Holt, Douglas B.
How brands become icons : the principles of cultural branding / Douglas B. Holt. - Boston, Mass. : Harvard Business School Press, c2004. - xiii, 265 p. : ill ; 25 cm.
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.
Explores how brands such as Coca-Cola, Harley-Davidson, and Volkswagen have become icons in the marketing industry, and presents a new model that will have a significant impact on branding strategy.
Adult Follett Library Resources.
1578517745
2004002697
Brand name products.
Business names.
Popular culture.
Brand name products.
Popular culture.
HD69.B7 / H647 2004
658.8/27
How brands become icons : the principles of cultural branding / Douglas B. Holt. - Boston, Mass. : Harvard Business School Press, c2004. - xiii, 265 p. : ill ; 25 cm.
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.
Explores how brands such as Coca-Cola, Harley-Davidson, and Volkswagen have become icons in the marketing industry, and presents a new model that will have a significant impact on branding strategy.
Adult Follett Library Resources.
1578517745
2004002697
Brand name products.
Business names.
Popular culture.
Brand name products.
Popular culture.
HD69.B7 / H647 2004
658.8/27