How brands become icons : the principles of cultural branding /
Holt, Douglas B.
How brands become icons : the principles of cultural branding / - Boston, Ma. : Harvard Business School Press, 2004 - xiii, 265 p. ; 24 cm.
Includes bibliographical references and index.
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.
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',.
1578517745 9781578517749: £28.00 9781578517749
Popular culture.
Brand name products.
Trademarks.
Business names.
Advertising--Brand name products.
658.827 / HOL
How brands become icons : the principles of cultural branding / - Boston, Ma. : Harvard Business School Press, 2004 - xiii, 265 p. ; 24 cm.
Includes bibliographical references and index.
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.
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',.
1578517745 9781578517749: £28.00 9781578517749
Popular culture.
Brand name products.
Trademarks.
Business names.
Advertising--Brand name products.
658.827 / HOL