Dear customers, please be informed that our shopping cart will be unavailable between August 21 and September 1, 2014, as we will be making some changes to serve you better. To minimise any possible delivery disruption, we encourage you to make your purchases before August 21. We appreciate your understanding and apologise for any inconvenience.

Dummies.com
  • Print
  • Share
Branding For Dummies (1118052846) cover image

Branding For Dummies

ISBN: 978-1-118-05284-6
E-book
384 pages
March 2011
US $14.99 Purchase This E-book

This price is valid for United States. Change location to view local pricing and availability.

How to read this e-book on:
Adobe e-books are read using Adobe Digital Editions. Install Adobe Digital Editions on your PC in order to read or transfer your e-book.
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.

  • Print
  • Share