- Gebundene Ausgabe: 182 Seiten
- Verlag: B&T (1. Oktober 1998)
- Sprache: Englisch
- ISBN-10: 0887309372
- ISBN-13: 978-0887309373
- Größe und/oder Gewicht: 14,6 x 1,9 x 22,2 cm
- Durchschnittliche Kundenbewertung: 27 Kundenrezensionen
Nr. 173.667 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
- Nr. 6 in Fremdsprachige Bücher > Business, Karriere & Geld > Marketing & Verkauf > Marketing > Produktmanagement
- Nr. 26 in Fremdsprachige Bücher > Business, Karriere & Geld > Marketing & Verkauf > Marketing > Industriell
- Nr. 40 in Fremdsprachige Bücher > Business, Karriere & Geld > International > Weltweites Marketing
- Komplettes Inhaltsverzeichnis ansehen
The 22 Immutable Laws of Branding: How to Build a Product or Service into a Wolrd-Class Brand (Englisch) Gebundene Ausgabe – 1. Oktober 1998
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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
'Attacks the jargon of the marketing professional with common sense. Independent -- Dieser Text bezieht sich auf eine vergriffene oder nicht verfügbare Ausgabe dieses Titels.Alle Produktbeschreibungen
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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.
The book is good, thought-provoking, and has some real insights. HOWEVER, it is a little simplistic, and it's written for the brand manager of Coke. For those of us without 80+ years of brand history behind us yet, some of his advice isn't relevant. Also, some of his conclusions are just too simplistic: "Symbols are overrated and don't matter much anyway" (paraphrasing). Come on. You can't tell me the swoosh isn't a powerful asset, and the authors admit it, but they poo-poo the entire concept.
Section on naming is very insightful. And the hard advice on expansion is right on! Overall, good, and worth buying for any marketing person. But, this is definitely NOT the bible. Come on, people!
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