Branding For Dummies®

Introduction

Congratulations! You're about to take control of your brand.

If you're thinking, “I don't even have a brand,” then this book is definitely for you. It's also for anyone who wants to build a better brand, repair a broken brand, extend the power of a brand, or start from scratch and create a brand‐new brand.

Branding has always been a red‐hot topic (pardon the pun, pardner), but that's even more the case in today's competitive business world. When consumers hear your organization's name, memories pop up that influence what they think and how they buy. Those memories are the basis of your brand. If you have a name people know, then you have the basis of a brand. This book is all about making sure that the brand you have is the brand you want.

Branding is the single biggest buzzword in marketing today for good reason: Brands pave the way for marketing success. Count on this book to demystify the topic and lead you to a better, stronger brand so that you can compete successfully in the big, branded world around you.

About This Book

When the publisher of one of the world's most recognized book brands asked us to write a yellow‐and‐black book on branding, we knew we were looking at a tall order and some pretty sky‐high standards to live up to. We gulped. And then we jumped at the chance.

Branding For Dummies is the first jargon‐free, plain English, do‐it‐yourself guide to branding we've seen, and we've looked high and low. True to the For Dummies philosophy, it deciphers the foreign ...