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Essay / Research Paper Abstract
This 10 page paper is a chapter-by-chapter review of the book "The 22 Immutable Laws of Branding" and the principles it explores. Bibliography lists 1 source.
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10 pages (~225 words per page)
File: D0_HV22Laws.rtf
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It de-mystifies the process of getting the companys brand in front of the public, so that they buy that product and not someone elses; proper branding is why people
make Xeroxes, not photocopies. This paper is a chapter-by-chapter review of the book and the principles it explores. Discussion Introduction: The book begins with the authors
stating their belief that the "glue that holds the broad range of marketing functions together ... is the process of branding" (Ries, 2005). They go on to explore that
in the next 22 chapters. Chapter 1, The Law of Expansion: This law states that "the power of a brand is inversely proportional to its scope" (Ries, 2005). This
means that the more products a company puts its name on, the less powerful the name becomes. Their example is Chevrolet, which stands for so many things that the
power of the brand is diluted (Ries, 2005). Is it a large car, small car, expensive car, inexpensive car, truck or insurance? (Ries, 2005). "Chevrolet has nine separate
car models. Ford has seven. Thats one reason Ford outsells Chevrolet" (Ries, 2005). Chevrolet markets a wide variety of products because they want to sell a lot of cars,
and they do-in the short run (Ries, 2005). "But in the long run they undermine their brand name in the mind of the consumer" (Ries, 2005). The choice
facing companies is whether to spread the brand widely and sell a lot in the short-term, or "narrow the focus" to a few products and aim to build long-term customer
relations (Ries, 2005). Ries suggests that using the brand on a wide variety of products and other marketing techniques "milk brands rather than build them" (Ries, 2005). While
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