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

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