A Branded World: Adventures in Public Relations and the Creation of Superbrands (Quick Read)

A Branded World
by Michael Levine

Quick Read Summary of Chapter 1:

Branding is everywhere. A brand identity is necessary. What is the key to the concept. Few understand what branding really is. Brand is seen as hype in most people minds. The truth is actually the opposite. The employees have to be able to deliver on the brand on the company they work for. Would you recommend it to a friend? is a key question in branding.

Some things work and others don’t. Branding can be worked out, it is not magic. Best public relation practices are key to marketing success.

Chapter 1

What is branding?

Many self proclaimed experts talk about branding. Many say they get branding. To create a brand is not just getting it. Branding is not just a name that is repeated over and over. Good will and trust has to be established. It is not an advertising campaign or a logo. One product is not a brand. Bill Clinton is an example of a brand.

A brand has to be consistent and tell the truth. A brand meets a need. J-Lo is now a brand because of a well thought out brand.

Branding is the developing of a carefully designed identity. It is a critical subject. Every brand has a personality. Coke and Pepsi each have their own personality. Coca-cola is the most recognized brand name in the world today.

The exhaustive work of branding is what goes on behind the scenes.

There are three components of branding: Advertising lets the public know. Marketing created the entity of what the brand will become. Public relations defines the brand to the public and is subtle.

Secure brands still need to advertise. How to present the look of the brand is the job of advertising. The attitude of the brand comes through in the advertising. The media outlets also have personalities of their own. These are sometimes matched to the brands that advertise with them. A target audience needs to be selected.

Marketing is often confused with advertising. The tone of the ads can be defined with marketing. Apple marketed iMac in a unique way, successful and careful way. VHS positioned itself as an easier to use format than BETA.

Marketing determines the audience of the product. Newness and differentness is targeted, not to an older audience, but a young audience in their twenties.

Public relations is the craft of attaining publicity. It is not the publicity itself. PR attracts attention. They package the “news” to public via the news media. Many companies to do not trust the media. Public Relations communicates in a way that the consumer is not on the defensive.

Summary by Kevin Woolsey, BTR360.com

More from Wiley Here: http://www.wiley.com/WileyCDA/WileyTitle/productCd-0471263664.html

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