Branding For Dummies

Branding For Dummies

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. <p>Whatever your business is, whether it€s large or small, global or local, <i>Branding For Dummies</i> 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:</p> <ul type="disc"> <li>Defining your company€s identity</li> <li>Developing logos and taglines</li> <li>Launching your brand marketing plan</li> <li>Managing and protecting your brand</li> <li>Fixing a broken brand</li> <li>Making customers loyal brand champions</li> </ul> <p>Filled with easy-to-navigate icons, charts, figures, top ten lists, and humor, <i>Branding For Dummies</i> 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.</p>