22 Immutable Laws of Branding - Hardcover

Ries, Al; Ries, Laura

Hardcover

ISBN 10: 0002570459 ISBN 13: 9780002570459

Publisher: HarperCollins Business, 1999

Synopsis

This is the definitive text on branding. The renowned marketing guru and bestselling author of The 22 Immutable Laws of Marketing demonstrates how to build any product or service into a world-class brand.

The only way to stand out in today’s – and tomorrow’s – cluttered marketplace is to build your product or service into a brand. Think Nike, Hoover, Xerox and Kleenex and you’re thinking brands in the biggest and most lucrative sense. Renowned marketing stragegist Al Ries and his partner Laura Ries share the 22 rules that reap the highest of rewards in this cut-throat environment, organized in an authoritative yet pithy book that can be read and digested in the course of an airplane journey.

E.g. •The Law of the Word – A brand should focus
on owning a word in the mind.
•The Law of Consistency – brands are not built
overnight.
•The Law of Change – Brands can be changed.
But be careful.

About this title

About the Author

Al Ries is one of the world’s best known marketing strategists and with Jack Trout the author of 5 other successful titles, The 22 Immutable Laws of Marketing, Positioning, Marketing Warfare, Bottom-up Marketing, and Horse Sense. Laura Ries is a partner in their consulting firm, Ries & Ries. They live in the USA.

From the Back Cover

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.

Edition details

• Publisher: HarperCollins Business
• Publication date: 1999
• Language: English
• ISBN 10: 0002570459
• ISBN 13: 9780002570459
• Binding: Hardcover
• Number of pages: 192