Branding For Dummies

AvBill Chiaravalle,Barbara Findlay Schenck

Häftad, Engelska, 2015

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Beskrivning

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 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 programsCovers balancing personal and business brand developmentReferences some of the major brand crises—and how to avoid making the same mistakesShows brand marketers how to create brands that match their employers' objectives while launching their own careersIf you're a business leader looking to set your brand up for the ultimate success, Branding For Dummies has you covered.

Produktinformation

Utgivningsdatum:2015-01-20
Mått:185 x 234 x 25 mm
Vikt:522 g
Format:Häftad
Språk:Engelska
Antal sidor:384
Upplaga:2
Förlag:John Wiley & Sons Inc
ISBN:9781118958087

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Mer om författaren

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.

Innehållsförteckning

Introduction 1Part I: Getting Started with Branding 5Chapter 1: Putting Brands and Branding in Perspective 7Chapter 2: Why, What, How, and When to Brand 23Chapter 3: Gearing Up to Brand or Build a Better Brand 43Chapter 4: Powering Up Your Personal and One-Person Business Brands 59Part II: Building a Brand, Step by Step 73Chapter 5: Profiling and Positioning Your Brand 75Chapter 6: Putting Your Brand into Words 99Chapter 7: Naming Your Brand 111Chapter 8: Designing Your Logo and Tagline 131Part III: Winning Brand Fans and Followers 151Chapter 9: Countdown to Takeoff: Launching or Relaunching Your Brand 153Chapter 10: Branding in the Digital Age 171Chapter 11: Engaging Your Brand Audience Online with Social Media 189Chapter 12: Advertising, Promoting, and Publicizing Your Brand 209Part IV: Caring for Your Brand 233Chapter 13: Perfecting Your Brand Experience 235Chapter 14: Winning Brand Loyalty 251Chapter 15: Valuing and Leveraging Your Brand 265Chapter 16: Revitalizing Your Brand with a Full or Partial Makeover 289Part V: Protecting Your Brand 305Chapter 17: Defending Your Brand Legally and through Careful Usage 307Chapter 18: Taking Action When Bad Things Happen to Good Brands 319Part VI: The Part of Tens 335Chapter 19: Ten Signs that Your Personal Brand Needs Attention 337Chapter 20: Ten Branding Mistakes and How to Avoid Them 343Chapter 21: Ten Branding Truths to Remember 349Index 355