Why do consumers pay a premium for a Dell or Hewlett-Packard laptop, when they could get a generic machine with similar features for a lower price? The answer lies in the power of branding. A brand is not just a logo. It is the image your company creates of itself, from your advertising look to your customer interaction style. It makes a promise for your business, and that promise becomes the sticking point for customer loyalty. And that loyalty and trust is why, so to speak, your laptops sell and your competitors’ don’t.

Whatever your business is, whether it’s large or small, global or local, Branding For Dummies gives you the nuts and bolts know-how to create, improve, or maintain a brand. This plain-English guide will help you brand everything from products to services to individuals. It gives you step-by-step advice on assembling a top-notch branding team, positioning your brand, handling advertising and promotion, avoiding blunders, and keeping your brand viable, visible, and healthy. You’ll get familiar with branding essentials like:

• Defining your company’s identity

• Developing logos and taglines

• Launching your brand marketing plan

• Managing and protecting your brand

• Fixing a broken brand

• Making customers loyal brand champions

Filled with easy-to-navigate icons, charts, figures, top ten lists, and humor, Branding For Dummies is the straight-up, jargon-free resource for making your brand stand out from the pack—and for positioning your business to reap the ensuing rewards.

Amazon.com® Reader Reviews (Ranked by Helpfulness)

Average Amazon.com® Rating:  Based on 2 Ratings

The Only Branding Book You Need! - 2007-06-14
Reviewer Rating:
Just as her Small Business Marketing (for Dummies) book is the only marketing book you will need, Branding for Dummies is the only branding book you will need. Detailed, yet succinct. Page after page of practical and tested information to help you create a truly remarkable brand.

If you plan to be a success in your business read this book! - 2009-01-11
Reviewer Rating:
Both Bill Chiaravalle (Author) and Barbara Findlay Schenck (Author), have done an excellent job explaining why anyone who plans to be successful in business needs to think about Branding. The difference between a boring product, and a successful product, is solely tied to how it's branded. This book provides very easy to understand and follow instructions to construct your brand which will make the difference between it sitting on the shelf and flying off the shelf! I completely enjoyed reading and studying this work!