THE UNIVERSITY OF AZAD

JAMMU & KASHMIR

Name : Syed Hamza Ali

Roll #: 05
Class: MBA 6th
Assignment # 01
The 22 immutable laws of branding
Al Ries and Laura Ries

Presentation on Law 1 & 2

 Recording

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AUTHOR: OF THE BOOH ‘’The 22 immutable laws of branding’’
Al Ries and Laura Ries
 Power of brand is inversely proportional to its
scope.
 Putting your brand name on every thing loses
the power of brand name.
 Short term vs. long term.
 Brands should be narrow in scope and
distinguishable by a single word.
 Sale is a function of strength or weakness of
brand’s competition.
 Expansion diminish your power and weaken
your image.
For Example:
CHEVROLET(vehicle
manufacturing company)
 LAW OF
CONTRACTION
 LAW OF CONTRACTION

• A brand become stronger when you narrow its focus.

Contract your brand results in a powerful brand.
•

Personal Branding:
•To build a personal brand, you must build expertise in
a specific field i.e. one industry or function
•Identify that one category you’d like to be known for
and work towards it with single-minded focus
 LAW OF CONTRACTION
Retail category killers follow the five step pattern.
•
Narrow the focus. Stock
•
in depth.
•
Buy cheap. Sell cheap.
•
Dominate the category
Sub Way