Download e-book for iPad: Branded World: Adventures in Public Relations and the by Michael P. Levine

By Michael P. Levine

ISBN-10: 0471263664

ISBN-13: 9780471263661

Branding is finally how you differentiate your product from the contest. no matter if you’re promoting a star photograph, vehicles, or a monetary carrier, your objective is to make your model the main recognizable by means of the patron. yet there’s even more to potent branding than a memorable slogan and ubiquitous advertising–public relatives is changing into key to the complete process. PR is far greater than simply harm regulate for while anything is going improper; it’s a good way to speak the tale of your model via media retailers that the general public trusts.

A Branded global seems at branding from the original viewpoint of 1 of America’s most popular PR executives. In it, Michael Levine–whose consumers contain significant Hollywood stars and best musicians–proves PR is a device simply as powerful at turning daily items into widely known manufacturers because it is at turning gifted artists into family names. although it has a definite secret to it, there’s not anything mystical approximately PR. backstage, it’s a self-discipline, one who might be taught and discovered, practiced and analyzed.

A Branded global makes use of real-world examples and anecdotes from Levine’s reports to teach how PR matches into and helps a branding crusade. It follows a fictional product–in this example, a model of ice cream–through the whole branding technique, illustrating the various methods PR may also help agents construct that once-in-a-lifetime model. Levine bargains a PR professional’s trenchant research of universal branding recommendations and appears at many of the encouraged offerings and extra special flops in branding historical past, explaining why a few manufacturers develop into nearly sacred whereas others are easily forgotten. He additionally appears to be like on the some ways PR affects the most important facets of branding, equivalent to e-branding, first impressions, and model loyalty.

Filled with enticing tales and nuts-and-bolts advice for leveraging PR to construct manufacturers and speak model id to shoppers, A Branded international exhibits agents and model managers the best way to faucet into the ability of PR to construct more suitable manufacturers.

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Extra info for Branded World: Adventures in Public Relations and the Creation of Superbrands

Example text

Companies that want to create brands but don’t know what their specific goals are for the next 6, 18, or 36 months can’t possibly be expected to define their brand identity or the proper kind of media coverage they need to best exploit their brand’s possibilities. A good percentage of Americans believe that Elvis is still alive; there’s no accounting for what people might think. But the reality is that a Branding campaign, fueled by public relations efforts, will fail miserably if it doesn’t have specific, well-defined goals in place for various points in the future before it begins.

In Branding, it is always best to be first. For the purposes of our exercise, we’ll choose the ice cream market. While there are a number of formidable brands, such as Häagen-Dazs, Ben & Jerry’s, Breyer’s, and Edy’s, all competing in that market, there is not yet one brand so dominant that attempting to sell a competing product in its marketplace seems pointless. Also, the ice cream market has enough separate niches to conquer that a well-conceived, well-developed brand could certainly make a very big impact on the current marketplace.

While this question does not directly address the name of an ice cream product, it is exactly that issue we are trying to gauge here. Because it deals with the consumer’s feelings about ice cream, the question can help tap into emotions that will strike a chord with consumers in the name of a product. Should we find that answers to (b) are disappointing, or that one of the other choices is especially strong, our name might have to change.

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Branded World: Adventures in Public Relations and the Creation of Superbrands by Michael P. Levine


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