Download Branding for Dummies (ISBN - 0471771597) PDF

TitleBranding for Dummies (ISBN - 0471771597)
TagsFor Dummies
LanguageEnglish
File Size8.6 MB
Total Pages386
Table of Contents
                            Branding For Dummies
	About the Authors
	Authors’ Acknowledgments
	Contents at a Glance
	Table of Contents
	Introduction
		About This Book
		Conventions Used in This Book
		What You’re Not to Read
		Foolish Assumptions
		How This Book Is Organized
		Icons Used in This Book
		Where to Go from Here
	Part I: Everything You Ever Wanted to Know About Branding
		Chapter 1: Branding ABCs
			What Are Brands, Anyway?
			Seeing the Big Branding Picture
			Pop Quiz: Are You Ready to Rev Up Your Branding Engine?
		Chapter 2: When and How to Brand
			Branding Demystified
			To Brand or Not to Brand
			A Bird’s-eye View of the Branding Process
			When to Brand
		Chapter 3: Heating Up Your Branding Iron
			Gearing Up to Brand, Rebrand, or Refine Your Brand
			What’s Your Goal? Prioritizing Your Brand’s To-Do List
			Crunching the Numbers: Budgeting for Your Brand Building Program
			Making Brand Development Part of Your Business Plan
			Who’s on First? Recruiting Your Branding Team
	Part II: Building a Brand, Step-by-Step
		Chapter 4: Finding a Niche You Can Fill: Researching Your Market
			Defining Who Buys What You’re Selling — and Why
			Digging Up the Info You Need
			Putting It All in Perspective
			Seizing Marketplace Opportunities
		Chapter 5: Filling Your Niche: Positioning Your Brand
			The Marketing Muscle of Positioning
			Finding a Position of Your Own: The Birthplace of Your Brand
			Figuring Out What You Do Better Than Anyone Else
			Deciding Which Customers You Serve the Best
			Finding Your Place in the Competitive Landscape
			Testing and Protecting Your Position
		Chapter 6: Putting Your Brand into Words
			Dusting Off Your Business Vision, Mission, and Values
			Mission Possible: Defining Your Brand
		Chapter 7: Naming Your Brand
			What’s In a Name?
			Picking (or Inventing) Your Brand Name
			Grabbing a Domain Name, If You Can
			Fitting Your Name into Your Brand Architecture
			Catch It If You Can: Protecting Your Name
		Chapter 8: Designing Your Logo and Tagline
			Planning Your Logo: The Face of Your Brand
			Developing Your Logo Design
			Putting Your Logo to Work
			Saving Face: Giving an Existing Logo a Makeover
			Managing Your Logo
			Creating a Tagline
	Part III: Launching Your New Brand
		Chapter 9: Countdown to Takeoff: Planning Your Brand Launch
			Committing to Internal and External Brand Launches — In That Order
			Preparing for Your Brand Launch
			Ten, Nine, Eight...Writing Your Brand Launch Marketing Plan
			Takeoff! Launching Your Brand
		Chapter 10: Getting the Word Out with Public Relations
			Creating Your Brand Launch PR Plan
			Introducing Your Brand with Publicity
			Extra! Extra! Making News
			There’s No Such Thing as Bad Publicity, Right? Wrong!
		Chapter 11: Advertising and Promoting Your Brand
			Getting Singular with One Brand Message and Tone
			A Clear Purpose: Don’t Get Creative without One!
			Gaining Awareness and Getting Some Action
			Making an Ad Schedule
			Creating Ads That Work
			Measuring Your Ad’s Effectiveness
			Packaging Your Product to Convey Your Brand
			Staging Promotions to Build Business and Brand Awareness
		Chapter 12: Sending Your Brand into Cyberspace
			Creating Your Online ID
			Building a Site That Reinforces Your Brand
			Getting People to Your Site
			Using Blast E-Mail to Reach Your Market
			Blogging and Podcasting
	Part IV: The Care and Feeding of Your Brand
		Chapter 13: Suiting Up a Team of Brand Champions
			Branding from the Top Down
			Training Your Team
			Prepping Your Sales Force
		Chapter 14: Getting Customers to Pledge Allegiance to Your Brand
			Kindling Customer Loyalty
			Delivering a Great Brand Experience
			Making Sure You’re Exceeding Customer Expectations
			Igniting Customer Passion
		Chapter 15: Valuing Your Brand
			The Brand Value–Brand Equity Connection
			Estimating Your Brand’s Equity
			Protecting Your Brand Equity
		Chapter 16: Leveraging Brand Value with Brand Extensions and Licensing
			Planning for Product Innovations
			Tiptoeing into the Brand Extension Arena
			Cobranding: Brand Value x 2
			Brand Licensing
		Chapter 17: Revitalizing Your Brand
			Brands Grow Old, Too
			Examining Your Brand’s Health
			Fixing a Broken Brand
	Part V: Protecting Your Brand
		Chapter 18: Defending Your Brand
			Immunizing Your Brand with Government Filings and Trademarks
			Shielding Your Brand from Misuse
		Chapter 19: Taking Action When Bad Things Happen to Good Brands
			Handle with Care: Avoiding Brand Equity Landmines
			Be Prepared: Reacting to Brand Threats
	Part VI: The Part of Tens
		Chapter 20: Ten Truths about Branding
			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 Unlock Brand Images
			Brand Experiences Trump Brand Messages
			Brands Need to Start and Stay Relevant
			Brands Are Valuable Assets
		Chapter 21: Ten Branding Mistakes and How to Avoid Them
			Thinking of Branding as a Quick Fix
			Starting with a Weak Identity
			Forgetting the Rule of One
			Failing to Differentiate
			Failing to Launch
			Failing to Protect and Defend
			Believing That What You Say Is More Important Than What You Do
			Underestimating the Value of Consistency
			Asking Your Brand to Stretch Too Far
			Ignoring Brand Aging Signs
		Chapter 22: Ten Traits of the World’s Most Valuable Brands
			Simple, Powerful Differentiation
			A Clear and Compelling Vision
			A Promise Consumers Want and Believe
			Distinctive, Reliable, Superior Products and Services
			A Strong, Memorable Brand Identity
			A Single, Consistently Presented Brand Message
			An Amazing Brand Experience
			Brand Allegiance from the Top Down
			Adaptability to Changing Times
			Focus, Passion, and Persistence
		Appendix: Resources for Brand Managers
			Browsing Great Branding Web Sites
			Adding to Your Branding Library
			Flipping through Branding Magazines
			Checking Out a Trademark Information Center
	Index
                        
Document Text Contents
Page 1

by Bill Chiaravalle and Barbara Findlay Schenck

Branding
FOR

DUMmIES


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Publicity Objective Media Channel Nature of Story

Heighten awareness Trade, technical, and Tie brand introduction
within your industry professional publications to the announcement of
or trade group and Web sites a new product, service,

production, distribution,
or marketing campaign
of interest to cus-
tomers, suppliers,
wholesalers, and retail-
ers in your industry

Targeting media outlets
The media list for your brand launch publicity program may be so short that
it includes only the few news outlets in your hometown, or it may be long
enough to list all the publications, broadcast outlets, wire services, and Web
sites that reach your market locally, regionally, nationally, and globally.

Long or short, your target media list should be limited only to media outlets
that reach your target audience and that carry news of the nature you’re
working to spread. The following sections provide advice to follow, resources
to tap, and how-to information for developing your list.

Knowing the right media outlets when you see them
Put media outlets on your list only if they match your needs on the following
fronts:

� Geographically, they serve audiences in the market areas you wish to
reach.

� Their audiences are comprised of people with the lifestyle interests and
demographics — age, gender, education level, income level, and so on —
of those you’re trying to reach.

� Their editorial focus aligns with the nature of your story.

� Their audiences are likely to be interested in your news.

News editors confirm that the preceding advice gets ignored on a regular
basis. As a result, community newspapers receive releases with no local news
slant whatsoever, national outlets get releases regarding local stories with no
broad-reaching impact, and special interest media outlets receive news of no

173Chapter 10: Getting the Word Out with Public Relations

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significance to the interests they serve. It’s no surprise that the misdirected
news stories take a direct route from in-box to trash bin. Save your news
from this demise by first researching news outlets to be sure they match up
with the nature of your news and then crafting the presentation of your news
to match up with the needs of the editors and audiences you’re seeking to
influence.

Tapping into media list resources
As you develop your target media list, turn to the following resources:

� dir.yahoo.com/News_and_Media: This online directory of general
and industry-specific news outlets categorizes outlets by news and
media formats and subjects.

� Bacon’s Media Directories: Available by subscription online
(www.bacons.com) and in the reference section of major libraries,
these media directories profile U.S. and Canadian newspapers, broad-
cast outlets, and Internet media.

� Standard Rate and Data Service (SRDS) Media Source books: Available
by subscription online (www.srds.com) and in most major libraries,
SRDS provides media profiles, advertising data, and contact information
for business publications, consumer and trade magazines, newspapers,
and interactive media sources.

Creating your list
When you know which media outlets reach those in your target audiences,
create your target media list. For each media outlet, record the following:

� Media outlet name and contact information, including mailing and e-mail
addresses, general phone number, and Web site address

� Media publishing or broadcast frequency, circulation or reach statistics,
and deadline information

� Editorial contact information, including the name or names and contact
information for those managing or reporting on the type of news you’ll
be generating

Prioritizing editorial contacts
Go through your complete target media list and select outlets that most effec-
tively reach your target markets with editorial content that best matches up
with the kind of news stories you’ll be circulating. For instance, local media
may be more interested in stories about how your branding efforts will affect
the size and success of your business in the local market area, whereas indus-
try press may be more interested in stories that describe how your branding
program will set a new direction in your business arena.

174 Part III: Launching Your New Brand

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Page 385

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