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.
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.
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
A brand is more than a name. It is the beginning of a lifetime dialogue between brand and consumer. The challenge has always been to launch and sustain a unique brand conversation - a dialogue so engaging that it renders the brand unforgettable. In Branding Your Business, James Hammond describes beautifully how to meet and overcome this fundamental challenge.
Martin Lindstrom, author of Brandwashed and Buyology
Few of us give enough consideration to the amount of detailed thought that needs to go into building a convincing brand. James' comprehensive book explains the what, why and how of branding in a thought-provoking and entertaining way. This book is a one-stop-shop for entrepreneurs and business managers who want to understand and develop powerful brands.
Beth Rogers, Senior Lecturer in Sales and Marketing, Portsmouth Business School
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.