The halo effect.

If you can own one attribute in the

mind, the prospect will give you many

others.

You can’t own everything.

Full line.High quality.Great service.

Low price.

Every company needs toresist the temptation tokeep adding productsand services.

The law of focus.

The airline industry.

• Passengers or cargo?

• Business or tourist?

• Domestic or international?

• High or low prices?

• Full service or no frills?

• First, business or coach?

Southwest: the one-fork airline.

• Business destinations only.

• Coach class service only.

• Domestic only, no international

flights.

Southwest flies one type.

Delta flies 8 types.

The five largest U.S. airlines.

Revenues ……..... $657 billion

Net income … $646 million lossLast 10 years

Southwest Airlines.

Revenues ………. $44 billion

Net income ……… $3.6 billion

Net profit margin: 8 percentLast 10 years

Asia’s one-fork airline.

There are no barriers to global branding. A brand should know no borders.

The law of borders.

The future belongs to brands.

Global brands.

What’s a global name?

The name hasto work in English.

A brand is not built overnight. Success is measured in decades, not years.

The law of consistency.

47 years of “cowboys.”

35 years of “safety.”

30 years of “driving.”

The most importantaspect of a brandis its singularity.

The law of singularity.

Summary.

1. A brand is weakened by expansion and strengthened by contraction.

2. A brand is built by publicity and maintained by advertising.

3. A brand should strive for singularity by owning a word in the mind.