Branding for Dummies

Bill Chiaravalle, Barbara Findlay Schenck

ISBN: 9788126511273

386 pages

Exclusively distributed by UBS Publishers Distributors 


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




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