This is the definitive text on branding. The renowned marketing guru and bestselling author of The 22 Immutable Laws of Marketing demonstrates how to build any product or service into a world-class brand. Think Nike, Hoover, Xerox and Kleenex and you're thinking brands in the biggest and most lucrative sense. Everyone knows that building your product or service into a bona fide brand is the only way to stand out in today's insanely crowded marketplace. The only question is, how do you do it? Renowned marketing strategist Al Ries and his partner Laura Ries share the 22 rules that reap the highest of rewards in this cut-throat environment, organized in an authoritative yet pithy book that can be read and digested in the course of an airplane journey. Find out: * Why you will fail to create a brand through advertising, sales promotion, public relations or fancy packaging alone. * Why a brand in any category should welcome others like it. * How to own a word in the mind of the consumer. Smart and accessible, these 22 easy-to-read vignettes provide the expert insight you need to build a world-class brand.