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Branding for Food Businesses: A Practical Guide
Branding for Food Businesses: A Practical Guide
Index
Chapter 1 - Branding Basics
Chapter 2 - Brand Identity I: Defining Your Business
Chapter 3 - Brand Identity II: Brand Elements
Chapter 4- Brand Expression
Conclusion
Appendix: Academic Research Relevant to Branding for Food Businesses - A Literature Review
Some Final Words from the Author
References
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Chapter 2 - Brand Identity I: Defining Your Business

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2.1 Defining Your Purpose: The Mission Statement
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2.2 Finding Your Audience
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2.3 Positioning
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2.4 Personality
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2.5 Naming
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2.6 The Brand Brief
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