Branding For Dummies

Bill Chiaravalle and Barbara Findlay Schenck each have more than 20 years of experience helping well-known organizations shape their branding and marketing plans.

Introduction. Part I: Everything You Ever Wanted to Know About Branding. Chapter 1: Branding ABCs. Chapter 2: When and How to Brand. Chapter 3: Heating Up Your Branding Iron. Part II: Building a Brand, Step-by-Step. Chapter 4: Finding a Niche You Can Fill: Researching Your Market. Chapter 5: Filling Your Niche: Positioning Your Brand. Chapter 6: Putting Your Brand into Words. Chapter 7: Naming Your Brand. Chapter 8: Designing Your Logo and Tagline. Part III: Launching Your New Brand. Chapter 9: Countdown to Takeoff: Planning Your Brand Launch. Chapter 10: Getting the Word Out with Public Relations. Chapter 11: Advertising and Promoting Your Brand. Chapter 12: Sending Your Brand into Cyberspace. Part IV: The Care and Feeding of Your Brand. Chapter 13: Suiting Up a Team of Brand Champions. Chapter 14: Getting Customers to Pledge Allegiance to Your Brand. Chapter 15: Valuing Your Brand. Chapter 16: Leveraging Brand Value with Brand Extensions and Licensing. Chapter 17: Revitalizing Your Brand. Part V: Protecting Your Brand. Chapter 18: Defending Your Brand. Chapter 19: Taking Action When Bad Things Happen to Good Brands. Part VI: The Part of Tens. Chapter 20: Ten Truths about Branding. Chapter 21: Ten Branding Mistakes and How to Avoid Them. Chapter 22: Ten Traits of the World's Most Valuable Brands. Appendix: Resources for Brand Managers. Index.