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 & principles behind this key marketing term into in twenty-two easy-to-read vignettes including: The Law of Contraction; A brand becomes stronger when you narrow its focus; The Law of the Word; A brand should strive to own a word in the mind of the consumer; & The Law of Fellowship. In order to build the category a brand should welcome other brands. World-renowned marketing guru Al Ries & his daughter & business partner Laura Ries examine br&-blazing strategies from the world's best including Coca-Cola Xerox BMW Federal Express & Starbucks to provide you with the expert insight you need to build a world-class br&.