In This Chapter
Creating a powerful brand identity
Naming your brand well
Fitting your products into branded product lines
Pumping up current products and introducing new ones
Knowing when it’s time to improve or replace a product
The brand is the heart and soul of any marketing program. If the product is good and has a strong, appealing identity (the brand), then the marketing program has a high chance of success. In this book, I use the word product as an umbrella term that means a product, a service, or anything else your company wants to sell. The brand is the special identity you give this product, or line of products, through your marketing. You may even think of yourself as a branded product at times — for instance, when applying for jobs or running for office. The marketer’s approach to branding products is a powerful one, and this chapter has tons of great tools and techniques you can use, whatever your current marketing challenge may ...