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

By: Publication details: Hoboken, N.J. : John Wiley, c2003Description: xi, 260 p. ; 24 cmISBN:
  • 0471263664
Subject(s): DDC classification:
  • 659.20973 LEV
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.
Holdings
Cover image Item type Current library Home library Collection Shelving location Shelf location Call number Materials specified Vol info Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Main Collection Taylor's Library-TU

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

 659.20973 LEV (Browse shelf(Opens below)) 1 Available SOMAC,37001,02,AD 5000035622

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.