The 22 Immutable Laws of Branding
AbstractThe power of a brand is inversely proportional to its scope. When you put your brand name on several products, indeed, the line extension allows an increase in sales in the short term, but it undermines brand name in the mind of the consumer in the long term. A brand should strive to own a word in the mind of the consumer. Once a word is precisely associated with a brand, it is almost impossible for a competitor to create some stronger associations. There are no barriers to global branding. A brand should know no borders.
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Bibliographic InfoArticle provided by University of Milano-Bicocca in its journal Symphonya. Emerging Issues in Management.
Volume (Year): (2001)
Issue (Month): 1 Brand Equity ()
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Web page: http://www.unimib.it/symphonya
Brand; Brand Management; Global Branding; Laws of Branding; Marketing Management DOI:http://dx.doi.org/10.4468/2001.1.04ries.ries;
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