The 22 Immutable Laws Of Branding [Paperback]

As it becomes increasingly associated with impressive corporate gains realised in recent years by companies ranging from Virgin and Rolex to Daewoo and Volvo, "branding" has developed into one of the marketing world's hottest concepts. And for good reason, contend well- known strategist Al Ries and his daughter Laura Ries in The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand.

"Marketing is building a brand in the mind of the prospect," they write. "If you can build a powerful brand you will have a powerful marketing programme. If you can't, then all the advertising, fancy packaging, sales promotion and public relations in the world won't help you achieve your objective." A no-holds-barred look at a diverse collection of successful--and not-so- successful-- branding efforts undertaken by a number of high-profile firms, their book distills the most critical principles involved into a series of clear rules with straightforward titles such as "The Law of Expansion", "The Law of Contraction", "The Law of Consistency", and "The Law of Mortality". While some of their suggestions may at first seem counterintuitive, together they compose a logical blueprint for success in today's ever-more-competitive environment. --Howard Rothman, Amazon.com --This text refers to an out of print or unavailable edition of this title.

‘Attacks the jargon of the marketing professional with common sense. Independent

--This text refers to an out of print or unavailable edition of this title.

Everyone knows that building your product or service into a bona fide brand is the only way to stand out in today's insanely crowded marketplace. The only question is how do you do it? This is the definitive text on branding, distilling complex theories and principles behind this key marketing term into in twenty-two easy-to-read vignettes including: The Law of Contraction A brand becomes stronger when you narrow its focus The Law of the Word A brand should strive to own a word in the mind of the consumer The Law of Fellowship In order to build the category, a brand should welcome other brands World-renowned marketing guru Al Ries and his daughter and business partner Laura Ries examine brand-blazing strategies from the world's best, including Coca-Cola, Xerox, BMW, Federal Express and Starbucks, to provide you with the expert insight you need to build a world-class brand.

Branding is the future of business.
Our book shatters the conventional wisdom of brand development. We lay down the laws that can make the difference between success and failure in the marketplace for your brand. We answer questions like: Which is more important Advertising or PR? Should we line extend? How important is quality? What color and shape should our logo be? Do we go global? When do we let a brand die? How often do we change our slogan? Should we block competitors from entering our market? Do we promote the category or our brand? What should we name our brand? --This text refers to an out of print or unavailable edition of this title.

Branding. Dubbed by many as the marketing buzzword of the late nineties, everyone knows that building your product or service into a bona fide brand is the only way to stand out in today's insanely crowded marketplace. The only question is, how do you do it?

'The 22 Immutable laws of Branding' is the definitive text on branding, distilling the complex theories and principles behind this key marketing term into twenty-two easy-to-read vignettes.

Find out:
• Why you will fail to create a brand through advertising, sales promotion, public relations or fancy packaging alone
• Why no brand in any category should welcome others like it
• Why creating a sense of authenticity may be even more important than five star quality
• Why no brand lives forever – how best to read its vital signs and put it out of its misery yourself

Smart and accessible, 'The 22 Immutable Laws of Branding' pairs brand-blazing strategies from the world's best – such as Coca-Cola, Xerox, BMW, Federal Express and Starbucks – with the world-renowned marketing know-how of best-selling author Al Ries and his daughter Laura Ries to provide you with the expert insight you need to build a world-class brand.

--This text refers to an out of print or unavailable edition of this title.

Laura Ries is a graduate of Northwestern University and a partner in the marketing strategy firm Ries & Ries. They act as consultants of major corporations, including Alcoa, Frito-Lay, Glaxo Wellcome, Merck and Pillsbury.