Branding for Dummies (2nd Edition) by Bill Chiaravalle, Barbara Findlay Schenck

By Bill Chiaravalle, Barbara Findlay Schenck

Realize how manufacturers are created, controlled, differentiated, leveraged, and licensed

Whether your corporation is big or small, international or neighborhood, this re-creation of Branding For Dummies provides the nuts and bolts to create, enhance, and preserve a winning model. It'll assist you outline your company's project, the advantages and contours of your product or service, what your shoppers and clients already examine your model, what traits you will have them to go along with your organization, and quite a bit more.

Packed with plain-English recommendation and step by step directions, Branding For Dummies covers assembling a top-notch branding crew, positioning your model, dealing with ads and promotions, keeping off error, and protecting your model achievable, seen, and fit. no matter if you're trying to enhance a symbol and tagline, deal with and shield your model, release a model advertising plan, repair a damaged model, make clients dependable model champions—or whatever in between—Branding For Dummies makes it quick and easy.

Includes suggestions and cautionary recommendation on social media and its impression on own and company branding programs
Covers balancing own and enterprise model development
References a number of the significant model crises—and tips to steer clear of making a similar mistakes
Shows model dealers how you can create manufacturers that fit their employers' pursuits whereas launching their very own careers
If you're a enterprise chief seeking to set your model up for the last word luck, Branding For Dummies has you coated.

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Extra resources for Branding for Dummies (2nd Edition)

Sample text

Turn to Chapter 7 for help creating or revising your brand name, including advice for how to recognize qualities of a great name, pick or create the name, test the appropriateness and availability of the name you want, and turn the name you choose into a vehicle that conveys your brand promise and contributes to brand value. ✓ Logo: Your logo is the mark or symbol that serves as the face of your brand on your signage, packaging, stationery, websites, advertising, sales material, and every other communication vehicle that carries your name into the marketplace.

Then talk with customers or prospective customers. If your customer base is large or geographically far-flung, pose the questions through surveys. Turn to Chapter 5 for advice on how to conduct customer research and when to call in professional assistance. 45 46 Part I: Getting Started with Branding The following questions help you collect information without making you or those you’re interviewing feel self-conscious about their answers. If you’re developing a personal brand, adjust the questions to address your personal qualities: ✓ In a sentence, how would you describe our business?

Marketing team: This group takes on the day-to-day responsibility for advancing, maintaining, protecting, and fine-tuning the brand. From this team, name one person to serve as your brand manager and chief brand protector, choosing a top-level executive who has the authority and commands the respect necessary to oversee what, in time, will become your organization’s most valuable asset — your brand. Team of brand champions: If one person fails to uphold your brand promise — at any point from an initial inquiry to a post-purchase product or service concern — the strength of your brand is weakened.

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