How brands become icons : the principles of cultural branding / Douglas B. Holt.
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Uofcanada Library | 658.827 DOU/NB (Browse shelf) | Not for loan | 00002269 |
Integrated Marketing Communications Special Topics in entrepreneurship (Social entrepreneurship) |
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Uofcanada Library | 658.827 DOU (Browse shelf) | Available | 00002270 | ||||
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Uofcanada Library | 658.827 DOU (Browse shelf) | Available | 00002271 |
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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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