9 used & new from �1.89

See All Buying Options

Have one to sell? Sell yours here

Share your own customer images

Search inside another edition of this book

The 22 Immutable Laws of Branding: How to Build a Product or Service into a Wolrd-Class Brand [Illustrated] (Hardcover)

by Laura Ries (Author), Al Ries (Author)

4.5 out of 5 stars See all reviews (17 customer reviews)

Available from these sellers.

3 new from �15.81 6 used from �1.89

Other Editions:	RRP:	Our Price:	Other Offers:
Hardcover			14 used & new from �2.70
Paperback (New Ed)	�8.99	�5.37	26 used & new from �2.91
Unbound			Order it used

Customers Viewing This Page May Be Interested in These Sponsored Links

(What is this?)

Brand Identity Agency opens new browser window

www.theoneoff.com - Innovative identity and branding Very experienced and respectful

Full Service Marketing opens new browser window

www.fantasticmedia.co.uk - Award winning web design, sports marketing, creative agency

siegel+gale opens new browser window

www.siegelgale.com - Simplify. Amplify. Exemplify. Simple is smart.

Customers Who Bought This Item Also Bought

The 22 Immutable Laws Of Marketing

by Al Ries

4.4 out of 5 stars (14) �5.44

Positioning: The Battle for Your Mind

by Al Ries

4.4 out of 5 stars (8) �4.99

Wally Olins. On B®and.

by Wally Olins

4.0 out of 5 stars (2) �7.42

The Brand Gap: How to Bridge the Distance Between Business Strategy and Design : a Whiteboard Overview

by Marty Neumeier

4.7 out of 5 stars (3) �9.79

Branding cluster sheet: Brand Failures: The Truth About the 100 Biggest Branding Mistakes of All Time

by Matt Haig

3.7 out of 5 stars (10) �6.49

› Explore similar items

Product details

Hardcover: 192 pages
Publisher: HarperBusiness; illustrated edition edition (30 Jul 1998)
Language English
ISBN-10: 0887309372
ISBN-13: 978-0887309373
Product Dimensions: 21.8 x 13.7 x 2.3 cm

Average Customer Review: 4.5 out of 5 stars See all reviews (17 customer reviews)

Amazon.co.uk Sales Rank: 419,161 in Books (See Bestsellers in Books)
Popular in these categories:
#17 in Books > Business, Finance & Law > Sales & Marketing > Industrial
#62 in Books > Business, Finance & Law > Sales & Marketing > Product Management

Would you like to update product info or give feedback on images?

Product Description

Amazon.co.uk Review

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

Product Description

The only way to stand out in the cluttered marketplace is to build a product into a brand - think Nike, Hoover, Xerox and Kleenex. Marketing strategist Al Ries and his partner Laura Ries share the 22 rules that reap the highest of rewards in this environment.

See all Product Description

Inside This Book (Learn More)
Browse and search another edition of this book.

Suggested Tags from Similar Products

(What's this?)

Be the first one to add a relevant tag (keyword that's strongly related to this product)

marketing

strategy

mortgage marketing

branding

advertising

What Do Customers Ultimately Buy After Viewing This Item?

	78% buy the item featured on this page: The 22 Immutable Laws of Branding: How to Build a Product or Service into a Wolrd-Class Brand 4.5 out of 5 stars (17)
	7% buy The 22 Immutable Laws Of Marketing 4.4 out of 5 stars (14) �5.44
	6% buy The Brand Gap: How to Bridge the Distance Between Business Strategy and Design : a Whiteboard Overview 4.7 out of 5 stars (3) �9.79
	5% buy Building Strong Brands 4.6 out of 5 stars (8) �9.23

Explore similar items

Customer Reviews

17 Reviews

5 star:		(13)
4 star:		(1)
3 star:		(2)
2 star:		(0)
1 star:		(1)

Average Customer Review

4.5 out of 5 stars (17 customer reviews)

Share your thoughts with other customers:

Create your own review

Most Helpful Customer Reviews

44 of 48 people found the following review helpful:

5.0 out of 5 stars Simple, not simplistic, 9 Nov 2002

By	Norberto Amaral (Aveiro, Portugal) - See all my reviews (TOP 500 REVIEWER) (REAL NAME)

This review is from: The 22 Immutable Laws Of Branding (Paperback)

This is one of the simplest yet most important books I read on branding. Al and Laura Ries outline 22 short rules for success in branding - or failure, if you go against them.

Some of these rules are very obvious, such as The Law of Credentials and The Law of the Name. Others are not and will you will have to take the odd deep breath and ask yourself if that really was what the authors meant. Once you think it, though, it all makes perfect sense and you're already on the next chapter.

The authors didn't even have to drown the reader with useless, obscure case studies, when examples of brands everyone knows about are so plentiful. The language is simple and relaxed and so very effective.

So, if you're not hoping for a treaty on marketing this is the right book for you. It doesn't matter if you're a student, a seasoned marketer or a consumer who wants to know what some people are doing to consumers' minds: you will find this highly informative, blunt, enlightening and very fun to read.

Comment Comment | Permalink | Was this review helpful to you? Yes No (Report this)

13 of 14 people found the following review helpful:

3.0 out of 5 stars Good, but please! don't expect nirvana, 17 Feb 1999

By A Customer

I can't believe some of these other reviews. Some guy gave it 5 stars and admitted that he hadn't read it yet! I assume that isn't a plant, because it's too stupid to be a plant.

The book is good, thought-provoking, and has some real insights. HOWEVER, it is a little simplistic, and it's written for the brand manager of Coke. For those of us without 80+ years of brand history behind us yet, some of his advice isn't relevant. Also, some of his conclusions are just too simplistic: "Symbols are overrated and don't matter much anyway" (paraphrasing). Come on. You can't tell me the swoosh isn't a powerful asset, and the authors admit it, but they poo-poo the entire concept.

Section on naming is very insightful. And the hard advice on expansion is right on! Overall, good, and worth buying for any marketing person. But, this is definitely NOT the bible. Come on, people!

Comment Comment | Permalink | Was this review helpful to you? Yes No (Report this)

13 of 15 people found the following review helpful:

5.0 out of 5 stars This is one of my all-time top 5 most re-read business books, 13 May 2001

By	Patrick Moore (London, UK) - See all my reviews (REAL NAME)

This review is from: The 22 Immutable Laws of Branding (Paperback)

Of all the business books I have ever read (quite a few by now) this is probably the one I have recommended to the most people. Despite being a thin book and an easy read to boot, it offers some deceptively deep insight into what does or doesn't work in branding.

I would certainly recommend it to anyone who has an interest in business, whether or not they are directly involved in brand development. For those who are, reading this is an absolute must.

Comment Comment | Permalink | Was this review helpful to you? Yes No (Report this)

Share your thoughts with other customers: Create your own review

› See all 17 customer reviews...

Most Recent Customer Reviews

5.0 out of 5 stars The best way to undestand focus in branding
If you want to discover how to create a strong Brand for your Company, you have to follow the 22 immutable laws of Branding. Read more

Published 6 months ago by Luigi Centenaro

5.0 out of 5 stars Great little book on the essentials of branding
I bought this book quite a few years ago and lost my copy so bought it again a few weeks ago. It is a great book on the essentials of branding and the authors take a simple, yet... Read more

Published 10 months ago by Joanne Morley

1.0 out of 5 stars Ankle-deep branding
This book reminds me of when my older brother told me about sex when I was about eight years old: he didn't really know what he was talking about, but it sounded great at the... Read more

Published 13 months ago by M. Cavenett

5.0 out of 5 stars Brand management made easy
A really simple and enjoyable book to read and every point is robustly backed up with real life examples of how to do and not to do things. Read more

Published 20 months ago by Mr. Ck Griffiths

5.0 out of 5 stars The place to start
How can a book which has almost no pictures be the ultimate introduction to branding?

I was highly sceptical, and only added it onto to my list of branding books to... Read more

Published 21 months ago by Martin Turner

5.0 out of 5 stars A stunning piece of work!
Let's face it, the title and subject matter of this book is unlikely to leave most of us hanging on the edge of our seats. Read more

Published on 29 Jul 2005 by David Connelly

5.0 out of 5 stars A must for those who want to 'understand' branding!
I am usually sceptical about those books who say 22 or 10 or 5 ways of this and that - however, the way the book lists the 22 laws is not only categorised effectively, but the... Read more

Published on 7 Dec 2000 by malik@thahid.freeserve.co.uk

4.0 out of 5 stars Branding strategy and the dynamic environment.
According to this book it takes many years to build the brand. However, the environment is very dynamic and product development cycle is shorter then ever. Read more

Published on 1 Sep 1999

3.0 out of 5 stars The book is a 3, but the audio is a 0
This book was recommended to my by a friend, but instead of the book, I bought the audio. DO NOT MAKE THE SAME MISTAKE. Read more

Published on 24 Jun 1999

5.0 out of 5 stars Wonderfully Pragmatic. Read it and apply it today.
If you want to keep it simple, then this is definitely suggested reading. Branding is probably one of the most nebulus and subjective artifacts of modern marketing. Read more

Published on 18 Feb 1999

› See all 17 customer reviews...

.jsOffDisplayBlock { display: block; } .jsOffDisplayInline { display: inline; } .jsOffVisibility { visibility: visible; } .jsOnDisplayBlock { display: none; } .jsOnDisplayNoneBlock { display: block; } .jsOnDisplayNoneInline { display: inline; } .jsOnDisplayInline { display: none; } .jsOnVisibility { visibility: hidden; } .jqOnDisplayBlock { display: none; } .jqOnDisplayInline { display: none; } .jqOnVisibility { visibility: hidden; } .jqOnDisplayNoneBlock { display: block; } .jqOnDisplayNoneInline { display: inline; }