Branding For Dummies (PDF)

Discover how brands are created, managed, differentiated,
leveraged, and licensed

Whether your business is large or small, global or local, this
new edition of Branding For Dummies gives you the nuts and
bolts to create, improve, and maintain a successful brand. It'll
help you define your company's mission, the benefits and features
of your products or services, what your customers and prospects
already think of your brand, what qualities you want them to
associate with your company, and so much more.

Packed with plain-English advice and step-by-step instructions,
Branding For Dummies covers assembling a top-notch branding
team, positioning your brand, handling advertising and promotions,
avoiding blunders, and keeping your brand viable, visible, and
healthy. Whether you're looking to develop a logo and tagline,
manage and protect your brand, launch a brand marketing plan, fix a
broken brand, make customers loyal brand champions--or
anything in between--Branding For Dummies makes it fast
and easy.

* Includes tips and cautionary advice on social media and its
impact on personal and business branding programs

* Covers balancing personal and business brand development

* References some of the major brand crises--and how to
avoid making the same mistakes

* Shows brand marketers how to create brands that match their
employers' objectives while launching their own careers

If you're a business leader looking to set your brand up for the
ultimate success, Branding For Dummies has you covered.