How brands become icons : the principles of cultural branding / Douglas Holt.
Material type:
TextPublisher: Boston, Mass. : Harvard Business School, 2004Description: 288 pISBN: - 1578517745 (hbk.) :
- 658.827 22
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.
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| Book | City Campus City Campus Main Collection | 658.827 HOL (Browse shelf(Opens below)) | 1 | Available | A261949B |
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.
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