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A branded world : adventures in public relations and the creation of superbrands / Michael Levine

By: Levine, Michael, 1954-.
Publisher: Hoboken, N.J. : John Wiley, c2003Description: xi, 260 p. ; 24 cm.ISBN: 0471263664.Subject(s): Brand name products -- United States | Public relations -- United StatesDDC classification: 659.20973
Contents:
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.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU

Floor 4, Shelf 28 , Side 1, TierNo 1, BayNo 4

 659.20973 LEV (Browse shelf) 1 Available SOMAC,37001,02,AD 5000035622
Main Collection Taylor's Library-TU

Floor 4, Shelf 28 , Side 1, TierNo 1, BayNo 4

 659.20973 LEV (Browse shelf) 1 Available SOMAC,37001,03,AD 5000128755

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.