This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding. The 22 Immutable Laws of Branding How to Build a Product or Service into a World-Class Brand by Al Ries. Loy said: I remember reading The 22 Immutable Laws of Marketing as a young In The 22 Immutable Laws of Branding, marketing guru Al Ries, together with.

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The 22 Laws of Branding That Can’t be Broken

Most issues involving company names versus brand names can be solved by asking yourself two questions:. Sounds a little bit old school. A second-brand strategy i snot for every company. Expansion hurts the brand, not the company it just weakens it Every brand that was really big went from owning a specific category and once they established that category they move into other realms gradually Words are the key to brand building! Launch the brand in a way to create the perception that that bfanding was the first, the leader, the pioneer, or the original and use one of these words to describe your brand.

Customers tend to believe product claims only when they’re closely related to the brand’s credentials what the brand “knows” or is known for. You can only do it by being first and establishing the category. The Law of Subbrands: I grab the book. About the author of this post. They are stretched so thin and involved in so many industries using the same name that they are making everything except money.


As hard as it may be, at a certain point, you will probably have to put your brand to rest and move on. People generally assume that a higher price tag means higher quality. Customers who are strongly motivated to use only the brand name will hardly notice the company name. Chapter 13 — The Law of the Company Immutanle are brands.

The Law of Publicity – the birth of a brand startup phase is achieved with publicity, NOT advertising 4. Dominant brand should welcome competitors. The Law of Advertising – once born, a brand needs advertising to stay healthy.

Books by Al Ries. It gives you a new perspective in to how to run a succesfull brand. The Law of Contraction: Jul 01, Jeremiah Ross rated it it was ok.

Same as the 22 laws of marketing, so to the readers I’d suggest just pick of of them. Best way to build perception of quality is building your brand. High-tech companies especially are launched through publicity, not advertising. Line extension, megabranding, variable pricing and a host of other sophisticated marketing techniques are being used to milk brands rather than build them.

Logotype designers often go way overboard n picking a typeface to express the attribute of a brand rather than its ability to be clearly read. Keep each brand unique and special.


Of course, customers can have too much choice. Definitely a classic to have. The book is clear and concise throughout, and written in plain English. In the long run a brand is nothing more hte a name. A proper noun that can be used in place of a common word. This distinction is at the heart of an effective branding strategy. Entertainment Weekly not Time for Entertainment.

The 22 Immutable Laws of Branding: Part 12 of 12 — chapters 1 – 22 – Launch Leads

It’s fun reading in the sense that People magazine can be fun reading. This plethora of line extensions is the reason las the increased demands from retailers for trade promotions, slotting fees and return privileges.

The power of a brand is inversely proportional to its scope. What others say brandimg your brand is much more powerful than what you say about it yourself. Gives a fulfilled insights on Branding. The rise of competitive brands can stimulate consumer interest in the category.

I highly recommend it.