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

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Chapter 1

Putting Brands and Branding in Perspective

In This Chapter

arrow Orienting yourself to what brands are all about

arrow Understanding the power of branding

arrow Committing the necessary people, resources, and time to build a brand

Maybe you’re gearing up to brand a new business or a product. Maybe you have an established brand and it’s time to undertake some brand updates or brand extensions. Maybe your brand needs repair. Or maybe you’re planning for a minor-to-major overhaul or the drastic move of a full-fledged rebranding.

Perhaps you simply want to come up to speed — in a hurry — on the whole topic of branding and how to do it best. Or, maybe you aren’t quite sure whether or not you even have a brand, but you’re pretty sure you need one and you want to know which steps you should take to end up with the brand you set out to build.

You’ve chosen the right book. Of the thousands of resources out there on the topics of brands and branding, you’ve opened the one that’s branded with the For Dummies promise: Making Everything Easier.

The primary job of branding is to transform a complex message into simple and clear communication. This chapter gets you going with a simple and clear overview ...

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