The logic behind excellent brands: 22 laws of branding

"22 Laws of Branding" provides a strategic guide for brand management and addresses the issue of how companies can shape unique brands in the face of competition. It is recommended for marketing professionals and business managers.

The 22 Laws of Branding is a marketing masterpiece by Al Ries and Laura Ries, which provides a powerful strategic guidance system for corporate marketing management. Through 22 refined rules, the book not only emphasizes the uniqueness and priority of brand positioning, but also systematically covers the full range of strategies for brand creation, maintenance, and expansion, helping companies stand out in the fiercely competitive market.

It warns companies to avoid the risk of brand dilution and focus on long-term value cultivation. At the same time, it teaches how to deepen consumers' brand recognition and loyalty through effective emotional connection and value delivery. In short, "22 Laws of Brand" is a valuable resource for improving the efficiency of corporate brand building, guiding wise decision-making, and achieving long-term appreciation of brand assets.

01 The Law of Expansion

The power of a brand is inversely proportional to the number of product categories it represents. Companies that try to expand a single brand into too many product categories may dilute the brand's core values ​​and identity. For example, if a high-end fashion brand starts selling cheap everyday clothing, it may damage its high-end image.

02 The Law of Contraction

Law of Contraction: Focus is the key to a strong brand. By focusing on core competencies and market segments, brands can establish a stronger market positioning. For example, Tesla focuses on the electric vehicle field and becomes a leader in this field through technological innovation.

03 The Law of Publicity

The initial establishment of a brand relies more on public relations activities, because public relations can provide third-party credibility endorsement. For example, new products can gain exposure through media reviews and industry reports, which can win consumers' trust more than direct advertising.

04 The Law of Advertising

Once a brand is established, advertising is a tool used to maintain and strengthen the brand image. For example, Nike has reinforced its inspirational brand image through ongoing advertising campaigns such as "Just Do It".

05 The Law of the Word

Every successful brand should be closely associated with a word in the minds of consumers. For example, "safety" is associated with Volvo, which makes the brand unique in a specific field.

06 The Law of Credentials

Brands need to have clear and credible points of support to enhance consumer confidence. For example, Estée Lauder supports the image of its high-end cosmetics through scientific research and celebrity endorsements.

07 The Law of Quality

Although product quality is crucial, quality alone is not enough to build a brand. A brand also requires a unique market positioning and emotional connection. For example, Apple differentiates itself from its competitors through design and user experience.

08 The Law of Category

Leading brands should focus on expanding the entire category rather than just focusing on their own brand growth. For example, Starbucks promoted coffee culture and drove the growth of the entire coffee market.

09 The Law of The Name

Easy-to-remember, meaningful names help brands develop in the long run, such as Google, a once obscure word that has now become synonymous with search.

10. The Law of Extensions

Excessive brand extension can dilute brand value. For example, Kodak used its brand across a wide range of products, from cameras to printers, ultimately weakening the identity of its core business.

11 The Law of Fellowship

Encouraging competing brands to jointly promote category development can create a larger market pie. For example, competition in the smartphone industry has promoted technological progress, which is beneficial to brands such as Apple and Samsung.

12 The Law of Generic

Avoid using descriptive, generic words as brand names, as they are difficult to register as trademarks and are unlikely to leave a deep impression in consumers’ minds. For example, “Haidilao” is a more distinctive and memorable brand name, as it is both associated with the restaurant industry (reminiscent of fresh ingredients) and unique, making it easy to become an iconic brand in consumers’ minds.

13 The Law of Company

Brands and corporate entities should be managed separately because consumers buy brands rather than companies. For example, Procter & Gamble (P&G) has multiple independent brands such as Pampers and Tide, each with a distinct brand personality.

14. The Law of Sub-brands

Sub-branding strategies may confuse consumers’ perception of the main brand and damage brand equity. They should be used with caution to ensure that sub-brands strengthen rather than weaken the parent brand. For example, Nike, a world-renowned sports brand, created a sub-brand named “Jordan” after basketball superstar Michael Jordan. Not only did it not confuse consumers’ perception of the main brand, but it also greatly enhanced Nike’s influence in basketball and the broader sports culture through precise positioning and highly differentiated product lines.

15 The Law of Siblings

Timely launch of a second brand to cover different markets or consumer groups. For example, P&G's Gillette and Fusion series meet different shaving needs.

16 The Law of Shape

The brand's visual identity should be simple, recognizable, and consistent with visual aesthetics, such as the classic curved bottle shape of Coca-Cola.

17 The Law of Color

Choose colors that contrast with your competitors to help your brand stand out visually, such as Pepsi’s use of blue to contrast with the red of Coca-Cola.

18 The Law of Borders

In the era of globalization, brands should transcend national boundaries, but they need to consider cultural differences and make appropriate adjustments. For example, KFC launches special menus based on different markets.

19 The Law of Consistency

Brand information and image should be consistent and continuous, and persisted for a long time to establish stable consumer perception, such as McDonald's golden arches logo and "I'm Lovin' It" slogan.

20 The Law of Change

Although brands need to adapt to market changes, changes need to be made cautiously and infrequently to maintain the core value of the brand. For example, when Coca-Cola launches new flavors, it retains its classic flavors to maintain loyal customers.

21 The Law of Mortality

Brands have a life cycle, and aging brands should be withdrawn from the market in a timely manner to avoid wasting resources. For example, after Nokia's mobile phone business gradually declined in the era of smartphones, it turned to focus on telecommunications network equipment.

22 The Law of Singularity

Every brand should pursue unique differentiation, which is the core of brand value and competitiveness. For example, Uber's sharing economy model has completely changed the taxi industry.

In this era of consumer sovereignty, brands are not only product logos, but also emotional sustenance and resonance of values. Following the "22 Laws of Branding", companies can not only avoid common brand building traps, but also find a differentiated foothold in the fierce market competition, thereby stimulating consumers' deep-seated needs and loyalty. Ultimately, the application of these laws will help companies transcend the test of time and create brand legends that can be passed down from generation to generation, not only achieving commercial success, but also contributing unique value to social progress.

Author: Chen Hao; Source public account: Brand Market Relativity (ID: 1069326)