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

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Part I

Getting Started with Branding

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In this part …

  • Get clear about what brands are, why they’re such a big deal, how they power success, and what it takes to build the brand image you want for your business, your product, your organization, or yourself.
  • Familiarize yourself with clear-cut definitions of branding terminology and learn the differences between brands and commodities, including what it takes to move your offerings into the coveted brand category and far from the budget-breaking realm of generic contenders.
  • Follow proven steps for building your brand from essence to esteem. Zero in on your brand vision, get real about your current brand identity and awareness level, assess your strongest brand assets, set your branding goals, make your branding to-do list, and assemble the resources you need build, manage and protect your brand — including your branding budget and your all-important brand-building team.
  • Get the lowdown on how to power up your personal brand and — if you’re a freelancer, consultant or one-person business owner — your solo-business brand as well.

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