A Branded World

Adventures in Public Relations and the Creation of Superbrands

Michael Levine

260 pages, parution le 02/05/2003

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Résumé

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.
Michael Levine (Los Angeles, CA) has represented hundreds of major-name celebrities as head of a prominent public relations firm with offices in Los Angeles, New York, Washington, D.C., and London. His client list includes Janet Jackson, Fleetwood Mac, and Reebok, among others. His essays have appeared in USA Today, the National Review, the Los Angeles Times, and The New York Times.

Contents

Introduction
Chapter 1 What IS Branding Anyway?
Chapter 2 The Role of Public Relations in Branding
Chapter 3 Birth of a Brand
Chapter 4 Making the Best First Impression
Chapter 5 Planning a Powerful Launch
Chapter 6 Marrying Public Relations and Advertising in Branding
Chapter 7 Brand Maintenance in the Public Eye
Chapter 8 Brand Expansion
Chapter 9 The Celebrity Brand
Chapter 10 Studying the Brand Leaders
Chapter 11 Damage Control
Chapter 12 Successful E-Branding
Chapter 13 Maintaining the Whole Package
Chapter 14 Brand Loyalty and Customer Satisfaction
Chapter 15 Branding Through Sponsorship and Endorsement
Conclusion

L'auteur - Michael Levine

Michael Levine est professeur de biologie moléculaire et cellulaire à l'université de Californie, Berkeley et co-directeur du Center for Integrative Genomics. Il a étudié la génétique moléculaire du développement de la drosophile et travaille actuellement sur les réseaux de gènes responsables de la gastrulation des embryons de la drosophile et de la cione (ascidie de mer).

Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Michael Levine
Parution	02/05/2003
Nb. de pages	260
Format	16 x 23,5
Couverture	Relié
Poids	510g
Intérieur	Noir et Blanc
EAN13	9780471263661