How brands become icons : the principles of cultural branding /
By: Holt, Douglas B
Material type:
BookPublisher: Boston, Mass. : Harvard Business School Press, c2004.Description: xiii, 265 p. : ill ; 25 cm.ISBN: 1578517745Subject(s): Brand name products | Business names | Popular culture | Brand name products | Popular cultureDDC classification: 658.8/27
Summary:
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.
| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.8 HO HO (Browse shelf) | Available | T0029074 |
Total holds: 0
, Shelving location: Main Collection Close shelf browser
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.
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