{"product_id":"branding-for-dummies-isbn-9781118958087","title":"Branding For Dummies","description":"\u003cb\u003eDiscover how brands are created, managed, differentiated, leveraged, and licensed\u003c\/b\u003e  \u003cp\u003eWhether your business is large or small, global or local, this new edition of \u003ci\u003eBranding For Dummies\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003ePacked with plain-English advice and step-by-step instructions, \u003ci\u003eBranding For Dummies\u003c\/i\u003e 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—\u003ci\u003eBranding For Dummies\u003c\/i\u003e makes it fast and easy.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eIncludes tips and cautionary advice on social media and its impact on personal and business branding programs\u003c\/li\u003e \u003cli\u003eCovers balancing personal and business brand development\u003c\/li\u003e \u003cli\u003eReferences some of the major brand crises—and how to avoid making the same mistakes\u003c\/li\u003e \u003cli\u003eShows brand marketers how to create brands that match their employers' objectives while launching their own careers\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eIf you're a business leader looking to set your brand up for the ultimate success, \u003ci\u003eBranding For Dummies\u003c\/i\u003e has you covered.\u003c\/p\u003e \u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: Getting Started with Branding 5\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1: Putting Brands and Branding in Perspective 7\u003c\/p\u003e \u003cp\u003eChapter 2: Why, What, How, and When to Brand 23\u003c\/p\u003e \u003cp\u003eChapter 3: Gearing Up to Brand or Build a Better Brand 43\u003c\/p\u003e \u003cp\u003eChapter 4: Powering Up Your Personal and One-Person Business Brands 59\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: Building a Brand, Step by Step 73\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 5: Profiling and Positioning Your Brand 75\u003c\/p\u003e \u003cp\u003eChapter 6: Putting Your Brand into Words 99\u003c\/p\u003e \u003cp\u003eChapter 7: Naming Your Brand 111\u003c\/p\u003e \u003cp\u003eChapter 8: Designing Your Logo and Tagline 131\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: Winning Brand Fans and Followers 151\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 9: Countdown to Takeoff: Launching or Relaunching Your Brand 153\u003c\/p\u003e \u003cp\u003eChapter 10: Branding in the Digital Age 171\u003c\/p\u003e \u003cp\u003eChapter 11: Engaging Your Brand Audience Online with Social Media 189\u003c\/p\u003e \u003cp\u003eChapter 12: Advertising, Promoting, and Publicizing Your Brand 209\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV: Caring for Your Brand 233\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 13: Perfecting Your Brand Experience 235\u003c\/p\u003e \u003cp\u003eChapter 14: Winning Brand Loyalty 251\u003c\/p\u003e \u003cp\u003eChapter 15: Valuing and Leveraging Your Brand 265\u003c\/p\u003e \u003cp\u003eChapter 16: Revitalizing Your Brand with a Full or Partial Makeover 289\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V: Protecting Your Brand 305\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 17: Defending Your Brand Legally and through Careful Usage 307\u003c\/p\u003e \u003cp\u003eChapter 18: Taking Action When Bad Things Happen to Good Brands 319\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart VI: The Part of Tens 335\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 19: Ten Signs that Your Personal Brand Needs Attention 337\u003c\/p\u003e \u003cp\u003eChapter 20: Ten Branding Mistakes and How to Avoid Them 343\u003c\/p\u003e \u003cp\u003eChapter 21: Ten Branding Truths to Remember 349\u003c\/p\u003e \u003cp\u003eIndex 355\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eBill Chiaravalle\u003c\/b\u003e served as Creative Director with world-renowned brand strategy and design firm Landor Associates before founding Brand Navigation, which has been honored with numerous branding, design, and industry awards. \u003cb\u003eBarbara Findlay Schenck\u003c\/b\u003e is a nationally recognized marketing specialist and the author of several books, including \u003ci\u003eSmall Business Marketing Kit For Dummies\u003c\/i\u003e.\u003c\/p\u003e  \u003cp\u003e\u003cb\u003e\u003ci\u003eLearn to:\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cul\u003e \u003cli\u003eUnderstand the meaning and process of branding\u003c\/li\u003e \u003cli\u003eGet clear about the difference between branding and marketing\u003c\/li\u003e \u003cli\u003eCreate and keep loyal brand customers\u003c\/li\u003e \u003cli\u003eManage and protect your brand\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003cb\u003eCreate, improve upon, and maintain a successful brand\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBranding is a red-hot topic, and for good reason: it paves the way for marketing success. Whether you want to build a new brand, strengthen an established brand, or repair a broken brand, this hands-on guide helps you define your desired brand image and leads you through the entire branding process. So what are you waiting for? Take control of your brand today!\u003c\/p\u003e \u003cul\u003e \u003cli\u003eGain your branding bearings — gear up with easy-to-follow step-by-step instructions for building a brand from the ground up, improving an existing brand, or repairing a damaged brand\u003c\/li\u003e \u003cli\u003eIf you build it... — tips and templates for defining and positioning your brand, putting your brand identity into words, naming your brand, and designing your logo and tagline\u003c\/li\u003e \u003cli\u003eBranding for the win — launch (or re-launch) your brand, cover your bases in a digitally connected world, engage your audience on social media, and advertise, promote, and publicize like a pro\u003c\/li\u003e \u003cli\u003eLove and loyalty — cultivate brand followers and loyalists, value and leverage your brand, and find tips for examining your brand’s health and conducting a makeover\u003c\/li\u003e \u003cli\u003eAvoiding or repairing brand damage — find helpful info for claiming, protecting, and defending your brand – legally and through usage\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003cb\u003eOpen the book and find:\u003c\/b\u003e\u003c\/p\u003e \u003cul\u003e \u003cli\u003eWhat, how, and when to brand\u003c\/li\u003e \u003cli\u003eTips to help define your brand character and voice\u003c\/li\u003e \u003cli\u003eAdvice for building business, product, and personal brands\u003c\/li\u003e \u003cli\u003eThe best ways to ignite customer passion\u003c\/li\u003e \u003cli\u003eHow to fix a broken brand\u003c\/li\u003e \u003cli\u003eThe importance of reacting quickly if your brand is threatened\u003c\/li\u003e \u003cli\u003eTen branding mistakes to avoid\u003c\/li\u003e \u003cli\u003eTop branding truths to remember\u003c\/li\u003e \u003cli\u003eAccess to bonus online material\u003c\/li\u003e \u003c\/ul\u003e","brand":"For Dummies","offers":[{"title":"Default Title","offer_id":47988854554853,"sku":"NP9781118958087","price":29.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118958087.jpg?v=1761781788","url":"https:\/\/k12savings.com\/es\/products\/branding-for-dummies-isbn-9781118958087","provider":"K12savings","version":"1.0","type":"link"}