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

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More About This Book

Overview

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.

What People Are Saying

Patrick M. Sullivan
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.
Philip J. Romano
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 Kotler
Al Ries demonstrates that marketers need two skills: building a brand and keeping it alive. Through stellar company profiles and keen insights, this book will show them how, whether they're entrepreneurs or seasoned veterans.
Scott Kay
This book is like a synthesizer. Using an impressive list of the world's best-known brands, it fine tunes the art of branding to its optimum levels, enabling you to make the right marketing decisions with utmost confidence.

Product Details

  • ISBN-13: 9780060007737
  • Publisher: HarperCollins Publishers
  • Publication date: 9/17/2002
  • Edition description: Reprint
  • Pages: 272
  • Sales rank: 239,899
  • Product dimensions: 7.37 (w) x 9.25 (h) x 0.68 (d)

Meet the Author

Al Ries is perhaps the world's best-known marketing strategist. He is the coauthor of such international bestsellers as The 22 Immutable Laws of Branding and Positioning: The Battle for Your Mind and the author of Focus: The Future of Your Company Depends on It.

His daughter Laura Ries is a graduate of Northwestern University and a partner in their marketing strategy firm, Ries & Ries in Roswell, Georgia. She is the coauthor of The 22 Immutable Laws of Branding. Together they speak and consult with major companies around the globe.

Read an Excerpt

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 othersophisticated 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. Copyright © by Al Ries. Reprinted by permission of HarperCollins Publishers, Inc. All rights reserved. Available now wherever books are sold.

Table of Contents

Introduction 1
1 The Law of Expansion 9
2 The Law of Contraction 17
3 The Law of Publicity 25
4 The Law of Advertising 33
5 The Law of the Word 39
6 The Law of Credentials 49
7 The Law of Quality 57
8 The Law of the Category 65
9 The Law of the Name 73
10 The Law of Extensions 79
11 The Law of Fellowship 89
12 The Law of the Generic 97
13 The Law of the Company 105
14 The Law of Subbrands 113
15 The Law of Siblings 119
16 The Law of Shape 129
17 The Law of Color 135
18 The Law of Borders 143
19 The Law of Consistency 153
20 The Law of Change 159
21 The Law of Mortality 165
22 The Law of Singularity 171
Index 173

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Sort by: Showing all of 8 Customer Reviews

  • Posted April 26, 2010

    Fantastic Read

    I enjoyed reading, "The 22 Immutable Laws of Branding" IMMENSELY. Branding is KING and to read about the strengths of the most visible companies that rule our brains and our purchases is interesting.

    First to market with a strong brand will certainly have the best advantage, as the author, Al Ries explains, it also etches an imprint in our minds as the "best" because it starts out with its own identity in the running game without competitors.

    STAYING BRAND STRONG.....strengthening the brand is the key as those competitors see your huge leap in the market. Al Ries gives an excellent example of how this magnificent skill has been obtained by some of the largest companies.

    If you love learning about how strong players get the marketing advantage in branding, I think you'll love this book.
    D. Hall

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  • Anonymous

    Posted November 16, 2009

    Prompt service

    Great service. I would recommend this supplier to everyone

    Was this review helpful? Yes  NoThank you for your feedback.   Report this reviewThank you, this review has been flagged.

  • Anonymous

    Posted May 4, 2004

    NOTHING NEW

    Very Al Ries. Disappointing copy especially if you already own a copy of the 22 Immutable Laws of Marketing. It shows how small the author knows about Brand Management and his attempt to squeeze out the dollars from a novice's pocket.

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  • Anonymous

    Posted June 19, 2003

    Insightful

    This book is a great read. Pay attention because branding is such an important concept in this day and age. I have learned a lot from this book and others like it. And as someone who is hoping to start my own business someday, these have been really helpful.

    Was this review helpful? Yes  NoThank you for your feedback.   Report this reviewThank you, this review has been flagged.

  • Anonymous

    Posted November 25, 2002

    Branding is Not Just About Marketing

    This book focuses solely on the marketing strategy involved in building a brand. However, those of us who are familiar with brand initiatives know that the most difficult part is internal IMPLEMENTATION. This book does not focus on the implementation or organizational change necessary for a successful brand initiative. How do you make sure that all of your employees are on the same track? When your advertising offers one thing, but your employees deliver something else, how do you resolve that conflict? This book fails to answer these fundamental problems.

    Was this review helpful? Yes  NoThank you for your feedback.   Report this reviewThank you, this review has been flagged.

  • Anonymous

    Posted August 28, 2001

    an inspiration

    i am an employee of a large company in india and must say that this book has given me the divine inspiration to start my own business as soon as possible. the confidence and the conviction that this book provides with its very realistic and accurate observations and insights makes it a must read. though at some points, the book tends to make radical observations which do surprise you at times, considering that all success does not depend on a strategy,and more on its implementation, with regard to timing and other situations, which cannot be ignored. yet, it is a most truthful book, and for those who would love to be on top of a successful business should read it and consider it very seriously.

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  • Anonymous

    Posted July 24, 2001

    Like a bomb for your brain!

    I read this book in one night while visiting my sister in the hospital. It was a very exciting experience, I had butterflies in my stomach the whole time. I gave it to my business partner, and in a matter of days, we had refocused our web-based business, and started on the correct path again. It's easy in business to start thinking about what else you can sell your customers, and how to reach a bigger crowd. Both of these are mistakes, I believe. Amazon is an absolutely perfect example. Amazon=books. All the other stuff they're hawking just makes them harder to define, and therefore less powerful in the customer's mind. The guy who wrote the previous review obviously is confusing several concepts (and he's practically impossible to understand!). I've read 'The Fifth Discipline' too, and while it's interesting, it really doesn't say much of anything. IF YOU OWN A BUSINESS, READ THIS BOOK, THEN READ IT AGAIN!

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  • Anonymous

    Posted February 23, 2010

    No text was provided for this review.

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