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Although...branded as "A Reference for the Rest of Us" - i.e., non-experts - even pros would find this volume useful. -- BrandChannel.com Featured Book, February 2006
Product Description
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.
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Key Phrases - Statistically Improbable Phrases (SIPs):
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brand identity statement, single time people, core brand message, target media list, consistent brand experience, core marketing message, high brand value, desired brand identity, brand revitalization, passionate customers, branding mistakes, brand launch, brand threat, internal launch, brand champions, brand internally, brand character, brand promise, marketplace confusion, brand navigation, brand expressions, branding program, brand introduction, brand passion, brand definition Key Phrases - Capitalized Phrases (CAPs): (learn more)
Brand Navigation, Low Medium High, Rule of One, Rarely Frequently, United States, Business Week, John Deere, Open Directory, Berkshire Hathaway, The Great American Hanger Company New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
brand identity statement, single time people, core brand message, target media list, consistent brand experience, core marketing message, high brand value, desired brand identity, brand revitalization, passionate customers, branding mistakes, brand launch, brand threat, internal launch, brand champions, brand internally, brand character, brand promise, marketplace confusion, brand navigation, brand expressions, branding program, brand introduction, brand passion, brand definition Key Phrases - Capitalized Phrases (CAPs): (learn more)
Brand Navigation, Low Medium High, Rule of One, Rarely Frequently, United States, Business Week, John Deere, Open Directory, Berkshire Hathaway, The Great American Hanger Company New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
This book cites 9
books:
See all 9 books this book cites
- Business Plans Kit for Dummies (With CD-ROM) by Steven D. Peterson on page 38
- Positioning: The Battle for Your Mind by Al Ries in Back Matter
- A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century by Scott Bedbury in Back Matter
- Building Your Business with Google For Dummies by Brad Hill on page 215
- Married to the Brand: Why Consumers Bond with Some Brands for Life by William J. McEwen in Back Matter
See all 9 books this book cites
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80% buy the item featured on this page: Branding For Dummies $14.95 |
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5% buy The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition $13.57 |
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