Branding For Dummies

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Chiaravalle Bill. Branding For Dummies

Introduction

Part I. Getting Started with Branding

Chapter 1. Putting Brands and Branding in Perspective

Chapter 2. Why, What, How, and When to Brand

Chapter 3. Gearing Up to Brand or Build a Better Brand

Chapter 4. Powering Up Your Personal and One-Person Business Brands

Part II. Building a Brand, Step by Step

Chapter 5. Profiling and Positioning Your Brand

Chapter 6. Putting Your Brand into Words

Chapter 7. Naming Your Brand

Chapter 8. Designing Your Logo and Tagline

Part III. Winning Brand Fans and Followers

Chapter 9. Countdown to Takeoff: Launching or Relaunching Your Brand

Chapter 10. Branding in the Digital Age

Chapter 11. Engaging Your Brand Audience Online with Social Media

Chapter 12. Advertising, Promoting, and Publicizing Your Brand

Part IV. Caring for Your Brand

Chapter 13. Perfecting Your Brand Experience

Chapter 14. Winning Brand Loyalty

Chapter 15. Valuing and Leveraging Your Brand

Chapter 16. Revitalizing Your Brand with a Full or Partial Makeover

Part V. Protecting Your Brand

Chapter 17. Defending Your Brand Legally and through Careful Usage

Chapter 18. Taking Action When Bad Things Happen to Good Brands

Part VI. The Part of Tens

Chapter 19. Ten Signs that Your Personal Brand Needs Attention

Chapter 20. Ten Branding Mistakes and How to Avoid Them

Chapter 21. Ten Branding Truths to Remember

About the Authors

Authors’ Acknowledgments

Take Dummies with you everywhere you go!

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Congratulations! 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 valuable brand, or start from scratch and create a brand-new brand.

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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 and 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.

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