Discover how brands are created, managed, differentiated, leveraged, and licensedWhether 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. 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. 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