Research Catalog

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

Title
A branded world : adventures in public relations and the creation of superbrands / Michael Levine.
Author
Levine, Michael, 1954-
Publication
Hoboken, N.J. : J. Wiley, [2003], ©2003.

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StatusFormatAccessCall NumberItem Location
TextRequest in advance HD69.B7 L486 2003Off-site

Details

Description
xi, 260 pages; 24 cm
Subjects
Bibliography (note)
  • Includes bibliographical references (p. 253) and index.
Contents
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 -- Ch. 16. Dealing with Copycat Brands.
ISBN
0471263664 (cloth)
LCCN
2002192262
OCLC
  • ocm51519644
  • SCSB-4332974
Owning Institutions
Columbia University Libraries