Al Ries
Positioning: The Battle for Your Mind
Positioning explains how brands and organizations compete for limited space in the prospect’s mind. It asks how a product can become first, distinctive, or memorable amid communication overload, then examines names, competition, line extensions, services, institutions, countries, and careers. Its practical value is a disciplined way to choose and sustain an ownable position.
18 chapters
The 22 Immutable Laws of Branding
The Rieses ask what makes a brand mean one clear thing to buyers and how companies can protect that meaning as markets expand. They connect category focus, names, publicity, and disciplined brand portfolios to Internet questions about business models, interactivity, online naming, and leadership, offering principles for evaluating brand choices.
11 chapters