Immutable Laws of Branding for "CASH n CREDIT"
The law of expansion: The power of a brand is inversely proportional to its scope. Trying to be all things to all people undermines the power of the brand. The strength of brands lies in becoming synonymous with a single category. Brands that spread themselves across categories lose brand focus, identity, and ultimately market share. Considering this fact we are actually concentrating on the “Cash & Credit”
The law of contraction: A brand becomes stronger when you narrow its focus. By narrowing the focus to a single category, a brand can achieve extraordinary success. So, we may consider different color of the product but product line should be same. Considering “Cash & Credit” as a particular product line, we are considering different colors and product type under one roof.
2. The law of publicity: The birth of a brand is achieved with publicity, not advertising. A new brand must be capable of generating favorable publicity in the media or it won't have a chance in the marketplace. We may focus more on PR for this purpose. Column writing can be an important source for publicity of our product. NC Bank may consider arranging some game show, , coupon or contest as well to create massive promotion for Cash & Credit
The law of advertising: Once born, a brand needs advertising to stay healthy. Sooner or later, a brand leader has to shift its branding strategy to publicity to advertising. By raising the price of admission, advertising makes it difficult for the competitor to carve out a substantial share of the market. As a later consideration we should go for ads as well because at a primary stage it would be wise to create hype among people through PR and later on the ads would continue to push consumers thinking about us. In order to do that we may tag the ads with our motto or tagline or with our slogan for a certain campaign (e.g. “It’s a new finger print technology).
4. The law of the word: A brand should strive to own a word in the mind of the consumer. If you want to build a brand, you must focus your branding efforts on owning a word in the prospect's mind, a word that nobody else owns. For example: Volvo owns “safety” or FedEx owns “overnight” etc. So, considering this fact we are also looking for such word or phrase that would only be associative with our product, not with anything else. For this purpose, we are thinking of our tagline as “New Dimension in banking” where we are focusing more on “New Dimension” phrase, where it shows the way people once perceived the traditional methods or tools as the best ever solution of house cleaning whereas we are changing the notion through our product.
The law of credentials: The crucial ingredient in the success of any brand is its claim to authenticity. The brand’s credentials in its category as authentic, real, original, or the leader is powerful indeed. Now consider our product cash & Credit “in terms of “originality”, “reality” and as a “leader consider originality and reality, we are promising such features because “we can promise those”. The promises are not fake. We are not promising such things that we won’t be able to meet. 
6. The law of quality: Quality is important, but brands are not built by quality alone. Does a Rolex keep better time than a Timex? Does Hertz have better service than Alamo? Does a Mont Blanc pen write better than a Cross? Are you sure? The perception of quality, more than quality itself, is what builds a brand. And the best way to build a quality perception in the mind of consumers is by following the laws of branding. We are launching our debit card “under different category keeping different prices. Because of high specialization in the category we can assume high price as well. 
The law of category: A leading brand should promote the category, not the brand. The most efficient, most productive, most useful aspect of branding is creating a new category. Customers don't really care about new brands, they care about new categories. So taking care of this idea we are thinking of launching no product or brand online banking” and the equipment that enhances this category is “cash & Credit”.
8. The law of the name: In the long run, a brand is nothing more than a name. In the short term, a brand needs a unique idea or concept to survive. But in the long term, all that is left is the difference between your brand name and the brand names of your competitors. Shorter names that are unique and memorable are far stronger than longer, vague or generic names. Now consider our brand. We have shorter name “Cash & Credit” which indicates easy to pronounce.
The law of extension: We are not using the name “Cash & Credit” in any other product category because it will weaken our brand focus. Line extensions destroy brand value by weakening the brand. The effects can be felt in diminished market share of the core brand, a loss of brand identity, and a cannibalization of the one's own sales. Often, the brand extension directly attacks the strength of the core brand. We have considered the fact of losing market share because vacuum cleaner is still a specialty product. We don’t want to confuse our targets by using same name in other products.
10. The law of fellowship: We are the penetrating company who for the first time providing finger print technology in the market. But we would welcome our indirect competitions as well. Consumers want to have choices. We believe that choice stimulates demand.
The law of Generic: One of the fastest routes to failure is giving a brand a generic name. The problem with a generic brand name is its inability to differentiate the brand from the competition. Majority of brand’s communication takes place verbally not visually. Researchers say that a person almost nine times as much time listening to radio or television than just to read something. So a brand name shall be chosen out of the box. A touchy and catchy connotation of word may make the consumers remember the name easily. Cash & Credit is however such a name that is easy and Flexible to pronounce and it comes “from the inside”.
12. The law of Company: Brands are brands. Companies are companies. There is a difference. Customer's think of brands, not companies. Procter and Gamble isn't Tide. General Motors isn't Cadillac. The brand itself should be the focus of our attention. We are planning to use the company name in case of secondary brand association. The usage of both company and product name may create confusion in customers’ mind. So we are avoiding using the name of our company.
Today, most of the products or services are bought, not sold. Realizing the fact that consumers may want such product or service that will not only satisfy the needs only but also create an identity for the consumer as well as for the company, each company should build their brands. So, in developing brand properly each company should follow some guidelines or rules that are unavoidable. These laws are known as “immutable laws of branding”. Let us have a look on the idea we are thinking of regarding the 22 immutable laws of branding and our cash & Credit Zone.
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