TY  - BOOK
AU  - Holt,Douglas B.
TI  - How brands become icons: the principles of cultural branding 
SN  - 1578517745 (hbk.) :
U1  - 658.827 22
PY  - 2004///
CY  - Boston, Mass.
PB  - Harvard Business School
KW  - Brand name products
KW  - Business names
KW  - Popular culture
N1  - 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
ER  -