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 picture, vehicles, or a monetary carrier, your target is to make your model the main recognizable through 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 total procedure. PR is far greater than simply harm keep watch over for while whatever is going flawed; it’s a great way to speak the tale of your model via media retailers that the general public trusts.
A Branded global appears at branding from the original point of view of 1 of America’s optimum PR executives. In it, Michael Levine–whose consumers comprise significant Hollywood stars and best musicians–proves PR is a device simply as potent at turning daily items into widely known manufacturers because it is at turning proficient artists into family names. notwithstanding it has a definite secret to it, there’s not anything mystical approximately PR. backstage, it’s a self-discipline, person who may be taught and realized, 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 complete branding procedure, illustrating the numerous methods PR can assist sellers construct that once-in-a-lifetime model. Levine deals a PR professional’s trenchant research of universal branding options and appears at the various encouraged offerings and out of the ordinary flops in branding heritage, explaining why a few manufacturers turn into virtually sacred whereas others are easily forgotten. He additionally seems on the some ways PR affects one of the most very important features of branding, reminiscent of e-branding, first impressions, and model loyalty.
Filled with attractive tales and nuts-and-bolts suggestions for leveraging PR to construct manufacturers and speak model identification to shoppers, A Branded global indicates retailers and model managers the best way to faucet into the ability of PR to construct superior manufacturers.
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Additional info for Branded World: Adventures in Public Relations and the Creation of Superbrands
Sample text
The why becomes important when we consider the many reasons people might have for answering affirmatively on a form. In some cases, people respond to the first suggestion they’re given more strongly than they will to subsequent suggestions. Others will have a negative reaction to either of the words in our brand name, or might have a particular image that resonates for them in one of the other choices. Names can be difficult, and sometimes they are decided less on research data and more on a gut feeling, if the data are not overwhelming.
Reportage is done, research is accumulated, interviews are performed. Eventually the information item becomes a media report, and it is at that moment that the public relations professional can no longer control it entirely. Media outlets—particularly the most desirable, most credible ones—operate autonomously, reporting the information they deem necessary or interesting and excluding all else. Time constraints, space limitations, and the realities of economics play as prominent a role in the decision-making process as the newsworthiness of the information being considered.
Public relations does not do either of those things. When properly conceived and executed, a public relations campaign is next to invisible; the public does not know it’s there. More to the point, public relations does not create a physical manifestation of its effort: When PR is done right, it doesn’t leave the trace of a newspaper or magazine ad, a videotape, or an audiocassette that will win awards—and that can sometimes overwhelm the message being delivered. What public relations does is to encourage third parties to deliver the message.
Branded World: Adventures in Public Relations and the Creation of Superbrands by Michael P. Levine
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