Professional Documents
Culture Documents
Assignment-1 Brand Management
Assignment-1 Brand Management
Assignment-1 Brand Management
1)Click on Speaker
2)Click on “Payback” in
tools bar
3)Click on Play button
AUTHOR: OF THE BOOH ‘’The 22 immutable laws of branding’’
Al Ries and Laura Ries
Power of brand is inversely proportional to its
scope.
Putting your brand name on every thing loses
the power of brand name.
Short term vs. long term.
Brands should be narrow in scope and
distinguishable by a single word.
Sale is a function of strength or weakness of
brand’s competition.
Expansion diminish your power and weaken
your image.
For Example:
CHEVROLET(vehicle
manufacturing company)
LAW OF
CONTRACTION
LAW OF CONTRACTION
Personal Branding:
•To build a personal brand, you must build expertise in
a specific field i.e. one industry or function
•Identify that one category you’d like to be known for
and work towards it with single-minded focus
LAW OF CONTRACTION
Retail category killers follow the five step pattern.
•
Narrow the focus. Stock
•
in depth.
•
Buy cheap. Sell cheap.
•
Dominate the category
Sub Way