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Branding for dummies

Author: Bill Chiaravalle; Barbara Findlay Schenck
Publisher: Chichester : For Dummies, 2015.
Edition/Format:   eBook : Document : English : Second editionView all editions and formats
Database:WorldCat
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Bill Chiaravalle; Barbara Findlay Schenck
ISBN: 9781118958094 1118958098 1118958101 9781118958100
OCLC Number: 896905161
Notes: Previous edition: 2007.
Includes index.
Description: 1 online resource
Contents: Introduction 1 Part I: Getting Started with Branding 5 Chapter 1: Putting Brands and Branding in Perspective 7 Chapter 2: Why, What, How, and When to Brand 23 Chapter 3: Gearing Up to Brand or Build a Better Brand 43 Chapter 4: Powering Up Your Personal and One-Person Business Brands 59 Part II: Building a Brand, Step by Step 73 Chapter 5: Profiling and Positioning Your Brand 75 Chapter 6: Putting Your Brand into Words 99 Chapter 7: Naming Your Brand 111 Chapter 8: Designing Your Logo and Tagline 131 Part III: Winning Brand Fans and Followers 151 Chapter 9: Countdown to Takeoff: Launching or Relaunching Your Brand 153 Chapter 10: Branding in the Digital Age 171 Chapter 11: Engaging Your Brand Audience Online with Social Media 189 Chapter 12: Advertising, Promoting, and Publicizing Your Brand 209 Part IV: Caring for Your Brand 233 Chapter 13: Perfecting Your Brand Experience 235 Chapter 14: Winning Brand Loyalty 251 Chapter 15: Valuing and Leveraging Your Brand 265 Chapter 16: Revitalizing Your Brand with a Full or Partial Makeover 289 Part V: Protecting Your Brand 305 Chapter 17: Defending Your Brand Legally and through Careful Usage 307 Chapter 18: Taking Action When Bad Things Happen to Good Brands 319 Part VI: The Part of Tens 335 Chapter 19: Ten Signs that Your Personal Brand Needs Attention 337 Chapter 20: Ten Branding Mistakes and How to Avoid Them 343 Chapter 21: Ten Branding Truths to Remember 349 Index 355
Responsibility: Bill Chiaravalle and Barbara Findlay Schenck.

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