Contents
Preface
How to Use This Book
Chapter 1	Defining Marketing and Branding
Chapter 2	Why Brand?
Chapter 3	Who Should Be Involved in the Branding Process?
Chapter 4	The Ideal Brand
Chapter 5	Where to Start: The Brand Audit
Chapter 6	The Story: Defining Your Message
Chapter 7	The Visuals: Attention-Grabbing Support for Your Message
Chapter 8	Brand Standards, Brand Advocates, and Marketing
Chapter 9	How to Work with Outside Help
Chapter 10	Evaluating Your Brand: Short-term and Long-term
Chapter 11	Maintaining Your Brand
Chapter 12	Blogs and Brands
Chapter 13	Common Pitfalls and False Assumptions
Appendix A	Case Studies
Appendix B	Brand Descriptors
Glossary
Acknowledgments
Index