this is a series written based on the book - 22 Immutable law of branding , written by Al Ries & Laura Ries. All the excerpts, examples taken from the book is for educational purpose. PPT uploader do not claim any rights on the content taken from the book.

1. 22 IMMUTABLE Laws of
Branding
BY
Peeyush Mittal
(A dig on the classic book on power of BRANDING
written by Mr. Al Ries & Ms. Laura Ries)

2. Introduction
• Marketing has become too complicated, too confusing, and
too full of jargon. In most companies, Marketing work is
done by many different functional group.
Advertising, Product Development, Product
Design, Consumer Research, Sales Promotion, and many
more to name the few.
• What is the single most important objective of the
marketing process?
• what is the glue that holds the broad range of marketing
functions together?
• the answer to both the question is one & only is –
BRANDING
• Marketing process is the series of activities which creates a
BRAND in mind of prospects which we also called -
Customer/Consumer.

3. MARKETING & BRANDING
• These are two activities which are interlinked with each other in a way
that they can't be separated. Its like BODY & SOUL, without each other
the other one has no meaning or visibility. The trend of Branding is on
rise as the function of selling on verse of dying.
• Al & LAURA Ries said - As a profession and as a function, selling is
slowly sinking like the TITANIC. The old Expression " Nothing happens
until somebody sells something" is being replaced by today's slogan : "
Nothing happens until somebody brands something." (1998).
• If we look at today's scenario, the functions of high pressure salesmanship
, is being replace by the Big brand names for example:
• People goes to BIG BAZAAR by its brand name & by the product by
their on choice rather than a pushy salesman's choice,
• People buys second hand cars, which was the work of the high pressure
salesmanship earlier, is now being replace by the brand names like
Mahindra's FIRSTCHOICE or
MARUTI's TRUEVALUE, Jagdish Khattar's CARNATION etc.
• There is seismic shift taking place in the world of business - from
SELLING TO BUYING - , shift is enhanced, accelerated and caused
, because of the rise of brands.

4. WHAT IS THE BRAND?
• A paraphrase said by GERTRUDE STEIN - " A Brand is a brand is
BRAND.
• Brand name is nothing more than a word, which catches the
attention or took a spot in the mind of the prospects.
• Brand is not limited to thousand & lakhs of registered trademarks
across the world with governments of the countries.
• Everything is brand, I am a Brand , You are a brand ( if you really
want to be successful in your life, you should seriously think about
converting yourself into a Brand & act accordingly). The power of
a brand lies in its ability to influence the purchasing behaviour of
your prospects.
• This book applies the concept of focus to the marketing process
itself & will do is to help you apply brand thinking or the
"branding" process to your business.
( Excerpts used in this blog is from the book - 22 immutable law of Branding, written by AL RIES & LAURA
RIES, published by Harper Collins in 1998 & used for educational purpose only. All the rights reserved with the
authors & publisher of book. this blog is written only for the educational purpose for my students of various
institutes.)