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.

Author: Gugis Goltikinos
Country: Mexico
Language: English (Spanish)
Genre: Video
Published (Last): 17 January 2008
Pages: 293
PDF File Size: 11.16 Mb
ePub File Size: 4.31 Mb
ISBN: 257-8-53302-334-5
Downloads: 27691
Price: Free* [*Free Regsitration Required]
Uploader: Zuluhn

And in doing so, they succeeded in becoming a leading fast-food restaurant chain. When a revolutionary new category develops, the inevitable winner is a revolutionary new brand name.

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

Customers tend to believe product claims only when they’re closely related to the brand’s credentials what the brand “knows” or is known for. Jan 30, Ryan Musante rated it really liked it. Lots of what is riss, you will have heard before but it’s very well laid out and explained here. The Law of the Generic – one of the fastest routes to failure is giving a brand a generic name. Use legible font and make sure to show the brand name as xl to just a symbol or design If you are permanently lowering the price of your brand, you can often move it down the price ladder without hurting the brand.

But there comes a time when a company should launch a second brand. It brings more customers in the category. The author is astute in his analysis of the branding strategies that he touches upon, and extremel A lightning quick glimpse at some simple, and profound concepts in the world of Branding.

Let sleeping brands lie. To a customer, Coca-Cola is, a dark, sweet, reddish-brown liquid.


Instead of fighting competitive 2, a leader should fight competitive categories. A large, small, cheap, expensive car or truck. The leaders of these brands chose simple but memorable names, which helped them find success.

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

Brand changing occurs inside the mind of the consumer. So Tanqueray introduces Tanqueray vodka. Greed often gets in the way of common sense. In the past companies thought they needed big, scopy, generic names.

The thinking is, If I am forking out the big bucks, I want to stay with a top hotel brand. Kleenex is lxws example: If volume is going nowhere, the manufacturer concludes it needs more brands to maintain or increase sales. Your brand has to stand for something both simple and narrow in the mind.

The laws go against a company’s natural desire to expand its brand into a wide range of products and even other categories.

Simple, because the laws are so clear-cut. Component of mindshare branding. A new generation appears on the scene and goes off in exciting new directions.

Al Brandingg and Laura Ries Summarized by: Passenger cars, chewing gum, etc 2. The best branding strategy should be to use the company name as the brand name. Blue is peaceful and tranquil. Customers will believe they are getting a lot of value by purchasing your brand. Once born, a brand needs advertising to stay healthy.

Then make your brand name stand for the category the generic effect and expand category by promoting benefits of category, not brand. And the internet section is so off-base that it’s a hoot to read.

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

A good book, a bit old, it has some dated examples, but it’s still good, very objective and to the point, I realize how many things influence a brands feel, being a designer of course I didn’t like the thw where it talks about logotypes being more effective if they are words and not images, it uses mobil as an example but being honest mobil is one of those logos that brandng really old but it’s just there immuyable you accept tge, it’s not because “it transcended the test of time”.


They were the first in their respective marketplace. I couldn’t really get immutagle it. And perhaps a third, even a fourth. Donna Karen wanted to market less costly and more casual clothes. And in order to do this, you have to narrow your focus and become a category leader. You want to create a family of different brands. The rise of competitive brands can stimulate consumer interest in the category. When kids grow up, they inevitably want to make a statement about their newfound maturity by changing brands…from Coca-Cola to Budweiser, for example.

The last 11 chapters about internet are really painful to read in Branidng like to bounce some of the ideas off someone who’s read this. There is no such thing as a global brand with a global perception. In The 22 Immutable Laws of Branding, marketing guru Al Ries, together with Laura Ries, has put together the authoritative work on br The only way to stand out in today’s — and tomorrow’s — cluttered marketplace is to build your product or service into a brand.

The cola itself is Coca-Cola, the real thing.

For many brands one answer is to put the company name in small type above the brand name. There is a time and place to launch a second brand. Of course, customers can have too much choice.