the principles of cultural branding Holt, Douglas B. creator text bibliography mau Boston, Mass Harvard Business School Press c2004 2004 monographic eng EN

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xiii, 265 p. : ill. ; 25 cm. 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. Douglas B. Holt. Includes bibliographical references (p. 245-249) and index. Brand name products School of Business and Education Branding (Marketing) Business names Popular culture HD 69.B7 .H67 2004 658.8/27 1578517745 2004002697 http://www.loc.gov/catdir/toc/ecip0414/2004002697.html http://www.loc.gov/catdir/enhancements/fy1311/2004002697-d.html http://www.loc.gov/catdir/toc/ecip0414/2004002697.html http://www.loc.gov/catdir/enhancements/fy1311/2004002697-d.html KyUCL 040211 20260528141524.0 13487791