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The 22 Immutable Laws of Branding
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The 22 Immutable Laws of Branding (1998) (edit title/settings)

How to Build a Product or Service into a World-Class Brand

by Al Ries (Author), Laura Ries (Author) (edit contributors)

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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... read more

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  • “Your advertising budget is like a country's defense budget. Those massive advertising dollars don't buy you anything; they just keep you from losing market share to your competition.…Sooner or later a leader has to shift its branding strategy from publicity to advertising. By raising the price of admission, advertising makes it difficult for a competitor to carve out a substantial share of the market.”
    Al Ries and Laura Ries
  • Popular Highlights from Kindle Customers
  • If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
    Highlighted by 138 Kindle customers
  • To build a quality brand you need to narrow the focus and combine that narrow focus with a better name and a higher price.
    Highlighted by 125 Kindle customers
  • A better strategy in a sea of similar products with similar prices is to deliberately start with a higher price. Then ask yourself, What can we put into our brand to justify the higher price?
    Highlighted by 114 Kindle customers
  • When you don’t have the leading brand, your best strategy is to create a new category in which you can claim leadership.
    Highlighted by 105 Kindle customers
  • You have to launch the brand in such a way as to create the perception that that brand was the first, the leader, the pioneer, or the original. Invariably, you should use one of these words to describe your brand. You have to promote the new category.
    Highlighted by 101 Kindle customers
  • So you can forget about the laundry list of wonderful attributes your product has. You can’t possibly associate them all with your brand name in a human mind. To get into the consumer’s mind you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.
    Highlighted by 100 Kindle customers
  • Ask not what percentage of an existing market your brand can achieve, ask how large a market your brand can create by narrowing its focus and owning a word in the mind.
    Highlighted by 96 Kindle customers
  • Today brands are born, not made. A new brand must be capable of generating favorable publicity in the media or it won’t have a chance in the marketplace. And just how do you generate publicity? The best way to generate publicity is by being first. In other words, by being the first brand in a new category.
    Highlighted by 71 Kindle customers
  • The most efficient, most productive, most useful aspect of branding is creating a new category. In other words, narrowing the focus to nothing and starting something totally new.
    Highlighted by 70 Kindle customers
  • Leaders should not look on their advertising budgets as investments that will pay dividends. Instead leaders should look on their advertising budgets as insurance that will protect them against losses caused by competitive attacks.
    Highlighted by 57 Kindle customers
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How to Build a Product or service into a World Class Brand

Authors & Contributors edit see section history

  1. Al Ries (Author)
  2. Laura Ries (Author)

First Edition edit see section history

Original Language: English
Publisher: HarperCollins Publishers
Country: Add the country of publication.
Publication Date: 1998
ISBN: 0887309372
Page Count: 192

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