How Brands Become Icons: The Principles of Cultural Branding
Type
Book
Authors
ISBN 10
1578517745
ISBN 13
9781578517749
Category
650-659 Management
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Publication Year
2004
Publisher
Pages
288
Subject
Brand name products. Branding (Marketing) Business names.
Tags
Abstract
Distills the strategies used to create the world's most enduring brands into a fresh approach called "cultural branding". This book offers marketers and managers an alternative to conventional branding strategies, which often backfire when companies attempt to create identity brands.
Description
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Douglas B Holt
ISBN: 1578517745 9781578517749
OCLC Number: 54415938
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.
Responsibility: Douglas B. Holt.
Document Type: Book, Internet Resource
All Authors / Contributors: Douglas B Holt
ISBN: 1578517745 9781578517749
OCLC Number: 54415938
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.
Responsibility: Douglas B. Holt.
Number of Copies
1
