Brand 22 Rules

Author: Al Ries
Publisher:
Publish Date: 2004-08-01
Features: The 22 Immutable Laws of Branding is a wise and easy-to-understand popular read, providing the ammunition to transform your product or service into a world-class brand. Author Al Ries argues that marketers need two skills: building a brand and maintaining its vitality. Through an analysis of (Jupiter Media) and his keen insights, this book will reveal whether they are entrepreneurs or seasoned veterans. The book is like a compendium, using an impressive list of world-famous brands and high-level adjustments in the art of branding to give you the confidence to make the right marketing decisions. This book is another collaboration by American marketing master Al Ries and his daughter Laura Ries. The writing style of this book follows Al Ries's (consistent style): concise, vivid, and using short, impactful case studies to explain simple theories. The Rieses continue to explore their marketing concepts of "positioning" and "focus" in this book, guiding readers into the world of branding and discussing how to transform a product or service into a world-class brand. The 22 concise laws are an accurate summary by the authors of the branding process. Among these 22 laws, some may seem familiar to readers (e.g., "Extension Law," "Word Law"), as they have been repeatedly mentioned in Al Ries's other works, but the examples used each time are different. Branding itself is a highly practical process, so among the 22 laws proposed by Ries, we can see micro-level laws like "Shape Law" and "Color Law." By carefully reading Ries's words, we can discover that the ideas in all his works are consistent. In this book, we can see the (germination) of the later proposed theory of "Public Relations First, Advertising Second" (see "Public Relations Law" and "Advertising Law"), as well as the core of Ries's marketing theory—the Focus Theory. Although the methods of explanation vary, the essence of the theory remains the same. We believe that this work by the Rieses will provide some help to Chinese enterprises aspiring to enter the global market, enabling Chinese brands to stand tall among the world's leading brands.