Branding For Dummies |
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This book is also available, brand-new, from 3rd-party marketplace sellers at Amazon.com, from $4.29.
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Editorial Review / Publisher's Information:
Product Description
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. Whatever your business is, whether it’s large or small, global or local, Branding For Dummies 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: - Defining your company’s identity
- Developing logos and taglines
- Launching your brand marketing plan
- Managing and protecting your brand
- Fixing a broken brand
- Making customers loyal brand champions
Filled with easy-to-navigate icons, charts, figures, top ten lists, and humor, Branding For Dummies 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.
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Customer Reviews:
• The Only Branding Book You Need!
14 June, 2007
Just as her Small Business Marketing (for Dummies) book is the only marketing book you will need, Branding for Dummies is the only branding book you will need. Detailed, yet succinct. Page after page of practical and tested information to help you create a truly remarkable brand.
- Amazon Customer Review
• If You Plan To Be A Success In Your Business Read This Book!
11 January, 2009
Both Bill Chiaravalle (Author) and Barbara Findlay Schenck (Author), have done an excellent job explaining why anyone who plans to be successful in business needs to think about Branding. The difference between a boring product, and a successful product, is solely tied to how it's branded. This book provides very easy to understand and follow instructions to construct your brand which will make the difference between it sitting on the shelf and flying off the shelf! I completely enjoyed reading and studying this work!
- Amazon Customer Review
• Branding For Dummies Packed With Usable Information
01 February, 2010
Branding for Dummies is packed with user friendly information. There are a lot of tips on how to brand your company, whether it is a "brick and mortar" company or an online business. It gives you a "step-by-step" solution and includes everything you need to know to build your brand.
Step 1: Decide what you're going to brand.
Step 2: Do your research.
Step 3: Position your product or service.
Step 4: Write your brand definition.
Step 5: Develop your name, log, and tagline.
Step 6: Launch your brand.
Step 7: Manage, leverage, and protect your brand.
Step 8: Realign your brand to keep it current.
The book gives you all the information you need to follow the steps, as well as how to evaluate your progress.
The only thing that disappointed me was the lack of a tear out sheet to help guide you when going through the process. I highly recommend this book.
Marilyn Parmelee
Author of Hearing God's Voice For Yourself, A Beginners Guide
- Amazon Customer Review
• Typically Useless Business Book
18 February, 2010
Here is the advice proffered in this book: be consistent. Big help, huh?
The rest of the book comprises meaningless cheerleading that presumably makes people think they're doing something worthwhile and interesting but no useful information whatsoever. Notable is the lack of the self-depreciating humor one often finds in other "for Dummies" books: my guess would be that a sense of humor about one's work is only possible when the work you have is actually meaningful and connected with the real world. Making jokes about a field that's just a joke already might make continuing in it too painful.
If you're working in branding, you'll know this stuff already; if you're not, this book won't teach you anything you cannot learn better by reading books or magazine articles about famous or (perhaps especially) failed brands.
- Amazon Customer Review
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