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Branding Your Business: Promote Your Business, Attract Customers, Build Your Brand Through the Power of Emotion (Business Success)

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Branding Your Business: Promote Your Business, Attract Customers, Build Your Brand Through the Power of Emotion (Business Success) Cover

 

Synopses & Reviews

Publisher Comments:

A successful business must create a memorable brand and fix it in the consumer's mind. Branding Your Business helps entrepreneurs do this by explaining the whole branding process in easy-to-follow terms, photos and illustrations. 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 communication and psychological principles to make an impact. 

Based on the theory that a brand is the total perception a customer has about a company, its products, and its services, Branding Your Business reveals what to do to create and manage successful brands.  By focusing on the role emotions and senses play in the decision to make a purchase, author James Hammond enables entrepreneurs to improve profits.

Book News Annotation:

In this guide for entrepreneurs in small and medium-sized organizations, Hammond, a brand management consultant, teaches readers how to surround their business with a 'brand halo' that will determine how every customer is treated. Several chapters of the book are devoted to building the brand halo and the brand halo storybook. The book also reviews the latest thinking on branding, emphasizing the role played by emotions and the sense in purchase decisions. There is practical advice on how to create and manage brands, how to conduct a brand audit, and how to use marketing communication and psychological principles to make an impact. A final chapter covers branding and social media. The book is illustrated with b&w photos and illustrations. Annotation ©2011 Book News, Inc., Portland, OR (booknews.com)

Synopsis:

Rev. ed. of: Branding your business: promoting your business, attracting customers and standing out in the market place. 2008.

About the Author

James Hammond has over 30 years of experience working in brand management and strategy, consulting for many blue chip organizations, including Virgin, Honda, and EMI. He has created and chaired key European conferences on Customer Care and Managing Change.

Table of Contents

Acknowledgements viii 

About the author ix 

Introduction 1 

01 Just what is a brand? 6 

Who is the customer? 15 

02 Branding the heart as well as the head 26 

Two pathways to purchasing 29 

How many emotions are there? 31 

Maslow's Hierarchy of Human Needs 36 

Adaptive or supportive emotions - you decide 39 

03 How perception creates emotion 50 

Generating emotions 52 

04 Perception and long-term memory 57 

Reception 57 

Selection 59 

Interpretation 63 

Reaction 65 

Long-term memory 70 

05 Foreground and background 73 

06 Looking like your brand 77 

Creating a visual brand identity 79 

What's in a name? 90 

Use technology to your advantage 91 

07 Your BodyBrand 93 

Visual communication - up close and personal 97 

Seeing eye to eye with your customers 98 

Standing up (or sitting down) for your brand 99 

Handshakes from hell 100 

Give yourself a body check 101 

08 Talking the walk 103 

Speech 104 

Reasons for customer contact 110 

09 Putting your brand on the right track 120 

Audio logos and jingles 112 

Giving customers audio guidance 1l6 

Spatial enhancement 127 

10 The sweet smell of brand success 135 

Smells evoke memories 136 

Singapore girl sensory brand 139 

Defining your brand's smell 140 

Your Brandscent environment 141

Scenting the product or service 143 

Aromatic publicity and promotions 146 

Your personal scent: good or bad idea? 151 

Use scents and aromas with care 153 

11 Branding the taste buds 155 

Getting the edge in food and drink 156 

A tasty non-food business 157 

Sweet ways to brand your business 158 

Taste buds and business tie-ins 161 

12 Brand touch and feel 165 

Gelling in touch with your brand 166 

Bringing your brand to the surface 174 

Branding on the can 176 

Using touch in a service business 178 

13 Building your Brand Halo 186 

The idea behind a Brand Halo 188 

The right parts of your business - but not all parts 189 

Customer-contact timeline 191 

Creating your Brand Reflections 196 

Your Brand Halo 199 

14 Your Brand Halo Handbook 211 

Your choice of contents 212 

A sample page from the Brand Halo Handbook 213 

A handbook for your business - and your people 215 

15 Your Brand Halo Storybook 217 

The need for stories today 218 

Animals do the funniest things…like build strong Brands 221 

16 Creating your Brand Halo Storybook 227 

Your BrandMe Story 228 

Tell your story like you mean it 230 

Your BusinessBrand story 230 

Your PeopleBrand story 234 

Selecting your potential employees 238 

Retaining your people 241 

Your BrandBite 242 

Creating a slogan or strapline 246 

17 Branding and Social media 250 

So who's got it right 251 

Can brands play a part in social media? 255 

The three R's of social media 258 

Points to consider 261 

18 Final thoughts 264 

References 267 

Index 269

Product Details

ISBN:
9780749462963
Author:
Hammond, James
Publisher:
Kogan Page
Subject:
Business Communication
Subject:
Business;Marketing
Subject:
Small Business
Edition Description:
Revised,Revised
Series:
Business Success
Publication Date:
20110431
Binding:
TRADE PAPER
Language:
English
Pages:
272
Dimensions:
8.5 x 5 in

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Related Subjects

Business » Marketing
Business » Small Businesses » General
Business » Start Up Business
Health and Self-Help » Self-Help » General

Branding Your Business: Promote Your Business, Attract Customers, Build Your Brand Through the Power of Emotion (Business Success) New Trade Paper
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Product details 272 pages Kogan Page - English 9780749462963 Reviews:
"Synopsis" by , Rev. ed. of: Branding your business: promoting your business, attracting customers and standing out in the market place. 2008.
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