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