Marketing For Dummies, 5th Edition

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, ...