4 - 1 The 22 Immutable Laws of Branding By: Al Ries...

Info iconThis preview shows pages 1–10. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: 1 The 22 Immutable Laws of Branding By: Al Ries (& Laura Ries) Presented By Noha El-Bassiouny 2 1) Law of Expansion T he power of a brand is inversely proportional to its scope. Chevrolet has ten separate car models. Ford has eight. Thats one reason Ford outsells Chevrolet. 3 2) Law of Contraction A brand becomes stronger when you narrow its focus. Starbucks Caf is specialized only in coffee, no sandwiches, no muffins, nothing except coffee. 4 3) Law of Publicity T he birth of a brand is achieved with publicity not advertising. Newspaper and magazine articles, plus radio and television interviews. 5 4) Law of Advertising O nce born, a brand needs advertising to stay healthy. Advertising is a powerful tool to maintain leadership once it is obtained. 6 5) Law of the Word A brand should strive to own a word in the mind of the consumer. Mercedes Prestige Positioning: The Battle for Your Mind 7 6) Law of Credentials T he crucial ingredient in the success of any brand is its claim to authenticity. Credentials are the collateral you put up to guarantee the performance of the brand. The only thing like Coca Cola is Coca Cola itself. It is the real thing. 8 7) Law of Quality Q uality is important, but brands are not built by quality alone. Narrow F ocus + Better N ame + H igh Price = High Quality Brand. Rolex, the best known and best selling brand of expensive watches, but it doesnt keep better time than Timex. 9 8) Law of the Category A A A A leading brand should promote the category, not the brand. A brand has to: 1) Be the 1 st in a new category 2) To promote the new category Mercedes Benz , in the expensive cars market....
View Full Document

Page1 / 27

4 - 1 The 22 Immutable Laws of Branding By: Al Ries...

This preview shows document pages 1 - 10. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online