CART

(0) items

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

by
Edition:
Reprint
ISBN13:

9780060007737

ISBN10:
0060007737
Format:
Paperback
Pub. Date:
6/1/2010
Publisher(s):
HARPER BUSINESS
List Price: $18.99

Rent Book

(Recommended)
 
Term
Due
Price
$5.00

Hurry!

Only one copy
in stock at this price.

Buy Used Book

In Stock Usually Ships in 24 Hours.
$12.34

Buy New Book

In Stock Usually Ships in 24 Hours.
$3.14

eBook

We're Sorry
Not Available

More New and Used
from Private Sellers
Starting at $3.94

Questions About This Book?

Why should I rent this book?
Renting is easy, fast, and cheap! Renting from eCampus.com can save you hundreds of dollars compared to the cost of new or used books each semester. At the end of the semester, simply ship the book back to us with a free UPS shipping label! No need to worry about selling it back.
How do rental returns work?
Returning books is as easy as possible. As your rental due date approaches, we will email you several courtesy reminders. When you are ready to return, you can print a free UPS shipping label from our website at any time. Then, just return the book to your UPS driver or any staffed UPS location. You can even use the same box we shipped it in!
What version or edition is this?
This is the Reprint edition with a publication date of 6/1/2010.
What is included with this book?
  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any CDs, lab manuals, study guides, etc.
  • The Used copy of this book is not guaranteed to inclue any supplemental materials. Typically, only the book itself is included.
  • The Rental copy of this book is not guaranteed to include any supplemental materials. You may receive a brand new copy, but typically, only the book itself.

Customer Reviews

Excellent work  April 6, 2011
by


This textbook is an incredibly easy read - you can read it in one day. That doesn't diminish the value at all - this should be required reading for every executive - because most execs are branding idiots. The 22 laws are all backed up with solid examples using well-known brands, so there is a great amount of credibility and it generates a lot of food for thought. This isn't the first branding textbook I've read, and while I didn't agree with everything, I agree with 90% of it. And, if I could get the execs at my own company to follow 90% of the rules, we'd be a much better company.






The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand: 5 out of 5 stars based on 1 user reviews.

Summary

This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding

Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today's marketplace is to build your product or service into a brand—and provides the step-by-step instructions you need to do so.

The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web. The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands. The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand.

"Al Ries's laws of marketing turned my software company into a worldwide brand and the dominant player in a whole new software category. Anyone looking to market their company successfully has to read The 22 Immutable Laws of Branding." -- Patrick M. Sullivan, CEO, SalesLogix

"I could only wish that I'd had access to this book at the start of my career, the insights it provides are indispensable to anyone seeking to build their business into a recognized brand." -- Philip J. Romano, CEO, Romano Enterprises

Table of Contents

Introduction ix
The 22 Immutable Laws of Branding 1(110)
The Law of Expansion
3(5)
The Law of Contraction
8(5)
The Law of Publicity
13(5)
The Law of Advertising
18(4)
The Law of the Word
22(7)
The Law of Credentials
29(5)
The Law of Quality
34(5)
The Law of the Category
39(5)
The Law of the Name
44(5)
The Law of Extensions
49(7)
The Law of Fellowship
56(5)
The Law of the Generic
61(6)
The Law of the Company
67(6)
The Law of Subbrands
73(4)
The Law of Siblings
77(6)
The Law of Shape
83(3)
The Law of Color
86(5)
The Law of Borders
91(6)
The Law of Consistency
97(4)
The Law of Change
101(4)
The Law of Mortality
105(4)
The Law of Singularity
109(2)
The 11 Immutable Laws of Internet Branding 111(126)
The Law of Either/Or
113(13)
The Law of Interactivity
126(8)
The Law of the Common Name
134(14)
The Law of the Proper Name
148(16)
The Law of Singularity
164(8)
The Law of Internet Advertising
172(9)
The Law of Globalism
181(10)
The Law of Time
191(7)
The Law of Vanity
198(12)
The Law of Divergence
210(10)
The Law of Transformation
220(17)
Index 237

Excerpts

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

Chapter One

The Law of Expansion

The power of a brand is inversely proportional to its scope.

Think Chevrolet. What immediately comes to mind?

Having trouble? It's understandable.

Chevrolet is a large, small, cheap, expensive car ... or truck. When you put your brand name on everything, that name loses its power. Chevrolet used to be the best-selling automobile brand in America. No longer. Today Ford is the leader.

Think Ford. Same problem. Ford and Chevrolet, once very powerful brands, are burning out. Slowly heading for the scrap heap.

Ford buyers talk about their Tauruses. Or their Broncos. Or their Explorers. Or their Escorts.

Chevrolet buyers talk about their ... Well, what do Chevy buyers talk about? Except for the Corvette, there are no strong brands in the rest of the Chevrolet car line. Hence, Chevy's brand-image problem.

Chevrolet has ten separate car models. Ford has eight. That's one reason Ford outsells Chevrolet. The power of a brand is inversely proportional to its scope. Why does Chevrolet market all those models? Because it wants to sell more cars. And in the short term, it does. But in the long term, it undermines its brand name in the mind of the consumer.

Short term versus long term. Do you broaden the line in order to increase sales in the short term? Or do you keep a narrow line in order to build the brand in the mind and increase sales in the future?

Do you build the brand today in order to move merchandise tomorrow? Or do you expand the brand today in order to move the goods today and see it decline tomorrow?

The emphasis in most companies is on the short term. Line extension, megabranding, variable pricing, and a host of other sophisticated marketing techniques are being used to milk brands rather than build them. While milking may bring in easy money in the short term, in the long term it wears down the brand until it no longer stands for anything.

What Chevrolet did with automobiles, American Express is doing with credit cards. AmEx used to be the premier, prestige credit card. Membership had its privileges. Then it started to broaden its product line with new cards and services, presumably to increase its market share. AmEx's goal was to become a financial supermarket.

In 1988, for example, American Express had a handful of cards and 27 percent of the market. Then it started to introduce a blizzard of new cards including: Senior, Student, Membership Miles, Optima, Optima Rewards Plus Gold, Delta SkyMiles Optima, Optima True Grace, Optima Golf, Purchasing, and Corporate Executive, to name a few. The goal, according to the CEO, was to issue twelve to fifteen new cards a year.

American Express market share today: 18 percent.

Levi Strauss has done the same with blue jeans. In order to appeal to a wider market, Levi introduced a plethora of different styles and cuts, including baggy, zippered, and wide-leg jeans. At one point, Levi's jeans were available in twenty-seven different cuts. And if you could not find a pair of jeans off the rack to fit, Levi's would even custom cut jeans to your exact measurements. Yet over the past seven years the company's share of the denim jeans market has fallen from 31 to 19 percent.

Procter & Gamble has done the same with toothpaste.

The 22 Immutable Laws of Branding
How to Build a Product or Service into a World-Class Brand
. Copyright © by Al Ries. Reprinted by permission of HarperCollins Publishers, Inc. All rights reserved. Available now wherever books are sold.


Excerpted from The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand by Al Ries, Laura Ries
All rights reserved by the original copyright owners. Excerpts are provided for display purposes only and may not be reproduced, reprinted or distributed without the written permission of the publisher.


Please wait while the item is added to your cart...