How brands become icons : the principles of cultural branding / Douglas B. Holt.
By: Holt, Douglas B
.
Publisher: Boston, Mass. : Harvard Business School Press, c2004Description: xiii, 265 p. : ill. ; 25 cm.ISBN: 1578517745 (hbk.).Subject(s): Brand name products | Business names | Popular cultureDDC classification: 658.827
Contents:
What is an iconic brand? - 2. How is cultural branding different? - 3. Targeting myth markets - 4. Composing the cultural brief - 5. Leveraging cultural and political authority - 6. Managing brand loyalty as a social network - 7. Co-authoring the myth - 8. Advancing the myth - 9. Branding as cultural activism.
| Item type | Current location | Shelf location | Call number | Copy number | Status | Notes | Date due | Barcode |
|---|---|---|---|---|---|---|---|---|
| Main Collection | Taylor's Library-TU |
Floor 4, Shelf 27 , Side 1, TierNo 5, BayNo 4 |
658.827 HOL (Browse shelf) | 1 | Available | SOMAC,37000,03,GR | 5000037393 |
Browsing Taylor's Library-TU Shelves Close shelf browser
| 658.827 HEA 2008 What is branding? / | 658.827 HEA 2008 What is branding? / | 658.827 HED Brand management : | 658.827 HOL How brands become icons : | 658.827 HOW 2011 How they started : | 658.827 HUM 2017 Brand brilliance : | 658.827 IND Living the brand : |
Includes bibliographical references (p. 245-249) and index.
What is an iconic brand? - 2. How is cultural branding different? - 3. Targeting myth markets - 4. Composing the cultural brief - 5. Leveraging cultural and political authority - 6. Managing brand loyalty as a social network - 7. Co-authoring the myth - 8. Advancing the myth - 9. Branding as cultural activism.