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

Overview

Branding is ultimately the way you differentiate your product fromthe competition. Whether you’re selling a celebrity image,automobiles, or a financial service, your goal is to make yourbrand the most recognizable by the consumer. But there’s muchmore to effective branding than a memorable slogan and ubiquitousadvertising–public relations is becoming key to the entirestrategy. PR is much more than just damage control for whensomething goes wrong; it’s an effective way to communicate thestory of your brand through...

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Overview

Branding is ultimately the way you differentiate your product fromthe competition. Whether you’re selling a celebrity image,automobiles, or a financial service, your goal is to make yourbrand the most recognizable by the consumer. But there’s muchmore to effective branding than a memorable slogan and ubiquitousadvertising–public relations is becoming key to the entirestrategy. PR is much more than just damage control for whensomething goes wrong; it’s an effective way to communicate thestory of your brand through media outlets that the public trusts.

A Branded World looks at branding from the unique perspective ofone of America’s premier PR executives. In it, MichaelLevine–whose clients include major Hollywood stars and topmusicians–proves PR is a tool just as effective at turningeveryday products into widely recognized brands as it is at turningtalented artists into household names. Though it has a certainmystery to it, there’s nothing mystical about PR. Behind thescenes, it’s a discipline, one that can be taught and learned,practiced and analyzed.

A Branded World utilizes real-world examples and anecdotes fromLevine’s experiences to show how PR fits into and supports abranding campaign. It follows a fictional product–in thiscase, a brand of ice cream–through the entire brandingprocess, illustrating the many ways PR can help marketers buildthat once-in-a-lifetime brand. Levine offers a PRprofessional’s trenchant analysis of common branding conceptsand looks at some of the inspired choices and phenomenal flops inbranding history, explaining why some brands become almost sacredwhile others are simply forgotten. He also looks at the many waysPR impacts some of the most vital aspects of branding, such ase-branding, first impressions, and brand loyalty.

Filled with engaging stories and nuts-and-bolts tips forleveraging PR to build brands and communicate brand identity toconsumers, A Branded World shows marketers and brand managers howto tap into the power of PR to build stronger brands.

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Product Details

  • ISBN-13: 9780471263661
  • Publisher: Wiley
  • Publication date: 3/21/2003
  • Edition number: 1
  • Pages: 260
  • Product dimensions: 6.10 (w) x 9.10 (h) x 0.80 (d)

Meet the Author

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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Table of 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 inBranding.

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.

Chapter 16. Dealing with Copycat Brands.

Conclusion.

Notes.

Further Reading.

Index.

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Sort by: Showing all of 9 Customer Reviews
  • Posted May 14, 2010

    more from this reviewer

    Good perspective on branding

    I found this book helpful in understanding brands, what role they play and how to be sure your own brand has the elements that make it effective.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted January 10, 2004

    Terrific book!

    'A Branded World' is one of the leading branding books in my opinion, and I've read many of them. Michael Levine offered a very easy to digest formula to success in and out of business, and shared some fun stories (like about the branding of Demi Moore and the Brat Pack!) His writing is top-notch, and this book is a keeper for me.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted December 29, 2003

    Very Disappointing

    The author's main problem is that he assumes the reader has no common sense. Unless you know absolutely nothing whatsoever (ie, you don't even know what the word 'brand' means) you will gain nothing from reading this book.

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  • Posted December 9, 2008

    more from this reviewer

    An eye-opener

    Though the audience at first glance seems like advertisers and company moguls, consumers will appreciate this insightful look at how to make your product stand out in a crowded diverse market place. Author Michael Levine contends that the product whether it is a consumable, durable, or even the consumer selling themselves can become more recognizable than competitors among the buying public through proper public relations.<P> Mr. Levine includes strong examples of the winners and losers in the branding process. He also follows a fictional campaign selling a new brand of ice cream so that readers with background of years of marketing to a consumer who only knows commercial jingles will appreciate this insightful look at building the reputation of a product. With this primer, Michael Levine should become the branded name in PR creations.<P> Harriet Klausner

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  • Anonymous

    Posted June 7, 2003

    don't have a copy? what are you waiting for?

    this is a MUST have! not only did Michael kick butt, but he has a way of exciting the dendrites in your brain to make sure the information provided is well worth reading.

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  • Anonymous

    Posted April 12, 2003

    A Brighter Tomorrow

    Like a candle illuminating the path to success 'A Branded World' emerges from the darkness as an inspirational force in the public relations industry. This book is definately a 'must-have' if you want to a carve a name for yourself in this industry.

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  • Anonymous

    Posted May 2, 2003

    A must read

    Living in LA, everyone wants to be a part of Hollywood. 'A Branded World' gives an in depth insight to this alternate universe and educates on how to be the best of the best in PR.

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  • Anonymous

    Posted May 3, 2003

    Something Worth Reading

    A Branded World educates not only management and executive level staff, but also introduces techniques and ideologies that can set the framework for anyone interested in Marketing and Public Relations. This is a must read for anyone looking for tools to support their growth in this area.

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  • Anonymous

    Posted April 9, 2003

    Highly recommended

    Michael Levine's best book since guerilla PR! Again he's proven himself to be one of the most formidable and intelligent forces in the industry. Anyone who's interested in PR or just interested in the branded world we live in really must check this out. Highly recommended!

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