A Branded World: Adventures In Public Relations And The Creation Of Superbrands

"A Branded World is a real insider's guide to the elusive science of branding. With tremendous command over his subject material, Michael Levine has provided us with a primer that is a must read for all those who pursue careers in public relations and brand marketing."
-Howard J. Rubenstein
President, Rubenstein Associates, Inc.

"At last, a PR man who really understands what branding is all about. It certainly is worth learning what he appears to have learned. A good read."
-Jack Trout, author, A Genie's Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius

"The most valuable, indispensable part of the branding process, according to Michael Levine, is PR. He goes on to prove his point with dozens of pertinent case histories, including the imaginary launch of a new ice cream brand. A terrific guide to the role that PR plays in marketing today."
-Al Ries, author, The Fall of Advertising and the Rise of PR

The head of a celebrity public relations firm offers expert advice on the art of PR and branding
In A Branded World, renowned celebrity publicist and bestselling author Michael Levine explores the fascinating and complex world of branding. He explores the many facets of PR in the branding process, including packaging, damage control, and e-branding. By actually creating a fictional product and using it as a branding template throughout the book, this definitive work offers extraordinary advice for PR executives and marketing managers on how to build their brands and use the appropriate media to effectively promote those brands. With examples of successful and unsuccessful branding campaigns and an exploration of the idea of personalities as product, this is the definitive guide to branding.
Michael Levine (Los Angeles, CA) has represented hundreds of major-name celebrities as head of a prominent public relations firm with offices in Los Angeles, New York, Washington, D.C., and London. His client list includes Janet Jackson, Fleetwood Mac, and Reebok, among others. His essays have appeared in USA Today, the National Review, the Los Angeles Times, and The New York Times.