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Essay / Research Paper Abstract
This 5 page paper is a book review of Al Ries and Laura Ries book “The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand”. The paper looks at the contents and application of the book, assessing its’ value to the marketing environment and to businessmen without a marketing speciality. The bibliography cites 1 source.
Page Count:
5 pages (~225 words per page)
File: TS14_TE22rules.rtf
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Unformatted sample text from the term paper:
familiarity and is gaining an increased level of attention at all levels as a separate sub-issue under marketing. This is the topic of "The 22 Immutable Laws of Branding" by
Al Ries and Laura Ries. This book is written in a plan and easy to understand manner, with the beginning of the book explaining how and why these rules are
so important Examples such as Chevrolet are used to show why branding is important, as this is a brand that brings no single specific image to mind despite a broad
range of cars, the same can now be seen of Ford. Examples of good branding are cited as including Xerox. The 22 rules are; the law of expansion, the
law of contraction, the law of publicity, the law of advertising, the law of the word, the law of credentials, the law of quality, the law of category, the law
of name, the law of extensions, the law of fellowship, the law of the generic, the law of the company, the law of sub-brands, the law of siblings, the law
of shape, the law of colour, the law of boarders, the law of consistency, the law of change, the law of mortality and the law of singularity. These are the
laws that al give an impression of the way that branding is approached, but to get a better idea we need to look at the way these are applied in
order to get an idea of the real value of the book. In each chapter there is the heading, which is the law to be examined in that chapter,
and a two line explanation of that law and many of the messages are worth considering even if the reader disagrees. For example, after the introduction and the basics
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