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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

12 THE LAW OF THE GENERIC

 

One of the fastest routes to failure is giving a brand a generic name.

History often leads us astray. In the past, some of the most successful companies (and brands) had generic names.

  • General Motors, General Electric, General Mills, General Foods, General Dynamics.
  • Standard Oil, Standard Brands, Standard Register Company, Standard Products Company.
  • American Airlines, American Motors, American Broadcasting Company, American Telephone & Telegraph, American Express, Aluminum Company of America.
  • National Broadcasting Company, National Biscuit Company, National Car Rental.
  • International Business Machines, International Paper, International Harvester, International Nickel.

Some companies have even tried to combine two ...

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Publisher Resources

ISBN: 9780061983672