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BrandYrBiz_aw:Branding Your Business 24/1/08 16:45 Page 1 B U S I N E S S “James’ book is an enjoyable read and a step-by-step process for how to audit your own brand and re-connect with customers. Great for businesses looking to add value and build a strong brand that gives a tangible return.” Rachael Underwood, Senior Global Marketing Manager, The Body Shop International Plc The only way forward for business success is creating a memorable brand and fixing it in the consumer’s mind. Branding Your Business will help you to do this by explaining the whole branding process in easy-to-follow terms. Providing essential, practical advice for independent business owners looking to increase recognition of their company, it covers topics such as: • what a brand is; • creating your Brand Halo™; • the role of perception and emotion; • communicating your brand. • using the five senses to drive your brand; Based around the theory that a brand is the total perception a customer has of a company, its products or services, Branding Your Business will reveal just what you need to do to create and manage successful brands, enabling you to improve profits and leave your competition standing. £12.99 US $24.95 ISBN: 978-0-7494-5073-1 Kogan Page 120 Pentonville Road London N1 9JN United Kingdom www.koganpage.com www.timesonline.co.uk Kogan Page US 525 South 4th Street, #241 Philadelphia PA 19147 USA Business and management / Small business James Hammond James Hammond has over 27 years’ experience working in brand management and strategy, consulting for many blue chip organisations including Virgin, Honda, BT and EMI. He has created and chaired key European conferences on Customer Care and Managing Change. He is an experienced speaker, conducting workshops and training programmes across the United Kingdom. BRANDING YOUR BUSINESS “Branding Your Business is a superb book pitched perfectly at those looking to understand what branding is about and how it can help boost their business. Well-written, clearly structured, and packed full of sound advice, James has produced an outstanding and intelligent guide to branding in the 21st century.” Roderick Wilkes, CEO, The Chartered Institute of Marketing E N T E R P R I S E S E R I E S Branding Your Business Promoting your business, attracting customers and standing out in the market place James Hammond Branding Your Business THIS PAGE INTENTIONALLY LEFT BLANK ii Branding Your Business Promoting your business, attracting customers and standing out in the market place James Hammond London and Philadelphia Publisher’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and author cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or the author. First published in Great Britain and the United States in 2008 by Kogan Page Limited Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: 120 Pentonville Road London N1 9JN