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Branding Your Business

Cover of Branding Your Business

Branding Your Business

Promote Your Business, Attract Customers and Build Your Brand Through the Power of Emotion
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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.
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.
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About the Author-
  • James Hammond has over 27 years of experience working in brand management and strategy, consulting for many blue chip organisations, including Virgin, Honda, BT and EMI. He has created and chaired key European conferences on Customer Care and Managing Change. He is an experienced speaker, conducting workshops and training programmes across the UK.
Reviews-
  • Roderick E Wilkes, Chief Executive, Chartered Institute of Marketing "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."
  • Martin Lindstrom, author of Brandwashed and Buyology "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."
  • Beth Rogers, Senior Lecturer in Sales and Marketing, Portsmouth Business School "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."
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    Kogan Page
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  • Copyright Protection (DRM) required by the Publisher may be applied to this title to limit or prohibit printing or copying. File sharing or redistribution is prohibited. Your rights to access this material expire at the end of the lending period. Please see Important Notice about Copyrighted Materials for terms applicable to this content.

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Branding Your Business
Branding Your Business
Promote Your Business, Attract Customers and Build Your Brand Through the Power of Emotion
James Hammond
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