"22 Laws of Branding" Author: [US] Laura Ries / [US] Al Ries Publisher: Machinery Industry Press

Introduction · · · · · ·
The seemingly simple "laws" in the book contain the masters' years of practical experience; at the same time, the "laws" listed in the book originate from the common misunderstandings in the current process of corporate brand creation, which are sharp and thought-provoking. In a sense, rather than saying that these are 22 "laws", they are more like 22 "warnings" from two masters on creating world-class brands.

The book also specifically criticizes the East Asian model of brand building characterized by big brands, dominant brands, and product line extension strategies, and uses the poor profitability behind the glamorous appearance of typical Japanese and Korean companies such as Panasonic, Mitsubishi, Mitsui, and Hyundai to illustrate the weakness of this model. This is a warning to Chinese companies that have long taken Japanese and Korean companies as their role models and benchmarks.

It is worth mentioning that this book of less than 100,000 words was listed on the bestseller lists of the New York Times and the Wall Street Journal as soon as it was published. Even in 2009, ten years after the book was first published, it was still selected by senior American managers as one of the three must-read brand classics.

I hope that more Chinese companies can understand the true meaning of brand creation from the "22 Laws of Branding" and embark on the right path of creating world-class brands.