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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About 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.
Table of Contents
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
Further Reading 253
Most Helpful Customer Reviews
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.
'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.
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.
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. 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. Harriet Klausner
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.
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.
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.
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.
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!