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Branding Your Business: Promote Your Business, Attract Customers and Build Your Brand Through the Power of Emotion [Paperback]

James Hammond
4.0 out of 5 stars  See all reviews (1 customer review)
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Book Description

April 15 2011 Business Success
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 "DIY" 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.

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"Demonstrates how and why branding can work for everyone who is honest with themselves, their employees, and their customers."

"...highly recommended for any community library business collection and anyone who may have to manage a brand." -Midwest Book Review

About the Author

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.

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Most helpful customer reviews
4.0 out of 5 stars Solid resource on Branding Oct. 26 2013
By Charles Dimov TOP 500 REVIEWER
Filled with both anecdotal and statistical tidbits of information, Branding your Business does great job of getting the reader up to speed on important aspects of branding. Various examples used from corporations, and mixing in direct quotes from leaders in those companies - keeps the material interesting and relevant to real business managers.

James Hammond does a thorough job of stepping through how brands make it into consumer's minds, memories, and the realities of leveraging emotions to make this happen. Interestingly, Hammond also addresses aspects like the senses (smell, taste) - and the impacts these too can have on the customer's brand experience - and your firm. Finally he does also go into the realm of Social Media - briefly.

Although Hammond could have provided more depth on the Social Media portion of Branding your Business - overall this is an excellent read and resource for both professional Brand Managers - and for the Small Business owner who needs to quickly 'figure this out'. Great content!
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Most Helpful Customer Reviews on (beta) 4.0 out of 5 stars  3 reviews
2.0 out of 5 stars Branding your business - nothing new on the horizon Nov. 17 2013
By Francisco - Published on
Format:Paperback|Verified Purchase
Unfortunately the book of James Hammond did not meet my expectations. With the exception of some sections and some well-chosen examples, the book presents a framework called "Brand Halo", which is nothing more than an accumulation of clichés without any practical content. It is a book with a lot of talk but little substance.
0 of 1 people found the following review helpful
5.0 out of 5 stars Branding made easy July 10 2012
By cbehal - Published on
Format:Paperback|Verified Purchase
In this book James Hammond takes the concept of branding and makes it easy to understand. There is a lot of technical jargon surrounding branding, but he makes it easy for small businesses to find their identity and associate a brand with that to make them more efficient and more successful. Even though I'm only half way through he has already helped to revolutionize how I think about who I am and want to be as a business.
0 of 1 people found the following review helpful
5.0 out of 5 stars Great book on branding for small businesses Dec 26 2011
By J. Latour - Published on
James Hammond's book "Branding Your Business" is an excellent book on how to promote your small business (or even your non-profit). This book has 18 chapters and contains a little over 260 pages of great information. James keeps you entertained in this well written book and it is one for your library shelf. He provides friendly advice and advises that the reader read the whole book, which I did. Hammond's says that you can "bootstrap" your small business, "but you can't bootstrap your brand." He also provides great examples of companies such as Amazon, Apple, and Coke and how they do their branding. Even if you think this book is for big business, it is not. It is for the small business owner that is trying to capture customers by getting them to love the brand through emotions, perception, and customer experience. Great businesses do this and they do it through their brand! This is a great book on branding (reviewed on
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