June 2017
Beginner
408 pages
10h 55m
English
Content preview from Marketing For Dummies, 5th Edition
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Chapter 13
Making Your Brand Stand Out
IN THIS CHAPTER
Defining your brand’s value to consumers
Crafting and telling your brand story
Building your brand identity and product line
Updating, expanding, and introducing products
The brand is the heart and soul of any marketing program. If your product is good and has a strong, appealing identity as part of a trusted brand, then your marketing and customer experience programs have a much higher chance of success.
Branding is one of the most powerful tools in the marketer’s toolbox, no matter how big or small your brand is or in which industry you operate. Interbrand, which lists the top global brands every year, once stated that the best brands in the world are living entities that reshape reality. So as you read this book, and this chapter, think deep on that concept. How does your brand reshape reality for your industry, your market, your consumers, and your employees?
Beyond the top revenue brands Interbrand listed, the most powerful brands, according to Brand Finance, are those that score high for familiarity, loyalty, promotion, ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.