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The 22 Immutable Laws of Branding
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Amazon.co.uk
As it becomes increasingly associated with impressive corporate gains realised in recent years by companies ranging from Virgin and Rolex to Daewoo 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 programme. 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 a number of 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 -- Dieser Text bezieht sich auf eine vergriffene oder nicht verfügbare Ausgabe dieses Titels.
Amazon.com
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 -- Dieser Text bezieht sich auf eine vergriffene oder nicht verfügbare Ausgabe dieses Titels.
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Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
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2 von 2 Kunden fanden die folgende Rezension hilfreich
Format:Gebundene Ausgabe
Focus. Don't do a line extension to save your life.
OK, this book is great and should be read by anyone involved in marketing (I mean come on, who doesn't have the 3 hours it takes to read this book). Unfortunately one serious drawback is that he uses plenty of examples to support his claims. Huh? Why is that a negative? Here's why: because it gets the reader to think of plenty of counter-examples that contradict his points. As another reviewer suggested the claim of "immutable" laws of marketing is a bit bold, but what the book does provide is food for thought in a highly readable context.
You gotta give the guy credit though. He takes a stand. And there's a lot to be said for taking a viewpoint and standing by it in today's middle of the road world.
If you don't feel up to reading "Focus," "Positioning," or some of the other texts by Al Ries, this one provides a lot of the insights in bite size pieces.
Despite the knocks against it listed above there are a few points worth acknowledging: 1. Al Ries is a legend in marketing. 2. It's a good, fun read with many useful examples worth keeping in mind when developing marketing strategies. 3. By reading it for yourself you can develop examples to refute a lot fo the laws and move along the path towards critically evaluating branding strategies.
2 von 2 Kunden fanden die folgende Rezension hilfreich
Format:Gebundene Ausgabe
This is a father and daugther book that in fact tries to use the brand of The 22 Immutable Laws of Mrketing (in itself an excellent book) by the father and Trout. Unfortunately, they manage to sell this book, because they use this branding (title, cover, structure, the Reis name) to suggest that it is as good and revolutionary as the original. Unfortunately, it is neither. There exists a number of good books on the market what regards branding, this is not one of them. But you have to admire their use of branding in selling the book to an unsuspecting public, even though I find it morally questionable.
1 von 1 Kunden fanden die folgende Rezension hilfreich
Format:Gebundene Ausgabe
The best thing about this book is the short chapters: it isn't some unweildly volume that will gather dust on the shelf. It's a resource to re-visit, re-read and bring more fresh thoughts to mind. Whilst the 'laws' are integrated, and you'll find references in some chapters to other 'laws' in the book, you don't have to read it cover-to-cover every time you pick it up. Having said that, you could do so in a spare afternoon! Worth keeping close to hand.
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Die neuesten Kundenrezensionen
Essential knowledge on branding in short extract
A very easy read. Lots of good examples. Although its quite some time since the book was published most content is still quite applicable. Lesen Sie weiter...
Vor 1 Monat von livingonajetplane veröffentlicht
A fun-to-read business book!
When I saw this book sitting on my boy-friends desk I picked it up and flipped through it just for fun. However, a couple of hours later I finished up reading it. Lesen Sie weiter...
Am 10. April 2001 veröffentlicht
Best Marketing Book ever written!
They never taught you any of this stuff while you were getting your MBA! This book is a must read, must have for anyone who has anything to do with marketing. Lesen Sie weiter...
Am 1. Juni 2000 veröffentlicht
Lo mejor de la Mercadotecnia
El libro ejemplifica muy bien de lo que se trata de crear marcas líderes dentro del mercado, con extractos de marcas de talla internacional. Lesen Sie weiter...
Veröffentlicht am 26. April 2000 von Luis
Immutable?
Al Ries and Jack Trout make another substantial contribution to our understanding of a subject which many people really do not understand. Lesen Sie weiter...
Veröffentlicht am 11. Januar 2000 von Robert Morris
Great book!! Uses examples of brands you see everyday!!
I had to read this book for a project at work. I found it very easy and enjoyable to read. Even though it is written for Sr. Lesen Sie weiter...
Veröffentlicht am 26. Oktober 1999 von Samantha Jones
General information light reading
I think the book is beneficial, but felt the information was stretched in presentation to warrant a "book." Plenty of blank space on pages for notes or doodles. Lesen Sie weiter...
Veröffentlicht am 21. September 1999 von jonwhite@maine.rr.com
Branding strategy and the dynamic environment.
According to this book it takes many years to build the brand. However, the environment is very dynamic and product development cycle is shorter then ever. Lesen Sie weiter...
Am 1. September 1999 veröffentlicht
A must have...
This was the best audio tape I have ever heard. I learned so much about branding and it will be very useful in establishing our clothing company to be a national player. Lesen Sie weiter...
Veröffentlicht am 8. August 1999 von Ask Doctor Java
The book is a 3, but the audio is a 0
This book was recommended to my by a friend, but instead of the book, I bought the audio. DO NOT MAKE THE SAME MISTAKE. Lesen Sie weiter...
Am 24. Juni 1999 veröffentlicht
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