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How brands become icons : the principles of cultural branding /

By: Holt, Douglas B.
Publisher: Boston, Ma. : Harvard Business School Press, 2004Description: xiii, 265 p. ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 1578517745; 9781578517749:; 9781578517749.Subject(s): Popular culture | Brand name products | Trademarks | Business names | Advertising -- Brand name productsDDC classification: 658.827
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.
Summary: 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',.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.827 HOL (Browse shelf(Opens below)) 1 Available 0068942
Total holds: 0

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',.

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