The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand

by Al Ries

A brand name is nothing but a word in the mind, albeit a special kind of word. A brand name is a noun, a proper noun, which like all proper nouns is usually spelled with a capital letter. Any and every proper noun is a brand, whether it’s owned by an individual, a corporation, or a community. Patagonia is a brand name for a clothing line, but it’s also a brand name for the tourist industries of Argentina and Chile interested in promoting travel to this pristine and beautiful place. Philadelphia is a brand name for the leading cream cheese, but it’s also a brand name for the City of Brotherly Love. Brands are not limited to the 2.5 million trademarks registered with the U.S. government. Nor the additional millions of names and logotypes registered with other countries around the world. Any proper noun is a brand. You are a brand. And if you want to be truly successful in life, you should consider yourself a brand and follow the laws of branding outlined in this book.