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Branding For Dummies

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  • Introduction
    • About This Book
    • Foolish Assumptions
    • Icons Used in This Book
    • Beyond the Book
    • Where to Go from Here
  • Part I: Getting Started with Branding
    • Chapter 1: Putting Brands and Branding in Perspective
      • Wake-Up Call: You Probably Have a Brand, Whether You Know It or Not
      • What Are Brands, Anyway?
        • What brands do
        • Why brands are a big deal
      • Gaining Your Branding Bearings
        • Deciphering branding lingo
        • Branding’s essential ingredient
        • Branding’s altered environment
        • The never-ending branding process
        • Assembling your branding team
        • Gulp! How much does it cost?
      • Pop Quiz: Are You Ready to Brand?
    • Chapter 2: Why, What, How, and When to Brand
      • Why Bother with Branding?
        • Branding to avoid the budget-busting commodity trap
        • Branding to cast your vision
        • Branding to win trust and increased value
      • So, What Do You Want to Brand?
        • Product brands
        • Service brands
        • Business or corporate brands
        • Branding individuals (namely, yourself)
      • Branding: A Bird’s-Eye View
        • The path from brand essence to esteem
        • The branding process at a glance
      • Brand Architecture 101
        • Master brand/parent-driven architecture: A branded house
        • Multiple brand/product-driven architecture: A house of brands
      • When to Rev Up Your Branding Efforts
        • Launching a business
        • Introducing a product
        • Turning your gig, consulting, or freelancing into a business
        • Announcing or fundraising for a nonprofit
        • Taking a business public
        • Opening markets or going global
        • Raising capital
        • Merging with another business
    • Chapter 3: Gearing Up to Brand or Build a Better Brand
      • You Are Here: Marking Your Brand-Development Starting Point
        • Getting real about your brand identity
        • Knowing and protecting brand assets
        • In your dreams! Defining what you want out of branding
      • Prioritizing Your Branding Goals
        • Build awareness
        • Create an emotional connection
        • Differentiate your product
        • Create credibility and trust
        • Achieve preference and motivate selection
      • Crunching Numbers: Budgeting Realities
      • Committing to the Branding Process
        • Aligning your mission, vision, and brand identity
        • Including branding in your business plan
      • Who’s on First? Suiting Up Your Branding Team
    • Chapter 4: Powering Up Your Personal and One-Person Business Brands
      • Taking Ownership of Your Personal Brand
        • Benefits of a strong personal brand
        • Launching the personal-branding process
        • Growing into a personality brand
      • Branding Your Freelance or Consulting Services
        • Benefits of a one-person business brand
        • One-person brand-building steps to follow
      • Balancing Personal and Business Brands
        • Keeping your personal and business brands in balance
        • Keeping your personal and business brands in check
        • Cross-promoting your two brands
  • Part II: Building a Brand, Step by Step
    • Chapter 5: Profiling and Positioning Your Brand
      • The Marketing Muscle of Positioning
        • Successful positioning approaches
        • Major positioning strategies
        • Positioning around marketplace opportunities
      • Finding Your Position: The Birthplace of Your Brand
        • Zeroing in on the strengths of your brand
        • Defining your point of difference
        • Dealing with brand misperceptions
        • Mapping your brand’s position
      • Aligning Your Brand’s Position with Customer Wants, Needs, and Desires
        • What do your customers care about?
        • What sets your ideal customers apart?
        • Why do customers buy from you?
      • Digging Up the Info You Need
        • Putting your brand through a self-exam
        • Tuning in to customer insights
        • Conducting customer research
        • Knowing when to get research help
        • Where else to turn for facts and figures
      • Putting Research in Perspective
      • Defining and Testing Your Position
    • Chapter 6: Putting Your Brand into Words
      • Building Your Brand on the Strong Back of Your Business Mission and Vision
        • Focusing your vision
        • Defining your mission
      • Describing Your Brand and Its Style
      • Polishing Your Business Promise
      • Considering the Character of Your Brand
      • Mission Possible: Defining Your Brand
        • What to incorporate
        • The anatomy of a brand statement
        • Grading your statement
        • Putting your brand statement to the test
    • Chapter 7: Naming Your Brand
      • What’s in a Name?
        • What the right name does
        • When naming happens
        • Types of names
        • Fitting your name to your brand architecture
        • Naming advice to follow
      • Picking (or Inventing) Your Brand Name
        • Rounding up good ideas
        • The hard part: Narrowing your list to the best options
        • Putting your top contenders through a preliminary test
        • Building consensus around your top-choice name
        • Checking for domain name availability
      • Catch It If You Can: Claiming Your Name
        • Conducting a name-availability search
        • Treading the trademark ropes
      • Changing Your Name, If You Must
    • Chapter 8: Designing Your Logo and Tagline
      • Planning Your Logo: The Face of Your Brand
        • What your logo is and isn’t
        • Matching your logo to your brand image
        • Choosing your logo approach
      • Logo Design Resources
      • Developing Your Logo Design
        • Design ingredients
        • Preparing your logo artwork
      • Putting Your Logo to Work
      • Saving Face: Giving an Existing Logo a Makeover
        • Making evolutionary logo changes
        • Making revolutionary logo changes
      • Managing Your Logo
        • Creating standards and usage rules
        • Naming a brand cop
      • Creating a Tagline
        • Discovering what makes a great tagline
        • Deciding whether you need a tagline
        • Tag(line), you’re it! Coming up with your slogan
  • Part III: Winning Brand Fans and Followers
    • Chapter 9: Countdown to Takeoff: Launching or Relaunching Your Brand
      • Carpe Diem! Seizing the Opportunity to Put Your New Brand in the Limelight
      • Preparing for Your Brand Launch
        • Knowing your story, chapter and verse
        • Putting your brand launch into context
        • Producing introductory brand prototypes
        • Checking your internal readiness
        • Previewing your brand with priority audiences
      • Ten, Nine, Eight . . . Writing Your Brand-Launch Marketing Plan
        • Benchmarking your pre-launch situation
        • Setting your launch goal and objectives
        • Defining your target market
        • Setting your strategies
        • Selecting your brand-introduction tactics
        • Brand-introduction budget worksheet
      • Takeoff! Launching Your Brand
        • Launching internally
        • Launching externally
    • Chapter 10: Branding in the Digital Age
      • Pulling People to Your Brand Online
        • The open-and-shut case for building your brand’s online presence
        • Capitalizing on the difference between push marketing and pull marketing
      • Ego-Surfing to Benchmark Your Brand’s Online Footprint
      • Paving the Way for Your Online Presence
        • Set your online branding objectives
        • Establish your brand name across your digital channels
        • Establish your brand’s digital home base
        • Optimize your site
        • Self-promote your site
    • Chapter 11: Engaging Your Brand Audience Online with Social Media
      • Getting Organized before Getting Social
        • Define your social-media objectives
        • Reserve your social-media name
        • Turn your brand’s elevator pitch into a 160-character social-media introduction
      • Mapping the Social-Media Landscape
        • The dominant social networks
        • Location-based and check-in sites
        • Review and rating sites
      • Getting and Staying Active and Engaged
        • Setting your social-media strategy
        • Creating and posting content
        • Making blog posts the backbone of your content strategy
        • Creating and sharing video
    • Chapter 12: Advertising, Promoting, and Publicizing Your Brand
      • The Power of a Strong Brand Image
      • A Clear Purpose: Don’t Communicate without One!
      • Creating and Placing Ads
        • Deciding on your media channels
        • Print ads
        • Broadcast ads
        • Digital ads
        • Direct mail
        • Where to turn for creative help
      • Turning Packaging into a Powerful Brand Touchpoint
      • Matching Promotions to Your Brand Image
      • Using Public Relations to Build Your Brand
        • Covering all the public-relations bases
        • Leveraging media relations and publicity
  • Part IV: Caring for Your Brand
    • Chapter 13: Perfecting Your Brand Experience
      • Making an Organization-Wide Commitment to Your Brand
        • Writing your branding playbook
        • Becoming your brand’s MVP
      • Suiting Up a Team of Brand Champions
        • What everyone in your organization needs to know about your brand
        • Gaining team buy-in
      • Building Brand Trust at the Point of Sale
        • Developing and sharing brand testimonials, endorsements, and reviews
        • Intercepting and overcoming objections
      • Delivering a Brand-Building Experience
        • Testing your brand experience
        • Auditing your brand experience
    • Chapter 14: Winning Brand Loyalty
      • Developing Loyalty through Customer Relationships
        • Why customer relationships matter
        • Sparking customer relationships
      • Igniting Customer Passion
      • Nurturing Brand Loyalists
        • Increasing accessibility and interaction
        • Generating buzz that spreads virally
        • Takeaways from best-of-viral case studies
        • Loyalty program do’s and don’ts
        • Recipe for a cult brand
      • Keeping Your Best Customers
    • Chapter 15: Valuing and Leveraging Your Brand
      • The Brand Value–Brand Equity Connection
        • Revving up the economic engine
        • Gaining a competitive advantage
      • Estimating Your Brand’s Equity
        • Brand equity measuring sticks
        • Calculating your brand equity
        • Identifying evaluation experts
      • Protecting Your Brand Equity
      • Planning for Product Innovations
      • Tiptoeing into a Brand Extension
        • Avoiding line-extension traps
        • Looking before leaping into brand extensions
      • Cobranding Cautions
      • Brand Licensing
        • Understanding licensing lingo
        • Benefits of licensing
        • Licensing steps to follow
    • Chapter 16: Revitalizing Your Brand with a Full or Partial Makeover
      • Brands Grow Old, Too
        • Spotting brand aging signs
        • Brand change-of-life warning signals
      • Examining Your Brand’s Health
        • Conducting a brand review
        • Making the diagnosis: Retool or retire?
      • Fixing a Broken Brand
        • Protecting your valuables
        • Making the change
  • Part V: Protecting Your Brand
    • Chapter 17: Defending Your Brand Legally and through Careful Usage
      • Immunizing Your Brand with Government Filings and Trademarks
        • Registering your name with local government offices
        • Obtaining a trademark
        • Maintaining your trademark registration
      • Shielding Your Brand from Misuse
        • Laying down the law with brand-usage guidelines
        • Enforcing brand-usage rules
        • Naming and empowering a brand cop
    • Chapter 18: Taking Action When Bad Things Happen to Good Brands
      • Caution Ahead: Avoiding Brand-Equity Landmines
        • Identifying potential threats
        • Taking preemptive strikes against brand threats
      • Be Prepared: Planning to Dodge Brand Threats and Missteps
        • Compiling a list of who’s who
        • Knowing who to call
        • Working out what to do and say
        • Acting with speed, calm, consistency, and unwavering customer focus
        • Following crisis communications do’s and don’ts
      • Picking Up the Pieces Post-Crisis
        • Following up on promises made
        • Rebuilding trust
  • Part VI: The Part of Tens
    • Chapter 19: Ten Signs that Your Personal Brand Needs Attention
      • You’re Not Making Your Personal Goals
      • You Think Personal Branding Sounds Self-Absorbed
      • You Can’t Say What You’re Best At
      • Search Results for Your Name Are Few and Far Between
      • Links to Your Name Are Dated, or Worse
      • You Freeze Up When It’s Time to Introduce Yourself
      • Your Connection Invitations Get Ignored
      • You Aren’t Sure Which to Promote: Your Personal or Your Business Brand
      • You Need but Don’t Know How to Ask for Referrals and Recommendations
      • You Want More Awareness, Credibility, and Recognition in Your Field
    • Chapter 20: Ten Branding Mistakes and How to Avoid Them
      • Thinking of Branding as a Quick Fix
      • Starting with a Weak Brand Identity
      • Forgetting the Branding Rule of One
      • Failing to Differentiate
      • Failing to Launch Your Brand with Fanfare
      • Failing to Protect and Defend
      • Believing that What You Say Is More Important Than What You Do
      • Losing Brand Consistency
      • Asking Your Brand to Stretch Too Far
      • Ignoring Brand Aging Signs
    • Chapter 21: Ten Branding Truths to Remember
      • Branding Starts with Positioning
      • A Brand Is a Promise Well Kept
      • Branding Happens from the Inside Out
      • Consistency Builds Brands
      • People Power Brands
      • Brands Live in Consumers’ Minds
      • Brand Names and Logos Are Like Keys that Unlock Brand Images
      • Brand Experiences Trump Brand Messages
      • Brands Need to Start and Stay Relevant
      • Brands Are Valuable Assets
  • About the Authors
  • Cheat Sheet
  • More Dummies Products


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Vörumerki: Dummies Series
Vörunúmer: 9781118958094
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Branding For Dummies

Vörumerki: Dummies Series
Vörunúmer: 9781118958094
Rafræn bók. Uppl. sendar á netfangið þitt eftir kaup

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1.890 kr.
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