How brands become icons : the principles of cultural branding / Douglas B. Holt.
Material type: TextPublication details: Boston, Mass. : Harvard Business School ; London : McGraw-Hill [distributor], 2004.Description: xiii, 263 p. ; 25 cmISBN:- 9781578517749 (hbk.) :
- 1578517745
- 658.827 HOL
- HD69.B7 H647 2004
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.827 HOL (Browse shelf(Opens below)) | 1 | Available | 128234 | ||
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.827 HOL (Browse shelf(Opens below)) | 1 | Available | 127689 |
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.
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',.