• Because of these physical reasons, red is the color of energy and excitement.

• Blue is opposite.
• Blue is peaceful and tranquil.
• Blue is a laid-back color.
• In the world of brands, red is a retail color used to attract attention.
• Blue is a corporate color used to communicate stability. For e.g Coca-cola red ,
IBM blue.
• Pepsi is blue – opposite of coke (red)
• Kodak is yellow, so Fuji picked green
• Caterpillar—yellow
• UPS—brown
• Federal Express--- orange and purple.
• White is the color of purity
• Black—luxury—Johnnie walker Black Label.
• Green is the color of environment
 • )The law of borders:
there are no barriers to global
branding. A brand should know no borders
• Since value lies in the mind of the consumer, the
perception of where the brand came from can add or
subtract value. Does anyone doubt the value of:
 Watches from Switzerland
 Wines from France
 Automobiles from Germany
 Electronic products from Japan
 Clothing from Italy
 Toyota, Honda, Nissan are global brands with Japanese perceptions.

 Compaq, Intel and Microsoft are global brands with American perceptions.

 Gucci, Versace, Giorgio Armani are global brands with Italian perceptions.
• Trend in global branding --- the use of English words for brands that may have no
connection with the USA or UK or Canada or Australia.
• e.g Take a new energy drink invented in Austria.
• The amino acid-infused , caffeine-injected, detoxifying , carbonated drink was
not called “Roter Stier”.
• Instead the manufacturer used the English words “Red Bull”
• The top three high end brand of blue jeans ($ 100 and above) all have English
names, but none of them is American.
• Replay and Diesel are made in Italy .
• Big Star is from France.
• If you are going to develop a brand name for use on the world market, the name
had better work in English.
• It doesn’t have to be an English word , but it should sound like one.
• On the other hand care should be taken when translating English slogans into
other languages.
• The PERDUE slogan “ It takes a strong man to make a tender chicken “ translated
into Spanish means “ It takes an aroused man to make a chicken Affectionate”.
• The Coors beer tag line “Turn it loose” in Spanish becomes “Suffer from diarrhea”
• )The law of consistency :
brand is not built
overnight. Success is measured in decades, not years

• )The law of change : brands can be changed , but only

infrequently and only very carefully