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A branded world : adventures in public relations and the creation of superbrands

Author: Michael Levine
Publisher: Hoboken, N.J. : J. Wiley, ©2003.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
Public relations executive Michael Levine shows how PR fits into the branding processing using anecdotes, real-world examples, and the creation of a fictional product.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Michael Levine
ISBN: 0471263664 9780471263661
OCLC Number: 51519644
Description: xi, 260 pages ; 24 cm
Contents: What is branding, anyway? --
The role of public relations in branding --
Birth of a brand --
Making the best first impression --
Planning a powerful launch --
Marrying public relations and advertising in branding --
Brand maintenance in the public eye --
Brand expansion --
The celebrity brand --
Studying the brand leaders --
Damage control --
Successful E-branding --
Maintaining the whole package --
Brand loyalty and customer satisfaction --
Branding through sponsorship and endorsement --
Dealing with copycat brands.
Responsibility: Michael Levine.
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Abstract:

Offers advice on the art of PR and branding. By creating a fictional product and using it as a branding template throughout, this work explores the many facets of PR in the branding process,  Read more...

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