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Branding Your Business
Understand what a brand is and is not, how to conduct a 'DIY' brand audit and how to use marketing NLP and psychology principles to create a powerful brand.
EAN: 9780749462963
Edition: 1
Published:
Format: 216 x 138
288 pages
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About the book
The only way forward for business success is to create a memorable brand and fix it in the consumer's mind. Branding Your Business explains the whole branding process in easy-to-follow terms. Providing practical help instead of academic theories, it explains what a brand is and what it is not, how to conduct a 'DIY' brand audit and how to use marketing NLP and psychology principles to create a powerful brand for your business.
Based around the theory that a brand is the total perception a customer has about a company, its products or services, Branding Your Business will reveal what is needed to create and manage successful brands, increase profits and leave the competition standing.
About the authors
James Hammond has over 30 years of experience working in brand management and strategy, consulting for many blue chip organizations, including Virgin, Honda, BT and EMI. He has created and chaired key European conferences on Customer Care and Managing Change, and conducts workshops and training programmes across the UK.
- Branding Your Business is a superb book pitched perfectly at those looking to understand what branding is about and how it can help boost their business. Hammond guides the reader gently through the latest thinking in branding, including the vital role played by emotions and the senses in purchase decisions. Well written, clearly structured and packed full of sound advice, Hammond has produced an outstanding and intelligent guide to branding in the 21st century.
- Roderick E Wilkes, Chief Executive, Chartered Institute of Marketing
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