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: Sashakar Tygocage
Country: Jamaica
Language: English (Spanish)
Genre: History
Published (Last): 5 November 2008
Pages: 222
PDF File Size: 15.26 Mb
ePub File Size: 4.67 Mb
ISBN: 319-8-36024-976-3
Downloads: 24251
Price: Free* [*Free Regsitration Required]
Uploader: Shaktiktilar

Wrigley had dominated the chewing gum market, but not with one brand. Create new brands for new things. You want to move your brand down the food chain. If you want to build a powerful brand you have to build a powerful perception of quality in the mind- by following the laws of branding contraction: Many manufacturers are their own worst enemies. General Mills invented a separate brand called Olive Garden. If the market is moving in a new direction, often times you need a new brand to be a winner.

We can use our well-known core brand at the same time as we launch secondary or subbrands to move into new territory.

The 22 Laws of Branding That Can’t be Broken

Brand is weak or non-existent in customers’ minds. I highly recommend it. Most issues involving company names versus brand names can be solved by asking yourself two questions:. But, most of the branding laws apply even to small businesses. Loss of singularity weakens a brand. As hard as it may be, at a certain point, you will probably have to put your brand to rest and move on. And perhaps a third, even a fourth. The urgent, long-term need is to maintain the separation between the brands, not to make them all alike.


To see what your friends thought of this book, please sign up. Sports Illustrated not Time for Sports 5. Your brand is no different.

But there comes a time when a company should launch a second brand. Customers will seldom use a company name…when they have been given a viable brand name to use. Focus on owning a word in the prospects mind….

Set up rigid distinctions among brands. Limit the number of products you sell under a brand.

I googled for the best branding books, and this one bubbled to the surface. All that is left is the difference between your brand name and the brand names of your competitors. Jan 01, Alan Wang rated it really liked it. Different colors mean different things.

With this strategy, the company was able to create the tow largest family-restaurant chains in America. This will allow you to create a distinct brand identity and help to differentiate your brand from competitors. The best way to generate publicity is by being first…the first brand in a new category.


In the long run a brand is nothing more than a name. When selecting a color for a brand or a logo, managers usually focus on the mood they want to establish rather than the unique identity they want to create. Starbucks narrowed to coffee, Subway to sub sandwiches. You need to put your branding dollars behind the concept itself, so the concept will take off, pulling the brand immutabl with it. Passenger cars, chewing gum, etc 2.

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

Dec 31, Omar M. To move brand down food chain lower price. If you’re wondering how companies view their brands, it gives a good overview in an easily digestible style.

Leading brands should promote the category, not the brand. If your brand is brandinv against many other brands, it can be tempting to promote your brand, rather than the category.