Whether your business is large or small, global or local, this
new edition of Branding For Dummies gives you the nuts and
bolts to create, improve, and maintain a successful brand. It'll
help you define your company's mission, the benefits and features
of your products or services, what your customers and prospects
already think of your brand, what qualities you want them to
associate with your company, and so much more.

Packed with plain-English advice and step-by-step instructions,
Branding For Dummies covers assembling a top-notch branding
team, positioning your brand, handling advertising and promotions,
avoiding blunders, and keeping your brand viable, visible, and
healthy. Whether you're looking to develop a logo and tagline,
manage and protect your brand, launch a brand marketing plan, fix a
broken brand, make customers loyal brand champions--or
anything in between--Branding For Dummies makes it fast
and easy.

Includes tips and cautionary advice on social media and its
impact on personal and business branding programs
Covers balancing personal and business brand development
References some of the major brand crises--and how to
avoid making the same mistakes
Shows brand marketers how to create brands that match their
employers' objectives while launching their own careers

If you're a business leader looking to set your brand up for the
ultimate success, Branding For Dummies has you covered.

Auteur

Bill Chiaravalle served as Creative Director with world-renowned brand strategy and design firm Landor Associates before founding Brand Navigation, which has been honored with numerous branding, design, and industry awards. Barbara Findlay Schenck is a nationally recognized marketing specialist and the author of several books, including Small Business Marketing Kit For Dummies.

Résumé
Discover how brands are created, managed, differentiated, leveraged, and licensed Whether your business is large or small, global or local, this new edition of Branding For Dummies gives you the nuts and bolts to create, improve, and maintain a successful brand. It'll help you define your company's mission, the benefits and features of your products or services, what your customers and prospects already think of your brand, what qualities you want them to associate with your company, and so much more.

Packed with plain-English advice and step-by-step instructions, Branding For Dummies covers assembling a top-notch branding team, positioning your brand, handling advertising and promotions, avoiding blunders, and keeping your brand viable, visible, and healthy. Whether you're looking to develop a logo and tagline, manage and protect your brand, launch a brand marketing plan, fix a broken brand, make customers loyal brand championsor anything in betweenBranding For Dummies makes it fast and easy.

Includes tips and cautionary advice on social media and its impact on personal and business branding programs
Covers balancing personal and business brand development
References some of the major brand crisesand how to avoid making the same mistakes
Shows brand marketers how to create brands that match their employers' objectives while launching their own careers
If you're a business leader looking to set your brand up for the ultimate success, Branding For Dummies has you covered.

Contenu

Introduction 1

Part I: Getting Started with Branding 5

Chapter 1: Putting Brands and Branding in Perspective 7

Chapter 2: Why, What, How, and When to Brand 23

Chapter 3: Gearing Up to Brand or Build a Better Brand 43

Chapter 4: Powering Up Your Personal and One-Person Business Brands 59

Part II: Building a Brand, Step by Step 73

Chapter 5: Profiling and Positioning Your Brand 75

Chapter 6: Putting Your Brand into Words 99

Chapter 7: Naming Your Brand 111

Chapter 8: Designing Your Logo and Tagline 131