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Branding is ultimately the way you differentiate your product from the competition. Whether youre selling a celebrity image, automobiles, or a financial service, your goal is to make your brand the most recognizable by the consumer.

But theres 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; its an effective way to communicate the story of your brand through media outlets that the public trusts.

Filled with engaging stories and nut-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.

Michael Levine is the author of eleven books, including Guerilla P.R., the world's most widely used introduction to public relations. His essays have been featured in the New York Times, Reader's Digest, Hollywood Reporter, and USA Today. He hosts Inside Out with Michael Levine on KRLA, and he is the founder and owner of Levine Communications, based in Los Angeles.

Lloyd James hails from the Midwest. He received a B.A. in theater from a small liberal-arts college in New Mexico. He acts in the theater when his schedule permits and spends much of his free time working in his garden. He lives in Virginia with his wife and son.