The 22 Immutable Laws Of Branding (Paperback, Main)

The definitive guide to building your product into a successful brand by bestselling marketing guru Al Ries and his daughter Laura. The book explains why you will fail to create a brand through advertising, sales promotion, public relations or fancy packaging alone; why a brand should welcome others like it; why creating a sense of authenticity may be even more important than five-star quality; why no brand lives forever; and how to own a word in your consumer's mind. Examples of brand-building strategies include those of Coca-Cola, Xerox, BMW, Federal Express and Starbucks. Edward de Bono's Mind Pack (Kirkus UK)

Everyone knows that building your product or service into a bona fide brand is the only way to stand out in today's insanely crowded marketplace. The only question is how do you do it? This is the definitive text on branding, distilling complex theories and principles behind this key marketing term into in twenty-two easy-to-read vignettes including: The Law of Contraction A brand becomes stronger when you narrow its focus The Law of the Word A brand should strive to own a word in the mind of the consumer The Law of Fellowship In order to build the category, a brand should welcome other brands World-renowned marketing guru Al Ries and his daughter and business partner Laura Ries examine brand-blazing strategies from the world's best, including Coca-Cola, Xerox, BMW, Federal Express and Starbucks, to provide you with the expert insight you need to build a world-class brand.

General

Imprint:	Profile Books Ltd
Country of origin:	United Kingdom
Release date:	April 2000
Authors:	Al Ries • Laura Ries
Dimensions:	197 x 130 x 13mm (L x W x T)
Format:	Paperback
Pages:	179
Edition:	Main
ISBN-13:	978-1-86197-605-5
Categories:	Books > Business & Economics > Business & management > Business strategy Books > Health, Home & Family > Self-help & practical interests > Advice on careers & achieving success Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	1-86197-605-4
Barcode:	9781861976055

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