The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand

This expanded edition of a marketing text includes new commentary, illustrations, and a bonus section on internet branding. The book presents 22 laws of branding paired with anecdotes about established brands such as Rolex, Volvo, and Heineken. It combines The 22 Immutable Laws of Branding with The 11 Immutable Laws of Internet Branding. The book argues that standing out in today's marketplace requires building a product or service into a brand, and provides step-by-step instructions for doing so. It addresses branding on the Web, detailing strategies and approaches that both small and large companies have used to establish internet brands. The text covers the laws and principles intended to guide the creation of a category-dominating brand.