Home » The Origin Of Brands: How Product Evolution Creates Endless Possibilitie by Al Ries
The Origin Of Brands: How Product Evolution Creates Endless Possibilitie Al Ries

The Origin Of Brands: How Product Evolution Creates Endless Possibilitie

Al Ries

Published
ISBN :
Kindle Edition
320 pages
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 About the Book 

Bestselling authors Al and Laura Ries offer unique insights on the process - and art - of brand building. They review successful brand creation and demonstrate how new brands and categories - be they products or services - can be best grown fromMoreBestselling authors Al and Laura Ries offer unique insights on the process - and art - of brand building. They review successful brand creation and demonstrate how new brands and categories - be they products or services - can be best grown from existing products. In their trademark witty style, the Rieses draw upon ten years of research. They explore some of the most powerful brands and products of all time, plus the marketing methods that built and established them. Disasters are analysed, too. Ries and Ries lay down the rules for brand creation. In a series of chapters, they show how new ideas are developed, the importance of being first, inventing a new category, positioning opposite existing brands, positioning against an enemy. They go into the importance of PR, protecting the brand, and when to give up on an existing brand. One of the most effective techniques for creating new brands is to branch them off already successful products or services. Powerful automotive brands such as Jeep were built on a new subcategory called sport-utility vehicle- Mercedes-Benz on imported luxury car. And the handheld computer (Palm) expands on the calendar function of the PC.