the law of consistency ppt
Post on 10-Apr-2015
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THE LAW OF CONSISTENCY
Presented by: M. Muzaffar ZahoorReg # 52374
Presented to: Dr. Fazal KhalidiTeam: HOUNDS
BRANDING
Marketing process to differentiate the product or service from that of competitors.
THE LAW OF CONSISTENCY
“A brand is not build overnight. Success is
measured in decades, not years”
THE LAW OF CONSISTENCY
Most frequently avoided law.
A brand cannot get into the mind unless it stands for something
Markets may change but brands shouldn't.
A brand must stand for something clear and consistent over time
Limit your brand. Limiting the brand and being consistent (over decades) is the key to successful branding.
MOST CONSISTENT GLOBAL BRANDS
A brand cannot get into the mind unless it stands for something.
BMW has been “The ultimate driving machine” from more than 25 years.
Markets may change but brands shouldn't.
A brand must stand for something clear and consistent over time. (Continued…)
A brand must stand for something clear and consistent over time. (Continued…)
Brand Limitation
EBH Since 1948Service Industries established more than 50 years ago.
Do’s Stick to essential characteristics
positioned in the mind of consumers. Since 1939
Hang within the same market, when market change.
Don'ts
Brands should never change – they can be bent slightly or given a new slant but not changed.
Trends come and go, but brands should stay the same
THANK YOU
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