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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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Index
Audrey Chen
Branding for Food Businesses: A Practical Guide
Chapter 1 - Branding Basics
1.1 What is a Brand?
1.2 Why Brand?
1.3 Branding Myths
Chapter 2 - Brand Identity I: Defining Your Business
2.1 Defining Your Purpose: The Mission Statement
2.2 Finding Your Audience
2.3 Positioning
2.4 Personality
2.5 Naming
2.6 The Brand Brief
Chapter 3 - Brand Identity II: Brand Elements
3.1 Visual Identity
3.2 Verbal Identity
3.3 Behavioral Identity
Chapter 4- Brand Expression
4.1 A Quick Note on Touchpoints
4.2 Service Quality
4.3 Atmopsherics - Environment
4.4 Brand Alliances
4.5 Brand Innovation
Conclusion
Appendix: Academic Research Relevant to Branding for Food Businesses - A Literature Review
Some Final Words from the Author
References
Branding for Food Businesses: A Practical Guide
Chapter 1 - Branding Basics
Chapter 2 - Brand Identity I: Defining Your Business
Chapter 3 - Brand Identity II: Brand Elements
Chapter 4- Brand Expression
Conclusion
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