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Branding For Dummies (1118052846) cover image

Branding For Dummies

ISBN: 978-1-118-05284-6
E-book
384 pages
March 2011
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Introduction.

Part I: Everything You Ever Wanted to Know About Branding.

Chapter 1: Branding ABCs.

Chapter 2: When and How to Brand.

Chapter 3: Heating Up Your Branding Iron.

Part II: Building a Brand, Step-by-Step.

Chapter 4: Finding a Niche You Can Fill: Researching Your Market.

Chapter 5: Filling Your Niche: Positioning Your Brand.

Chapter 6: Putting Your Brand into Words.

Chapter 7: Naming Your Brand.

Chapter 8: Designing Your Logo and Tagline.

Part III: Launching Your New Brand.

Chapter 9: Countdown to Takeoff: Planning Your Brand Launch.

Chapter 10: Getting the Word Out with Public Relations.

Chapter 11: Advertising and Promoting Your Brand.

Chapter 12: Sending Your Brand into Cyberspace.

Part IV: The Care and Feeding of Your Brand.

Chapter 13: Suiting Up a Team of Brand Champions.

Chapter 14: Getting Customers to Pledge Allegiance to Your Brand.

Chapter 15: Valuing Your Brand.

Chapter 16: Leveraging Brand Value with Brand Extensions and Licensing.

Chapter 17: Revitalizing Your Brand.

Part V: Protecting Your Brand.

Chapter 18: Defending Your Brand.

Chapter 19: Taking Action When Bad Things Happen to Good Brands.

Part VI: The Part of Tens.

Chapter 20: Ten Truths about Branding.

Chapter 21: Ten Branding Mistakes and How to Avoid Them.

Chapter 22: Ten Traits of the World’s Most Valuable Brands.

Appendix: Resources for Brand Managers.

Index.

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