The 22 Immutable Laws of Branding

Al Ries and Laura Ries
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Al Ries: Ries & Ries
Laura Ries: Ries & Ries

Symphonya. Emerging Issues in Management, 2001, issue 1 Brand Equity

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.

Keywords: Brand; Brand Management; Global Branding; Laws of Branding; Marketing Management DOI:http://dx.doi.org/10.4468/2001.1.04ries.ries (search for similar items in EconPapers)
Date: 2001
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