Bill Chiaravalle & Barbara Findlay Schenck 
Branding For Dummies 

Discover how brands are created, managed, differentiated,
leveraged, and licensed

Whether your business is large or small, global or local, this
new edition of Branding For Dummies gives you the nuts and
bolts to create, improve, and maintain a successful brand. It’ll
help you define your company’s mission, the benefits and features
of your products or services, what your customers and prospects
already think of your brand, what qualities you want them to
associate with your company, and so much more.

Packed with plain-English advice and step-by-step instructions,
Branding For Dummies covers assembling a top-notch branding
team, positioning your brand, handling advertising and promotions,
avoiding blunders, and keeping your brand viable, visible, and
healthy. Whether you’re looking to develop a logo and tagline,
manage and protect your brand, launch a brand marketing plan, fix a
broken brand, make customers loyal brand champions–or
anything in between–Branding For Dummies makes it fast
and easy.

* Includes tips and cautionary advice on social media and its
impact on personal and business branding programs

* Covers balancing personal and business brand development

* References some of the major brand crises–and how to
avoid making the same mistakes

* Shows brand marketers how to create brands that match their
employers’ objectives while launching their own careers

If you’re a business leader looking to set your brand up for the
ultimate success, Branding For Dummies has you covered.

Table of Content

Introduction 1

Part I: Getting Started with Branding 5

Chapter 1: Putting Brands and Branding in Perspective 7

Chapter 2: Why, What, How, and When to Brand 23

Chapter 3: Gearing Up to Brand or Build a Better Brand 43

Chapter 4: Powering Up Your Personal and One-Person Business Brands 59

Part II: Building a Brand, Step by Step 73

Chapter 5: Profiling and Positioning Your Brand 75

Chapter 6: Putting Your Brand into Words 99

Chapter 7: Naming Your Brand 111

Chapter 8: Designing Your Logo and Tagline 131

Part III: Winning Brand Fans and Followers 151

Chapter 9: Countdown to Takeoff: Launching or Relaunching Your Brand 153

Chapter 10: Branding in the Digital Age 171

Chapter 11: Engaging Your Brand Audience Online with Social Media 189

Chapter 12: Advertising, Promoting, and Publicizing Your Brand 209

Part IV: Caring for Your Brand 233

Chapter 13: Perfecting Your Brand Experience 235

Chapter 14: Winning Brand Loyalty 251

Chapter 15: Valuing and Leveraging Your Brand 265

Chapter 16: Revitalizing Your Brand with a Full or Partial Makeover 289

Part V: Protecting Your Brand 305

Chapter 17: Defending Your Brand Legally and through Careful Usage 307

Chapter 18: Taking Action When Bad Things Happen to Good Brands 319

Part VI: The Part of Tens 335

Chapter 19: Ten Signs that Your Personal Brand Needs Attention 337

Chapter 20: Ten Branding Mistakes and How to Avoid Them 343

Chapter 21: Ten Branding Truths to Remember 349

Index 355

About the author

Bill Chiaravalle served as Creative Director with
world-renowned brand strategy and design firm Landor Associates
before founding Brand Navigation, which has been honored with
numerous branding, design, and industry awards. Barbara Findlay
Schenck is a nationally recognized marketing specialist and the
author of several books, including Small Business Marketing Kit
For Dummies.