Laws of Branding

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Max. Marks: 

This paper deals with the Principles/Commandments of Branding.           

Unit I: 

Introduction to Laws of Branding

  •       The Law of Expansion
  •       The Law of Contraction
  •       The Law of Publicity
Unit II: 
  • The Law of Advertising
  • The Law of the Word
  • The Law of Credentials
  • The Law of Quality
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
Unit IV: 
  • The Law of the Company
  • The Law of Sub brands
  • The Law of Siblings
  • The Law of Shape
  • The Law of Color
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



  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. Brand Communication. ICFAI University Press (ICFAI Books).
  6. Noel Jean & Kapfere, The New Strategic Brand Management, Kogan Pages
  7. Al-Nab-Awiyya-Al-Sira, Protecting The Brands, Viva books
  8. Kapoor Jagdeep, Nine Brand Shatras, Response BJIMS, New Delhi
  9. Nice Journal of Business, Meerut.
  10. Pitch, Monthly Magazine, Adsert Web Solutions Pvt. Ltd.
  11. Communications Today, Monthly Magazine, ADI Media.
  12. 4Ps, Academic Journal, IIPM.
  13. Advertising Express, Magazine, ICFAI University Press.