The 22 Immutable Laws of Branding

  • ISBN13:


  • ISBN10:


  • Edition: Reprint
  • Format: Paperback
  • Copyright: 2010-06-01
  • Publisher: HARPER BUSINESS

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

Purchase Benefits

  • Free Shipping On Orders Over $35!
    Your order must be $35 or more to qualify for free economy shipping. Bulk sales, PO's, Marketplace items, eBooks and apparel do not qualify for this offer.
  • Get Rewarded for Ordering Your Textbooks! Enroll Now
List Price: $18.99 Save up to $9.60
  • Rent Book $12.34
    Add to Cart Free Shipping


Supplemental Materials

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 access cards, study guides, lab manuals, CDs, etc.
  • The Used and Rental copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.


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
The Law of Contraction
The Law of Publicity
The Law of Advertising
The Law of the Word
The Law of Credentials
The Law of Quality
The Law of the Category
The Law of the Name
The Law of Extensions
The Law of Fellowship
The Law of the Generic
The Law of the Company
The Law of Subbrands
The Law of Siblings
The Law of Shape
The Law of Color
The Law of Borders
The Law of Consistency
The Law of Change
The Law of Mortality
The Law of Singularity
The 11 Immutable Laws of Internet Branding 111(126)
The Law of Either/Or
The Law of Interactivity
The Law of the Common Name
The Law of the Proper Name
The Law of Singularity
The Law of Internet Advertising
The Law of Globalism
The Law of Time
The Law of Vanity
The Law of Divergence
The Law of Transformation
Index 237


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.

Rewards Program

Customer Reviews

Excellent work April 6, 2011
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.
Flag Review
Please provide a brief explanation for why you are flagging this review:
Your submission has been received. We will inspect this review as soon as possible. Thank you for your input!
The 22 Immutable Laws of Branding: 5 out of 5 stars based on 1 user reviews.

Write a Review