This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding. The 22 Immutable Laws of Branding How to Build a Product or Service into a World-Class Brand by Al Ries. Loy said: I remember reading The 22 Immutable Laws of Marketing as a young In The 22 Immutable Laws of Branding, marketing guru Al Ries, together with.

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The following 11 chapters, however, reveal that the authors are not prescient. The rightful share of a leading brand is never more than 50 percent. First publicity and then advertising is the general rule.

Similar businesses benefit from each other e. By standardizing on a single color and using it consistently over the years, you can build a powerful visual presence in a clutter-filled world.

The Law of Shape – a brand’s logo should be braning to fit the eyes. Chapter 12 — The Law of the Generic One of the fastest routes to failure is giving a brand a generic name.

The 22 Immutable Laws of Branding: Part 12 of 12 — chapters 1 – 22

Life not Time for Pictures 4. A new brand must be capable of generating favorable publicity in the media. The emphasis in most companies is on the short term.

The Law of Publicity: While the laws of branding are immutable, brands themselves are not. If you have to use the company name, use it. Think of the unmistakable color of a Tiffany box. The perception of a country is important. Short names greatly improve your word-of-mouth possibilities. Your brand is in a slow-moving field and the change is going to take place over an extended period of time.

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They may be bent slightly or given a lf slant, but their essential characteristics once firmly in the consumer’s mind should never change. Big Red, Extra, Freedent and Winterfresh, however, can stand on their own, each as totally separate brands.

Fortune not Time for Business 3.

The 22 Immutable Laws of Branding: Part 12 of 12 — chapters 1 – 22 – Launch Leads

In order for your brand to succeed globally, it needs to be first in its category AND your product must fit the global perceptions kmmutable where it comes from. Allows companies to keep an eye on each other. If you are going to develop a brand name for use on the world-wide market, the name better work in English.

Why would a customer expect Holiday Inn to have an upscale hotel?

The 22 Laws of Branding That Can’t be Broken – SUCCESS agency Blog

Fast forward to the here and now Feb 24, Robert rated it really liked it. Brands are the essence of the company itself. According to the authors, a brand is a singular idea that you own in the prospect’s mind.

Make your product more expensive than the competition The most important aspect of a brand is its single-mindedness. Chapter 7 — The Law of Quality Quality is important, but brands are not built by quality alone. Holiday Inn wanted to get into the upscale hotel segment. I spot this book at a leading book store. Make each brand unique, with his own identity.

The Law of Advertising – once born, a brand needs advertising to stay healthy. However, I do find the simplicity and the examples of the the books excellent.

There are three situations where changing your brand is feasible. I googled for the best branding books, and this one bubbled to the surface. As a result, they fall victim to the first law of branding, the law of expansion.


I questioned some of the examples, because the authors seem to overemphasize the importance of branding in the success or failure of the companies, and they overlook the many other factors that contributed to their success or failure.

Personally think some of the chapters say practically the same than others, but I guess that helps not to forget the great but simple rules about branding. Most issues involving company names versus brand names can be solved by asking yourself two questions:.

Brands can be changed, but only infrequently and only very carefully. A surgeon who is specialized in only knee surgery or a general surgeon who does knee surgery…and many other things?

The average person spends nine times as much time listening to radio and television than he or she does reading magazines and newspapers. A brand is not built overnight. Definitely a classic to have. As Ries and Ries demonstrate, there is absolutely no correlation between sales and quality—often the highest quality product is lower ranking in sales.

Brand is weak or non-existent in customers’ minds. When a revolutionary new category develops, the inevitable winner is a revolutionary new brand name.

The Law of Shape: Also, this book was written back in Their advice may not perfectly apply to start up, small brands. Tanqueray should stick with gin and hope the market swings in its direction.

In the world of brands, red is a retail color used to attract attention. The ideal shape for a logotype is horizontal, roughly two and one-fourth units wide and one unit high.