Launching & Building a Brand For Dummies. Amy Will
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Launching & Building a Brand For Dummies®
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Published simultaneously in Canada
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Library of Congress Control Number: 2021950437
ISBN: 978-1-119-74803-8 (pbk); ISBN 978-1-119-74804-5 (ebk); ISBN 978-1-119-74805-2 (ebk)
Launching & Building a Brand For Dummies®
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Table of Contents
1 Cover
4 Introduction About This Book Foolish Assumptions Icons Used in This Book Beyond the Book Where to Go from Here
5
Part 1: Getting Started with Branding
Chapter 1: Wrapping Your Brain around Branding
Understanding What a Brand Is and Does
Recognizing Different Brand Types
Grasping Brand Architecture Basics
Knowing When to Brand
Stepping Through the Branding Process
Chapter 2: Creating and Financing Your Brand
Deciding What You’re Going to Brand
Identifying or Creating a Niche Market
Formalizing Your Brand As a Business … If You Haven’t Already
Financing Your Business/Brand
Chapter 3: Positioning and Defining Your Brand
Positioning Your Brand
Defining Your Brand Identity
Naming Your Brand
Chapter 4: Clarifying Your Branding Goals
Identifying Your Branding Goals/Objectives
Creating Your One-Year Branding Plan
Monitoring and Evaluating the Success of Your Branding Efforts
Chapter 5: Defining and Refining Your Customer Avatars
Discovering Who Your Target Customers Are
Describing Your Customer Avatars in Your Own Words
Redefining Your Customer Avatars As They