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Branding For Dummies

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Notă GoodReads:
en Limba Engleză Carte Paperback – 20 Jan 2015
Learn to:
  • Understand the meaning and process of branding
  • Get clear about the difference between branding and marketing
  • Create and keep loyal brand customers
  • Manage and protect your brand
Create, improve upon, and maintain a successful brand
Branding is a red–hot topic, and for good reason: it paves the way for marketing success. Whether you want to build a new brand, strengthen an established brand, or repair a broken brand, this hands–on guide helps you define your desired brand image and leads you through the entire branding process. So what are you waiting for? Take control of your brand today!
  • Gain your branding bearings gear up with easy–to–follow step–by–step instructions for building a brand from the ground up, improving an existing brand, or repairing a damaged brand
  • If you build it... tips and templates for defining and positioning your brand, putting your brand identity into words, naming your brand, and designing your logo and tagline
  • Branding for the win launch (or re–launch) your brand, cover your bases in a digitally connected world, engage your audience on social media, and advertise, promote, and publicize like a pro
  • Love and loyalty cultivate brand followers and loyalists, value and leverage your brand, and find tips for examining your brand s health and conducting a makeover
  • Avoiding or repairing brand damage find helpful info for claiming, protecting, and defending your brand legally and through usage
Open the book and find:
  • What, how, and when to brand
  • Tips to help define your brand character and voice
  • Advice for building business, product, and personal brands
  • The best ways to ignite customer passion
  • How to fix a broken brand
  • The importance of reacting quickly if your brand is threatened
  • Ten branding mistakes to avoid
  • Top branding truths to remember
  • Access to bonus online material
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Specificații

ISBN-13: 9781118958087
ISBN-10: 111895808X
Pagini: 384
Dimensiuni: 190 x 228 x 24 mm
Greutate: 0.51 kg
Ediția: 2nd Edition
Editura: Wiley
Locul publicării: Hoboken, United States

Public țintă

Large or small, any company that is starting out should decide what their brand is. Anyone that want to Learn the true definition of branding and know how to use it to their company s advantage.

Textul de pe ultima copertă

Learn to:
  • Understand the meaning and process of branding
  • Get clear about the difference between branding and marketing
  • Create and keep loyal brand customers
  • Manage and protect your brand
Create, improve upon, and maintain a successful brand
Branding is a red–hot topic, and for good reason: it paves the way for marketing success. Whether you want to build a new brand, strengthen an established brand, or repair a broken brand, this hands–on guide helps you define your desired brand image and leads you through the entire branding process. So what are you waiting for? Take control of your brand today!
  • Gain your branding bearings gear up with easy–to–follow step–by–step instructions for building a brand from the ground up, improving an existing brand, or repairing a damaged brand
  • If you build it... tips and templates for defining and positioning your brand, putting your brand identity into words, naming your brand, and designing your logo and tagline
  • Branding for the win launch (or re–launch) your brand, cover your bases in a digitally connected world, engage your audience on social media, and advertise, promote, and publicize like a pro
  • Love and loyalty cultivate brand followers and loyalists, value and leverage your brand, and find tips for examining your brand s health and conducting a makeover
  • Avoiding or repairing brand damage find helpful info for claiming, protecting, and defending your brand legally and through usage
Open the book and find:
  • What, how, and when to brand
  • Tips to help define your brand character and voice
  • Advice for building business, product, and personal brands
  • The best ways to ignite customer passion
  • How to fix a broken brand
  • The importance of reacting quickly if your brand is threatened
  • Ten branding mistakes to avoid
  • Top branding truths to remember
  • Access to bonus online material

Cuprins

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
Part III: Winning Brand Fans and Followers 151
Chapter 9: Countdown to Takeoff: Launching or Relaunching Your Brand 153
Chapter 10: Branding in the Digital Age 171
Chapter 11: Engaging Your Brand Audience Online with Social Media 189
Chapter 12: Advertising, Promoting, and Publicizing Your Brand 209
Part IV: Caring for Your Brand 233
Chapter 13: Perfecting Your Brand Experience 235
Chapter 14: Winning Brand Loyalty 251
Chapter 15: Valuing and Leveraging Your Brand 265
Chapter 16: Revitalizing Your Brand with a Full or Partial Makeover 289
Part V: Protecting Your Brand 305
Chapter 17: Defending Your Brand Legally and through Careful Usage 307
Chapter 18: Taking Action When Bad Things Happen to Good Brands 319
Part VI: The Part of Tens 335
Chapter 19: Ten Signs that Your Personal Brand Needs Attention 337
Chapter 20: Ten Branding Mistakes and How to Avoid Them 343
Chapter 21: Ten Branding Truths to Remember 349
Index 355

Notă biografică

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.