Branding for Dummies (ISBN - 0471771597).pdf - For_Dummies_Collection - volare00

Branding

FOR

DUMmIES

‰

by Bill Chiaravalle and Barbara Findlay Schenck

Branding

FOR

DUMmIES

‰

by Bill Chiaravalle and Barbara Findlay Schenck

Branding For Dummies ®

Published by

Wiley Publishing, Inc.

111 River St.

Hoboken, NJ 0703 0-5774

www.wiley.com

Published simultaneously in Canada

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or

by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permit-

ted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written

permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the

Requests to the Publisher for permission should be addressed to the Legal Department, Wiley Publishing,

Inc., 10475 Crosspoint Blvd., Indianapolis, IN 46256, 317-572-3447, fax 317-572-4355, or online at http://

www.wiley.com/go/permissions.

Trademarks: Wiley, the Wiley Publishing logo, For Dummies, the Dummies Man logo, A Reference for the

Rest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies.com and related trade

dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates in the United

States and other countries, and may not be used without written permission. All other trademarks are the

property of their respective owners. Wiley Publishing, Inc., is not associated with any product or vendor

mentioned in this book.

LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY : THE PUBLISHER AND THE AUTHOR MAKE NO REP-

RESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF THE CON-

TENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALL WARRANTIES, INCLUDING WITHOUT

LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE. NO WARRANTY MAY BE CRE-

ATED OR EXTENDED BY SALES OR PROMOTIONAL MATERIALS. THE ADVICE AND STRATEGIES CON-

TAINED HEREIN MAY NOT BE SUITABLE FOR EVERY SITUATION. THIS WORK IS SOLD WITH THE

UNDERSTANDING THAT THE PUBLISHER IS NOT ENGAGED IN RENDERING LEGAL, ACCOUNTING, OR

OTHER PROFESSIONAL SERVICES. IF PROFESSIONAL ASSISTANCE IS REQUIRED, THE SERVICES OF A

COMPETENT PROFESSIONAL PERSON SHOULD BE SOUGHT. NEITHER THE PUBLISHER NOR THE

AUTHOR SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM. THE FACT THAT AN ORGANIZATION

OR WEBSITE IS REFERRED TO IN THIS WORK AS A CITATION AND/OR A POTENTIAL SOURCE OF FUR-

THER INFORMATION DOES NOT MEAN THAT THE AUTHOR OR THE PUBLISHER ENDORSES THE INFOR-

MATION THE ORGANIZATION OR WEBSITE MAY PROVIDE OR RECOMMENDATIONS IT MAY MAKE.

FURTHER, READERS SHOULD BE AWARE THAT INTERNET WEBSITES LISTED IN THIS WORK MAY HAVE

CHANGED OR DISAPPEARED BETWEEN WHEN THIS WORK WAS WRITTEN AND WHEN IT IS READ.

For general information on our other products and services, please contact our Customer Care

Department within the U.S. at 800-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002.

For technical support, please visit www.wiley.com/techsupport .

Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may

not be available in electronic books.

Library of Congress Control Number: 2006934821

ISBN-13: 978-0-471-77159-3

ISBN-10: 0-471-77159-7

Manufactured in the United States of America

10 9 8 7 6 5 4 3 2 1

1O/RQ/RR/QW/IN

About the Authors

Bill Chiaravalle knows brands and how to build them. His experience

includes a decade-long stint as Design and Creative Director at the world-

renowned 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 devel-

opment 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.brand

navigation.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 com-

panies 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 adver-

tising 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 .

Branding for Dummies (ISBN - 0471771597).pdf

Plik z chomika:

Inne pliki z tego folderu:

Inne foldery tego chomika: