Branding For Dummies
Bill Chiaravalle, Barbara Findlay Schenck
Language: English
Pages: 384
ISBN: 111895808X
Format: PDF / Kindle (mobi) / ePub
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.
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Low-End Fee High-End Fee Name development $10,000 $75,000 Brandmark (logo) creation $3,500 $150,000 Core brand presentations (website and brand marketing materials) $10,000 $250,000+ Advertising $10,000 Millions annually SEO (website search-engine optimization $1,000 monthly Thousands monthly Social media Your time Hundreds of thousands annually Signage, vehicles, packaging $20,000 $250,000+ annually As Table 1-1 verifies, there’s a huge range between the low-end costs
heightening credibility and trust in your branding strategy. Chapter 3: Gearing Up to Brand or Build a Better Brand Achieve preference and motivate selection Brands are like great advance teams that establish interest, appeal, confidence, preference, and purchase motivation in a customer’s mind before you or your product ever enters the arena. Using a dating analogy (see the sidebar “Would you date your brand?”), think back to the social scene of your high school days. Which would you have
you’ll offer in return for participant time and ideas. Knowing when to get research help Table 5-1 lays out information-gathering approaches, along with advice regarding when to involve professional assistance. 93 94 Part II: Building a Brand, Step by Step Table 5-1 Information-Gathering Approaches Desired Finding Method When to Call in the Pros Customer profile Information capture at point of purchase, website registration, contest entry forms, information requests, intercept
inspiration, but invest the time and money necessary to create your own unique mark. For one thing, you end up with a distinctive logo. For another, you avoid the legal landmines that infringing on another company’s brandmark can set off. Your logo makes the difference between a strong and a weak first impression for your business. It also makes the difference between a brand of choice and a product purchased simply for its price or availability. Want proof? Take the alligator off the shirt,
love, and yet brand owners act surprised when brand loyalists feel cheated by radical brand changes. Before replacing your logo, keep these two cautionary examples in mind: ✓ Gap: You likely recall the disastrous 2010 Gap logo redesign that resulted in one of the quickest retrenchments in logo history. So what went wrong? Gap introduced a logo signifying the brand’s transition from “classic, American design to modern, sexy, cool” without first tuning into customer affection levels. It turns