How brands become icons : the principles of cultural branding
by
 
Holt, Douglas B.

Title
: 
How brands become icons : the principles of cultural branding

Author
: 
Holt, Douglas B.

ISBN
: 
9781578517749

Personal Author
: 
Holt, Douglas B.

Publication Information
: 
Boston, Mass. : Harvard Business School Press, ©2004.

Physical Description
: 
xiii, 265 pages : illustrations ; 25 cm

Contents
: 
What is an iconic brand? -- How is cultural branding different? -- Targeting myth markets -- Composing the cultural brief -- Leveraging cultural and political authority -- Managing brand loyalty as a social network -- Co-authoring the myth -- Advancing the myth -- Branding as cultural activism.

Abstract
: 
Iconic brands have social lives and cultural significance that go well beyond product benefits and features. This book distills the strategies used to create the world's most enduring brands into a new approach called 'cultural branding'.

Subject Term
: 
Brand name products.
 
Branding (Marketing)
 
Business names.
 
Popular culture.

Electronic Access
: 
Inhaltsverzeichnis
 
Table of contents http://catdir.loc.gov/catdir/toc/ecip0414/2004002697.html
 
Table of contents http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=012881193&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
 
Publisher description http://catdir.loc.gov/catdir/enhancements/fy1311/2004002697-d.html


LibraryMaterial TypeItem BarcodeShelf NumberCopy
VEGA DurbanRecommended Books000014681658.827 HOL1
VEGA DurbanRecommended Books000013867658.827 HOL2
VEGA DurbanRecommended Books000014727658.827 HOL3