Branding For Dummies [NOOK Book]

Overview

Build positive impressions of your product or business

Build a powerful brand and pave the way for marketing success

Need to create — or improve — a brand? This practical, plain-English guide gives you proven techniques for branding everything from products to services to individuals. You get step-by-step advice on assembling a top-notch ...

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Branding For Dummies

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Overview

Build positive impressions of your product or business

Build a powerful brand and pave the way for marketing success

Need to create — or improve — a brand? This practical, plain-English guide gives you proven techniques for branding everything from products to services to individuals. You get step-by-step advice on assembling a top-notch branding team, positioning your brand, handling advertising and promotion, avoiding branding blunders, and keeping your brand viable, visible, and healthy.

Discover how to

  • Define your company's identity
  • Develop your logo and tagline
  • Launch your brand marketing plan
  • Manage and protect your brand
  • Fix a broken brand
  • Make customers loyal brand champions
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Product Details

  • ISBN-13: 9781118052846
  • Publisher: Wiley
  • Publication date: 3/1/2011
  • Series: For Dummies Series
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 384
  • Sales rank: 451,660
  • File size: 10 MB

Meet the Author

Bill Chiaravalle and Barbara Findlay Schenck each have more than 20 years of experience helping well-known organizations shape their branding and marketing plans.
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Table of Contents

Introduction.

Part I: Everything You Ever Wanted to Know About Branding.

Chapter 1: Branding ABCs.

Chapter 2: When and How to Brand.

Chapter 3: Heating Up Your Branding Iron.

Part II: Building a Brand, Step-by-Step.

Chapter 4: Finding a Niche You Can Fill: Researching Your Market.

Chapter 5: Filling Your Niche: Positioning Your Brand.

Chapter 6: Putting Your Brand into Words.

Chapter 7: Naming Your Brand.

Chapter 8: Designing Your Logo and Tagline.

Part III: Launching Your New Brand.

Chapter 9: Countdown to Takeoff: Planning Your Brand Launch.

Chapter 10: Getting the Word Out with Public Relations.

Chapter 11: Advertising and Promoting Your Brand.

Chapter 12: Sending Your Brand into Cyberspace.

Part IV: The Care and Feeding of Your Brand.

Chapter 13: Suiting Up a Team of Brand Champions.

Chapter 14: Getting Customers to Pledge Allegiance to Your Brand.

Chapter 15: Valuing Your Brand.

Chapter 16: Leveraging Brand Value with Brand Extensions and Licensing.

Chapter 17: Revitalizing Your Brand.

Part V: Protecting Your Brand.

Chapter 18: Defending Your Brand.

Chapter 19: Taking Action When Bad Things Happen to Good Brands.

Part VI: The Part of Tens.

Chapter 20: Ten Truths about Branding.

Chapter 21: Ten Branding Mistakes and How to Avoid Them.

Chapter 22: Ten Traits of the World’s Most Valuable Brands.

Appendix: Resources for Brand Managers.

Index.

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Customer Reviews

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Sort by: Showing all of 2 Customer Reviews
  • Posted March 13, 2010

    YOUR AT HOME MARKETING COURSE

    No need to spend tuituion money on a University course. It is all here in this book.

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  • Anonymous

    Posted April 22, 2011

    No text was provided for this review.

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