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The 22 Immutable Laws of Branding

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Author Info

  • Al Ries

    ()
    (Ries & Ries)

  • Laura Ries

    ()
    (Ries & Ries)

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    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.

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    File URL: http://webdepot.gsi.unimib.it/symphonya/RePec/pdf/symjournl4.pdf
    File Function: First version, 2001
    Download Restriction: no

    Bibliographic Info

    Article provided by University of Milano-Bicocca in its journal Symphonya. Emerging Issues in Management.

    Volume (Year): (2001)
    Issue (Month): 1 Brand Equity ()
    Pages:

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    Handle: RePEc:sym:journl:4:y:2001:i:1

    Contact details of provider:
    Web page: http://www.unimib.it/symphonya

    Related research

    Keywords: Brand; Brand Management; Global Branding; Laws of Branding; Marketing Management DOI:http://dx.doi.org/10.4468/2001.1.04ries.ries;

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