Holt, Douglas B.
How brands become icons : the principles of cultural branding / Douglas B. Holt. - [First Edition]. - xiii, 265 pages : illustrations ; 25 cm.
Includes biographical references, appendix, notes, 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.
9781578517749 1578517745
2004002697
Brand name products.
Branding (Marketing)
Business names.
Popular culture.
658.827 / DOU
How brands become icons : the principles of cultural branding / Douglas B. Holt. - [First Edition]. - xiii, 265 pages : illustrations ; 25 cm.
Includes biographical references, appendix, notes, 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.
9781578517749 1578517745
2004002697
Brand name products.
Branding (Marketing)
Business names.
Popular culture.
658.827 / DOU