Summary:

Do you see branding as the key to the success of your business but aren't sure where to start? This book, written by enthusiastic experts, will help you to maximise your brand, even in a downturn. All aspects of branding are covered including brand creation and protection. Fascinating case studies of famous brands, including the disaster stories, nail their advice in the real world.

All aspects of branding are covered including:

 - what is a brand  and why it is heart, soul and core of a business
 - brands in a recession, including the success stories
 - methods to value a brand
 - brand focus
 - brand creation and structure
 - brand audience and brand vision
 -importance of creativity
 - brand implementation
 - personal branding
 - brand protection-  trademark, intellectual property
 - brand delivery

Throughout the book the authors include their own extensive experiences and guidance.  A multitude of fascinating case studies include Harley Davidson, IKEA, Aldi, Lego, Cadbury and the Apple iPod plus the disaster stories such as Woolworths and MFI are given throughout the book to nail the advice given in the real world. Even examples of branding behaviour such as Susan Boyle, banks and MPS are analysed!

NOT GOT MUCH TIME?
One, five and ten-minute introductions to key principles to get you started.

AUTHOR INSIGHTS
Lots of instant help with common problems and quick tips for success, based on the author's many years of experience.

TEST YOURSELF
Tests in the book and online to keep track of your progress.

EXTEND YOUR KNOWLEDGE
Extra online articles at www.teachyourself.com to give you a richer understanding of computing.

FIVE THINGS TO REMEMBER
Quick refreshers to help you remember the key facts.

TRY THIS
Innovative exercises illustrate what you’ve learnt and how to use it.

• Written with great enthusiasm by branding experts

• Explains why branding is so important even to the smallest business

• Packed with fascinating case studies from IKEA to Susan Boyle!

• Gives real, practical advice on how to brand your business for success

• Covers the value of branding in a downturn

Table of Contents:
1. What Is a Brand?
2. Why Brand a Business?
3. Brands In a Recession
4. Brand Value
5. Brand Focus
6. Brand Belief System
7. Brand Creation
8. Design In Branding
9. Brand Implementation
10. Touchpoints/Brand Experience
11. Brand Champion
12. Brand Guardian
13. Brand Guideline
14. Brand Protection
15. Brand Delivery
Index

About the Author(s):

Julia Hitchens, a qualified Chartered Marketer and Paul Hitchens, Creative Director, own Verve Interactive Ltd, an independent creative brand consultancy. The authors have worked for the following brands, Virgin Atlantic, Saab and Granada Media and created many new brands for entrepreneurs. They are approved suppliers to the BBC and have worked with the Design Council on their 'Designing Demand' Programme.

Readership:
Entrpreneurs, marketing and branding experts. Anyone interested in branding