Brand management issues differ significantly based on the age and size of the organization. A key role of brand management is to create and reinforce an identity that promises relevant points of difference to consumers.
According to Al and Laura Reis’s book, The 22 Immutable Laws of Branding, the first two laws of branding are as follows:
1. The Law of Expansion. The power of a brand is inversely proportional to its scope.
2. The Law of Contradiction. A brand becomes stronger when you narrow its focus.
Clearly these first two laws favor smaller, younger organizations.
Brand identity firms will tell you that often they can create much stronger brand identities for smaller, younger ...