by Bill Chiaravalle and Barbara Findlay Schenck
The Fun and Easy Way to Build Your Brand and Increase Revenues
Discover a Dynamic System for Brand Creation and Management
 |
| Branding For Dummies |
Bill Chiaravalle knows brands and how to build them. His experience
includes a decade-long stint as Design and Creative Director at the worldrenowned
brand strategy and design firm Landor Associates, where he
worked on the branding programs for American Express, AT&T, Bacardi, Bell
Atlantic, Danone, Delta Airlines, FedEx, Gatorade, Hyatt, IBM, Microsoft, NEC,
P&G, Smucker’s, Sunkist, Sutter Home, and many others.
Since founding his own firm, Brand Navigation, in 1999, Bill’s role as Principal
and Creative Director has been to assist clients large and small in the development
of strategic positions and creative visions and expressions for their
brands. A short list of clients Brand Navigation has worked with include
Microsoft, Intel, The Miami Herald, Thomas Nelson Publishers, Krusteaz,
Canterbury Cuisine, John C. Maxwell, and Bubbies of San Francisco.
Bill was born in San Francisco and received his training at the Academy of Art
University in San Francisco. He has been honored with numerous branding,
design, and industry awards. Away from brands, he enjoys spending time
with his wife and four children, biking, swimming, fine dining, and jazz music.
He lives in Sisters, Oregon. To visit his company online, go to www.brandnavigation.com.
Barbara Findlay Schenck knows marketing and why brands are so important.
She’s a business strategist with more than 20 years of experience helping companies
and organizations shape their brands, messages, and marketing plans.
She’s worked internationally in community development, served as a college
admissions director and writing instructor in Hawaii, and cofounded an advertising
agency in Oregon that ranked as one of the Northwest’s Top 15 at the
time of its sale in 1995. Since then, she’s written Small Business Marketing
For Dummies, Business Plans Kit For Dummies, 2nd Edition, and numerous
branding and marketing courses, presentations, and plans.
When not thinking about marketing issues, she’s likely traveling, golfing,
enjoying the Northwest with her husband, Peter, or trekking to the San
Francisco area to visit their son, Matthew. You can contact her via e-mail at BFSchenck@aol.com.
Authors’ Acknowledgments
Where to begin?
We start by giving heartfelt thanks to the long list of businesses and organizations
that have entrusted their brands and business hopes to each of us over
the years. Here’s to your continued success!
We also give huge thanks to Wiley Publishing, Inc. for allowing us this once-ina-
lifetime opportunity to explain branding in the famous format of the world’s
most famous book brand. Acquisitions Director Joyce Pepple, Acquisitions
Editor Mike Lewis, Senior Project Editor Chrissy Guthrie, and Senior Copy
Editor Elizabeth Rea made the making of this book a pure pleasure and won
our highest regard and appreciation.
Special thanks also go to Bill Berenson, owner of Brand Architects, who
applied his widely regarded expertise and wisdom during the technical
review of this book. We’re fortunate for his talent.
Additionally, we each have personal lists of thanks.
From Bill: In addition to developing brands for over 20 years, I’ve been
involved in the design of more than a thousand book covers in my lifetime.
But I’d never considered writing one — until Barbara Schenck approached
me. Thank you Barbara and Peter, you have been kind advocates for almost
a decade. Thanks also to my staff at Brand Navigation: Ben, DeAnna, Russ,
Steve, Terra, Mark, and Brittany. Without you, designing brands wouldn’t be near as much fun.
Special thanks to my children, Heidi, Wil, Michael, and Laura, who love me
regardless of my obsession with brands.
And, most of all, to my beautiful wife, who is not only my business partner
but my friend and the love of my life. You complete me.
From Barbara: Deep thanks to Bill for agreeing to coauthor this book and for
adding so significantly to its value. And immeasurable gratitude to those who
make all the joys and successes in my life possible: My husband, Peter, my
son, Matthew, my three sisters, and my parents.
Finally, thanks to you for selecting this book as your brand building guide.
As you enter or travel farther into the world of branding, please take all our
best wishes with you!
Introduction
Congratulations! You’re about to take control of your brand.
If you’re thinking, “I don’t even have a brand,” then this book is definitely for
you. It’s also for anyone who wants to build a better brand, repair a broken
brand, extend the power of a brand, or start from scratch and create a brandnew brand.
Branding has always been a red-hot topic (pardon the pun, pardner), but
that’s even more the case in today’s competitive business world. When consumers
hear your organization’s name, memories pop up that influence what
they think and how they buy. Those memories are the basis of your brand. If
you have a name people know, then you have the basis of a brand. This book
is all about making sure that the brand you have is the brand you want.
Branding is the single biggest buzzword in marketing today for good reason:
Brands pave the way for marketing success. Count on this book to demystify
the topic and lead you to a better, stronger brand so that you can compete
successfully in the big, branded world around you.
About This Book
When the publisher of one of the world’s most recognized book brands asked
us to write a yellow-and-black book on branding, we knew we were looking at
a tall order and some pretty sky-high standards to live up to. We gulped. And
then we jumped at the chance.
Branding For Dummies is the first jargon-free, plain English, do-it-yourself
guide to branding we’ve seen, and we’ve looked high and low. True to the
For Dummies philosophy, it deciphers the foreign language of branding with
a lighthearted tone and easy-in, easy-out facts and tips. And it does all that
with a dose of humor, lots of examples, and a promise to enlighten anyone
interested in the topic without confounding or confusing the conversation.
Here’s our pledge: You don’t need an MBA or even a marketing or business
background to make sense of this book. All you need is an interest in the
topic of branding — a curiosity about what it is and how to do it.
We take care of the rest.
You probably already know that branding works.
This book shows you how to make it work for you.
Conventions Used in This Book
This book includes a few style conventions aimed at keeping the information
easy to read and understand. First, a few words on the language we use:
When we say brand, we aren’t talking about side-of-the-steer ranch
brands. We’re talking about brands for businesses, organizations, concepts,
campaigns, and even individuals.
Throughout this book we talk about brands and branding programs. To
synchronize our thinking with yours from the get-go, brand refers to the
set of characteristics that arise in a customer’s mind when that person
hears your name or sees your logo; branding program refers to the
process you follow to develop a clear brand image in your customer’s
mind. In other words, the brand is the destination you aim to arrive at;
the branding program is how you get there.
To describe those who comprise your target market, we use the words
“customer” and “consumer.” They’re the people you’re seeking to influence
with your branding program. For some readers, the audience is
comprised of retail clients. Others target online visitors, business
clients, wholesalers, or a combination of buyers. Those working to
brand nonprofit organizations or fundraising or political campaigns may
target voters, donors, subscribers, or members. Entrepreneurs gearing
up to start new businesses are probably seeking to build brands in the
minds of cutting-edge employees, venture capitalists, and early-adopter
customers. In this book, we use the words “customer” and “consumer” to cover all bases.
To keep this book easy to scan and read (and to meet For Dummies branding
standards!), we incorporate the following style conventions:
Anytime we introduce a new term you need to know, we italicize it.
We bold key words and phrases in bulleted lists as well as the action
parts of numbered lists.
Web site addresses appear in monofont to help you isolate the URL
quickly and easily from surrounding text.
What You’re Not to Read
If you have the time and inclination, by all means, read every precious word
in this book. We’d love nothing more!
However, if you’re a “Just the facts, ma’am” kind of person, you can skip the
gray-shaded sidebars, which contain information that complements but isn’t
essential to your understanding of the surrounding chapter content. The
sidebars are full of interesting approaches and examples that can help round
out your branding knowledge, but you can get by just fine without them.
Foolish Assumptions
First things first: Anyone smart enough to want to know more about branding
is no fool. Thanks for entrusting us with your interest. We’ve done back flips
to make sure that this book includes everything you need to know about
branding, all presented in plain English with easy-to-understand translations
for every technical term.
In writing this book, we made a few assumptions about you and the many
others we hope will use this book.
You’re not a marketing professional — or if you are, you’re looking for a
branding refresher course that starts at ground level and builds topic
knowledge from there. To make this book useful to every reader, we gear
our explanations and advice to those who are charting new territory by
entering the branding arena.
You’re interested in building or strengthening a brand — for your company,
for a nonprofit organization, for your new business, for a campaign
(fundraising, political, social, you name it . . .), or for yourself by making
your name into a local personality or a small-scale celebrity. Regardless
of your branding objective, we’re guessing that you’re not expecting to
become the next Nike or Apple, but we think it’s a safe bet that you’d
like to acquire some of their branding strength. Who wouldn’t!
You’re willing to invest effort to achieve the returns that result from a
good branding program. To help, we include worksheets, charts, and
sets of how-to instructions to guide the research, planning, positioning,
design, implementation, and management involved in fueling your success
with the power of a great brand.
How This Book Is Organized
Each of the six parts of this book deals with a different phase of the branding
process: Getting familiar with the language and lay of the land, building your
brand from the ground up, launching your brand, putting your brand to work,
protecting your brand, and managing your brand with a little advice.
Part I: Everything You Ever Wanted to Know About Branding
Building a brand is a lot like building a house. You need to begin with a strong
foundation, and that’s what Part I delivers. Chapter 1 provides an overview of
how brands work and what it takes to build one. With Chapter 2, you move
into branding action, figuring out what kind of brand you want to build, how
your brand fits within your organization, when to start branding (the short
answer is, right now!), and what steps to follow. Chapter 3 helps you launch
your branding program by setting your branding goals, defining your brand
identity, earmarking the necessary funds, and assembling the team that will
turn your brand idea into reality.
Part II: Building a Brand, Step-by-Step
This part is your brand construction guide. It starts with Chapter 4, which
walks with you through the essential research phase of finding out who buys
your product and why, what competition you’re up against, how your offering
is different and better, and what distinguishing characteristics you should be
branding. Chapter 5 capitalizes on your research by helping you fill a unique
position in the marketplace — and in your consumers’ minds. In Chapter 6,
you get the formula for creating your brand definition and business promise,
and Chapter 7 helps you brainstorm, choose, adopt, and protect the name
for your brand. Finally, we wind this part up with an all-important chapter
(Chapter 8) that features Bill’s proven advice on developing your logo and
tagline — the face and slogan for your brand.
Part III: Launching Your New Brand
This part is all about putting your branding strategy to work. Here’s where
you get our best consulting advice. In Chapter 9, we help you craft, test, and
launch your brand marketing plan. Chapter 10 is all about spreading your
brand message through a public relations program, and Chapter 11 fuels your
program with ads that work, packaging that competes, and promotions that
drive results. Finally, Chapter 12 helps you move your brand online, with tips
on everything from building your Web site, integrating your image online and
offline, driving traffic to your site, and creating online relationships through
permission mailings and the marketing muscle of blogs and podcasts.
Part IV: The Care and Feeding of Your Brand
This part helps you reap the value of your brand. Chapter 13 tells you how to
build brand support from the inside-out, first by becoming your brand’s key
evangelist and then by creating a team of brand champions who take your
brand story on the road to business partners and customers. Chapter 14
offers the formula for keeping your brand true to its purpose and promise.
Chapter 15 helps you put a price on your brand and then leverage that value
through brand equity protection and development. Chapter 16 is a must-read
for anyone considering the opportunities (and seeking to avoid the land mines)
of subbranding, brand extensions, and brand partnerships. Chapter 17 winds
this part up with advice on how to monitor the strength of your brand, how
to fix a broken brand, and how to manage the brand revitalization or rebranding process.
Part V: Protecting Your Brand
This part contains only two chapters, but you can’t afford to skip either one.
Chapter 18 is all about protecting the legal right to your brand. Chapter 19 is
all about defending your brand from attacks, whether from innocent, zealous
designers who want to put their own marks on your image, from managers
with lofty but misguided ideas about brand-tainting “opportunities,” or from
natural or other disasters that shake the foundation of your brand and your business.
Part VI: The Part of Tens
This final part sends you off with three ten-part lists of advice. Chapter 20
features ten laws of branding, Chapter 21 helps you avoid ten big branding
mistakes, and Chapter 22 presents snapshots of ten of the world’s most valuable brands.
And don’t miss the Appendix, which lists great branding resources to turn to
for additional information.
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Product details
Price
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|---|---|
File Size
| 12,150 KB |
Pages
|
385 p |
File Type
|
PDF format |
ISBN-13
ISBN-10 | 978-0-471-77159-3 0-471-77159-7 |
Copyright
| 2007 by Wiley Publishing, Inc |
Contents at a Glance
Introduction
Part I: Everything You Ever Wanted to Know About Branding
Chapter 1: Branding ABCs
Chapter 2: When and How to Brand
Chapter 3: Heating Up Your Branding Iron
Part II: Building a Brand, Step-by-Step
Chapter 4: Finding a Niche You Can Fill: Researching Your Market
Chapter 5: Filling Your Niche: Positioning Your Brand
Chapter 6: Putting Your Brand into Words
Chapter 7: Naming Your Brand
Chapter 8: Designing Your Logo and Tagline
Part III: Launching Your New Brand
Chapter 9: Countdown to Takeoff: Planning Your Brand Launch
Chapter 10: Getting the Word Out with Public Relations
Chapter 11: Advertising and Promoting Your Brand
Chapter 12: Sending Your Brand into Cyberspace
Part IV: The Care and Feeding of Your Brand
Chapter 13: Suiting Up a Team of Brand Champions
Chapter 14: Getting Customers to Pledge Allegiance to Your Brand
Chapter 15: Valuing Your Brand
Chapter 16: Leveraging Brand Value with Brand Extensions and Licensing
Chapter 17: Revitalizing Your Brand
Part V: Protecting Your Brand
Chapter 18: Defending Your Brand
Chapter 19: Taking Action When Bad Things Happen to Good Brands
Part VI: The Part of Tens
Chapter 20: Ten Truths about Branding
Chapter 21: Ten Branding Mistakes and How to Avoid Them
Chapter 22: Ten Traits of the World’s Most Valuable Brands
Appendix: Resources for Brand Managers
Index
Table of Contents
Introduction...
About This Book........
Conventions Used in This Book .
What You’re Not to Read............
Foolish Assumptions ..........
How This Book Is Organized.............
Part I: Everything You Ever Wanted to Know About Branding....
Part II: Building a Brand, Step-by-Step..........................
Part III: Launching Your New Brand................
Part IV: The Care and Feeding of Your Brand ........
Part V: Protecting Your Brand .........................
Part VI: The Part of Tens .......................
Icons Used in This Book.............
Where to Go from Here....
Part I: Everything You Ever Wanted
to Know About Branding..........................7
Chapter 1: Branding ABCs . . . . . . . . .. . . . . . .9
What Are Brands, Anyway?.............................................................................9
What brands do ....................................................................................10
Why brands are a big deal...................................................................13
Seeing the Big Branding Picture...................................................................14
What’s involved? ..................................................................................15
Who’s involved?....................................................................................16
Gulp! How much does it cost? ............................................................18
Pop Quiz: Are You Ready to Rev Up Your Branding Engine?....................19
Chapter 2: When and How to Brand . . . . . . . . . . . . . .21
Branding Demystified ....................................................................................21
Translating branding lingo ..................................................................22
Branding’s essential ingredient ..........................................................23
To Brand or Not to Brand .............................................................................23
Products ................................................................................................24
Service businesses ...............................................................................26
Business brands ...................................................................................26
Individuals (namely, yourself) ............................................................28
A Bird’s-eye View of the Branding Process .................................................30
Step 1: Decide what you’re going to brand .......................................30
Step 2: Do your research .....................................................................32
Step 3: Position your product or service ..........................................33
Step 4: Write your brand definition....................................................34
Step 5: Develop your name, logo, and tagline...................................35
Step 6: Launch your brand..................................................................36
Step 7: Manage, leverage, and protect your brand ..........................36
Step 8: Realign your brand to keep it current...................................37
When to Brand................................................................................................38
Opening a new business......................................................................38
Introducing a new product..................................................................39
Fundraising for a nonprofit .................................................................40
Taking your business public ...............................................................40
Going global ..........................................................................................40
Raising venture capital ........................................................................41
Merging with another business ..........................................................42
Chapter 3: Heating Up Your Branding Iron . . . .. . . . . . . .43
Gearing Up to Brand, Rebrand, or Refine Your Brand...............................43
Getting real about your current brand identity................................44
Taking stock of your brand assets and
using them to your advantage ........................................................45
In your dreams! Defining your desired brand identity ....................46
What’s Your Goal? Prioritizing Your Brand’s To-Do List ...........................49
Build awareness....................................................................................49
Create an emotional connection ........................................................50
Differentiate your product ..................................................................51
Create credibility and trust.................................................................52
Motivate purchasing ............................................................................52
Crunching the Numbers: Budgeting for
Your Brand Building Program...................................................................54
Making Brand Development Part of Your Business Plan ..........................56
Knowing the relationship between your mission,
vision, and brand identity ...............................................................56
Committing to the branding process.................................................57
Who’s on First? Recruiting Your Branding Team .......................................57
Getting buy-in from the top down ......................................................58
Engaging all employees in the process..............................................58
Part II: Building a Brand, Step-by-Step ........................59
Chapter 4: Finding a Niche You Can Fill:
Researching Your Market . . . . . . . . . . . . . . . . .61
Defining Who Buys What You’re Selling — and Why.................................62
Your customer profile ..........................................................................62
What your customers want and value...............................................64
What sets your most ideal customers apart.....................................65
Why customers buy from you ............................................................66
Digging Up the Info You Need.......................................................................67
Know thyself: Conducting a self-assessment of your offering........67
Tuning in to customer insights...........................................................68
Conducting customer research ..........................................................69
When to do it yourself and when to get research help ...................73
Where else to turn for facts and figures ............................................74
Putting It All in Perspective ..........................................................................75
Seizing Marketplace Opportunities .............................................................75
Chapter 5: Filling Your Niche: Positioning Your Brand . . . . . . . . . . . . .77
The Marketing Muscle of Positioning ..........................................................78
Finding a Position of Your Own: The Birthplace of Your Brand...............78
Fulfill an unfilled need..........................................................................78
Specialize to create a new market niche ...........................................79
Transform an established solution ....................................................79
Discover an all-new solution...............................................................80
Figuring Out What You Do Better Than Anyone Else ................................80
Deciding Which Customers You Serve the Best.........................................82
Finding Your Place in the Competitive Landscape ....................................84
Putting your brand on the positioning map .....................................84
Determining your point of difference ................................................85
No copycats! Avoiding the fate of a me-too brand ...........................87
Testing and Protecting Your Position..........................................................87
Chapter 6: Putting Your Brand into Words . . . . . . . . . . . . .91
Dusting Off Your Business Vision, Mission, and Values ............................91
Refocusing your vision ........................................................................92
Building your brand on the strong back
of your business mission .................................................................94
Polishing your business promise .......................................................96
Defining your brand character ...........................................................98
Mission Possible: Defining Your Brand .....................................................100
What to incorporate...........................................................................100
The anatomy of a brand identity statement ...................................101
Grading your statement.....................................................................101
Putting your brand identity statement to the test.........................101
Chapter 7: Naming Your Brand . . . . . . . . . . . . .103
What’s In a Name? ........................................................................................103
What the right name does.................................................................104
When naming happens ......................................................................108
Types of names...................................................................................109
Naming advice to follow ....................................................................110
Picking (or Inventing) Your Brand Name ..................................................111
Rounding up good ideas....................................................................112
The hard part: Narrowing your list to the best options................114
Putting your top contenders through a preliminary test..............115
Building consensus around your top-choice name .......................116
Grabbing a Domain Name, If You Can........................................................117
Fitting Your Name into Your Brand Architecture.....................................118
Catch It If You Can: Protecting Your Name ...............................................119
Screening to see if the name you want is already taken................119
Treading the trademark ropes..........................................................121
Chapter 8: Designing Your Logo and Tagline . . . . . . . . . . .123
Planning Your Logo: The Face of Your Brand...........................................124
Matching your logo to your brand and business ...........................125
Choosing your logo approach ..........................................................126
Developing Your Logo Design.....................................................................129
Design ingredients..............................................................................131
Preparing your logo artwork.............................................................134
Putting Your Logo to Work..........................................................................135
Saving Face: Giving an Existing Logo a Makeover....................................137
Managing Your Logo ....................................................................................138
Creating logo tools, standards, and usage rules ............................138
Naming a brand cop...........................................................................140
Creating a Tagline.........................................................................................140
Discovering what makes a great tagline ..........................................140
Deciding whether you need a tagline (and you probably do)......141
Tag(line), you’re it! Coming up with your slogan ...........................142
Part III: Launching Your New Brand.........143
Chapter 9: Countdown to Takeoff: Planning Your Brand Launch . . .145
Committing to Internal and External Brand Launches —
In That Order.............................................................................................146
Preparing for Your Brand Launch ..............................................................146
Knowing your story, chapter and verse ..........................................146
Putting your brand launch into context..........................................147
Producing prototypes to introduce your brand.............................150
Checking your internal readiness ....................................................151
Previewing your brand story with priority audiences ..................152
Ten, Nine, Eight . . . Writing Your Brand Launch Marketing Plan...........154
Benchmarking your pre-launch situation........................................155
Setting your goal and objectives ......................................................155
Defining your target market ..............................................................157
Setting your strategies.......................................................................157
Selecting your brand introduction tactics ......................................158
Establishing your budget ..................................................................160
Takeoff! Launching Your Brand ..................................................................161
Launching internally ..........................................................................161
Launching externally .........................................................................163
Chapter 10: Getting the Word Out with Public Relations . . . . . . . . . .165
Creating Your Brand Launch PR Plan ........................................................166
Covering all the bases........................................................................166
Writing your public relations game plan .........................................169
Introducing Your Brand with Publicity......................................................171
Matching publicity efforts to your brand launch objectives........172
Targeting media outlets .....................................................................173
Prioritizing editorial contacts...........................................................174
Pitching your story ............................................................................175
Preparing and distributing news releases.......................................176
Creating a media kit ...........................................................................180
Building an online pressroom...........................................................181
Extra! Extra! Making News...........................................................................182
Staging news conferences .................................................................183
You’re on! Shining in media interviews ...........................................183
There’s No Such Thing as Bad Publicity, Right? Wrong! .........................184
Chapter 11: Advertising and Promoting Your Brand . . . . . . . . . . . . . .185
Getting Singular with One Brand Message and Tone ..............................186
The power of consistency for you and your brand .......................186
How to present a consistent brand image ......................................186
A Clear Purpose: Don’t Get Creative without One! ..................................187
Gaining Awareness and Getting Some Action...........................................189
Making an Ad Schedule ...............................................................................190
Matching media vehicles to your communication needs .............190
Scheduling your ads...........................................................................193
Creating Ads That Work ..............................................................................194
Print ads ..............................................................................................195
Broadcast ads .....................................................................................199
Hiring professional creative help .....................................................199
Measuring Your Ad’s Effectiveness............................................................201
Packaging Your Product to Convey Your Brand.......................................202
Staging Promotions to Build Business and Brand Awareness................203
Chapter 12: Sending Your Brand into Cyberspace . . . . . . . . . . . . . . . .205
Creating Your Online ID...............................................................................206
Naming your site ................................................................................206
Registering your name.......................................................................208
Building a Site That Reinforces Your Brand .............................................209
Settling on the right type of site .......................................................210
Considering content...........................................................................210
Mapping out easy navigation............................................................211
Integrating your brand image online and offline............................212
Getting People to Your Site .........................................................................214
Register with search engines ............................................................215
Help search engines find your site...................................................215
Build incoming links to your site......................................................216
Promote, promote, promote .............................................................217
Using Blast E-Mail to Reach Your Market..................................................218
Building permission marketing networks .......................................218
Getting your e-mail opened and read ..............................................219
Blogging and Podcasting.............................................................................220
Blogging basics ...................................................................................220
Podcasts ..............................................................................................221
Part IV: The Care and Feeding of Your Brand...............223
Chapter 13: Suiting Up a Team of Brand Champions . . . . . . . . . . . . . .225
Branding from the Top Down .....................................................................226
Writing your branding playbook ......................................................226
Becoming your brand’s MVP ............................................................227
Training Your Team......................................................................................229
Developing brand champions...........................................................230
Gaining team buy-in ...........................................................................231
Prepping Your Sales Force ..........................................................................234
Arming your sales force with testimonials
and product endorsements ...........................................................234
Intercepting objections......................................................................237
Chapter 14: Getting Customers to Pledge
Allegiance to Your Brand . . . . . . . . . . . . . .239
Kindling Customer Loyalty .........................................................................239
Turning sales transactions into customer relationships ..............240
Why customer relationships matter ................................................241
Delivering a Great Brand Experience.........................................................242
Putting your brand experience to a personal test .........................242
Auditing your brand experience ......................................................243
Making Sure You’re Exceeding Customer Expectations..........................246
Igniting Customer Passion ..........................................................................248
Generating buzz..................................................................................249
Recipe for a cult brand ......................................................................252
Chapter 15: Valuing Your Brand . . . .. . . . . . . . . . .253
The Brand Value–Brand Equity Connection .............................................254
Revving up the economic engine .....................................................254
Gaining a competitive advantage .....................................................255
Estimating Your Brand’s Equity..................................................................256
Brand equity measuring sticks .........................................................256
Calculating your brand equity..........................................................260
When you need a pro: Identifying evaluation experts...................262
Protecting Your Brand Equity.....................................................................264
Chapter 16: Leveraging Brand Value with
Brand Extensions and Licensing . . . . . . . .265
Planning for Product Innovations ..............................................................266
Tiptoeing into the Brand Extension Arena ...............................................267
Avoiding line extension traps ...........................................................268
Look before leaping into brand extensions ....................................270
Cobranding: Brand Value × 2 ......................................................................276
Uniting brands with like visions, values, and budgets ..................276
Cobranding checklist .........................................................................277
Brand Licensing............................................................................................278
Understanding licensing lingo ..........................................................278
Benefits of licensing ...........................................................................279
Licensing steps to follow...................................................................279
Chapter 17: Revitalizing Your Brand . . . . . . .. . . . . . . .281
Brands Grow Old, Too .................................................................................282
Spotting brand aging signs................................................................282
Brand change-of-life warning signals ...............................................283
Examining Your Brand’s Health..................................................................288
Conducting a brand review...............................................................289
Making the diagnosis: Retool or retire?...........................................292
Fixing a Broken Brand .................................................................................293
Protecting your valuables .................................................................294
Making the change .............................................................................295
Part V: Protecting Your Brand .....................297
Chapter 18: Defending Your Brand . . . . . .. . . . . . . . . .299
Immunizing Your Brand with Government Filings and Trademarks .....300
Filing your name with local government offices ............................300
Obtaining a trademark.......................................................................302
Maintaining your trademark registration........................................304
Shielding Your Brand from Misuse ............................................................307
Laying down the law with brand usage guidelines ........................307
Enforcing the rules .............................................................................308
Naming and empowering a brand cop.............................................309
Chapter 19: Taking Action When Bad Things
Happen to Good Brands . . . . . . . . . . . . . . . . . . . .311
Handle with Care: Avoiding Brand Equity Landmines ............................311
Identifying potential threats .............................................................313
Taking preemptive strikes against brand threats ..........................315
Be Prepared: Reacting to Brand Threats...................................................316
Compiling a list of who’s who ...........................................................317
Knowing who to call...........................................................................318
Working out what to do and say.......................................................319
Following crisis communications dos and don’ts..........................322
Part VI: The Part of Tens .....................325
Chapter 20: Ten Truths about Branding . . . . . . . . . .327
Branding Starts with Positioning ...............................................................327
A Brand Is a Promise Well Kept..................................................................328
Branding Happens from the Inside Out.....................................................328
Consistency Builds Brands .........................................................................329
People Power Brands ..................................................................................329
Brands Live in Consumers’ Minds .............................................................330
Brand Names Unlock Brand Images ..........................................................330
Brand Experiences Trump Brand Messages.............................................331
Brands Need to Start and Stay Relevant ...................................................331
Brands Are Valuable Assets ........................................................................332
Chapter 21: Ten Branding Mistakes and How to Avoid Them . . . . . .333
Thinking of Branding as a Quick Fix ..........................................................333
Starting with a Weak Identity......................................................................334
Forgetting the Rule of One ..........................................................................335
Failing to Differentiate .................................................................................335
Failing to Launch..........................................................................................336
Failing to Protect and Defend .....................................................................336
Believing That What You Say Is More Important Than What You Do....337
Underestimating the Value of Consistency ...............................................338
Asking Your Brand to Stretch Too Far.......................................................338
Ignoring Brand Aging Signs.........................................................................339
Chapter 22: Ten Traits of the World’s Most Valuable Brands . . . . . .341
Simple, Powerful Differentiation ................................................................342
A Clear and Compelling Vision ...................................................................342
A Promise Consumers Want and Believe ..................................................342
Distinctive, Reliable, Superior Products and Services............................343
A Strong, Memorable Brand Identity .........................................................343
A Single, Consistently Presented Brand Message....................................343
An Amazing Brand Experience ...................................................................343
Brand Allegiance from the Top Down........................................................344
Adaptability to Changing Times.................................................................344
Focus, Passion, and Persistence ................................................................344
Appendix: Resources for Brand Managers . . . . . . . . . . . . . . . . . . . . .345
Browsing Great Branding Web Sites ..........................................................345
Allaboutbranding.com .......................................................................345
Brandchannel.com .............................................................................345
MarketingProfs.com...........................................................................346
Rebrand.com.......................................................................................346
Adding to Your Branding Library...............................................................346
Flipping through Branding Magazines.......................................................347
Brandweek...........................................................................................347
BusinessWeek/Interbrand Annual Global Brand Report ...............347
Checking Out a Trademark Information Center.......................................348
Index........................................................................349
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