How brands become icons : the principles of cultural branding / Douglas B. Holt.
By: Holt, Douglas B.
Material type:
TextPublisher: Boston, Mass. : Harvard Business School Press, c2004Description: xiii, 265 p. : ill. ; 25 cm.ISBN: 1578517745.Subject(s): Brand name products. -- School of Business and Education | Branding (Marketing) | Business names | Popular cultureDDC classification: 658.8/27 Online resources: Table of contents | Publisher description
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.
| Item type | Current location | Collection | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|---|
Long Loan Book
|
Kirinyaga University Library General Stacks | Non-fiction | HD 69 .H64 2004 (Browse shelf) | Available | KYUC/2013/4113 | |||
|
Long Loan Book
|
Kirinyaga University Library General Stacks | Non-fiction | HD 69 .H64 2004 (Browse shelf) | 2 | Available | KYUC/2013/4112 |
Total holds: 0
Includes bibliographical references (p. 245-249) 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.
Open Library: