The Origin of Brands by Al Ries

The Origin of Brands by Al Ries

Lay down the rules for brand creation in a series of chapters showing how new ideas are developed, the importance of being first, inventing a new category, positioning opposite existing brands, positioning against an enemy. This author discusses the importance of public relations, protecting the brand, and when to give up on an existing brand.

"Illuminating examples and wry humor combine for a delightful read" -- Harvard Business Review

Al Ries and his daughter and partner Laura Ries are two of the world's best-known marketing consultants. Their Atlanta firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and Business Week bestseller.

SKU	Unavailable
ISBN 13	9780060570156
ISBN 10	0060570156
Title	The Origin of Brands
Author	Al Ries
Condition	Unavailable
Binding Type	Paperback
Publisher	HarperCollins Publishers Inc
Year published	2005-09-27
Number of pages	320
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.