品牌的世界（A BRANDED WORLD） mobi 下载 网盘 caj lrf pdf txt 阿里云

Branding is ultimately the way you differentiate your product from the competition. Whether you’re selling a celebrity image, automobiles, or a financial service, your goal is to make your brand the most recognizable by the c***umer. But there’s much more to effective branding than a memorable slogan and ubiquitous advertising–public relati*** is becoming key to the entire strategy. PR is much more than just damage control fo***hen something goes wrong; it’s an effective way to communicate the story of your brand through media outlets that the public trusts.

A Branded World looks at branding from the unique perspective of one of America’s premier PR executives. In it, Michael Levine–whose clients include major Hollywood stars and top musicians–proves PR is a tool just as effective at turning everyday products into widely recognized brands as it is at turning talented artists into household names. Though it has a certain mystery to it, there’s nothing mystical about PR. Behind the scenes, it’s a discipline, one that can be taught and learned, practiced and ***yzed.

A Branded World utilizes real-world examples and anecdotes from Levine’s experiences to show how PR fits into and ***s a branding campaign. It follows a fictional product–in this case, a brand of ice cream–through the entire branding process, illustrating the many ways PR can help marketers build that once-in-a-lifetime brand. Levine offers a PR professional’s trenchant ***ysis of common branding concepts and looks at some of the inspired choices and phenomenal flops in branding history, explaining why some brands become almost sacred while others are simply f***otten. He also looks at the many ways PR impacts some of the most vital ***ects of branding, such as e-branding, first impressi***, and brand loyalty.

Filled with engaging stories and nuts-and-bolts tips for leveraging PR to build brands and communicate brand identity to c***umers, A Branded World shows marketers and brand managers how to tap into the power of PR to build stronger brands.

作者简介：MICHAEL LEVINE has represented more than 100 major celebrities as head of Levine Communicati***, an entertainment public relati*** firm with offices in Los Angeles, New York, Washington, D.C., and London. His clients have included Barbra Streisand, Michael Jackson, Demi Moore, Nancy Kerrigan, Ozzy Osbourne, Janet Jackson, Fleetwood Mac, Reebok, and many more. His essays have appeared in USA Today, the National Review, the Los Angeles Times, the San Francisco Chronicle, and the New York Times. He is the author of thirteen previous books.

Introduction

Chapter 1 What Is Branding, Anyway?

Chapter 2 The Role of Public Relati*** 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 Relati*** 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 W*** Package

Chapter 14 Brand Loyalty and Customer Satisfaction

Chapter 15 Branding through

Sp***orship and Endor***t

Chapter 16 Dealing with Copycat Brands

Conclusion

Notes

Further Reading

Index

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书籍介绍

The head of a celebrity public relati*** 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 relati*** 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.