Book description
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.
Table of contents
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- Introduction
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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
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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
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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
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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
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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
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Part VI: The Part of Tens
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Chapter 19: Ten Signs that Your Personal Brand Needs Attention
- You’re Not Making Your Personal Goals
- You Think Personal Branding Sounds Self-Absorbed
- You Can’t Say What You’re Best At
- Search Results for Your Name Are Few and Far Between
- Links to Your Name Are Dated, or Worse
- You Freeze Up When It’s Time to Introduce Yourself
- Your Connection Invitations Get Ignored
- You Aren’t Sure Which to Promote: Your Personal or Your Business Brand
- You Need but Don’t Know How to Ask for Referrals and Recommendations
- You Want More Awareness, Credibility, and Recognition in Your Field
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Chapter 20: Ten Branding Mistakes and How to Avoid Them
- Thinking of Branding as a Quick Fix
- Starting with a Weak Brand Identity
- Forgetting the Branding Rule of One
- Failing to Differentiate
- Failing to Launch Your Brand with Fanfare
- Failing to Protect and Defend
- Believing that What You Say Is More Important Than What You Do
- Losing Brand Consistency
- Asking Your Brand to Stretch Too Far
- Ignoring Brand Aging Signs
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Chapter 21: Ten Branding Truths to Remember
- Branding Starts with Positioning
- A Brand Is a Promise Well Kept
- Branding Happens from the Inside Out
- Consistency Builds Brands
- People Power Brands
- Brands Live in Consumers’ Minds
- Brand Names and Logos Are Like Keys that Unlock Brand Images
- Brand Experiences Trump Brand Messages
- Brands Need to Start and Stay Relevant
- Brands Are Valuable Assets
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Chapter 19: Ten Signs that Your Personal Brand Needs Attention
- About the Authors
- Cheat Sheet
- More Dummies Products
Product information
- Title: Branding For Dummies, 2nd Edition
- Author(s):
- Release date: December 2014
- Publisher(s): For Dummies
- ISBN: 9781118958087
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