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The 22 immutable laws of branding : how to build a product or service into a world-class brand

Author: Al Ries; Laura Ries
Publisher: New York : HarperBusiness, ©1998.
Edition/Format:   Print book : English : 1st edView all editions and formats
Summary:
"Branding. Dubbed by many 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 cut through the clutter 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 principles and theories espoused in other tomes  Read more...
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Details

Document Type: Book
All Authors / Contributors: Al Ries; Laura Ries
ISBN: 0887309372 9780887309373
OCLC Number: 39182331
Notes: Includes index.
Description: viii, 181 pages : illustrations ; 22 cm
Contents: 1. Law of Expansion --
2. Law of Contraction --
3. Law of Publicity --
4. Law of Advertising --
5. Law of the Word --
6. Law of Credentials --
7. Law of Quality --
8. Law of the Category --
9. Law of the Name --
10. Law of Extensions --
11. Law of Fellowship --
12. Law of the Generic --
13. Law of the Company --
14. Law of Subbrands --
15. Law of Siblings --
16. Law of Shape --
17. Law of Color --
18. Law of Borders --
19. Law of Consistency --
20. Law of Change --
21. Law of Mortality --
22. Law of Singularity.
Other Titles: Twenty-two immutable laws of branding
Responsibility: Al Ries and Laura Ries.

Abstract:

"Branding. Dubbed by many 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 cut through the clutter 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 principles and theories espoused in other tomes into twenty-two quick and easy-to-read vignettes. Pairing the brand-blazing strategies from the world's best - like Coca-Cola, Xerox, BMW, Federal Express, and Starbucks - with the marketing savvy of author Al Ries and his daughter Laura Ries, The 22 Immutable Laws of Branding builds on the success of The 22 Immutable Laws of Marketing and provides the expert insight you seek on business's hottest topic."--Jacket.

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