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More About This Title A Branded World: Adventures in Public Relationsand the Creation of Superbrands
English
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.
English
English
Introduction ix
Chapter 1 What Is Branding, Anyway? 1
Chapter 2 The Role of Public Relations in Branding 16
Chapter 3 Birth of a Brand 31
Chapter 4 Making the Best First Impression 48
Chapter 5 Planning a Powerful Launch 70
Chapter 6 Marrying Public Relations and Advertising in Branding 82
Chapter 7 Brand Maintenance in the Public Eye 96
Chapter 8 Brand Expansion 111
Chapter 9 The Celebrity Brand 125
Chapter 10 Studying the Brand Leaders 136
Chapter 11 Damage Control 151
Chapter 12 Successful E-Branding 165
Chapter 13 Maintaining the Whole Package 181
Chapter 14 Brand Loyalty and Customer Satisfaction 194
Chapter 15 Branding through Sponsorship and Endorsement 213
Chapter 16 Dealing with Copycat Brands 230
Conclusion 247
Notes 252
Further Reading 253
Index 255
