Chiaravalle

A simple, practical guide to the basics of branding

Branding For Dummies breaks down the basics of brand-building for businesses both big and small. Branding is more important than ever as differentiation becomes more difficult and products become increasingly interchangeable. This handy, easy-to-read guide demystifies the process by which brands are created, managed, differentiated, leveraged, and licensed. Branding For Dummies gives readers the tools they need to apply a dynamic brand creation model to their own business using templates, tools, and proven processes. For entrepreneurs who need to jump-start their businesses, struggling small business owners, or anyone who needs to brush up on the basics of branding, this friendly guide provides the techniques and strategies of successful branding.

Bill Chiaravalle (Sisters, OR) has 20 years of experience in branding and marketing and is Principal and Creative Director of Brand Navigation, whose clients include Microsoft and Intel, among others. Barbara Findlay Schenck (Bend, OR) is a business strategist who has spent the last 20 years helping organizations shape their brands, messages, and marketing plans. She is also the author of Business Plans Kit For Dummies (0-7645-9794-9) and Small Business Marketing For Dummies (0-7645-7839-1).