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How brands become icons : the principles of cultural branding
- Author / Creator
- Available as
- Physical
Details
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- Creator
- Douglas B. Holt
- Format
- Books
- Language
- English
- Publication
-
- Boston, Mass. : Harvard Business School Press, [2004]
- ©2004
- Physical Details
-
- xiii, 265 pages : illustrations ; 25 cm
- ISBNs
- 9781578517749, 1578517745
- OCLC
- ocm54415938
- Includes bibliographical references (pages 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