Contents
Preface
How to Use This Book
Chapter 1 Defining Marketing and Branding
Chapter 2 Why Brand?
Chapter 3 Who Should Be Involved in the Branding Process?
Chapter 4 The Ideal Brand
Chapter 5 Where to Start: The Brand Audit
Chapter 6 The Story: Defining Your Message
Chapter 7 The Visuals: Attention-Grabbing Support for Your Message
Chapter 8 Brand Standards, Brand Advocates, and Marketing
Chapter 9 How to Work with Outside Help
Chapter 10 Evaluating Your Brand: Short-term and Long-term
Chapter 11 Maintaining Your Brand
Chapter 12 Blogs and Brands
Chapter 13 Common Pitfalls and False Assumptions
Appendix A Case Studies
Appendix B Brand Descriptors
Glossary
Acknowledgments
Index