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![](/opac-tmpl/bootstrap/images/filefind.png)
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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 |
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.