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The 22 Immutable Laws of Branding: How to Build a Product or Service into a Wolrd-Class Brand Hardcover – 30 Jul 1998

4.0 out of 5 stars 38 customer reviews

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Product details

  • Hardcover: 182 pages
  • Publisher: HarperBusiness; First Edition edition (30 July 1998)
  • Language: English
  • ISBN-10: 0887309372
  • ISBN-13: 978-0887309373
  • Product Dimensions: 14.6 x 1.9 x 22.2 cm
  • Average Customer Review: 4.0 out of 5 stars 38 customer reviews
  • Amazon Bestsellers Rank: 674,561 in Books (See Top 100 in Books)
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Product description

Amazon 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

Synopsis

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.

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38 customer reviews

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