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Branding for dummies.
2014
Details
Title
Branding for dummies.
Edition
2
Item Type
Book
Description
388 pages : illustrations
ISBN
9781118958100 e-Book
9781118958087 Print
9781118958087 Print
Summary
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 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.
Formatted Contents Note
Introduction
Part I: Getting Started with Branding
Chapter 1: Putting Brands and Branding in Perspective
Chapter 2: Why, What, How, and When to Brand
Chapter 3: Gearing Up to Brand or Build a Better Brand
Chapter 4: Powering Up Your Personal and One-Person Business Brands
Part II: Building a Brand, Step by Step
Chapter 5: Profiling and Positioning Your Brand
Chapter 6: Putting Your Brand into Words
Chapter 7: Naming Your Brand
Chapter 8: Designing Your Logo and Tagline
Part III: Winning Brand Fans and Followers
Chapter 9: Countdown to Takeoff: Launching or Relaunching Your Brand
Chapter 10: Branding in the Digital Age
Chapter 11: Engaging Your Brand Audience Online with Social Media
Chapter 12: Advertising, Promoting, and Publicizing Your Brand
Part IV: Caring for Your Brand
Chapter 13: Perfecting Your Brand Experience
Chapter 14: Winning Brand Loyalty
Chapter 15: Valuing and Leveraging Your Brand
Chapter 16: Revitalizing Your Brand with a Full or Partial Makeover
Part V: Protecting Your Brand
Chapter 17: Defending Your Brand Legally and through Careful Usage
Chapter 18: Taking Action When Bad Things Happen to Good Brands
Chapter 19: Ten Signs that Your Personal Brand Needs Attention
Chapter 20: Ten Branding Mistakes and How to Avoid Them
Chapter 21: Ten Branding Truths to Remember
Index
Part I: Getting Started with Branding
Chapter 1: Putting Brands and Branding in Perspective
Chapter 2: Why, What, How, and When to Brand
Chapter 3: Gearing Up to Brand or Build a Better Brand
Chapter 4: Powering Up Your Personal and One-Person Business Brands
Part II: Building a Brand, Step by Step
Chapter 5: Profiling and Positioning Your Brand
Chapter 6: Putting Your Brand into Words
Chapter 7: Naming Your Brand
Chapter 8: Designing Your Logo and Tagline
Part III: Winning Brand Fans and Followers
Chapter 9: Countdown to Takeoff: Launching or Relaunching Your Brand
Chapter 10: Branding in the Digital Age
Chapter 11: Engaging Your Brand Audience Online with Social Media
Chapter 12: Advertising, Promoting, and Publicizing Your Brand
Part IV: Caring for Your Brand
Chapter 13: Perfecting Your Brand Experience
Chapter 14: Winning Brand Loyalty
Chapter 15: Valuing and Leveraging Your Brand
Chapter 16: Revitalizing Your Brand with a Full or Partial Makeover
Part V: Protecting Your Brand
Chapter 17: Defending Your Brand Legally and through Careful Usage
Chapter 18: Taking Action When Bad Things Happen to Good Brands
Chapter 19: Ten Signs that Your Personal Brand Needs Attention
Chapter 20: Ten Branding Mistakes and How to Avoid Them
Chapter 21: Ten Branding Truths to Remember
Index
Linked Resources
Published
[Hoboken, New Jersey] : John Wiley & Sons, Incorporated 2014
Language
English
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