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The 22 Immutable Laws of Branding

The 22 Immutable Laws of Branding

How to Build a Product or Service Into a World-Class Brand
作者 Laura Ries 1998 192 页数
3.88
3k+ 评分
7 分钟
Listen to Summary (7 分钟)

重点摘要

1. 品牌塑造是关于在消费者心中创建一个单一的概念

品牌最重要的方面是其专注性。

品牌单一性: 一个强大的品牌在消费者心中代表一个清晰、集中的概念。这个单一的概念应该简单、易记,并且与竞争对手区分开来。例如:

  • 沃尔沃 = 安全
  • 宝马 = 驾驶性能
  • 联邦快递 = 隔夜送达

品牌认知: 品牌存在于消费者的心中,而不是产品本身。一个成功的品牌:

  • 在潜在客户的心中拥有一个词或概念
  • 通常是新类别中的第一个
  • 在其信息上保持一致性

2. 公关而非广告是品牌启动的关键

品牌的诞生是通过公关而非广告实现的。

公关的力量: 公关比广告更有效地启动新品牌,因为:

  • 它具有更高的可信度
  • 每花一美元产生的影响更大
  • 它创造了领导力和创新的认知

公关策略:

  • 在新类别中成为第一个
  • 创建有新闻价值的事件或故事
  • 利用创始人的个性(例如,维珍的理查德·布兰森)
  • 培养与媒体和影响者的关系

在通过公关建立品牌后,可以使用广告来维持和强化品牌的地位。

3. 专注和一致性对品牌力量至关重要

当你缩小品牌的焦点时,品牌会变得更强。

缩小焦点: 专注于特定的细分市场或属性使品牌能够:

  • 在拥挤的市场中脱颖而出
  • 成为子类别的领导者
  • 创建一个清晰、易记的身份

长期一致性: 保持一致的品牌信息:

  • 建立品牌认知和信任
  • 强化品牌的核心属性
  • 抵制扩展到不相关领域的诱惑

专注且一致的品牌示例:

  • 达美乐披萨(快速送达)
  • 赛百味(新鲜定制三明治)
  • 沃尔沃(安全)

4. 产品线扩展往往会削弱品牌力量

破坏品牌的最简单方法是将其名称用于所有产品。

产品线扩展的危险:

  • 削弱品牌的核心意义
  • 混淆消费者
  • 减少品牌在其原始类别中的力量

有问题的产品线扩展示例:

  • 科尔斯水
  • 必克香水
  • 亨氏宠物食品

替代策略:

  • 为新类别创建新品牌(例如,丰田的雷克萨斯)
  • 专注于主导核心类别
  • 扩大现有品牌的市场

5. 互联网需要独特的、非通用的品牌名称

对于互联网品牌来说,通用名称是致命的。

独特名称的重要性: 在互联网中,视觉提示有限,一个独特的名称对于:

  • 易记性
  • 与竞争对手区分开来
  • 创建强大的品牌身份

有效的互联网品牌名称的特征:

  • 简短且易拼写
  • 暗示类别但不通用
  • 独特且易记
  • 易于口口相传

强大的互联网品牌名称示例:

  • 亚马逊
  • 谷歌
  • 易趣
  • 智游网

6. 类别中的领导地位比产品质量更重要

领导地位是建立品牌信誉的最直接方式。

领导地位的好处:

  • 被认为是“更好”的产品
  • 更高的消费者信任和忠诚度
  • 更大的市场份额和盈利能力

领导地位的策略:

  • 在新类别中成为第一个
  • 主导细分市场
  • 一贯传达领导地位
  • 投资于保持市场份额

类别领导者的示例:

  • 可口可乐在可乐中的领导地位
  • 微软在PC操作系统中的领导地位
  • 谷歌在搜索引擎中的领导地位

7. 在互联网上,互动性胜过传统广告

互联网广告的效果远不如线下广告。

互动性的重要性: 互联网的独特特征是互动性,这:

  • 允许用户控制他们的体验
  • 提供个性化的信息和服务
  • 创造参与度和忠诚度

从广告到互动的转变:

  • 传统广告在网上效果较差
  • 用户寻求信息而非打扰
  • 成功的网站专注于用户体验和功能

有效的在线策略:

  • 提供有价值的互动内容
  • 提供个性化服务
  • 创建社区和用户生成内容
  • 使用线下广告引导流量到网站

8. 全球品牌需要文化敏感性和适应性

全球品牌没有障碍。品牌不应有国界。

全球品牌的机会:

  • 扩大市场覆盖
  • 规模经济
  • 提高品牌认知度和声望

全球品牌的挑战:

  • 语言和文化差异
  • 不同的消费者偏好
  • 法律和监管问题

成功的全球品牌策略:

  • 在保持核心品牌身份的同时适应当地市场
  • 根据产品和市场选择标准化或本地化
  • 在有利时利用原产国效应
  • 使用英文名称以获得全球吸引力,但考虑本地语言版本

9. 互联网品牌成功的关键在于时机和速度

立即行动。你必须快速。你必须成为第一个。你必须专注。

速度的重要性:

  • 新类别中的先发优势
  • 快速的市场变化和技术进步
  • 激烈的心智份额竞争

快速品牌建设的策略:

  • 以最小可行产品快速推出
  • 根据用户反馈迭代和改进
  • 优先考虑速度而非完美
  • 利用公关快速提升知名度

成功的先行者示例:

  • 亚马逊在在线图书销售中的成功
  • 易趣在在线拍卖中的成功
  • 谷歌在搜索引擎中的成功

10. 多品牌可以扩大公司的市场份额

在适当的时间和地点推出第二个品牌。

多品牌的好处:

  • 针对不同的市场细分
  • 避免蚕食现有品牌
  • 在多个类别中竞争

管理多品牌的策略:

  • 为每个品牌创建独特的身份
  • 避免目标市场或定位的重叠
  • 根据品牌潜力分配资源
  • 保持对核心品牌的关注

成功的多品牌策略示例:

  • 宝洁公司(汰渍、佳洁士、帮宝适等)
  • 大众集团(大众、奥迪、保时捷等)
  • 万豪国际(万豪、丽思卡尔顿、万怡等)

11. 技术分化而非融合,创造新的机会

每个人都在谈论融合,而实际上正相反。

分化趋势: 技术往往分化为专门形式,而不是融合为一体化设备:

  • 广播分化为AM、FM、卫星和互联网广播
  • 电视分化为广播、有线、卫星和流媒体
  • 计算机分化为台式机、笔记本电脑、平板电脑和智能手机

品牌的影响:

  • 在细分市场中为专门品牌创造机会
  • 在分化的类别中需要集中的定位
  • 避免创建“全能”产品的诱惑

利用分化的策略:

  • 识别新兴的子类别
  • 为特定技术或用途创建专注的品牌
  • 预见并适应技术变化
  • 在品牌定位上保持灵活性

最后更新日期:

FAQ

What's "The 22 Immutable Laws of Branding" about?

  • Branding Principles: The book outlines 22 fundamental laws that govern successful branding strategies, emphasizing the importance of creating a strong, singular brand identity.
  • Branding vs. Selling: It differentiates between selling and branding, arguing that branding is about building a perception in the consumer's mind, not just increasing sales.
  • Brand Longevity: The book discusses how brands can maintain their power over time by adhering to these immutable laws, avoiding common pitfalls like over-expansion.
  • Internet Branding: It also includes 11 laws specific to Internet branding, addressing the unique challenges and opportunities presented by the digital landscape.

Why should I read "The 22 Immutable Laws of Branding"?

  • Comprehensive Guide: It provides a thorough understanding of branding principles that are applicable across various industries and markets.
  • Practical Advice: The book offers actionable insights and strategies that can be implemented to strengthen a brand's market position.
  • Avoid Common Mistakes: By understanding these laws, readers can avoid common branding mistakes that can dilute or weaken a brand.
  • Adapt to Digital Age: The inclusion of Internet branding laws helps readers navigate the complexities of branding in the digital era.

What are the key takeaways of "The 22 Immutable Laws of Branding"?

  • Focus and Consistency: A brand becomes stronger when it narrows its focus and maintains consistency over time.
  • Publicity Over Advertising: Brands are born through publicity, not advertising, which is more effective for maintaining brand health.
  • Singularity and Simplicity: The most important aspect of a brand is its single-mindedness, and it should strive to own a word in the consumer's mind.
  • Global Branding: There are no barriers to global branding; a brand should know no borders and leverage its country of origin's perception.

What are the best quotes from "The 22 Immutable Laws of Branding" and what do they mean?

  • "The power of a brand is inversely proportional to its scope." This means that the more a brand tries to be everything to everyone, the weaker it becomes.
  • "Marketing is not selling. Marketing is building a brand in the mind of the prospect." This highlights the importance of creating a strong brand identity rather than just focusing on immediate sales.
  • "A brand should strive to own a word in the mind of the consumer." This emphasizes the need for a brand to be associated with a specific concept or attribute in the consumer's mind.
  • "The Internet will demolish all barriers, all boundaries, all borders." This quote underscores the transformative power of the Internet in creating a global marketplace.

How does Al Ries define branding in "The 22 Immutable Laws of Branding"?

  • Differentiation: Branding is about differentiating your product from others in the marketplace, creating a unique identity.
  • Singularity: Successful branding focuses on creating a perception that there is no other product quite like yours.
  • Long-term Strategy: Branding is a long-term strategy that involves building a strong identity in the consumer's mind, not just short-term sales tactics.
  • Universal Appeal: A brand cannot appeal to everyone; it must focus on a specific target audience to maintain its strength.

What is the Law of Expansion in "The 22 Immutable Laws of Branding"?

  • Inverse Relationship: The power of a brand is inversely proportional to its scope; expanding a brand's scope can weaken its identity.
  • Short-term vs. Long-term: While expansion might increase sales in the short term, it often undermines the brand's power in the long run.
  • Chevrolet Example: The book uses Chevrolet as an example of a brand that lost its power by trying to be everything to everyone.
  • Focus on Core Identity: Brands should focus on their core identity and resist the temptation to expand into unrelated categories.

What is the Law of Contraction in "The 22 Immutable Laws of Branding"?

  • Narrow Focus: A brand becomes stronger when it narrows its focus, becoming a specialist rather than a generalist.
  • Starbucks Example: The book cites Starbucks as a brand that succeeded by focusing solely on coffee, rather than offering a wide range of products.
  • Specialization Perception: Specialization creates a perception of higher quality and expertise in the consumer's mind.
  • Long-term Success: Narrowing the focus helps build a strong, lasting brand identity that can dominate its category.

How does "The 22 Immutable Laws of Branding" address Internet branding?

  • Separate Laws: The book includes 11 specific laws for Internet branding, recognizing the unique challenges of the digital landscape.
  • Interactivity Importance: It emphasizes the importance of interactivity on the Internet, as users have control over what they see and engage with.
  • Global Reach: The Internet allows brands to transcend borders, making global branding more accessible and necessary.
  • Avoid Common Names: The book warns against using common or generic names for Internet brands, as they fail to create a unique identity.

What is the Law of Publicity in "The 22 Immutable Laws of Branding"?

  • Brand Birth: The birth of a brand is achieved through publicity, not advertising, which is more effective for maintaining brand health.
  • First in Category: Being the first in a new category is a powerful way to generate publicity and establish a brand.
  • Media Focus: The media is more interested in what's new and first, rather than what's better, making publicity a key tool for brand building.
  • Long-term Strategy: Publicity should be the primary focus when launching a brand, with advertising taking over once the brand is established.

What is the Law of the Word in "The 22 Immutable Laws of Branding"?

  • Owning a Word: A brand should strive to own a word in the mind of the consumer, creating a strong association with a specific concept.
  • Examples: The book uses examples like Volvo owning "safety" and BMW owning "driving" to illustrate this law.
  • Simplicity and Clarity: The chosen word should be simple and clear, making it easy for consumers to associate it with the brand.
  • Long-term Focus: Owning a word helps maintain a brand's focus and identity over time, preventing dilution.

How does "The 22 Immutable Laws of Branding" suggest handling brand extensions?

  • Avoid Overextension: The book warns against putting a brand name on everything, as it can dilute the brand's identity.
  • Separate Brands: When expanding into new categories, it's often better to create separate brands rather than extending the existing one.
  • Long-term Impact: While extensions might boost short-term sales, they can weaken the brand's long-term power and identity.
  • Examples of Failure: The book provides examples of brands that suffered from overextension, such as Chevrolet and Miller.

What is the Law of Consistency in "The 22 Immutable Laws of Branding"?

  • Long-term Success: A brand is not built overnight; success is measured in decades, not years, requiring consistent messaging and identity.
  • Avoiding Change: Brands should resist the temptation to change their core identity, even if market trends shift.
  • Volvo Example: The book uses Volvo as an example of a brand that has consistently focused on safety for decades.
  • Boring but Effective: Consistency might seem boring, but it's crucial for building a strong, lasting brand identity.

评论

3.88 满分 5
平均评分来自 3k+ 来自Goodreads和亚马逊的评分.

《品牌的22条不变法则》获得了褒贬不一的评价,许多人称赞其对品牌建设策略的简明实用见解。读者们欣赏书中提供的真实案例和永恒原则,尽管有些人指出,特别是关于互联网品牌的部分内容已经过时。这本书被认为对营销人员、企业主和学生来说非常有价值,提供了品牌概念的坚实基础。批评者认为某些“法则”过于简化,但总体而言,这本书被认为是一本关于有效品牌管理的快速且信息丰富的读物。

Your rating:

关于作者

艾尔·里斯是一位著名的营销专家和作家,以共同提出“定位”这一营销术语而闻名。他与女儿劳拉共同创立了里斯咨询公司。里斯于1950年毕业于德堡大学,随后在通用电气开始了他的职业生涯,并于1963年创办了自己的广告公司。他撰写了多本关于营销和品牌的畅销书,包括《定位:争夺用户心智的战争》。里斯被《公关周刊》杂志评为20世纪最具影响力的公共关系人物之一。他的工作对营销策略和品牌定位领域产生了重大影响。

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