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How brands become icons : the principles of cultural branding / Douglas B. Holt.
Publication details: Boston, Mass. : Harvard Business School Press, c2004.Description: XIII, 265 p. : ill. ; 25 cmISBN:- 1578517745 (hbk.)
- 9781578517749 (hbk.)
- How brands become icons : the principles of cultural branding
- HD69.B7 H647 2004
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 | Home library | Shelving location | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
Books
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American University in Dubai | American University in Dubai | Main Collection | HD 69 .B7 H647 2004 (Browse shelf(Opens below)) | Available | 695452 |
Includes bibliographical references (p. 245-249) 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.
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