branding for dummies

[...]... advice Chapter 20 features ten laws of branding, Chapter 21 helps you avoid ten big branding mistakes, and Chapter 22 presents snapshots of ten of the world’s most valuable brands And don’t miss the Appendix, which lists great branding resources to turn to for additional information 5 6 Branding For Dummies Icons Used in This Book This book wouldn’t live up to the For Dummies promise without the symbols... yellow-and-black book on branding, we knew we were looking at a tall order and some pretty sky-high standards to live up to We gulped And then we jumped at the chance Branding For Dummies is the first jargon-free, plain English, do-it-yourself guide to branding we’ve seen, and we’ve looked high and low True to the For Dummies philosophy, it deciphers the foreign language of branding with a lighthearted... are charting new territory by entering the branding arena ߜ You’re interested in building or strengthening a brand — for your company, for a nonprofit organization, for your new business, for a campaign (fundraising, political, social, you name it ), or for yourself by making your name into a local personality or a small-scale celebrity Regardless of your branding objective, we’re guessing that you’re... Trademark Information Center .348 Index 349 xvii xviii Branding For Dummies Introduction C ongratulations! You’re about to take control of your brand If you’re thinking, “I don’t even have a brand,” then this book is definitely for you It’s also for anyone who wants to build a better brand, repair a broken brand, extend the power of a brand, or start from scratch and create a brandnew brand Branding. .. acquire some of their branding strength Who wouldn’t! ߜ You’re willing to invest effort to achieve the returns that result from a good branding program To help, we include worksheets, charts, and sets of how-to instructions to guide the research, planning, positioning, design, implementation, and management involved in fueling your success with the power of a great brand 3 4 Branding For Dummies How This... confusing the conversation 2 Branding For Dummies Here’s our pledge: You don’t need an MBA or even a marketing or business background to make sense of this book All you need is an interest in the topic of branding — a curiosity about what it is and how to do it We take care of the rest You probably already know that branding works This book shows you how to make it work for you Conventions Used in This... yellow light This icon points out branding s golden rules Watch for them throughout the book Where to Go from Here True to the For Dummies format, you can start this book on any page Every portion of the book is a self-standing component, which means that you don’t have to read sequentially from cover-to-cover to make sense of the content If you’re new to the field of branding, Chapter 1 is a great place... Focus, Passion, and Persistence 344 Appendix: Resources for Brand Managers 345 Browsing Great Branding Web Sites 345 Allaboutbranding.com .345 Brandchannel.com .345 MarketingProfs.com 346 Rebrand.com .346 Adding to Your Branding Library .346 Flipping through Branding Magazines .347 Brandweek 347 BusinessWeek/Interbrand... get started! Part I Everything You Ever Wanted to Know About Branding I In this part f all the talk in the business world about branding leaves you feeling like you’re tuned in to some very foreign language, the chapters in this part will serve as a welcome translation guide They present clear-cut definitions for all the terms that arise in branding conversations, and they take a look at why brands... what it takes to manage and protect a brand, and how to incorporate branding into your business strategy If you’re in business, branding is a key to your marketing success This part gets you headed in the right direction Chapter 1 Branding ABCs In This Chapter ᮣ Orienting yourself to what branding s all about ᮣ Understanding the power of branding ᮣ Committing the necessary people, resources, and time . Wiley, the Wiley Publishing logo, For Dummies, the Dummies Man logo, A Reference for the Rest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies. com and related trade dress. alt="" by Bill Chiaravalle and Barbara Findlay Schenck Branding FOR DUMmIES ‰ 01_771597 ffirs.qxp 10/23/06 2:53 PM Page i Branding For Dummies ® Published by Wiley Publishing, Inc. 111 River. Reliable, Superior Products and Services 343 A Strong, Memorable Brand Identity 343 Branding For Dummies xvi Branding For Dummies 02_771597 ftoc.qxp 10/23/06 2:53 PM Page xvi A Single, Consistently