The origin of brands 品牌的起源

In The Origin of Brands, marketing experts AI Ries and Laura Ries apply Darwin's theories of evolution to the branding process. The result is an innovative and strikingly effective strategy for creating new products,building a successful brand, and, in turn, achieving business growth.
The Rieses take you through the process of creating and sustaining a brand, including how new ideas are developed, the importance of being first, inventing a new category, positioning against a competitor, the role of public relations, protecting the brand, and knowing when to give up on an existing brand. Insightful studies and examples of branding successes and failures illustrate their theories in action. The Origin of Brands is the definitive book on the subject, and the Rieses will show you how to come out on top in the high-stakes world of branding.
　　作者简介：Al Ries and his daughter and partner, Laura Ries, are two of the world's best-known marketing consultants. Their Atlanta firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and, most recently, The Fall of Advertising & the Rise of PR, which was a Wall Street Journal and BusinessWeek bestseller.

From Publishers Weekly
This father-daughter marketing team, authors of The 22 Immutable Laws of Marketing, believes that evolution is a useful analogy for marketers. Throughout the book, readers are encouraged to think of Darwin's tree of life. For example, the television tree used to consist solely of the three networks, but now comprises an array of cable and satellite offerings. The "phone" tree includes cellular, picture, computer, digital and other varieties. Using many examples, the authors explore this notion: "Competition between individuals (brands) improves the species. Competition between species (categories) drives the categories further and further apart." To survive in today's competitive market where technology makes innovations much faster than in the past, companies must continue to introduce new computers, cars, phones, food, etc. However, the drawbacks of expansion and innovation mean that some products and some corporations won't be profitable. Burger King keeps trying to launch new menus, essentially to compete with McDonald's. While McDonald's has had its own fiscal troubles, it continues to dominate the fast food market because it was first and has so many outlets. Along with their entertaining perspective on advertising and marketing, the authors offer specific advice including devising a new category rather than a brand. Innovative marketers will have a triumphant product if they create a category and launch with a clever name as well, such as Starbucks did for the high-end coffee-shop category. While the book is primarily directed at readers working in marketing, advertising and related fields, managers and executives at both large and small businesses will benefit from it as well.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to the Hardcover edition.

Harvard Business Review
"Illuminating examples and wry humor combine for a delightful read."

Harvard Business Review
"Illuminating examples and wry humor combine for a delightful read." --This text refers to the Hardcover edition.

INTRODUCTION
Chapter 1 The Great Tree of Life
Chapter 2 Predicting the Future
Chapter 3 Divide and Conquer
Chapter 4 Gradual Change vs. Divergence
Chapter 5 The Curse of the Clock Radio
Chapter 6 Swiss Army Knife Thinking
Chapter 7 Bad Ideas Never Die
Chapter 8 The Great Tree of High-fech Brands
Chapter 9 The Great Tree of Low-mech Brands
Chapter 10 The Mystery of the Missing Links
Chapter 11 Survival of the Firstest
Chapter 12 Survival of the Secondest
Chapter 13 The Power of Pruning
Chapter 14 Creating a Category
Chapter 15 Establishing an Enemy
Chapter 16 Launching the Brand
Chapter 17 Wrapping Things Up
INDEX