Esquivel, Maria Monica
4AD2
PART 1: THE FIRST AND MOST IMPORTANT LAW OF MARKETING
1. The Law of Leadership
Cadbury is a UK confectionery business completely owned by Mondelez International,
USA. Historically, Cadbury is also among the first brands of chocolate hitting store
shelves in the year 1897.
2. The Law of Mind
Cadbury has presence in more than 50 countries across the world, and is easily the
biggest brand name in the world of chocolates. Cadbury is prominent in the league of
chocolate bars and has distinction as the milkiest chocolate.
3. The Law of Line Extension
Despite being a successful brand,
Cadbury also had mishaps on line
extension. This is manifested in its line of
existing products which does not embody
the Cadbury branding, also products which
were discontinued because they flopped.
4. The Law of Divergence
Cadbury started as a brand for coffee, tea and drinking chocolate until it declined in the
1850s. In the 1890s, Cadbury created a category of its own being the first chocolatier to
create milk chocolate. Cadbury has been successful in that category from then on.
Esquivel, Maria Monica
4AD2
PART 2: THE BASICS OF BRAND BUILDING
1. The Law of Expansion
LEGO Group also doesnt carry other brands apart from The LEGO Brand.
2. The Law of Contraction
LEGO chose to stick with its branding as a construction toy by having a line of products
which doesnt divert far from the idea of construction. LEGOs focus is on being a
construction toy.
3. The Law of the Opposite
LEGO was at the brink of bankruptcy in 2004 and was persuaded to divert their brand
and products to action toys and dismiss their construction toys. But LEGO stood its
ground and managed to bounce back and become a brand leader in 2015.
4. The Law of Clarity
Consisting of a brand name with 2 syllables, 4 letters and a simple rounded typeface
against a signature shade of red-- LEGO has to be one of the most easily recalled
brand names in the world. Lego actually came from the Danish phrase leg godt which
means play well.
5. The Law of Patience
LEGO had a rough start back in the carpentry workshop of Ole Kirk Christiansen in
Denmark. The LEGO Group had to deal with misfortunes such as the accidental burning
of Ole Kirks woodshop and the Great Depression. LEGO also suffered a near
bankruptcy in 2004 after a failed attempt at a radical strategy.
Esquivel, Maria Monica
4AD2
PART 3: CREATING CREDENTIALS AND GETTING INTO THE MIND
1. The Law of Publicity
Kylie Jenner had people swarming over her lip kits and other products in her cosmetic
brand. The Kylie Lip Kits popularity thrived off good publicity mainly coming from Kylie
Jenners popularity, her mass following on social media and the concocted clamor for
the product through limited production runs.
2. The Law of the Word
Kylie Jenners Lip Kits actually thrived and became popular because of a serendipitous
controversy which created a need in the market. The Kylie brand took the wide-spread
and consistent attention surrounding her lips and turned it around into a product line
filling a new market need to get Kylies lips. The hype was so substantial that when
Kylie Cosmetics was launched, the fans were following every marketing ploy. Patrons
were quick to share reviews of the lip kits, mostly positive.
Esquivel, Maria Monica
4AD2
PART 4: LAUNCHING SIBLING AND KEEP BRANDS ON TRACK
1. The Law of Second Brands
Nestl carries different brand names
without compromising its brand name
by giving them a family look. For
example, Nestl carries the Wonka
brand but it has a rigid distinction and
is in a new category.
2. The Law of Visual Difference
Nestl carries a line of beverage
brands and they are sorted in
different categories and possess
visual difference.
3. The Law of Consistency
Nestl celebrated its 100 years in 2011, its centennial anniversary highlighted how
Nestl products have become very much a part of the Filipino families way of life, from
generation to generation, in various stages of their lives. This is consistent with the
principle that a brand is not built overnight and success is measured in decades, not
years.
