Why do consumers pay a premium for a Dell or Hewlett-Packard laptop, when they could get a generic machine with similar features for a lower price? The answer lies in the power of branding. A brand is not just a logo. It is the image your company creates of itself, from your advertising look to your customer interaction style. It makes a promise for your business, and that promise becomes the sticking point for customer loyalty. And that loyalty and trust is why, so to speak, your laptops sell and your competitors dont.Whatever your business is, whether its large or small, global or local, Branding For Dummies gives you the nuts and bolts know-how to create, improve, or maintain a brand. This plain-English guide will help you brand everything from products to services to individuals. It gives you step-by-step advice on assembling a top-notch branding team, positioning your brand, handling advertising and promotion, avoiding blunders, and keeping your brand viable, visible, and healthy. Youll get familiar with branding essentials like:Defining your companys identityDeveloping logos and taglinesLaunching your brand marketing planManaging and protecting your brandFixing a broken brandMaking customers loyal brand championsFilled with easy-to-navigate icons, charts, figures, top ten lists, and humor, Branding For Dummies is the straight-up, jargon-free resource for making your brand stand out from the packand for positioning your business to reap the ensuing rewards.