A Branded World

"A Branded World looks at branding from the unique perspective of one of America's premier PR executives. In it, Michael Levine - whose clients include major Hollywood stars and top musicians - proves PR is a tool just as effective at turning everyday products into widely recognized brands as it is at turning talented artists into household names. Though it has a certain mystery to it, there's nothing mystical about PR. Behind the scenes, it's a discipline, one that can be taught and learned, practiced and analyzed.". "A Branded World 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 once-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."--BOOK JACKET

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