How brands become icons : the principles of cultural branding
Title:
How brands become icons : the principles of cultural branding
Author:
Holt, Douglas B.
ISBN:
9781578517749
Personal Author:
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'.
Electronic Access:
InhaltsverzeichnisTable 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