false http://photo.goodreads.com/books/1174442202m/400603.jpg 400603 1 <P>Bestselling authors Al and Laura Ries offer unique insights on the process &ndash; and art &ndash; of brand building. They review successful brand creation and demonstrate how new brands and categories &ndash; be they products or services &ndash; can be best grown from existing products. </P><P> In their trademark witty style, the Rieses draw upon ten years of research. They explore some </P><P> of the most powerful brands and products of all time, plus the marketing methods that built and established them. Disasters are analysed, too.</P><P> Ries and Ries lay down the rules for brand creation. In a series of chapters, they show how new ideas are developed, the importance of being first, inventing a new category, positioning opposite existing brands, positioning against an 'enemy'. They go into the importance of PR, protecting the brand, and when to give up on an existing brand.</P><P> One of the most effective techniques for creating new brands is to branch them off already successful products or services. Powerful automotive brands such as Jeep were built on a new subcategory called 'sport&ndash;utility vehicle'; Mercedes&ndash;Benz on 'imported luxury car'. And the handheld computer (Palm) expands on the calendar function of the PC. </P> 390023 1 10 2005 The Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands total:35|5:10|4:12|3:11|2:2|1:0| 35 135 60 6 3 0 false false Sat Jan 01 00:00:00 -0800 2005 Thu Jul 09 17:30:55 -0700 2009 Thu Jul 09 17:31:02 -0700 2009
Review:

I must admit that I am quite the...more...]]> 4 0 false false Tue Jan 01 00:00:00 -0800 2002 Wed Nov 21 05:48:07 -0800 2007 Wed Jun 17 20:17:10 -0700 2009 more...]]> 3 0 false false Wed Nov 28 10:04:39 -0800 2007 Wed Nov 28 10:04:39 -0800 2007 more...]]> 4 0 false false Thu May 01 00:00:00 -0700 2008 Sun Jun 15 12:29:26 -0700 2008 Sun Jun 15 12:32:06 -0700 2008 5 0 false false Mon Oct 01 00:00:00 -0700 2007 Fri Aug 17 08:14:54 -0700 2007 Tue Oct 02 05:46:47 -0700 2007 5 0 false false Sun May 31 19:32:31 -0700 2009 Wed Jun 10 19:47:02 -0700 2009 5 0 false false Wed Nov 04 21:47:49 -0800 2009 Wed Nov 04 21:47:49 -0800 2009 0 0 false false Wed Aug 26 21:40:17 -0700 2009 Wed Aug 26 21:40:17 -0700 2009 0 0 false false Mon Jun 15 19:21:56 -0700 2009 Mon Jun 15 19:21:56 -0700 2009 0 0 false false Mon Jun 15 05:42:26 -0700 2009 Mon Jun 15 05:42:26 -0700 2009 4 0 false false Sat Jun 13 12:39:25 -0700 2009 Sat Jun 13 12:39:25 -0700 2009 0 0 false false Sun May 31 09:15:07 -0700 2009 Sun May 31 09:15:07 -0700 2009 0 0 false false Thu May 14 21:30:16 -0700 2009 Thu May 14 21:30:16 -0700 2009 0 0 false false Wed Apr 15 19:19:30 -0700 2009 Wed Apr 15 19:19:30 -0700 2009 3 0 false false Sat Apr 11 14:07:22 -0700 2009 Sat Apr 11 14:07:26 -0700 2009 0 0 false false Tue Apr 07 17:17:51 -0700 2009 Tue Apr 07 17:17:51 -0700 2009 4 0 false false Mon Mar 30 01:02:51 -0700 2009 Mon Mar 30 01:02:51 -0700 2009 0 0 false false Sun Mar 29 08:19:07 -0700 2009 Sun Mar 29 08:19:09 -0700 2009 4 0 false false Thu Mar 26 09:35:16 -0700 2009 Thu Mar 26 09:35:16 -0700 2009 5 0 false false Sat Mar 07 17:20:31 -0800 2009 Sat Mar 07 17:20:31 -0800 2009 http://www.goodreads.com/book_link/follow/8?book_id=400603