Branding For Dummies^®

by Bill Chiaravalle; Barbara Findlay Schenck

• ISBN13: 9780470124048
• ISBN10: 0470124040
• Format: eBook
• Copyright: 2007-03-01
• Publisher: For Dummies

Summary

Why do consumers pay a premium for a Dell or Hewlett-Packard laptop, when they could get a generic machine with similar features for a lower price? The answer lies in the power of branding. A brand is not just a logo. It is the image your company creates of itself, from your advertising look to your customer interaction style. It makes a promise for your business, and that promise becomes the sticking point for customer loyalty. And that loyalty and trust is why, so to speak, your laptops sell and your competitors' don't. Whatever your business is, whether it's large or small, global or local, Branding For Dummies gives you the nuts and bolts know-how to create, improve, or maintain a brand. This plain-English guide will help you brand everything from products to services to individuals. It gives you step-by-step advice on assembling a top-notch branding team, positioning your brand, handling advertising and promotion, avoiding blunders, and keeping your brand viable, visible, and healthy. You'll get familiar with branding essentials like: Defining your company's identity Developing logos and taglines Launching your brand marketing plan Managing and protecting your brand Fixing a broken brand Making customers loyal brand champions Filled with easy-to-navigate icons, charts, figures, top ten lists, and humor, Branding For Dummies is the straight-up, jargon-free resource for making your brand stand out from the pack-and for positioning your business to reap the ensuing rewards.

Table of Contents

Introduction

Everything You Ever Wanted to Know About Branding

Branding ABCs

When and How to Brand

Heating Up Your Branding Iron

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

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

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

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

Index

Table of Contents provided by Publisher. All Rights Reserved.