Branding for Dummies

ISBN-10: 0471771597

ISBN-13: 9780471771593

Edition: 2007

Authors: Bill Chiaravalle, Alexander G. Schenck, Barbara Findlay Schenck

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This title demystifies the process by which brands are created, managed, differentiated, leveraged, and licensed. It gives readers the tools they need to apply a dynamic brand creation model to their own business using templates, tools, and proven processes.
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Book details

List price: $21.99
Copyright year: 2007
Publisher: John Wiley & Sons, Incorporated
Publication date: 12/6/2006
Binding: Paperback
Pages: 384
Size: 7.50" wide x 9.25" long x 1.00" tall
Weight: 1.210
Language: English

About This Book
Conventions Used in This Book
What You're Not to Read
Foolish Assumptions
How This Book Is Organized
Everything You Ever Wanted to Know About Branding
Building a Brand, Step-by-Step
Launching Your New Brand
The Care and Feeding of Your Brand
Protecting Your Brand
The Part of Tens
Icons Used in This Book
Where to Go from Here
Everything you Ever Wanted to Know About Branding
Branding ABCs
What Are Brands, Anyway?
What brands do
Why brands are a big deal
Seeing the Big Branding Picture
What's involved?
Who's involved?
Gulp! How much does it cost?
Pop Quiz: Are You Ready to Rev Up Your Branding Engine?
When and How to Brand
Branding Demystified
Translating branding lingo
Branding's essential ingredient
To Brand or Not to Brand
Service businesses
Business brands
Individuals (namely, yourself)
A Bird's-eye View of the Branding Process
Decide what you're going to brand
Do your research
Position your product or service
Write your brand definition
Develop your name, logo, and tagline
Launch your brand
Manage, leverage, and protect your brand
Realign your brand to keep it current
When to Brand
Opening a new business
Introducing a new product
Fundraising for a nonprofit
Taking your business public
Going global
Raising venture capital
Merging with another business
Heating Up Your Branding Iron
Gearing Up to Brand, Rebrand, or Refine Your Brand
Getting real about your current brand identity
Taking stock of your brand assets and using them to your advantage
In your dreams! Defining your desired brand identity
What's Your Goal? Prioritizing Your Brand's To-Do List
Build awareness
Create an emotional connection
Differentiate your product
Create credibility and trust
Motivate purchasing
Crunching the Numbers: Budgeting for Your Brand Building Program
Making Brand Development Part of Your Business Plan
Knowing the relationship between your mission, vision, and brand identity
Committing to the branding process
Who's on First? Recruiting Your Branding Team
Getting buy-in from the top down
Engaging all employees in the process
Building a Brand, Step-by-Step
Finding a Niche You Can Fill: Researching Your Market
Defining Who Buys What You're Selling - and Why
Your customer profile
What your customers want and value
What sets your most ideal customers apart
Why customers buy from you
Digging Up the Info You Need
Know thyself: Conducting a self-assessment of your offering
Tuning in to customer insights
Conducting customer research
When to do it yourself and when to get research help
Where else to turn for facts and figures
Putting It All in Perspective
Seizing Marketplace Opportunities
Filling Your Niche: Positioning Your Brand
The Marketing Muscle of Positioning
Finding a Position of Your Own: The Birthplace of Your Brand
Fulfill an unfilled need
Specialize to create a new market niche
Transform an established solution
Discover an all-new solution
Figuring Out What You Do Better Than Anyone Else
Deciding Which Customers You Serve the Best
Finding Your Place in the Competitive Landscape
Putting your brand on the positioning map
Determining your point of difference
No copycats! Avoiding the fate of a me-too brand
Testing and Protecting Your Position
Putting Your Brand into Words
Dusting Off Your Business Vision, Mission, and Values
Refocusing your vision
Building your brand on the strong back of your business mission
Polishing your business promise
Defining your brand character
Mission Possible: Defining Your Brand
What to incorporate
The anatomy of a brand identity statement
Grading your statement
Putting your brand identity statement to the test
Naming Your Brand
What's In a Name?
What the right name does
When naming happens
Types of names
Naming advice to follow
Picking (or Inventing) Your Brand Name
Rounding up good ideas
The hard part: Narrowing your list to the best options
Putting your top contenders through a preliminary test
Building consensus around your top-choice name
Grabbing a Domain Name, If You Can
Fitting Your Name into Your Brand Architecture
Catch It If You Can: Protecting Your Name
Screening to see if the name you want is already taken
Treading the trademark ropes
Designing Your Logo and Tagline
Planning Your Logo: The Face of Your Brand
Matching your logo to your brand and business
Choosing your logo approach
Developing Your Logo Design
Design ingredients
Preparing your logo artwork
Putting Your Logo to Work
Saving Face: Giving an Existing Logo a Makeover
Managing Your Logo
Creating logo tools, standards, and usage rules
Naming a brand cop
Creating a Tagline
Discovering what makes a great tagline
Deciding whether you need a tagline (and you probably do)
Tag(line), you're it! Coming up with your slogan
Launching Your New Brand
Countdown to Takeoff: Planning Your Brand Launch
Committing to Internal and External Brand Launches - In That Order
Preparing for Your Brand Launch
Knowing your story, chapter and verse
Putting your brand launch into context
Producing prototypes to introduce your brand
Checking your internal readiness
Previewing your brand story with priority audiences
Ten, Nine, Eight...Writing Your Brand Launch Marketing Plan
Benchmarking your pre-launch situation
Setting your goal and objectives
Defining your target market
Setting your strategies
Selecting your brand introduction tactics
Establishing your budget
Takeoff! Launching Your Brand
Launching internally
Launching externally
Getting the Word Out with Public Relations
Creating Your Brand Launch PR Plan
Covering all the bases
Writing your public relations game plan
Introducing Your Brand with Publicity
Matching publicity efforts to your brand launch objectives
Targeting media outlets
Prioritizing editorial contacts
Pitching your story
Preparing and distributing news releases
Creating a media kit
Building an online pressroom
Extra! Extra! Making News
Staging news conferences
You're on! Shining in media interviews
There's No Such Thing as Bad Publicity, Right? Wrong!
Advertising and Promoting Your Brand
Getting Singular with One Brand Message and Tone
The power of consistency for you and your brand
How to present a consistent brand image
A Clear Purpose: Don't Get Creative without One!
Gaining Awareness and Getting Some Action
Making an Ad Schedule
Matching media vehicles to your communication needs
Scheduling your ads
Creating Ads That Work
Print ads
Broadcast ads
Hiring professional creative help
Measuring Your Ad's Effectiveness
Packaging Your Product to Convey Your Brand
Staging Promotions to Build Business and Brand Awareness
Sending Your Brand into Cyberspace
Creating Your Online ID
Naming your site
Registering your name
Building a Site That Reinforces Your Brand
Settling on the right type of site
Considering content
Mapping out easy navigation
Integrating your brand image online and offline
Getting People to Your Site
Register with search engines
Help search engines find your site
Build incoming links to your site
Promote, promote, promote
Using Blast E-Mail to Reach Your Market
Building permission marketing networks
Getting your e-mail opened and read
Blogging and Podcasting
Blogging basics
The Care and Feeding of Your Brand
Suiting Up a Team of Brand Champions
Branding from the Top Down
Writing your branding playbook
Becoming your brand's MVP
Training Your Team
Developing brand champions
Gaining team buy-in
Prepping Your Sales Force
Arming your sales force with testimonials and product endorsements
Intercepting objections
Getting Customers to Pledge Allegiance to Your Brand
Kindling Customer Loyalty
Turning sales transactions into customer relationships
Why customer relationships matter
Delivering a Great Brand Experience
Putting your brand experience to a personal test
Auditing your brand experience
Making Sure You're Exceeding Customer Expectations
Igniting Customer Passion
Generating buzz
Recipe for a cult brand
Valuing Your Brand
The Brand Value-Brand Equity Connection
Revving up the economic engine
Gaining a competitive advantage
Estimating Your Brand's Equity
Brand equity measuring sticks
Calculating your brand equity
When you need a pro: Identifying evaluation experts
Protecting Your Brand Equity
Leveraging Brand Value with Brand Extensions and Licensing
Planning for Product Innovations
Tiptoeing into the Brand Extension Arena
Avoiding line extension traps
Look before leaping into brand extensions
Cobranding: Brand Value x 2
Uniting brands with like visions, values, and budgets
Cobranding checklist
Brand Licensing
Understanding licensing lingo
Benefits of licensing
Licensing steps to follow
Revitalizing Your Brand
Brands Grow Old, Too
Spotting brand aging signs
Brand change-of-life warning signals
Examining Your Brand's Health
Conducting a brand review
Making the diagnosis: Retool or retire?
Fixing a Broken Brand
Protecting your valuables
Making the change
Protecting Your Brand
Defending Your Brand
Immunizing Your Brand with Government Filings and Trademarks
Filing your name with local government offices
Obtaining a trademark
Maintaining your trademark registration
Shielding Your Brand from Misuse
Laying down the law with brand usage guidelines
Enforcing the rules
Naming and empowering a brand cop
Taking Action When Bad Things Happen to Good Brands
Handle with Care: Avoiding Brand Equity Landmines
Identifying potential threats
Taking preemptive strikes against brand threats
Be Prepared: Reacting to Brand Threats
Compiling a list of who's who
Knowing who to call
Working out what to do and say
Following crisis communications dos and don'ts
The Part of Tens
Ten Truths about Branding
Branding Starts with Positioning
A Brand Is a Promise Well Kept
Branding Happens from the Inside Out
Consistency Builds Brands
People Power Brands
Brands Live in Consumers' Minds
Brand Names Unlock Brand Images
Brand Experiences Trump Brand Messages
Brands Need to Start and Stay Relevant
Brands Are Valuable Assets
Ten Branding Mistakes and How to Avoid Them
Thinking of Branding as a Quick Fix
Starting with a Weak Identity
Forgetting the Rule of One
Failing to Differentiate
Failing to Launch
Failing to Protect and Defend
Believing That What You Say Is More Important Than What You Do
Underestimating the Value of Consistency
Asking Your Brand to Stretch Too Far
Ignoring Brand Aging Signs
Ten Traits of the World's Most Valuable Brands
Simple, Powerful Differentiation
A Clear and Compelling Vision
A Promise Consumers Want and Believe
Distinctive, Reliable, Superior Products and Services
A Strong, Memorable Brand Identity
A Single, Consistently Presented Brand Message
An Amazing Brand Experience
Brand Allegiance from the Top Down
Adaptability to Changing Times
Focus, Passion, and Persistence
Resources for Brand Managers
Browsing Great Branding Web Sites
Adding to Your Branding Library
Flipping through Branding Magazines
BusinessWeek/Interbrand Annual Global Brand Report
Checking Out a Trademark Information Center
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