Offers guidance and tips on writing a business plan, discussing how to establish a company's mission and values, describe a business's capabilities, craft a marketing plan, and keep a plan current.

Discover how brands are created, managed, differentiated, leveraged, and licensed. Whether your business is large or small, global or local, this new edition of Branding For Dummies gives you the nuts and bolts to create, improve, and maintain a successful brand. It'll help you define your company's mission, the benefits and features of your products or services, what your customers and prospects already think of your brand, what qualities you...