Everyone knows that building your product or service into a bona fide brand is the only way to stand out in today's insanely crowded marketplace. The only question is how do you do it?This is the definitive text on branding, distilling complex theories and principles behind this key marketing term into in twenty-two easy-to-read vignettes including:The Law of ContractionA brand becomes stronger when you narrow its focusThe Law of the WordA brand should strive to own a word in the mind of the consumerThe Law of FellowshipIn order to build the category, a brand should welcome other brandsWorld-renowned marketing guru Al Ries and his daughter and business partner Laura Ries examine brand-blazing strategies from the world's best, including Coca-Cola, Xerox, BMW, Federal Express and Starbucks, to provide you with the expert insight you need to build a world-class brand.