TY  - BOOK
AU  - Levine,Michael
TI  - A branded world: adventures in public relations and the creation of superbrands 
SN  - 0471263664
U1  - 659.20973 
PY  - 2003///
CY  - Hoboken, N.J.
PB  - John Wiley
KW  - Brand name products
KW  - United States
KW  - Public relations
N1  - 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
ER  -