MKT 100 Lecture Notes - Lecture 25: Dasani, Ikea, Red

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Mary Foster

Document Summary

Some key immutable laws in marketing outlined by ries and trout . Law of expansion: brand power inversely proportional to the brand"s scope: in the long run: expansion = diminishing of power and weakening of image. Chevy and its too many lines of products (is its image with the corvette, the volt, or the. Amex (27% market share with 3 card in 1980 and 18% market share today with too many different cards to list here) Law of contraction: brand power is strengthened by a narrow focus (opposite of expansion: allows to stock in-depth, buy cheap, sell cheap, and dominate the category. Subway is a case of contraction (only submarine sandwiches) Law of publicity: brand health is attributed to publicity, not advertising -> power is sourced the most from what others say about the brand: it"s better to be first, than to be better in the category.