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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:   eBook : Document : EnglishView all editions and formats
Summary:
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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Levine, Michael, 1954-
Branded world.
Hoboken, N.J. : J. Wiley, ©2003
(DLC) 2002192262
(OCoLC)51519644
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Michael Levine
ISBN: 0471432881 9780471432883 128036372X 9781280363726
OCLC Number: 52389449
Description: 1 online resource (xi, 260 pages)
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 --
Conclusions.
Responsibility: Michael Levine.
More information:

Abstract:

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.

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