Branding- the process of building a positive impression of a product or company by linking its name or logo with images or feelings- is an essential tool for all businesses. Branding For Dummies demystifies the process by which brands are created, managed, differentiated, leveraged, and licensed. Branding For Dummies shows readers how to apply a dynamic brand creation system that includes templates, tools, and time-tested processes, in order to successfully meet business-related objectives.
Part I: Everything You Ever Wanted to Know About Branding
· Branding ABCs
· When and How to Brand
· Heating Up Your Branding Iron
Part II: Building a Brand, Step-by-Step
· Finding a Niche You Can Fill: Researching Your Market
· Filling Your Niche: Positioning Your Brand
· Putting Your Brand into Words
· Naming Your Brand
· Designing Your Logo and Tagline
Part III: Launching Your New Brand
· Countdown to Takeoff: Planning Your Brand Launch
· Getting the Word Out with Public Relations
· Advertising and Promoting Your Brand
· Sending Your Brand into Cyberspace
Part IV: The Care and Feeding of Your Brand
· Suiting Up a Team of Brand Champions
· Getting Customers to Pledge Allegiance to Your Brand
· Valuing Your Brand
· Leveraging Brand Value with Brand Extensions and Licensing
· Revitalizing Your Brand
Part V: Protecting Your Brand
· Defending Your Brand
· Taking Action When Bad Things Happen to Good Brands
· The Part of Tens
· Ten Truths about Branding
· Ten Branding Mistakes and How to Avoid Them
· Ten Traits of the World’s Most Valuable Brands
Appendix: Resources for Brand Managers
This book is aimed towards both large and small, for-profit and nonprofit businesses interested in creating or improving their company's impression.
Bill Chiaravalle has more than twenty years of involvement creating thousands of brand identity programs. He was Design and Creative Director at the world-renowned brand strategy and design firm Landor Associates, where he worked on branding programs for American Express, AT&T, Bacardi, Bell Atlantic, Delta Airlines, FedEx, Gatorade, Hyatt, IBM, Microsoft, P&G, Smucker's, Sunkist, and many more. In 1999 he founded Brand Navigation, serving as Principal and Creative Director for a broad range of organizations from global and nationally known brands to smaller regional and local, privately owned companies. Clients include Microsoft, Intel, The Miami Herald, Thomas Nelson Publishers, Krusteaz, and Canterbury Cuisine, among many others. He received his training at the Academy of Art University in San Francisco. He has received numerous branding and industry awards from organizations including the San Francisco Art Director's Club, the Dupont International Packaging Design Awards, the AIGA, Logo Lounge, and Print Magazine.
Barbara Findlay Schenck is a business strategist with more than twenty years experience helping companies and organizations shape their brands, messages, and marketing plans. She has worked internationally in community development, served as a college admissions director and writing instructor in Hawaii, and co-founded an advertising agency in Oregon that ranked as one of the Northwest's Top 15 at the time of its sale in 1995. Since then she has devoted her time to business and marketing consulting and writing. She develops marketing courses for the Microsoft Small Business Relationship Program. She is the author of Small Business Marketing For Dummies and co-author of Business Plans Kit For Dummies.