A Branded World

Overview


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 ...
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Overview


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.
Michael Levine (Los Angeles, CA) has represented hundreds of major-name celebrities as head of a prominent public relations firm with offices in Los Angeles, New York, Washington, D.C., and London. His client list includes Janet Jackson, Fleetwood Mac, and Reebok, among others. His essays have appeared in USA Today, the National Review, the Los Angeles Times, and The New York Times.
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Product Details

  • ISBN-13: 9780786126651
  • Publisher: Blackstone Audio, Inc.
  • Publication date: 1/28/2004
  • Format: Cassette
  • Edition description: Unabridged library edition - 8 cassettes
  • Product dimensions: 6.46 (w) x 9.44 (h) x 1.25 (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
Ch. 1 What Is Branding, Anyway? 1
Ch. 2 The Role of Public Relations in Branding 16
Ch. 3 Birth of a Brand 31
Ch. 4 Making the Best First Impression 48
Ch. 5 Planning a Powerful Launch 70
Ch. 6 Marrying Public Relations and Advertising in Branding 82
Ch. 7 Brand Maintenance in the Public Eye 96
Ch. 8 Brand Expansion 111
Ch. 9 The Celebrity Brand 125
Ch. 10 Studying the Brand Leaders 136
Ch. 11 Damage Control 151
Ch. 12 Successful E-Branding 165
Ch. 13 Maintaining the Whole Package 181
Ch. 14 Brand Loyalty and Customer Satisfaction 194
Ch. 15 Branding through Sponsorship and Endorsement 213
Ch. 16 Dealing with Copycat Brands 230
Conclusion 247
Notes 252
Further Reading 253
Index 255
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