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

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Chapter 3

Gearing Up to Brand or Build a Better Brand

In This Chapter

arrow Determining what you want your brand to accomplish

arrow Evaluating your existing brand identity and assets

arrow Incorporating branding into your business plan

arrow Assembling and leading your branding team

Brands are indelible. When they’re seared into customers’ minds, they’re long lasting and durable. That’s why this chapter is so important. It walks you through the steps of figuring out what you want your branding program to accomplish, what kind of brand identity you’re seeking, and what reaching the branding success you seek will take.

If you don’t have a brand — if you’re starting a business or launching a new product — this chapter can help you plan your brand from scratch so you get your brand identity, image, and strategy spot-on from the get-go.

If you already have a brand — if people already know your name and have impressions about what you stand for — use the information in this chapter as you assess whether your current brand image accurately reflects who you are and adequately appeals to marketplace tastes and ...

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