Public relation -- Branded marketing

Indeks : p. 255-260 ; 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 global is to make your brand the most recognizable by the consumer. But there's much more to effective branding than a memorable slogan and ubiquitous advertising-public relation is becoming key to the entire strategy. PR is much more than just damage control for when something goes wrong; it's an effective way to communicate the story of your brand through media outlets that the public trusts. This book look at branding from the unique perspective of one of America's premier PR executives. In it, Michael Levine-whose clients include major Holliwood stars and top musicians-proves PR is a tool just as effective at turning everyday products into widely recognized brand as it is at turning talented artists into household names. Through it has a certain mystery to it, there's nothinh mystical about PR. Behind the scened, it's a discipline, one that can be taught and learned, practiced and analyzed. This book also utilizes real-world examples and anecdotes from Levine's experiences to show how PR fits into and supports 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 one-in-a-lifetime brand. Levine offers a PR professional's trenchant analysis 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 forgotten. He also looks at the manu ways PR impacts some of the most vital aspects of branding, such as e-branding, first impressions, and brand loyalty.