The 22 Immutable Laws of Branding | Zendy

Al Ries | Zendy; Laura Ries | Zendy

AI Assistant Blog Pricing

Home ZAIA Blog

Open Access

The 22 Immutable Laws of Branding

Author(s) -

Al Ries,

Laura Ries

Publication year - 2001

Publication title -

symphonya emerging issues in management

Language(s) - English

Resource type - Journals

eISSN - 1593-0319

pISSN - 1593-0300

DOI - 10.4468/2001.1.04ries.ries

Subject(s) - brand extension , advertising , scope (computer science) , corporate branding , brand management , business , brand equity , brand names , brand awareness , extension (predicate logic) , term (time) , marketing , word (group theory) , power (physics) , computer science , mathematics , physics , quantum mechanics , programming language , geometry

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

The content you want is available to Zendy users.

Already have an account? Click here to sign in.

Having issues? You can contact us here

Accelerating Research