TY  - BOOK
AU  - Holt,Douglas B.
TI  - How brands become icons: the principles of cultural branding 
SN  - 1578517745 (hbk.)
U1  - 658.827 
PY  - 2004///
CY  - Boston, Mass.
PB  - Harvard Business School Press
KW  - Brand name products
KW  - Business names
KW  - Popular culture
N1  - 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
ER  -