Levine, Michael, 1954-
A branded world : adventures in public relations and the creation of superbrands / Michael Levine - Hoboken, N.J. : John Wiley, c2003 - xi, 260 p. ; 24 cm.
Introduction. - Ch. 1. What is Branding Anyway? - Ch. 2. The Role of Public Relations in Branding. - Ch. 3. Birth of a Brand. - Ch. 4. Making the Best First Impression. - Ch. 5. Planning a Powerful Launch. - Ch. 6. Marrying Public Relations and Advertising in Branding. - Ch. 7. Brand Maintenance in the Public Eye. - Ch. 8. Brand Expansion. - Ch. 9. The Celebrity Brand. - Ch. 10. Studying the Brand Leaders. - Ch. 11. Damage Control. - Ch. 12. Successful E-Branding. - Ch. 13. Maintaining the Whole Package. - Ch. 14. Brand Loyalty and Customer Satisfaction. - Ch. 15. Branding Through Sponsorship and Endorsement. - Conclusion. - Index. - Notes.
0471263664
Brand name products--United States.
Public relations--United States.
659.20973 / LEV
A branded world : adventures in public relations and the creation of superbrands / Michael Levine - Hoboken, N.J. : John Wiley, c2003 - xi, 260 p. ; 24 cm.
Introduction. - Ch. 1. What is Branding Anyway? - Ch. 2. The Role of Public Relations in Branding. - Ch. 3. Birth of a Brand. - Ch. 4. Making the Best First Impression. - Ch. 5. Planning a Powerful Launch. - Ch. 6. Marrying Public Relations and Advertising in Branding. - Ch. 7. Brand Maintenance in the Public Eye. - Ch. 8. Brand Expansion. - Ch. 9. The Celebrity Brand. - Ch. 10. Studying the Brand Leaders. - Ch. 11. Damage Control. - Ch. 12. Successful E-Branding. - Ch. 13. Maintaining the Whole Package. - Ch. 14. Brand Loyalty and Customer Satisfaction. - Ch. 15. Branding Through Sponsorship and Endorsement. - Conclusion. - Index. - Notes.
0471263664
Brand name products--United States.
Public relations--United States.
659.20973 / LEV