A successful business must create a memorable brand and fix it in the consumer's mind. Branding Your Business 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 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, Branding Your Business 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 James Hammond enables entrepreneurs to improve profits.



Author Bio: James Hammond has over 30 years of experience working in brand management and strategy, consulting for many blue chip organizations, including Virgin, Honda, and EMI. He has created and chaired key European conferences on Customer Care and Managing Change.



Review 1: ...highly recommended for any community library business collection and anyone who may have to manage a brand.

Source: Midwest Book Review