A Branded World: Adventures in Public Relations and the Creation of SuperbrandsThe 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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Spis treści
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 12 Successful EBranding | 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 |
Conclusion | 247 |
Notes | 252 |
Further Reading | 253 |
Chapter 9 The Celebrity Brand | 125 |
Chapter 10 Studying the Brand Leaders | 136 |
Chapter 11 Damage Control | 151 |
Inne wydania - Wyświetl wszystko
A Branded World: Adventures in Public Relations and the Creation of Superbrands Michael Levine Ograniczony podgląd - 2003 |
A Branded World: Adventures in Public Relations and the Creation of Superbrands Michael P. Levine Podgląd niedostępny - 2003 |
Kluczowe wyrazy i wyrażenia
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Informacje bibliograficzne
| Tytuł | A Branded World: Adventures in Public Relations and the Creation of Superbrands |
| Autor | Michael Levine |
| Wydawca | John Wiley & Sons, 2003 |
| ISBN | 0471432881, 9780471432883 |
| Liczba stron | 260 |
| Eksportuj cytowanie | BiBTeX EndNote RefMan |