A Branded World: Adventures in Public Relations and the Creation of SuperbrandsJohn Wiley & Sons, 7 kwi 2003 - 260 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. |
Spis treści
What Is Branding Anyway? | 1 |
The Role of Public Relations in Branding | 16 |
Birth of a Brand | 31 |
Making the Best First Impression | 48 |
Planning a Powerful Launch | 70 |
Marrying Public Relations and Advertising in Branding | 82 |
Brand Maintenance in the Public Eye | 96 |
Brand Expansion | 111 |
Successful EBranding | 165 |
Maintaining the Whole Package | 181 |
Brand Loyalty and Customer Satisfaction | 194 |
Branding through Sponsorship and Endorsement | 213 |
Dealing with Copycat Brands | 230 |
Conclusion | 247 |
Notes | 252 |
Further Reading | 253 |
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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