How brands become icons : the principles of cultural branding / Douglas B. Holt.

By:

Holt, Douglas B

Material type: Text

TextPublication details: Boston, Mass. : Harvard Business School ; London : McGraw-Hill [distributor], 2004.Description: xiii, 263 p. ; 25 cmISBN:

9781578517749 (hbk.) :
1578517745

Subject(s):

DDC classification:

658.827 HOL

LOC classification:

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.

Summary: 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',.

Holdings ( 2 )
Title notes ( 3 )

Holdings
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.

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',.