The Origin of Brands
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Summary
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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. |
| Note | Unavailable |