Author Description
This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet BrandingSmart 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.
Menrva's Summary
THE THESIS
How can a company effectively establish and maintain a dominant market position through the strategic application of branding principles? Marketing experts Al and Laura Ries utilize decades of industry observation and case studies to argue that branding is the primary driver of commercial success. They present a framework of twenty-two specific laws, supplemented by eleven laws for internet-based branding, designed to guide businesses in creating distinct, category-leading identities.
THE SCOPE MAP
What You Will Find
- Twenty-two core principles for traditional brand development
- Eleven specific strategies for establishing brands in the digital marketplace
- Case studies of global entities including Rolex, Volvo, and Heineken
- Counterintuitive marketing methodologies for competitive differentiation
Scope Limits
- Does not provide technical instructions for web design or software development
- Does not cover internal corporate human resources or organizational culture management
THE AUTHORITY PERSPECTIVE
Industry professionals frequently cite this work as a foundational text for understanding the mechanics of brand positioning. Readers often note the direct, rule-based prose style that prioritizes actionable strategy over theoretical abstraction.
Page Count:
272
Publication Date:
2002-09-01
Publisher:
Harper Business
ISBN-10:
0060007737
ISBN-13:
9780060007737
Business
Web Marketing
E-Commerce
Reference
Branding
Management
Consumer Behavior
Advertising
Trademark
Strategy & Competition
Intellectual Property
Business Economics
Law
Self Service
Custom Stores
Leadership & Motivation
Advertising & Promotion
Marketing
Computers & Technology