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The 22 Immutable Laws of Branding


  • Al Ries

    () (Ries & Ries)

  • Laura Ries

    () (Ries & Ries)


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.

Suggested Citation

  • Al Ries & Laura Ries, 2001. "The 22 Immutable Laws of Branding," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Brand E.
  • Handle: RePEc:sym:journl:4:y:2001:i:1

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