A BRANDED WORLD: ADVENTURES IN PUBLIC RELATIONS AND THE CREATION OF SUPERBRANDS

The head of a celebrity public relations 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 relations 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.

MICHAEL LEVINE has represented more than 100 major celebrities as head of Levine Communications, an entertainment public relations 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 Relations 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 Relations 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 Whole Package.
Chapter 14. Brand Loyalty and Customer Satisfaction.
Chapter 15. Branding through Sponsorship and Endorsement.
Chapter 16. Dealing with Copycat Brands.
Conclusion.
Notes.
Further Reading.
Index.