The document discusses 22 immutable laws of branding. The first law states that the power of a brand is inversely proportional to its scope, so brands need to narrow their focus to strengthen their image. The second law notes that brands are initially built through publicity, like articles in newspapers and magazines, but then need advertising to stay healthy and maintain market share against competitors. The third law emphasizes that authenticity is crucial for a brand's success.

1. THE
22
Immutable
Laws of
BRANDING
Al Ries and Laura Ries

2. CONTENTS

3. THE POWER OF A BRAND IS INVERSELY
PROPORTIONAL TO IT’S SCOPE. IF YOU WANT TO
BUILD A POWERFUL BRAND IN THE MINDS OF
CONSUMERS, YOU NEED TO CONTRACT YOUR
BRAND, NOT EXPAND IT. IN THE LONG TERM,
EXPENDING YOUR BRAND WILL DIMINISH
YOUR POWER AND WEAKEN YOUR IMAGE

4. A BRAND BECOMES STRONGER WHEN YOU
NARROW IT’S FOCUS.
GOOD THINGS HAPPEN WHEN YOU NARROW THE
FOCUS.
IF YOU WANT TO HAVE SUCCESSFUL BRANDS, YOU
HAVE TO DO WHAT SUCCESSFUL.
AS IT HAPPENS, THE ALL DID THE SAME THING.
THEY NARROWED THEIR FOCUS.

5. THE BIRTH OF A BRAND IS ACHIEVED WITH PUBLICITY
NOT ADVERTISING.
TO DAY BRANDS ARE BUILT WITH PUBLICITY AND
MAINTAINED WITH ADVERTISING. THIS IS SPECIALLY
TRUE IN THE HIGH-TECH FIELD. ALL OF THE BIG GLOBAL
MARKETING POWER HOMES – MICROSOFT, INTEL, DELL,
COMPAQ, AND SUN MICROSYSTEMS – WERE FIRST
CREATED IN THE PAGES OF THE WALL STREET JOURNAL,
BUSINESS WEEK, FORBES, AND FORTUNE.
BY PUBLICITY, NOT BY ADVERTISING.

6. ONCE BORN, A BRAND NEEDS ADVERTISING TO STAY HEALTHY.
YOUR ADVERTISING BUDGET IS LIKE A COUNTRY’S DEFENSE
BUDGET. THOSE MASSIVE ADVERTISING DOLLARS DON’T BUY YOU
ANYTHING; THEY JUST KEEP YOU FROM LOSING MARKET SHARE TO
YOUR COMPETITION.
LEADER SHOULD NOT LOOK ON THEIR ADVERTISING BUDGET AS
INVESTMENTS THAT WILL PAY DIVIDENDS. INSTEAD LEADERS
SHOULD LOOK ON THEIR ADVERTISING BUDGETS AS INSURANCE
THAT WILL PROTECT THEM AGAINST LOSSES CAUSED BY
COMPETITIVE ATTACKS.
ADVERTISING IS A POWERFUL TOOL, NOT TO BUILD LEADERSHIP OF A
FLEDGLING BRAND, BUT TO MAINTAIN THAT LEADERSHIP ONCE IT IS
OBTAINED.

7. THE CRUCIAL INGREDIENT IN THE SUCCESS OF
ANY BRAND IS ITS CLAIM TO AUTHENTICITY.
A BRAND SHOULD STRIVE TO OWN A WORD IN
THE MIND OF THE CONSUMER

8. QUALITY IS IMPORTANT, BUT BRANDS ARE NOT
BUILT BY QUALITY ALONE.
A LEADING BRAND SHOULD PROMOTE THE
CATEGORY, NOT THE BRAND.

9. IN THE LONG RUN A BRAND IS NOTHING MORE THAN
A NAME.
THE EASIEST WAY TO DESTROY A BRAND IS TO PUT
ITS NAME ON EVERYTHING.

10. IN ORDER TO BUILD THE CATEGORY, A BRAND
SHOULD WELCOME OTHER BRANDS.
ONE OF THE FASTEST ROUTES TO FAILURE IS GIVING
A BRAND A GENERIC NAME.

11. BRANDS ARE BRANDS. COMPANIES ARE COMPANIES.
THERE IS A DIFFERENCE
WHAT BRANDING BUILDS, SUBBRANDING CAN
DESTROY.

12. THERE IS A TIME AND A PLACE TO LAUNCH A SECOND
BRAND.
A BRAND’S LOGOTYPE SHOULD BE DESIGNED TO FIT
THE EYES. BOTH EYES.

13. A BRAND SHOULD USE A COLOR THAT IS THE
OPPOSITE OF ITS MAJOR COMPETITOR’S.
THERE ARE NO BARRIERS TO GLOBAL BRANDING. A
BRAND SHOULD KNOW NO BORDERS.

14. A BRAND IS NOT BUILD OVERNIGHT. SUCCESS IS
MEASURED IN DECADES, NOT YEARS
BRANDS CAN BE CHANGED, BUT ONLY
INFREQUENTLY AND ONLY VERY CAREFULLY.

15. NO BRAND WILL LIVE FOREVER. EUTHANASIA IS
OFTEN THE BEST SOLUTION.
THE MOST IMPORTANT ASPECT OF A BRAND IS ITS
SINGLE-MINDEDNESS

16. •THE LAW OF EXPANSION
•THE LAW OF CONTRACTION
•THE LAW OF PUBLICITY
•THE LAW OF ADVERTISING
•THE LAW OF THE WORD
•THE LAW OF CREDENTIALS
•THE LAW OF QUALITY
•THE LAW OF CATEGORY
•THE LAW OF NAME
•THE LAW OF EXTENSIONS
•THE LAW OF FOLLOWSHIP
•THE LAW OF GENERIC
•THE LAW OF COMPANY
•THE LAW OF SUBBRANDS
•THE LAW OF SIBLINGS
•THE LAW OF SHAPE
•THE LAW OF COLOR
•THE LAW OF BORDERS
•THE LAW OF CONSISTENCY
•THE LAW OF CHANGE
•THE LAW OF MORTALITY
•THE LAW OF SINGULARITY
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