Laws of Branding

Paper Code: 
ABM202
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

This paper deals with the Principles/Commandments of Branding.

8.00
Unit I: 
Introduction to Laws of Branding

Introduction to Laws of Branding
- The Law of Expansion
- The Law of Contraction
- The Law of Publicity

9.00
Unit II: 

- The Law of Advertising
- The Law of the Word
- The Law of Credentials
- The Law of Quality

9.00
Unit III: 

- The Law of the Category
- The Law of the Name
- The Law of Extensions
- The Law of Fellowship
- The Law of the Generic

9.00
Unit IV: 

- The Law of the Company
- The Law of Sub brands
- The Law of Siblings
- The Law of Shape
- The Law of Color

10.00
Unit V: 

- The Law of Borders
- The Law of Consistency
- The Law of Change
- The Law of Mortality
- The Law of Singularity

Essential Readings: 

1. Ries Al & Ries Laura, 22 Immutable Laws of Branding, Ransom Publications, 2006

References: 

1. Moorty Y.L.R., Brand Management, Vikas Publication, New Delhi
2. Verma Harsh V, Brand Management, Excel Books, New Delhi.
3. Kotler/Keller/Koshy/Jha, Marketing Management, Prentice-Hall of India, New Delhi.
4. David Akkar, Managing Brand Equity, Prentice-Hall of India, New Delhi
5. Kapoor Jagdeep, Nine Brand Shastras, Response BJIMS, New Delhi