Library Catalog | Universities of Canada in Egypt

How brands become icons : the principles of cultural branding / Douglas B. Holt.

By: Holt, Douglas B [author.]Material type: TextTextPublisher: Boston, Massachusetts : Harvard Business School Press, [2004]Copyright date: © 2004 Harvard Business School Publishing CorporationEdition: [First Edition]Description: xiii, 265 pages : illustrations ; 25 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9781578517749; 1578517745Subject(s): Brand name products | Branding (Marketing) | Business names | Popular cultureDDC classification: 658.827
Contents:
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.
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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.

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