A Branded World: Adventures in Public Relations and the Creation of Superbrands

Version: Unabridged
Author: Michael Levine
Narrator: Lloyd James
Genres: Marketing & Advertising
Publisher: Blackstone Audiobooks
Published In: January 2004
# of Units: 9 CDs
Length: 10 hours, 23 minutes
Ratings:
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Overview

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 goal 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 relations 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.

Filled with engaging stories and nuts-and-bolts tips for leveraging PR to build brands and communicate brand identity to consumers, A Branded World shows marketers and brand managers how to tap into the power of PR to build stronger brands.

Author Details

Author Details

Levine, Michael

James D. Watson was Director of Cold Spring Harbor Laboratory from 1968 to 1993, President from 1994 to 2003, and is now its Chancellor. He spent his undergraduate years at the University of Chicago and received his Ph.D. in 1950 from Indiana University. Between 1950 and 1953, he did postdoctoral research in Copenhagen and Cambridge, England. While at Cambridge, he began the collaboration that resulted in the elucidation of the double-helical structure of DNA in 1953. (For this discovery, Watson, Francis Crick, and Maurice Wilkins were awarded the Nobel Prize in 1962.) Later in 1953, he went t