The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand

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As it becomes increasingly associated with impressive corporate gains realized in recent years by companies ranging from FedEx and Rolex to Starbucks and Volvo, "branding" has developed into one of the marketing world's hottest concepts. And for good reason, contend well-known strategist Al Ries and his daughter Laura Ries in The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand.

"Marketing is building a brand in the mind of the prospect," they write. "If you can build a powerful brand you will have a powerful marketing program. If you can't, then all the advertising, fancy packaging, sales promotion and public relations in the world won't help you achieve your objective." A no-holds-barred look at a diverse collection of successful--and not-so-successful--branding efforts undertaken by these and other high-profile firms, their book distills the most critical principles involved into a series of clear rules with straightforward titles such as The Law of Expansion, The Law of Contraction, The Law of Consistency, and The Law of Mortality. While some of their suggestions may at first seem counterintuitive, together they compose a logical blueprint for success in today's ever-more-competitive environment. --Howard Rothman

Amazon.com Audiobook Review

When you call a book The 22 Immutable Laws of Branding, you're pretty much ruling out Oprah's Book Club as potential buyers. (Not that Oprah herself isn't a terrific brand.) This is an audiobook for a narrow demographic: entrepreneurs, top managers, and public-relations directors. Coauthor Al Ries comes off like the eccentric genius that most of these managers keep in a basement office, only listening to when necessary. When he says, "The power of a brand is inversely proportional to its scope," and hectors managers with the idea that "customers want brands that are narrow in scope," you know he's right (he backs himself up with dozens of examples), and you know it's the last thing powerful, expansion-minded businesspeople want to hear. Coauthor Laura Ries, his daughter and marketing-firm partner, also reads sections. (Running time: 1.5 hours, one cassette) --Lou Schuler

Book Description

Branding. Dubbed by many the "marketing buzzword" of the late nineties, everyone knows that building your product or service into a bona fide brand is the only way to cut through the clutter in today's insanely crowded marketplace.

The only question is, how do you do it?

Learn the laws of branding in the branding bible:

The 22 Immutable Laws of Branding. Brilliant, bold, and mercifully brief, The 22 Immutable Laws of Branding is the definitive text on branding, distilling the complex principles and theories espoused in other long-winded, high-priced professional marketing tomes into twenty-two quick and easy-to-read vignettes. Pairing the brand-blazing strategies from the world's best--like Coca-Cola, Xerox, BMW, Federal Express, and Starbucks--with the world-renowned marketing savvy of bestselling author Al Ries and his daughter Laura Ries, The 22 Immutable Laws of Branding builds on the huge international success of The 22 Immutable Laws of Marketing and provides the expert insight you seek on business's hottest topic in less time than an airplane ride.

Find out:

Why you will fail to create a brand through advertising, sales promotion, public relations, or fancy packaging

How overbranding equals underwhelming

Why a brand in any category should welcome others like it

How to define your category...even if you're not first to market

Why creating a sense of authenticity may be even more important than five-star quality

How to use advertising to keep your brand alive

Why no brand lives forever--and how best to read its vital signs and put it out of its misery yourself

Why good old-fashioned publicity may be the missing link in the brand-building process

Why giving your brand the right name is perhaps more important than the brand itself

and perhaps most important of all:

How to own a word in the mind of the consumer

Smart and accessible, The 22 Immutable Laws of Branding is an easy-to-refer-to primer that provides the ammo you need to dominate your category and turn your product or service into a world-class brand.

Customer Reviews:

Great book.......2007-10-10

Excellent book. Although the 22 laws may not be immutable they definitely are impossible to overlook. This book is packed with practical examples of where major corporations failed and succeeded, by breaking or following each of the 22 laws. Definitely must read if you're interested in creating a strong brand.

What a Book!.......2007-09-22

I never read a book more packed with incredible insights that this one. My company, Astonish Results (www.astonishresults.com) provides consulting to mortgage companies. I will recommend this book to every company we consult.

must have for business owners.......2007-09-11

As a small business owner and someone who was new to the business side of running a business I have found this book an absolute necessity in my daily business life.

Something to think about.......2007-08-11

I read this book with pleasure. It contains a lot of common sense and showed how people are influenced in their choice of branding features by what others have done and not what makes sense. I hope to use much of the information in my firm for our software branding.

Steven Calkins
Cross Media Solutions
Würzburg, Germany

Excellent work.......2007-05-26

I must say I have become somewhat of a Ries groupie. Al & Laura Ries along with Jack Trout have created some of the most thought filled pieces within the Branding, Marketing and communications world today. This one lives up the all the hype. The 22 Immutable Laws of Branding is a masterpiece to say the least. I began seeking out new books on the topic and thought why not hear from the gurus of the field. I had read The 22 Immutable Laws of Marketing first and it lead me to this great piece. I am a marketing student not just in the classroom but for life. It is what I do, therefore learning more is what I must do.

Once you began your journey for more knowlege on Branding and relating fields you will side with this book. Branding lives with the perpection that is placed int he mind of the consumer. In all my many marketing classes have I not discussed the many issues that come up in this book. To be a great marketer or branding strategiest you must seek out information from all levels of the field and then rethink those thoughts in regards to your position and situation. This book places you in the right mindset to do that and much more. So begin the process...

Book Description

China and the WTO analyzes the nature of the reforms involved in Chinas accession to the WTO, assesses their implications for the world economy, and examines the implications for individual households, particularly the poor. Its key objective is to provide the information that will allow policy makers to implement WTO commitments and formulate supporting policies to contribute strongly to economic development and poverty reduction.

China in the World Market: Chinese Industry and International Sources of Reform in the Post-Mao Era (Cambridge Modern China Series)

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China in the World Market: Chinese Industry and International Sources of Reform in the Post-Mao Era (Cambridge Modern China Series)
Thomas G Moore
Manufacturer: Cambridge University Press
ProductGroup: Book
Binding: Hardcover

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Integrating China Into the Global Economy
Remaking the Chinese Leviathan: Market Transition and the Politics of Governance in China
Selling China: Foreign Direct Investment During the Reform Era (Cambridge Modern China Series)
China's Catholics: Tragedy and Hope in an Emerging Civil Society (Comparative Studies in Religion and Society, 12)
The Making of Chinese Foreign and Security Policy in the Era of Reform

ASIN: 0521662834

Book Description

Thomas G. Moore examines the role of the outside world as a source of change in post-Mao China. Based on extensive documentary and interview material, the book adds the Chinese case to a long tradition of country-based studies by political economists, historians, and area specialists that have chronicled the experiences of developing countries as they enter specific industrial markets in the world economy. This book will be timely and provocative reading for anyone concerned with the nature of China's deepening participation in the world economy and its consequences for the country's development prospects, internal reforms, and foreign policy.

Download Description

In a book that reframes our thinking about the nature of China's reform and opening, Thomas Moore argues that the structuring impact of the international political economy represents one of the most theoretically important yet inadequately studied issues concerning change in post-Mao China. After carefully defining his conceptual framework, Moore presents detailed case studies of textiles and shipbuilding to examine the impact of varying degrees of economic openness in the world trading system on the reform, restructuring, and rationalization of Chinese industries. As the book amply demonstrates, the international environment most propitious for change in China's textile and shipbuilding industries during the 1980s and 1990s was one marked by moderate economic closure rather then the ideal-typic economic openness assumed by most observers. Moore also challenges popular notions of China's recent economic success by arguing that Beijing's ability to pursue strategic industrial policy is actually quite limited.

How China Opened Its Door: The Political Success of the Prc's Foreign Trade and Investment Reform (Integrating National Economies : Promise and Pitf)

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How China opened its door ?

How China Opened Its Door: The Political Success of the Prc's Foreign Trade and Investment Reform (Integrating National Economies : Promise and Pitf)
Susan L. Shirk
Manufacturer: Brookings Institution Press
ProductGroup: Book
Binding: Paperback

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Customer Reviews:

How China opened its door ?.......2002-10-30

China opened its door already ?

No, China is still opening its door step by step but in the very slowest speed.

When China opened its narrow door, they needed to watch out from the small hole, narrow gap and also worry, worry and worry in their minds.

WTO with China, so all the nations are asking him to open their door quickly. Why worry ?

They worried its door if open too quick, reckon they cannot easy to control all counties in China.

Old mens policy in China's leadership is very concerning on their power in military, economy and political controls.

Therefore, Door is just opening !!
Do you have time to wait ?
5 years, 10 years or next decade.

China is Slower and not same as American and European.

Now, you need to learn more on waiting.
Waiting for what ?
Free investment zones, Well educated people or others !

Book Description

Drawing on material previously available only in Chinese, this book provides an assessment of China's recent reform of the foreign trade system and discusses the benefits of such reform in terms of higher growth for its economy. The result suggests that the benefits from foreign trade reforms have been reduced by the lack of responsiveness among China's businesses to changes in domestic and foreign market conditions, and by the tendency for foreign trade to aggravate the inflation problem.

China: Foreign Trade Reform (World Bank Country Study)

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China: Foreign Trade Reform (World Bank Country Study)

Manufacturer: World Bank Publications
ProductGroup: Book
Binding: Paperback

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The Chinese Economy: Structure and Reforms in the Domestic Economy and in Foreign Trade

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The Chinese Economy: Structure and Reforms in the Domestic Economy and in Foreign Trade
Wolfgang Klenner , and Kurt Wiesegart
Manufacturer: Transaction Pub
ProductGroup: Book
Binding: Paperback

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ASIN: 0887386121

Foreign Trade and Economic Reform in China

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Foreign Trade and Economic Reform in China
Nicholas R. Lardy
Manufacturer: Cambridge University Press
ProductGroup: Book
Binding: Hardcover

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Book Description

This study explores the relationship between China's foreign trade reforms and the domestic economic reforms that undergird China's policy of openness in the 1980s and 1990s. It provides the first comprehensive analysis of how China has emerged since reform began in 1978 as one of the most dynamic trading nations in the world. It examines both the external policy changes, such as the decentralization of trading authority and the devaluation of the domestic currency, and internal economic reforms such as the increased use of markets and prices. The volume concludes with an analysis of the sources of China's export growth and outlines further domestic economic reforms that the author believes will be required to sustain China's increasing integration into the world economy.

Shanghai's Role in the Economic Development of China: Reform of Foreign Trade and Investment

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Shanghai's Role in the Economic Development of China: Reform of Foreign Trade and Investment
Gang Tian
Manufacturer: Praeger Publishers
ProductGroup: Book
Binding: Hardcover

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Book Description

This pioneering work presents for the first time a comprehensive study of the role of Shanghai in the economic development of China. Shanghai experienced stagnation and setbacks in comparison with other big cities and provinces in South China with the open door policy of 1979 and other economic reforms. In terms of export volume, use of foreign capital and overall economic growth, Shanghai remained behind Guangdong and Jiangsu. The fundamental question of why Shanghai maintained a lead position in the national economy and how it was neglected in the Special Economic Zones established in early 1980 is examined herein. In addition, the benefits of trade reform, comparative advantage, and foreign direct investment in Shanghai's recent expansion is discussed.

Foreign Trade and Economic Reform in China: 1978-1990.: An article from: Pacific Affairs

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Foreign Trade and Economic Reform in China: 1978-1990.: An article from: Pacific Affairs
Pitman B. Potter
Manufacturer: University of British Columbia
ProductGroup: Book
Binding: Digital
ASIN: B00092URZC
Release Date: 2005-07-28

Book Description

This digital document is an article from Pacific Affairs, published by University of British Columbia on September 22, 1993. The length of the article is 1200 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Foreign Trade and Economic Reform in China: 1978-1990.
Author: Pitman B. Potter
Publication: Pacific Affairs (Refereed)
Date: September 22, 1993
Publisher: University of British Columbia
Volume: v66 Issue: n3 Page: p406(4)

Article Type: Book Review

Distributed by Thomson Gale

Next steps for China: why financial sector reform is a crucial element of a long-term growth strategy. : An article from: Finance & Development

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Next steps for China: why financial sector reform is a crucial element of a long-term growth strategy. : An article from: Finance & Development
Eswar S. Prasad
Manufacturer: Thomson Gale
ProductGroup: Book
Binding: Digital

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Book Description

This digital document is an article from Finance & Development, published by Thomson Gale on September 1, 2005. The length of the article is 3060 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Next steps for China: why financial sector reform is a crucial element of a long-term growth strategy.
Author: Eswar S. Prasad
Publication: Finance & Development (Magazine/Journal)
Date: September 1, 2005
Publisher: Thomson Gale
Volume: 42 Issue: 3 Page: 44(4)

Distributed by Thomson Gale

Book Description

The transformation of state-owned enterprises into privately owned ones is commonly referred to as 'privatization'. As important as this process, though sometimes not given the attention it deserves and requires, is the establishment and expansion of new private firms.

This book analyzes new entrepreneurial firms that emerge and occasionally flourish after a period of state communism has come to an end. The authors rightly focus on the aftermath of the end of communism by looking firstly at the inevitable output decline, followed by an overview of new entrepreneurial firms. Specific East European examples are examined and the lessons which can be learned from these will interest academics and policy-makers alike.

Committed and knowledgeable authors in this book treat the sometimes emotive issue of transition developing economies maturely and expertly. The result is a volume which will interest scholars with an interest in transition economics and politics, as well as those who actively work in transition economies.

Vladimir Oblast Investment & Business Guide (Russian Regional Investment & Business Guides)
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Vladimir Oblast Investment & Business Guide (Russian Regional Investment & Business Guides)
USA International Business Publications
Manufacturer: International Business Publications, USA
ProductGroup: Book
Binding: Library Binding
ASIN: 0739730312

Book Description

This investment and business guide contains basic information on economy, business & investment climate and opportunities in the region, as well as information on selected export-import, business and investment opportunities, including, export-import, industrial development, banking & finance, government and business contacts. The guide also provides listing and contact information for major industrial, trade, service and other companies in the region, as well as information on selected export-import, business and investment opportunities.

Vladimir Oblast Regional Investment and Business Guide (World Spy Guide Library)

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Vladimir Oblast Regional Investment and Business Guide (World Spy Guide Library)

Manufacturer: Intl Business Pubns USA
ProductGroup: Book
Binding: Paperback

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ASIN: 0739790331

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