Levine, Michael P. A Branded World Adventures in Public Relations and the Creation of Superbrands
1. Edition - April 2003 26.90 Euro 2003. 260 Pages, Hardcover - Handbook/Reference Book - ISBN-10: 0-471-26366-4 ISBN-13: 978-0-471-26366-1 - John Wiley & Sons
Short description Michael Levine, one of the top names in celebrity PR, shows how branding happens through public relations. He explores in detail the many facets of PR in the branding process, including packaging, damage control, and e-branding. By creating a fictional product and using it as a branding template throughout the book, this definitive resource offers nuts-and-bolts tips for public relations professionals and marketing managers on leveraging PR to build brand identity.
From the contents Introduction.
Chapter 1. What Is Branding Anyway?
Chapter 2. The Role of Public Relations in Branding.
Chapter 3. Birth of a Brand.
Chapter 4. Making the Best First Impression.
Chapter 5. Planning a Powerful Launch.
Chapter 6. Marrying Public Relations and Advertising in Branding.
Chapter 7. Brand Maintenance in the Public Eye.
Chapter 8. Brand Expansion.
Chapter 9. The Celebrity Brand.
Chapter 10. Studying the Brand Leaders.
Chapter 11. Damage Control.
Chapter 12. Successful E-Branding.
Chapter 13. Maintaining the Whole Package.
Chapter 14. Brand Loyalty and Customer Satisfaction.
Chapter 15. Branding through Sponsorship and Endorsement.
