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

By Michael P. Levine

Branding is finally how you differentiate your product from the contest. even if you’re promoting a celeb photograph, vehicles, or a monetary carrier, your target is to make your model the main recognizable via the patron. yet there’s even more to powerful branding than a memorable slogan and ubiquitous advertising–public family members is changing into key to the full procedure. PR is far greater than simply harm keep watch over for while anything is going fallacious; it’s a good way to speak the tale of your model via media shops that the general public trusts.

A Branded global seems at branding from the original point of view of 1 of America’s premiere PR executives. In it, Michael Levine–whose consumers contain significant Hollywood stars and best musicians–proves PR is a device simply as potent at turning daily items into well known manufacturers because it is at turning proficient 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 might be taught and realized, practiced and analyzed.

A Branded international 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 complete branding procedure, illustrating the various methods PR will help retailers construct that once-in-a-lifetime model. Levine deals a PR professional’s trenchant research of universal branding thoughts and appears at a few of the encouraged offerings and extraordinary flops in branding historical past, explaining why a few manufacturers turn 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, resembling e-branding, first impressions, and model loyalty.

Filled with enticing tales and nuts-and-bolts counsel for leveraging PR to construct manufacturers and speak model identification to shoppers, A Branded global exhibits dealers and model managers tips to faucet into the ability of PR to construct improved manufacturers.

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

Sample text

Overlooking public relations—which provides the truest, most credible sources of information to the public—has proven to be a very shortsighted decision indeed. qxd 2/3/03 12:18 PM Page 31 CHAPTER THREE BIRTH OF A BRAND I n this chapter, in order to illustrate the steps included in creating a brand, we will create a fictitious brand and develop it for the optimum Branding plan. We will create, refine, and develop our brand to illustrate how marketing, advertising, and especially public relations play into brand creation.

Sometimes, the right thing to do is to go with your gut. A good deal of excellent, helpful information can be gained from market research, and quite often it can help conceive, establish, and maintain a very successful brand. While marketers have to be wary of the obvious trap—the urge to become whatever the public wants, merely to be accepted—market research information can warn them of possible missteps before they are taken, and can save huge sums of money spent on misguided campaigns. However, one focus group or even one market research study will not be enough to launch a successful brand.

These can include competing brands, since there is no control over a news item once it has been presented to the news media. Even if the originating company is the only source of information, almost always the reporter and gatekeeper who decide to report the story will gather their own data, conduct their own interviews, and write their own copy without consulting the public relations professional. The company creating or promoting the brand in question will not be consulted before the news item is published or broadcast, so even if there are inaccuracies in the reporting, they will be dealt with after the initial report, and will not be prevented so much as repaired.

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