Hazara University Haripur Campus

• Submitted by :• Muhammad

Shahzad• Roll # HRP 1874• MBA IV ( B)

• Submitted to :• Sir Shakeel

ahmed

• Topic :• Laws of

Branding .• 1). The law of

change.• 2). The Law of

Mortality.• 3). The law of

Singularity.

Law Of Change

• Brands can be changed ,but only infrequently and only very carefully. Nothing is absolute and there are exceptions to every rule. There are three situations where changing your brand is feasible: When your brand down the food chain to a lower price and perception point, or when your brand is in a slow-moving field and the change is going to take place over an extended period of time. Remember, changing your brand is a long and difficult process. Change at your own risk.

Law of Change Law of Change

First look in the mind of the consumer where First look in the mind of the consumer where you are ?you are ?

3 Scenarios :3 Scenarios : 1) Your brand is week or non existent in the 1) Your brand is week or non existent in the

mind .mind . Intel DRAM become Intel inside.Intel DRAM become Intel inside.2) You want to move your brand down the 2) You want to move your brand down the

food chain.food chain. Easy to move down but very difficult to Easy to move down but very difficult to

move up.move up.

Law of Change

3) Change is going to take place over an extended period of time.

Eg: Citicorp is slowly changing its brand’s focus from corporate business to consumer business .

Customer perceptions of brands don’t go away so quickly eg: Kentucky Fried Chicken wanted to move away from “Fried” so it called itself KFC and offered healthier style chicken, but people still went to them for fried chicken.

Law of MortalityLaw of Mortality

• ““No brand will live forever. No brand will live forever. Euthanasia is often the best solution”Euthanasia is often the best solution”

Law of Law of MortalityMortality

Brands are born , grow ,mature and Brands are born , grow ,mature and eventually die.eventually die.

Technology paves way for new brands .Technology paves way for new brands .

Law of Mortality

It is really worth putting Monies in keeping a dead brand alive.

Kodak - How many people will still want to use films??????

Law of singularity Law of singularity

““The most important aspect of a brand is The most important aspect of a brand is its single mindedness”its single mindedness”

Law of singularityLaw of singularity

Your brand must be a single idea or Your brand must be a single idea or concept that you own inside of a concept that you own inside of a prospect – if it is too many things at prospect – if it is too many things at once, it is confusing and becomes once, it is confusing and becomes worthless.worthless.

Singularity helps a brand perform its Singularity helps a brand perform its most important function .most important function .

Law of singularity

Expensive Swiss watch…

Safe car…