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Harper Business

The 22 Immutable Laws of Branding

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Item Weight : 12.7 ounces


Paperback : 272 pages


ISBN-10 : 7


ISBN-13 : 37


Dimensions : 7.38 x 0.68 x 9.25 inches


Publisher : Harper Business; 1st edition (September 1, 2002)


Language: English


Best Sellers Rank: #77,748 in Books (See Top 100 in Books) #11 in Industrial Marketing (Books) #11 in Global Marketing (Books) #50 in Market Research Business (Books)


#11 in Industrial Marketing (Books):


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Top Amazon Reviews

    • Outdated To The Point of Misery
I wish I has read the reviews before buying this. It's so outdated that it is useless. It's written before social media like Facebook, Pinterest or instagram came to be actually it just deals with AOL so its even before MySpace oh my! The points on branding with color or terrible and wrong. Please don't buy this book and save yourself the frustration. It quotes brands as successful and uses them as examples that have actually gone under. Ugh! ... show more
Reviewed in the United States on September 10, 2017 by Fannie
    • Painful Read and Full of Bad Examples.
What a frustrating read from someone who believes there is more to a Company and its Products than just its brand. First off... Ignore the entire last half of the book on anything web based (what they call "the Net"). To be fair..the book was written in 2002, a stone-age ago in terms of the Internet, but the narcissistic assumptions made are so far off.... Such as... -Yahoo is the global leader in search and always will be (Google yet?) -Amazon is the leader in online book sales, but will fail if they expand outside of books... -eTrade will fail because of its name alone -AOL/CompuServe will continue to dominate -......and the list goes on. Even for the first half of the book (and a part at the very end), read the suggestions/lessons, but not the examples that say such things as... -GM/Chev have lost market share, because of their confusing product naming (Ever heard of quality coming into a customer's decision to purchase?!) -Levi's failed because of branding (not because every other company made their jeans overseas at 10% the cost) -Apple needs to stick to computers. No one wants to surf the web from their phone, or listen to music from their phone. -Product always diverge, no one wants convergence (opposite of what a smart phone, table, PC, TV, Xbox is today?)... In business schools we used to call books like this "airport business books" that sell to people rushing through airports with their flashy covers and catchy titles. Again, read the first 22 laws, but ignore the examples. The authors wrote their law and then looked to the market to prove their point. Not research based where you have controls, variables and prove results based on research evidence. Ignore the 11 laws of Internet Branding. Go in knowing that everything to the authors is black-and-white and only their opinion matters. I could go on ... but it would violate my law of moving onto better things. ... show more
Reviewed in the United States on July 19, 2016 by John
    • Bad. Insists smart phones will never exist, condescendingly declares Apple and Amazon "lack focus", and more.
Reading it for a class that doesn't start for another month. I'm 1/3 of the way through the book, and considering dropping the class, because I cannot trust a professor who likes this book. The author uses Toys 'R Us as a shining example of a successful brand, for one. He also says things like, "East Asia has a branding problem," for another. This is a terrible book. edit: update: I dropped the course. This book is the worst book I've ever read. Author should be ashamed of himself. ... show more
Reviewed in the United States on August 26, 2018 by John Carmack
    • Do Not Buy. Tons of Bad information and Outdated Opinions
This book is not even 20 years old (copy write 2002)and the information in this book is trash. How can companies have a "good brand" when they not in business 18 years later? (Toys R Us, Blockbuster, CompUSA) This book claimed that "Internet Search Engines will Decline in Importance" because people will go directly to the website intended and not through search engines...Try telling that to Google, Microsoft, Biadu, and Youtube. The biggest website in the world are all search engines from social media to shopping/eCommerce platforms to porn site and video tube sharing. This book even said Amazon should stick to just books instead of chasing a dozen other markets it will never dominate...Yea, that was a fail prediction/opinion. Amazon sells products in more than 20 categories in addition to AWS which dominate the software/cloud space and grocery stores (Wholefoods) and devices (Kindle, Alexa). Amazon has their own Parcel service (Flex) and social platform (Twitch). I would say Amazon is doing just fine by expanding from just focusing on books. BTW Amazon put several business out of business, companies that were considered 'good brands' by this book. It claimed Apple was not a good brand because it focused on selling hardware and software. And said Microsoft is a better brand because they don't sell hardware... Apple has dominated it industry the iPod, iPad, iPhone, Mac. And Microsoft Surface line.n is one of the most popular devices around. This book needs a major update or stop print ASAP. There are much better books on Branding I recommend that are up to date like: Brand Gap Brand Flip Designing Brand Identity ZAG Building a Story Brand Brand Advocates ... show more
Reviewed in the United States on February 26, 2020 by Darius Johnson
    • Very Outdated
The first part of this book was really useful, and I was confident about the author's knowledge and insights. The 11 internet branding laws however made me doubt everything I just read. It is a common problem for experts to think they are also experts in predicting the future I guess, but really... "The Internet will be the first new medium that will not be dominated by advertising" laughable "Amazon should stay focused on books and music" "Yahoo is in no danger because it has a powerful dominant position in the portal category" hear that Google "The PC, the Internet and TV will combine? It will never happen" LOL "We won't have our palm pilot, phone and CD in one...Technologies don't converge, they diverge" tell that to my IPhone. Of course hindsight is 20/20 vision and all that, but like I said the first part of the book is about being able to predict whether your brand will be successful and now I am doubting all that possibly good information ... show more
Reviewed in the United States on February 7, 2014 by Kim Davis

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