch a 2ndbrand
16.The Law of ShapeA brands logotype should bedesigned to fit the eyes. Both eyes.
17.The Law of ColorA brand should use a colorthat is the opposite of its major competitors
*a book by Al Ries and Laura Ries
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The 22 Immutable Laws of Branding*
18.The Law of BordersThere are no barriers toglobal branding. A brand should know no borders
19.The Law of ConsistencyA brand is not builtovernight. Success is measured in decades, notyears.
20.The Law of ChangeBrands can be changed,
but only infrequently and only very carefully
*a book by Al Ries and Laura Ries
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The 22 Immutable Laws of Branding*
21.The Law of MortalityNo brand will liveforever. Euthanasia is often the best solution
22.The Law of SingularityThe most importantaspect of a brand is its single-mindedness
*a book by Al Ries and Laura Ries