A Branded World: Adventures in Public Relations and the Creation of Superbrands

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John Wiley & Sons, Apr 7, 2003 - Business & Economics - 260 pages
The head of a celebrity public relations firm offers expert advice on the art of PR and branding

In A Branded World, renowned celebrity publicist and bestselling author Michael Levine explores the fascinating and complex world of branding. He explores the many facets of PR in the branding process, including packaging, damage control, and e-branding. By actually creating a fictional product and using it as a branding template throughout the book, this definitive work offers extraordinary advice for PR executives and marketing managers on how to build their brands and use the appropriate media to effectively promote those brands. With examples of successful and unsuccessful branding campaigns and an exploration of the idea of personalities as product, this is the definitive guide to branding.

 

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Contents

What Is Branding Anyway?
1
The Role of Public Relations in Branding
16
Birth of a Brand
31
Making the Best First Impression
48
Planning a Powerful Launch
70
Marrying Public Relations and Advertising in Branding
82
Brand Maintenance in the Public Eye
96
Brand Expansion
111
Successful EBranding
165
Maintaining the Whole Package
181
Brand Loyalty and Customer Satisfaction
194
Branding through Sponsorship and Endorsement
213
Dealing with Copycat Brands
230
Conclusion
247
Notes
252
Further Reading
253

The Celebrity Brand
125
Studying the Brand Leaders
136
Damage Control
151

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About the author (2003)

MICHAEL LEVINE has represented more than 100 major celebrities as head of Levine Communications, an entertainment public relations firm with offices in Los Angeles, New York, Washington, D.C., and London. His clients have included Barbra Streisand, Michael Jackson, Demi Moore, Nancy Kerrigan, Ozzy Osbourne, Janet Jackson, Fleetwood Mac, Reebok, and many more. His essays have appeared in USA Today, the National Review, the Los Angeles Times, the San Francisco Chronicle, and the New York Times. He is the author of thirteen previous books.

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