5 THE LAW OF THE WORD
A brand should strive to own a word in the mind of the consumer.
What comes to mind when you think about owning a Mercedes-Benz?
If you could pry open the mind of the typical automobile buyer, you would probably find the word “prestige” closely identified with the brand. Tell the truth, don’t you associate prestige with the Mercedes-Benz brand? Most people do.
You might also associate attributes like expensive, German, well engineered, and reliable with the brand, but the core differentiation is prestige. Lamborghinis are expensive, Audis are German, Hondas are well engineered, and Toyotas are reliable, but none of these brands conveys the prestige of a Mercedes.
If you want to build a brand, you must focus your branding ...
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