A successful business must create a memorable brand and fix it in the consumer's mind. "e;Branding Your Business"e; 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 "e;DIY"e; 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, "e;Branding Your Business"e; 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 JamesHammondenables entrepreneurs to improve profits."e;
Branding Your Business
Kogan Page, Limited
Promote Your Business, Attract Customers and Build Your Brand Through the Power of Emotion
Mind, Body & Spirit /