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Branding For Dummies, 2nd Edition by Barbara Findlay Schenck, Bill Chiaravalle

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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 valuable brand, or start from scratch and create a brand-new brand.

Branding is a red-hot topic (pardon the pun) that keeps increasing in importance for good reason: Brands pave the way for marketing success.

When people hear your organization’s name — or your personal name, in the case of personal brands — thoughts pop up that influence what they believe and how they buy. Those thoughts, held in the minds of others, are the basis of your brand. They may be the result of direct associations with you or your organization, but chances are even greater that they’re the result of web searches, online reviews, word-of-mouth comments, or other impressions that you’re making even when you’re nowhere in sight.

This book is all about defining the vision and idea of your desired brand image and then making sure that the impressions you’re making lead to the positive set of thoughts you want people to have, trust, and believe about who you are and what you stand for.

Count on this book to guide you through the branding process and to lead you to a better, stronger brand that can compete successfully in the big, branded world around you.

About This Book

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