The 22 Immutable Laws of Branding: How to Build a Product or Service Into a World-Class Brand - Hardcover

Ries, Laura; Ries, Al

Hardcover

ISBN 10: 0887309372 ISBN 13: 9780887309373

Publisher: Harperbusiness, 1998

Synopsis

A best-selling business expert presents a comprehensive guide to building a product into a recognized and respected brand and offers quick and readable insights into a major business concern. Tour.

About this title

Review:

As it becomes increasingly associated with impressive corporate gains realized in recent years by companies ranging from FedEx and Rolex to Starbucks 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 program. 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 these and other 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

About the Author:

Al Ries is perhaps the world's best-known marketing strategist. He is the coauthor of such international bestsellers as The 22 Immutable Laws of Branding and Positioning: The Battle for Your Mind and the author of Focus: The Future of Your Company Depends on It. His daughter Laura Ries is a graduate of Northwestern University and a partner in their marketing strategy firm, Ries & Ries in Roswell, Georgia. She is the coauthor of The 22 Immutable Laws of Branding. Together they speak and consult with major companies around the globe.

About this edition

• Publisher: Harperbusiness
• Publication date: 1998
• ISBN 10: 0887309372
• ISBN 13: 9780887309373
• Binding: Hardcover
• Edition number: 1
• Number of pages: 192