Skip to Main Content
The 22 Immutable Laws of Branding
book

The 22 Immutable Laws of Branding

by Al Ries, Laura Ries
October 2009
Intermediate to advanced content levelIntermediate to advanced
272 pages
5h 1m
English
HarperCollins Publishers
Content preview from The 22 Immutable Laws of Branding

5 THE LAW OF THE WORD

 

A brand should strive to own a word in the mind of the consumer.

What comes to mind when you think about owning a Mercedes-Benz?

If you could pry open the mind of the typical automobile buyer, you would probably find the word “prestige” closely identified with the brand. Tell the truth, don’t you associate prestige with the Mercedes-Benz brand? Most people do.

You might also associate attributes like expensive, German, well engineered, and reliable with the brand, but the core differentiation is prestige. Lamborghinis are expensive, Audis are German, Hondas are well engineered, and Toyotas are reliable, but none of these brands conveys the prestige of a Mercedes.

If you want to build a brand, you must focus your branding ...

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.
Start your free trial

You might also like

Brand Identity Essentials, Revised and Expanded

Brand Identity Essentials, Revised and Expanded

Kevin Budelmann, Yang Kim

Publisher Resources

ISBN: 9780061983672