Table of Contents

Introduction.Chapter 1. What Is Branding Anyway?Chapter 2. The Role of Public Relations in Branding.Chapter 3. Birth of a Brand.Chapter 4. Making the Best First Impression.Chapter 5. Planning a Powerful Launch.Chapter 6. Marrying Public Relations and Advertising in Branding.Chapter 7. Brand Maintenance in the Public Eye.Chapter 8. Brand Expansion.Chapter 9. The Celebrity Brand.Chapter 10. Studying the Brand Leaders.Chapter 11. Damage Control.Chapter 12. Successful E-Branding.Chapter 13. Maintaining the Whole Package.Chapter 14. Brand Loyalty and Customer Satisfaction.Chapter 15. Branding through Sponsorship and Endorsement.Chapter 16. Dealing with Copycat Brands.Conclusion.Notes.Further Reading.Index.

About the Author

MICHAEL LEVINE has represented more than 100 major celebrities as head of Levine Communications, an entertainment public relations firm with offices in Los Angeles, New York, Washington, D.C., and London. His clients have included Barbra Streisand, Michael Jackson, Demi Moore, Nancy Kerrigan, Ozzy Osbourne, Janet Jackson, Fleetwood Mac, Reebok, and many more. His essays have appeared in USA Today, the National Review, the Los Angeles Times, the San Francisco Chronicle, and the New York Times. He is the author of thirteen previous books.