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

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Part IV

Caring for Your Brand

A Brand’s Life Cycle

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webextras.eps To find out how to go the extra mile with your brand experience and service, head to www.dummies.com/extras/branding.

In this part …

  • Kick the brand-management process into high gear by creating a brand experience that results in devoted, passionate customers and ever-increasing brand value. Follow steps, tips, and advice to develop brand champions, brand trust, and consistent brand encounters that consistently deliver on your brand promise at every point of contact.
  • Cultivate an avid brand following by developing and nurturing lasting customer relationships that lead to brand loyalty, marketplace passion, and the kind of customer-to-customer sharing that gives your brand viral buzz and a free ride into consumer minds and hearts.
  • Assess your brand equity and develop its value by following advice for smart brand innovations, well-chosen co-branding partnerships, and careful brand extensions.
  • Keep your brand hale and hearty by conducting a brand-health review to spot brand aging signs and warning signals. Use diagnostic steps and tools to decide whether your brand repair requires a minor update, a broad-scale revitalization, or an out-and-out rebranding program — and how to implement a change that protects valuable brand assets while ...

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