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The 10 Commandments
of BrandingDonald Trumps Tactics
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1: Establish a Clear Brand Position
2: Build Your Brand on an Emotional Benefit
3: Build Your Brand as Early as Possible4: Be Consistent Over Time and Over Markets
5: Make Sure All Your Employees Know Your
Brand Position
6: Make Sure All Your Products and ServicesEmbody Your Brand
7: Make Sure All Your Customers Know Your
Brand Position
8: Don't Dilute Your Brand9: Always Monitor Your Brand
10: Maintain Your Brand as Your Organization's
Most Valuable Asset
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2- Build your Brand on Emotional Benefit
You should always strive to build your brandon an emotional benefit rather than an
economic or functional benefit. There are two
reasons for this
1. Emotional benefits are harder to copy.
2. Emotional benefits have more of an effecton peoples behavior
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The 22 Immutable
Laws of BrandingHow to Build a Product or Service
into a World-Class Brand
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2- The Law of Contraction
A brand becomes stronger when you narrow
its focus.
A powerful branding program always starts by
contracting the category, not expanding it.
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3- The Law of Publicity
The birth of a brand is achieved with publicity,
not advertising.
The best way to generate publicity is by being
first the first brand in a new category.
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4- The Law of Advertising
Once born, a brand needs advertising to stay
healthy.
Brand leaders advertise their leadership.
Leadership is the single most important
motivating factor in customer behavior.
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5-The Law of the Word
A brand should strive to own a word in the
mind of the consumer.
FedEx = Overnight delivery
Kleenex = Tissue
Xerox = Copy
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6- The Law of Credentials
The crucial ingredient in the success of any
brand is its claim to authenticity.
Customers are suspicious.
CokeIts the real thing.
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8- The Law of Quality
Quality is important, but brands are not built
on quality alone.
Sometimes expressed through a higher priceand accompanying feature that seems tojustify the price.
Rolex wrist bands Montblac fat pens
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8- The Law of the Category
A leading brand should promote the category,
not the brand.
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9- The Law of the Name
In the long run, a brand is nothing more than
a name.
The difference between brands is not in the
products, but in the product names the
perception of the names.
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13- The Law of the Company
Brands are brands. Companies are companies.
There is a difference.
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14- The Law of Subbrands
What branding builds, subbranding can
destroy.
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15- The Law of Siblings
There is a time and a place to launch a second
brand.
A&E > History Channel.
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16- The Law of Shape
A brands logo should be designed to fit the
eyes both eyes.
Horizontal shape provides maximum impact.
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17- The Law of Color
A brand should use a color that is the opposite
of its major competitors.
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18- The Law of Borders
There are no barriers to global branding. A
brand should know no borders.
Crossing a border often does add value to a
brand. The perception of where the brand
comes from can add or subtract value.
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19- The Law of Consistency
A brand is not built overnight. Success is
measured in decades, not years.
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20- The Law of Change
Brands can be changed, but only infrequently
and only very carefully.
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22- The Law of Singularity
The most important aspect of a brand is its
single-mindedness.
A brand is a singular idea or concept that you
own inside the mind of the prospect.
A brand is a proper noun that can be used in
place of a common word.
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