The document outlines 22 "laws of branding" that provide guidance on how to build and maintain strong brands. Some of the key laws discussed include contracting your brand focus to strengthen perception, using publicity to establish your brand before advertising, owning a strong name in customers' minds, building credibility, focusing on quality perception, launching brands that establish new categories, and developing sub-brands and sibling brands to dominate a market long-term. The laws suggest that consistency yet flexibility are important to brands enduring over time.
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