First Law of Branding (Cause and Effect)

The market place, governed by consumer psychology, is managed by certain laws and not by odds and probabilities. The main premise behind our first law is very important and deals with the complex factors why people buy. Most people are the same; they have the same needs. They respond the same to the same situations. In most situations they feel the same, behave the same, laugh, cry, buy and/or sell the same. They have the same attitude, temperament, and the same attributes. They act or react based on the same extrinsic and intrinsic motivations.

The first law of Branding deals with the law of cause and effect. This law states that if there is a good reason for the success of certain products such as Sony TV, Pepsi, or Coke, then you should be able to use the same causes to effect the same results.

Cause ===== > effect ===== > Results

A+B+C+D ===== > Branding Results

Repeat (A+B+C+D) ====== > Repeat (Branding Results)

This law says implementing the same process will get you the same effects.

It is always useful to ask: why, when, where and how to be able to repeat success.

Google’s brand name value jumped from 20th place last year to 10th in 2008, according to the latest version of an annual study that ranks the best brands, with only four technology companies ahead of it on the list.

Microsoft slipped from second to third place, edged down a peg by IBM, according to the study by BusinessWeek and Interbrand, which base their results on the value of the brand as judged by how much revenue it will likely earn for the company.

Coca-Cola is king, but technology companies are common in the top 25 brands.

Google showed the strongest gain, with a value that increased 43 percent to $25.6 billion, the study said. Next in line was 24th-place Apple, whose brand value rose 24 percent to $13.7 billion.

Coca-Cola remains the top, with a $66.7 billion in brand value, but technology companies are well represented on the list. No. 5 is Nokia, Intel No. 7, Hewlett-Packard No. 12, Cisco No. 17, Samsung No. 21, Oracle No. 23, and Sony No. 25.