By Michael P. Levine

ISBN-10: 0471263664

ISBN-13: 9780471263661

Branding is eventually how you differentiate your product from the contest. no matter if you’re promoting a star snapshot, cars, or a monetary carrier, your target is to make your model the main recognizable by means of the patron. yet there’s even more to powerful branding than a memorable slogan and ubiquitous advertising–public kin is turning into key to the full approach. PR is way greater than simply harm keep watch over for whilst anything is going incorrect; it’s a good way to speak the tale of your model via media shops that the general public trusts.

A Branded global appears to be like at branding from the original viewpoint of 1 of America’s most appropriate PR executives. In it, Michael Levine–whose consumers comprise significant Hollywood stars and most sensible musicians–proves PR is a device simply as powerful at turning daily items into well known manufacturers because it is at turning gifted artists into loved ones names. even though it has a definite secret to it, there’s not anything mystical approximately PR. behind the curtain, it’s a self-discipline, one who may be taught and discovered, practiced and analyzed.

A Branded global makes use of real-world examples and anecdotes from Levine’s stories to teach how PR matches into and helps a branding crusade. It follows a fictional product–in this situation, a model of ice cream–through the whole branding technique, illustrating the various methods PR can assist dealers construct that once-in-a-lifetime model. Levine deals a PR professional’s trenchant research of universal branding suggestions and appears at a number of the encouraged offerings and out of the ordinary flops in branding historical past, explaining why a few manufacturers develop into virtually sacred whereas others are easily forgotten. He additionally appears on the some ways PR affects one of the most very important features of branding, resembling e-branding, first impressions, and model loyalty.

Filled with enticing tales and nuts-and-bolts tips for leveraging PR to construct manufacturers and converse model identification to shoppers, A Branded international exhibits sellers and model managers find out how to faucet into the ability of PR to construct more suitable manufacturers.

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

Example text

We do want to emphasize quality, but we don’t want to jettison the image of fun and excitement that has made Ben & Jerry’s so successful. So we should emphasize the experience of ice cream we all remember from childhood, when ice cream was the ultimate treat and we would behave ourselves all day for the promise of a cone at night. So let’s call our product Ultimate Treat. This name—which could have been Just the Best, Just Rewards, More Better, Evening Cone, or Best Basics—conveys the idea we’re trying to express to the public.

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 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. ), or the ice cream storefront market (cones and cups sold for immediate consumption).

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


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