The 22 Immutable Laws of Branding

Authors

  • Al Ries
  • Laura Ries

DOI:

https://doi.org/10.4468/2001.1.04ries.ries

Keywords:

Brand, Brand Management, Global Branding, Laws of Branding, Marketing Management

Abstract

The power of a brand is inversely proportional to its scope. When you put your brand name on several products, indeed, the line extension allows an increase in sales in the short term, but it undermines brand name in the mind of the consumer
in the long term.
A brand should strive to own a word in the mind of the consumer. Once a word is precisely associated with a brand, it is almost impossible for a competitor to create some stronger associations.
There are no barriers to global branding. A brand should know no borders.

Author Biographies

Al Ries

Ries and Ries, Chairman

Laura Ries

Ries and Ries, Co-Founder

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Published

01-06-2001

How to Cite

Ries, A., & Ries, L. (2001). The 22 Immutable Laws of Branding. Symphonya. Emerging Issues in Management, (1), 30–34. https://doi.org/10.4468/2001.1.04ries.ries

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Section

Articles