Branding For Dummies

Bill Chiaravalle served as Creative Director with world-renowned brand strategy and design firm Landor Associates before founding Brand Navigation, which has been honored with numerous branding, design, and industry awards. Barbara Findlay Schenck is a nationally recognized marketing specialist and the author of several books, including Small Business Marketing Kit For Dummies.

• Introduction 1Part I: Getting Started with Branding 5Chapter 1: Putting Brands and Branding in Perspective 7Chapter 2: Why, What, How, and When to Brand 23Chapter 3: Gearing Up to Brand or Build a Better Brand 43Chapter 4: Powering Up Your Personal and One-Person Business Brands 59Part II: Building a Brand, Step by Step 73Chapter 5: Profiling and Positioning Your Brand 75Chapter 6: Putting Your Brand into Words 99Chapter 7: Naming Your Brand 111Chapter 8: Designing Your Logo and Tagline 131Part III: Winning Brand Fans and Followers 151Chapter 9: Countdown to Takeoff: Launching or Relaunching Your Brand 153Chapter 10: Branding in the Digital Age 171Chapter 11: Engaging Your Brand Audience Online with Social Media 189Chapter 12: Advertising, Promoting, and Publicizing Your Brand 209Part IV: Caring for Your Brand 233Chapter 13: Perfecting Your Brand Experience 235Chapter 14: Winning Brand Loyalty 251Chapter 15: Valuing and Leveraging Your Brand 265Chapter 16: Revitalizing Your Brand with a Full or Partial Makeover 289Part V: Protecting Your Brand 305Chapter 17: Defending Your Brand Legally and through Careful Usage 307Chapter 18: Taking Action When Bad Things Happen to Good Brands 319Part VI: The Part of Tens 335Chapter 19: Ten Signs that Your Personal Brand Needs Attention 337Chapter 20: Ten Branding Mistakes and How to Avoid Them 343Chapter 21: Ten Branding Truths to Remember 349Index 355

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