Branding For Dummies 品牌
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作者： Bill Chiaravalle著
出 版 社： 吉林长白山
出版时间： 2006-12-1字数：版次： 1页数： 364印刷时间： 2006/12/01开本： 大16开印次： 1纸张： 胶版纸I S B N ： 9780471771593包装： 平装内容简介
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.
作者简介：
Bill Chlaravalle knows brands and how to build them. His experience includes a decade-long stint as Design and Creative Director at the world-renowned brand strategy and design firm Landor Associates, where he worked on the branding programs for American Express, AT&T, Bacardi, Bell Atlantic, Danone, Delta Airlines, FedEx, Gatorade, Hyatt, IBM, Microsoft, NEC,P&G, Smucker's, Sunkist, Sutter Home, and many others.Since founding his own firm, Brand Navigation, in 1999, Bill's role as Principaland Creative Director has been to assist clients large and small in the devel-opment of strategic positions and creative visions and expressions for their brands. A short list of clients Brand Navigation has worked with include Microsoft, Intel, The Miami Herald, Thomas Nelson Publishers, Krusteaz,Canterbury Cuisine, John C. Maxwell, and Bubbles of San Francisco.Bill was born in San Francisco and received his training at the Academy of Art University in San Francisco. He has been honored with numerous branding,design, and industry awards. Away from brands, he enjoys spending time with his wife and four children, biking, swimming, fine dining, and jazz music.He lives in Sisters, Oregon. To visit his company online, go to www. brand navigation, com.
目录
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 Mangers
Index
